There are over 54.22 thousand digital marketing agencies in the USA (Statista), each offering a diverse array of services to their clients. Standing out in this competitive landscape requires strategic approaches.

You might have a talented in-house team excelling in social media and content marketing, yet lack the expertise in pay-per-click (PPC) advertising. When a client comes to you with PPC needs, turning them away can mean missed opportunities and lost revenue. This is where white-label PPC services become invaluable.

If running PPC campaigns isn’t within your expertise, you can smartly outsource this service to a white-label provider, ensuring you meet your clients' needs while strengthening long-term relationships.

In this guide, we’ll cover the fundamentals of white-label PPC, how to effectively manage client expectations, resell white-label solutions, and strategies for attracting more PPC clients to grow your agency’s offerings.

What is White-Label PPC?

White-label PPC management is a service where a marketing agency outsources their client's PPC campaigns to a specialized provider. The service provider manages all aspects of the campaigns—such as campaign setup, management, reporting, and ROI calculation—while the agency rebrands and resells these services under their own name. This allows agencies to offer comprehensive PPC solutions without needing to hire additional staff.

But how do you choose the best white-label PPC management service provider? Consider trying Vendasta’s White-Label PPC services. We have a team of certified professionals and advanced tools and software to help you manage your clients’ Google Ads, Instagram, Facebook, Bing, and YouTube ads. Outsource now and grow your agency’s revenue. 

Why Do Agencies Use White-Label PPC?

Cost Savings

White-label PPC services offer agencies a significant cost-saving advantage by eliminating the need to hire and train an in-house PPC team. Building an internal team involves recruitment, salaries, benefits, and ongoing training to keep up with the latest trends. 

On average, hiring an experienced PPC expert can cost you anywhere from $50,000 to $80,000 per year. If you need many experts to manage multiple campaigns, the costs can escalate and take away significant PPC revenue for the agency. 

By outsourcing PPC management to a white-label provider, you can avoid these expenses altogether. They come equipped with a team of seasoned professionals who are already trained, certified, and ready to manage campaigns at a high level. 

This means you’re not just saving on salaries and training, but also on the costs associated with tools and software that are often included as part of the white-label service.

Scalability

White-label PPC services for agencies allow them to adjust their service offerings based on clients’ demand. Whether you're onboarding multiple new clients or experiencing a seasonal surge in activity, white-label providers can seamlessly scale their services up or down. 

For example, during peak marketing seasons, you can ramp up PPC efforts without the stress of managing additional workloads in-house. This flexibility ensures that you can meet the demands without overextending your resources.

Enhanced Service Offerings

With white-label PPC, agencies can expand their service portfolio without the additional overhead of building new teams. This means you can offer a broader range of services, such as advanced campaign optimization, in-depth reporting, and multi-platform management, all under your own brand. 

Improved Client Relationships

High-quality PPC management directly contributes to increased client satisfaction and loyalty. When clients see consistent results, such as improved ROI and well-managed campaigns, they’re more likely to trust your agency and continue their partnership. 

White-label solutions enable you to deliver these results without the strain on your internal team, leading to stronger, long-term relationships. Happy clients often become loyal advocates, which can lead to more referrals and a growing client base.

Focus on Core Competencies

Outsourcing PPC management allows your agency to focus on what you do best. Instead of getting bogged down by the complexities of PPC campaigns, your team can concentrate on core competencies like strategic planning, client relationship management, and creative development. 

Reduced Stress

Managing PPC campaigns can be complex and stressful, particularly when juggling multiple clients with diverse needs. White-label PPC services alleviate this burden by taking on the heavy lifting, allowing your team to focus on other important tasks without the constant pressure of managing PPC. 

This not only improves workplace morale but also leads to better productivity and creativity within your agency. A less stressed team is a more effective team, capable of delivering higher-quality work across the board.

Personalized Branding

Agencies can offer personalized branding that resonates with their clients. You can deliver customized ad campaigns that reflect your agency’s unique identity, ensuring that every campaign aligns with your brand values. 

This personalized approach fosters trust, as the clients see your agency as an extension of their own brand. It’s a win-win scenario: your clients get tailored campaigns that drive results, and your agency strengthens its reputation as a trusted partner.

