So, you’ve identified an opportunity to scale your digital agency with PPC management, but there’s nobody on the payroll to provide that service. You’ve heard that a white-label PPC agency might be the answer, but that only raises more questions:
- How can they help?
- How does the process work?
- And what exactly is white-label PPC anyway?
This guide answers all those questions and then some.
Below, you’ll learn:
- The benefits of outsourcing PPC ad management versus hiring an employee
- The step-by-step process used in most client-agency-white-label-partner relationships
- The best time to outsource Pay Per Click services and how to find the right outsourcing partner.
Let’s get started:
What is White Label PPC?
White label PPC is essentially a third-party partner delivering PPC services to your clients on your behalf.
Your client pays you. You keep a percentage of that payment for yourself, and the rest you use to pay a white label agency to carry out the work. That work is then completed all according to your branding, communications, and standards.
For example, say you’re a small digital agency with ambitions of scaling.
You don’t currently offer support with online advertising, but you’ve received enough interest from clients that it strikes you as a golden opportunity to grow.
At this stage, you have three options:
- Hire a full-time PPC specialist
- Hire PPC Freelancer
- Outsource the technical aspects to a white-label PPC agency while you focus on delivering support.
How Does Outsourcing PPC Actually Work?
So, Option 3rd is at least on the table for your agency. The next task is to look at how this three-way partnership between you, your client, and your outsourcing partner, actually works:
1. Client Asks for Help
It all begins with clients and their requests. How these requests reach you depends on your approach.
Have a list of loyal customers eager to expand their working relationship with you for Pay Per Click Services?
That’s a great start, but how do you build that list from there?
You may already have sales and marketing specialists on standby, ready to help you boost new services like PPC. If not, use an agency that can help you in that area too, such as by crafting effective PPC proposals you can use to pitch to clients.
2. Consult and Strategize
Whatever approach you use to get clients to say ‘yes,’ your first task is to schedule a consultation with them.
This is their opportunity to tell you exactly what they’re looking for. If, as often happens, they don’t know exactly what they’re looking for, it’s your opportunity to guide them.
Sit down with them to learn as much as you can about their reasons for exploring PPC as a marketing channel and their expected outcomes.
The more specific details you can get from your clients about their needs, the more effectively you and your white-label partner can meet those needs.
With that in mind, here are some key details to discuss and useful questions to ask:
Goals
- What’s the client’s reason for wanting to use PPC?
- More sales? If so, how many more sales?
- More website traffic? How much more?
- Which Key Performance Indicators (Return on Ad Spend, Conversion rate, etc) need to be tracked and reported?
Budget
- How much are they looking to spend on paid advertising?
- Is this per month? Per year? Per campaign?
- Are there any restrictions or guidelines on ad spend budget?
- Does the client have a preferred bidding strategy in mind? Is this the most effective strategy to achieve their goals?
Niche and industry
- What does your client do?
- What are the trends, challenges, and opportunities in their space?
- Who are their biggest PPC competitors?
Customer Profiles
- Who is your client selling to?
- What filters should be in place for demographic and/or geographic targeting?
Current Marketing Efforts
- What channels does your client currently use?
- How do PPC campaigns need to align with those channels in terms of branding and voice?
- How effective are current marketing efforts? What pain points exist that they hope to address with PPC?
- What assets and content does the client need to have created? Landing pages? Copy? Visual media?
Discussing all this face-to-face is a tremendous way to strengthen your relationship with this new client, but never underestimate the usefulness of a good old-fashioned form. Think about working with your white-label PPC provider to create a client onboarding form that covers all the essential things you’ll need to know to plan and implement profitable campaigns.
Trust us, you’ll find doing so is a win-win-win.
By taking the time to think about their responses, clients themselves become clearer on their objectives and requirements.
This saves you a lot of time spent going back and forth to get all the necessary information, meaning you can move the process along quicker and continue to focus on growing your agency.
Finally, it also makes things easier for the agency carrying out the PPC management work to do their jobs efficiently and effectively, resulting in happy clients.
3. Schedule Time With Your White-Label Partner
Armed with a clear and detailed brief, your next task is to book time with your white-label PPC partner. Discuss your client’s needs and objectives and ensure they’re fully informed of what’s expected.
From this point, your partner agency will take the reigns, completing any or all of the tasks in the next two sections:
4. Initial Setup
Your PPC manager will get the ball rolling by setting up your client with a Google Ads account and ensuring it’s properly integrated into their website.
This includes tackling all the technical necessities for a smooth and trouble-free campaign, such as:
- Integrating with Google Tag Manager for easier tag management
- Tracking and recording Google Ads calls to generate useful performance insights
- Confirm Google and Bing Ads tracking is working correctly
- Creating a personalized dashboard to provide reports to your client – labeled with your branding
With those tasks complete, they’ll then jump on a call with your client to go over their campaign goals and expectations, ensuring they’re ready to move in the right direction.
5. Account Setup & Building
Now comes the really exciting part, building that account and creating conversion-optimized ad campaigns.