White-Label PPC vs. Managing PPC In-House

Criteria	In-House PPC Management	White-Label PPC Service Provider
Expertise and Skills	Requires hiring and training, may lack specialized skills	Access to a team of specialists with deep PPC expertise
Cost and Resource Allocation	Involves fixed costs (salaries, benefits, training)	Variable costs based on needs, often more cost-effective
Control and Flexibility	Complete control over campaigns and real-time adjustments	Less day-to-day control, but scalable and flexible resources
Scalability	Challenging to scale quickly; requires hiring and training	Easily scalable to accommodate changes in client demand
Campaign Consistency and Optimization	May face inconsistencies due to understaffing or shifting priorities	Rigorous processes for continuous monitoring and optimization
Time and Focus	Requires significant time investment for management and strategy	Frees up internal resources to focus on core competencies and client relationships

 

Both in-house PPC management and white-label PPC have their merits, but choosing the right approach depends on your agency's goals, resources, and capacity.

Let's dive into the key differences and benefits of each, so you can decide what’s best for your business.

1. Expertise and Skill Set

If you’ve got a group of seasoned PPC specialists on board, that’s fantastic! However, building and maintaining such a team isn’t easy. You’ll need to invest in continuous training to keep up with the dynamic landscape of digital advertising. Platforms like Google Ads and Facebook Ads are constantly updating their algorithms and features, so staying current is crucial.

On the other hand, white-label PPC providers have teams of experts who live and breathe PPC every day. These pros are often certified across multiple platforms and have experience managing campaigns in various industries.

2. Cost and Resource Allocation

Managing PPC in-house requires not only hiring skilled professionals but also investing in tools, software, and ongoing education. Salaries, benefits, and overhead can add up quickly, especially if you need to scale your team to meet client demands.

White-label PPC services, however, can be more cost-effective. You pay a flat fee or a percentage of ad spend, and the provider handles the rest. There’s no need to worry about salaries, benefits, or managing a larger team. Plus, the funds you save by outsourcing can be redirected toward other growth initiatives.

3. Flexibility and Scalability

If you manage PPC in-house, scaling up requires hiring more staff, which takes time and resources. And if demand decreases, you might find yourself with more team members than you need, which can be a financial strain.

With white-label PPC, scaling up or down is simple. Whether you’re taking on more clients or dealing with seasonal fluctuations, your white-label provider can adjust accordingly. This flexibility means you can grow without the growing pains, and you’re not stuck with unnecessary overhead during slower periods.

4. Focus on Core Competencies

Managing PPC campaigns can be time-consuming, especially if you’re juggling multiple clients and platforms. By handling PPC in-house, your team might find themselves stretched thin, focusing more on campaign management and less on what they do best—whether that’s strategy, creative development, or client relationships.

Outsourcing allows your team to focus on their core competencies. Let the PPC experts handle the nitty-gritty of campaign management while your team concentrates on strategic planning and delivering creative solutions. 

5. Control and Customization

One potential downside of outsourcing is the perceived loss of control. When you manage PPC in-house, you have direct oversight of every campaign. You can tweak and adjust strategies in real-time based on client feedback or changing market conditions.

However, many white-label PPC providers offer customizable solutions that allow you to maintain control over key aspects of the campaign. You can set the strategy, while the white-label team handles execution. This way, you get the best of both worlds: the expertise and efficiency of a white-label provider with the strategic control you need.

If you’re looking to run your digital marketing agency with minimal costs, check this video to explore 9 white-label solutions. 

5 White-label PPC Pricing Models You Should Know

Understanding the various pricing models is key to choosing the right fit for your agency. Each model has its own benefits. 

Let's dive into the five most common pricing structures:

1. Fixed Fee

The fixed fee model is straightforward and predictable—perfect for agencies that value consistency in their budgeting. With this model, you pay a set amount each month or per project, regardless of the campaign's size or complexity.

Why it’s great: You know exactly what you’re paying each month, which makes financial planning easier. There are no surprises or hidden costs, so you can allocate your budget with confidence.

When it works best: This model is ideal for agencies managing smaller campaigns or those who prefer a predictable expense structure. It’s also great if you’re working with clients who have a fixed budget and want to avoid fluctuating costs.

2. Management Fee

With the management fee model, you pay a fee based on the level of service provided by the white-label PPC provider. This fee typically reflects the amount of work involved in managing and optimizing your clients’ campaigns.

Why it’s great: The management fee can scale with the complexity of the campaign. If a campaign requires more hands-on management, the fee might be higher, but it also ensures that your campaigns get the attention they deserve.

When it works best: This model is suited for agencies that handle a range of clients with varying needs. It allows you to pay more for more complex campaigns while keeping costs lower for simpler ones.

3. Percentage of Ad Spend

The percentage of ad spend model ties the cost of the service directly to the amount of money spent on ads. Typically, the white-label provider charges a percentage of the total ad spend.

Why it’s great: This model aligns the provider’s incentives with yours—the more effective the campaign, the more you both stand to gain. 

When it works best: If you’re managing large-scale campaigns with significant ad budgets, this model can be particularly advantageous. It also works well if your clients expect high levels of optimization to get the most out of their ad spend.

4. Commission-Based

The commission-based model is performance-driven, where the white-label provider earns a commission based on the results they deliver, such as leads generated or sales made.

Why it’s great: It’s a results-oriented approach that ensures you only pay for tangible outcomes. 

When it works best: This model is ideal for agencies focused on direct response campaigns or clients who prioritize measurable outcomes like lead generation or sales. 

5. Hybrid

The hybrid model combines elements of the other pricing structures, offering a more tailored approach. For example, you might pay a fixed fee plus a percentage of ad spend, or a management fee combined with a performance-based bonus.

Why it’s great: It offers the flexibility to design a pricing structure that aligns with your agency’s unique needs and goals. You can mix and match components to create a balanced approach that manages risk while still incentivizing performance.

When it works best: The hybrid model is perfect for agencies that handle diverse campaigns with varying levels of complexity and budget.

Choosing the right pricing model for white-label PPC services depends on your agency’s needs, client expectations, and the nature of the campaigns you manage. 

How to Manage Expectations with White-label PPC Services

Successfully managing expectations with white-label PPC services is crucial for building strong, long-lasting relationships with both your vendors and clients. 

Let’s break down each of these elements to see how they contribute to effective expectation management.

Clear Communication

Clear communication is the foundation of any successful partnership, and it’s especially vital when working with white-label PPC services. Keeping open lines of communication between your agency, your white-label provider, and your clients is essential for aligning goals and avoiding misunderstandings.

Tips for Success: 

• Schedule regular check-ins to review campaign progress.  
• Set up consistent communication touchpoints—whether it’s weekly updates or monthly reports. 

Defined Scope and Responsibilities

Defined scope and responsibilities are key to preventing misunderstandings and ensuring smooth collaboration. When everyone knows exactly what they’re responsible for, it minimizes the chances of tasks falling through the cracks or expectations not being met.

Tips: 

• Create a detailed agreement that specifies who is responsible for what. 
• Outline what your agency will be doing, such as client relationship management or strategic oversight. 

Performance Benchmarks and Reporting

By establishing specific performance benchmarks at the outset, you can track progress and make data-driven decisions. Regular reports help keep clients informed about how their campaigns are performing, which builds trust and allows for adjustments as needed.

Tips for Success: 

• Make sure these benchmarks align with your clients’ goals. 
• Provide regular reports that highlight key metrics, such as click-through rates, conversion rates, and ROI. 

Collaboration and Expertise

Collaboration allows you to tap into your white-label provider’s expertise, leading to better campaign outcomes. It also helps in setting realistic expectations with clients, as you can provide more accurate timelines and results based on expert insights.

Tips: 

• Foster a collaborative relationship with your white-label provider by involving them in strategic discussions and planning sessions. 
• Encourage them to share their insights and recommendations based on their experience. 

Honesty and Transparency

Transparency with your white-label provider about client requirements and challenges ensures that they can deliver the best possible service. Similarly, being honest with clients about what’s achievable helps to avoid disappointment and fosters a more trusting relationship.

Tips: 

• If a client has unrealistic expectations, address this early on by explaining what’s feasible and why. 
• Avoid overselling your agency’s or your white-label provider’s capabilities, as this can lead to dissatisfaction if results fall short. 
• Be transparent about any challenges or changes that arise during the campaign and discuss how these will be managed. 

How to Get PPC Clients

Attracting PPC clients is all about showcasing your expertise, demonstrating value, and building trust. Whether you're a seasoned pro or just getting started, there are several strategies you can use to bring in new clients and grow your business. 

Here are some effective methods to help you land those PPC contracts:

1. Sales Intelligence Tools

Using sales intelligence tools is like having a secret weapon for finding the right clients. These tools help you gather detailed information about potential leads, allowing you to target businesses that are most likely to benefit from your PPC services.

Sales intelligence tools provide insights into a company’s online presence, advertising spend, and even their current marketing strategies. This data enables you to tailor your pitch, highlighting how your PPC services can solve their specific challenges.

Tips: 

• Start by identifying industries or niches that align with your expertise. 
• Use sales intelligence tools to find companies within these sectors that are investing in digital marketing but might not be optimizing their PPC efforts. 
• Craft personalized outreach messages that speak directly to their needs, demonstrating how you can help them achieve better results.

2. Bundle Your Services

Clients often prefer working with a single agency that can handle multiple aspects of their marketing strategy. Bundling services not only makes it easier for them but also increases your revenue potential. By combining PPC management with other services like SEO, content marketing, or social media management, you provide added value and make your offering more appealing.

Tips: 

• Create packages that include PPC along with complementary services. 
• Highlight the benefits of these bundled services, such as improved ROI through an integrated approach, and offer tiered pricing to cater to different budgets.

3. Leverage Referrals

Referrals are one of the most powerful ways to get new PPC clients. People trust recommendations from their peers, so when a satisfied client or business partner refers you, it’s a strong endorsement of your skills and results.

Tips: 

• Ask your current clients for referrals, especially after completing a successful campaign. 
• Incentivize referrals by offering discounts, complimentary services, or even a small commission. 
• Build relationships with other agencies or freelancers who offer complementary services, and create a referral partnership where you send clients to each other.

4. Get Ahead of the Competition

In a crowded market, clients are looking for the best in the business. By showcasing your knowledge and staying ahead of the curve, you establish yourself as a go-to resource for PPC services. This involves staying up-to-date with the latest industry trends, continuously improving your skills, and demonstrating your expertise through various channels.

Tips: 

• Regularly publish content that highlights your expertise, such as blog posts, whitepapers, or videos discussing the latest PPC strategies and trends. 
• Attend industry conferences, webinars, and networking events to stay connected with other professionals and potential clients. 
• Update your website and social media profiles with case studies, testimonials, and certifications that reinforce your credibility.

5. Convey the Value of PPC

Clients are more likely to invest in PPC if they clearly see how it will benefit their business. By explaining the value in terms they understand—like increased leads, higher sales, or better brand visibility—you can make a compelling case for why they should hire you.

Tips: 

• Tailor your pitch to the client’s specific industry and goals. 
• Use real-life examples and data to illustrate how PPC can drive measurable results, whether it’s boosting online sales, increasing website traffic, or improving lead quality. 
• Make sure to highlight the flexibility and cost-effectiveness of PPC, emphasizing how it allows businesses to target specific audiences and control their budgets.

6. Content Marketing

Content marketing attracts clients by educating them about PPC and showcasing your knowledge. It also helps with SEO, driving organic traffic to your website and increasing your visibility.

Tips: 

• Start a blog where you regularly post articles about PPC strategies, tips, and case studies. 
• Create downloadable resources like eBooks, guides, or checklists that offer in-depth information on PPC topics. 
• Share your content on social media and in industry forums to reach a broader audience. 

7. Advertising

Running ads allows you to reach a targeted audience actively searching for PPC services. Plus, you get to showcase your ability to manage successful campaigns, which is precisely what your potential clients are looking for.

Tips: 

• Create PPC campaigns on platforms like Google Ads, LinkedIn, or Facebook, targeting businesses that are likely to need PPC services. 
• Use compelling ad copy and strong calls-to-action that drive prospects to a dedicated landing page where they can learn more about your services and get in touch. 

8. Free Trials

A free trial gives clients a taste of what you can offer and how it can benefit their business. If they see positive results during the trial, they’re much more likely to sign up for ongoing services.

Tips: 

• Offer a limited-time free trial of your PPC management services, where you manage a small campaign or provide a one-time optimization. 
• Make sure the trial is structured in a way that allows you to showcase your skills and deliver measurable results. 
• Follow up with prospects after the trial to discuss their experience and offer a seamless transition to a paid service.

9. Case Studies

Case studies show potential clients exactly how you’ve helped other businesses achieve their goals with PPC. They offer proof of your capabilities and make it easier for prospects to envision how you can help them too.

How to use it: 

• Develop case studies that highlight key challenges, strategies, and results from previous PPC campaigns you’ve managed. 
• Include specific metrics like increased ROI, reduced cost-per-click, or improved conversion rates to make a strong impression. 
• Share these case studies on your website, in proposals, and during client meetings to reinforce your pitch and give prospects confidence in your ability to deliver results.

How to Choose a White-label PPC Platform

Choosing the right white-label PPC platform is a game-changer for your agency. The right platform not only enhances your service offerings but also makes your job easier. 

Let's explore the key features you should look for in a white-label PPC platform, and why they matter.

1. Brandability

Brandability is a top priority when selecting a white-label PPC platform. You want a platform that allows you to seamlessly integrate your agency’s branding, so your clients see your name and logo, not someone else’s.

Choose a platform that offers extensive customization options, from the logo and color scheme to the domain name and client-facing materials. This way, everything your clients interact with looks like it’s coming directly from your agency.

2. A Client Portal

A dedicated client portal is a must-have feature for any white-label PPC platform. This portal serves as a one-stop shop where your clients can access their campaign data, reports, and other important information.

A well-designed client portal enhances transparency and improves the client experience by giving them easy access to the information they need. It also reduces the number of questions and requests you receive, freeing up your time for more strategic work.

Ensure the platform provides a user-friendly, customizable client portal that allows clients to view their campaign performance in real-time. It should also be intuitive and easy to navigate, even for clients who aren’t PPC experts.

3. A Robust Marketplace

Having access to a robust marketplace within the platform can greatly enhance your service offerings. A marketplace allows you to easily add and manage additional services, such as SEO, social media ads, or email marketing, alongside PPC.

Look for a platform that offers a wide range of services and tools within its marketplace. These should be easy to integrate with your existing offerings, allowing you to expand your services without complicating your workflow.

4. Easy Integrations

Easy integrations are crucial for a seamless experience. Your PPC platform should easily integrate with the other tools and systems your agency uses, such as CRM software, analytics platforms, and marketing automation tools.

Integrations save you time and reduce the risk of errors by ensuring that all your tools work together smoothly. This makes it easier to manage your campaigns, track results, and provide comprehensive reports to your clients.

Choose a platform that offers a wide range of integrations with popular tools in the digital marketing ecosystem. The integration process should be straightforward, with minimal technical expertise required to set up and maintain.

Pro Tip: Consider using Vendasta’s Advertising Intelligence, a multi-platform, white-label PPC software that helps you efficiently manage all your clients’ campaigns under your own brand, providing seamless integration and powerful results.

5. Flexible Ad Formats

Having access to flexible ad formats is essential for meeting the diverse needs of your clients. The more ad formats your platform supports, the more creative and effective your campaigns can be.

Ensure the platform supports a wide range of ad formats across multiple networks, including Google, Bing, Facebook, and more. This flexibility allows you to create targeted, multi-channel campaigns that drive results.

6. Scalability

As your agency grows, you’ll need a platform that can keep up with your expanding needs. A scalable platform ensures that you can continue to deliver high-quality service to your clients, even as your workload increases.

Choose a platform that offers scalable solutions, allowing you to easily add new clients, campaigns, and services as your business grows. The platform should be able to handle high volumes of data and users without slowing down or becoming less efficient.

7. Ease of Use

A complex or clunky platform can slow down your workflow, leading to inefficiencies and potential mistakes. A platform that’s easy to use allows you to focus on strategy and creativity, rather than getting bogged down in technical details.

Look for a platform with an intuitive interface, clear navigation, and helpful tutorials or customer support. The goal is to choose a platform that makes it easy to manage all aspects of your PPC campaigns, from setup to reporting.

8. Reporting Capabilities

Clear, insightful reports are crucial for maintaining client trust and satisfaction. They help clients understand the impact of your work and provide transparency into how their budget is being spent.

Choose a platform that offers customizable reporting options, allowing you to tailor reports to each client’s needs. Look for features like automated report generation, data visualization, and the ability to pull in metrics from multiple sources.

Should Your Agency Opt for White-Label PPC Services?

White-label PPC isn’t a one-size-fits-all solution, but it offers significant advantages for digital marketing agencies managing numerous PPC campaigns. By partnering with a white-label PPC provider, you can resell their services and scale your business with ease, allowing you to focus on growing your revenue without the heavy lifting.

However, it's essential to assess your agency's specific needs and goals to determine if this approach aligns with your long-term strategy. By making an informed decision, you can leverage the benefits of white-label PPC to drive growth and deliver exceptional results for your clients.

This article was originally published in January 2023 and updated in September 2024 to include the latest information and insights.