This includes multiple stages:
A. PPC Keyword Research
First, there’s keyword research to be done, using tools likeGoogle Keyword Planner, orSemrush’s Ad Launch Assistant to identify the most relevant and profitable keywords.
For example, say a client from the fashion industry comes to you looking to use PPC to increase commissions.
As in the image above, your PPC manager might begin by entering terms (typically agreed upon by the end client) related to ‘bespoke fashion’ into Keyword Planner and exploring those best suited to the client’s goals and budget.
B. Ad Copy Creation:
If this next stage demonstrates anything, it’s one of the many upsides of outsourcing PPC management. Not only do you have a trusted technical partner, but a creative one as well.
Here, the project lands in the hands of marketing and copywriting pros, where headings, descriptions, and compelling CTAs are crafted with maximum traffic in mind.
C. Landing Page and Lead Generation Optimization
Even the most captivating ads on the web are no use to your clients if they drive visitors to poorly developed or under-optimized resources that don’t convert.
So, with all three companies’ reputations on the line, the next stage involves developing a landing page or optimizing any existing landing page.
Alternatively, it might mean utilizing other conversion-optimization tools such as Google Ads’ in-built lead-generation forms as in the example above we created for E2M Solutions.
D. Tracking Goals Setup
Once things are in full swing, your client is going to want to see some tangible data that proves their investment is paying off.
That’s why the next critical step involves setting up clear and accurate goals.
With goals set, conversion tracking options are set in place to measure the direct impact of your client’s ads, such as by monitoring the number of button clicks or form submissions on their landing page.
E. Retargeting Strategies
Maximum value for money is the goal here, right?
Of course it is, which is why it’s worth exploring retargeting strategies with your clients.
In the most basic sense, retargeting is showing your ads to users who’ve already been on your website but, for whatever reason, didn’t convert.
For example, it might be that ads are shown to abandoned cart users for your client’s eCommerce store, encouraging them to return and complete a purchase.
Or, to refer back to our earlier fashion example, it might be used to re-engage visitors who filled in the form expressing an interest in commissioning a clothing design but never hit the submit button.
6. Account Management
By now, your clients’ campaigns are fully optimized and those ads are out there on the Internet.
Here’s where the real work begins, ensuring those ads are delivering maximum ROI for your agency’s clients.
This includes:
A. Account Structuring
The more your client’s begin to see the value of PPC, the more they invest in it. The more they invest in it, the more their ad account begins to fill with campaigns, keywords, ads, and reports.
All those multiple elements begin to add up, turning that account into a hard-to-manage breeding ground of mistakes waiting to happen.
Those mistakes could be costly too.
It’s not entirely unheard of for some unfortunate soul to accidentally pause the wrong campaign at the wrong time and cost their company both traffic and revenue.
Of course, that shouldn’t be a worry that rests on your shoulders. After all, you’ve outsourced the work to a company that takes account structuring seriously.
A good PPC manager always makes sure to tidy and organize as they go.
They take the time to ensure your client’s account is properly structured, with the right ads and keywords in the right ad groups, and the right ad groups within the right campaigns, all clearly labeled and easy to identify.
As a result, the risk of costly mistakes is minimized as much as it possibly can be.
There’s also a value-for-money cost benefit involved here too.
Think about it:
When an account is properly structured and organized, your PPC specialist less time trying to find a specific ad and more time delivering results.
B. Daily & Weekly Oversight
Running ads is certainly not a set-it-and-forget it kind of detail.
Somebody needs to be paying close attention to performance data, looking out for weak spots that can be fine-tuned and trends that can be capitalized upon.
That somebody is, of course, your PPC agency.
Throughout the lifecycle of a campaign, they’ll be looking at daily and weekly data and using it to make informed adjustments, eliminating wasted ad spend, and re-budgeting to focus on the highest performers.
C. Dayparting
The best PPC agencies know the value of a technique called ‘Dayparting.’ Ultimately, this involves a data deep dive to figure out which ads delivered the best results at which time, and then scheduling ads to run when they’re most likely to deliver results.
For example, your client in the SaaS industry runs an ad that does phenomenally well during certain weekday afternoons, but falters at other times.
Thanks to regularly looking at the data for this campaign-in-progress, your PPC specialist jumps on this trend and configures ads to be delivered exclusively between 1 PM and 5 PM on Mondays and Fridays.
That way, clients get the reassurance that every penny is being spent on ads designed to deliver optimum results.
D. A/B Testing
The quest for the perfect, 100% converting ad may be endless, but each step closer to perfection can yield results.
With that in mind, it makes sense that PPC managers are continually looking for even the most minor improvements through A/B split testing.
Depending on your digital agency’s niche, you’re probably already familiar with A/B tests, but for those who aren’t, here’s the nutshell definition:
A/B testing involves running two almost identical ads with one small but significant detail changed to see which one performs best. For example, your PPC manager may run two ads simultaneously that are entirely identical except that each features a different heading, or perhaps a different CTA.
Again, this is all about generating maximum value for your client’s money, and keeping the budget flowing to top converters.
E. Display & Video Ads Management
Last but not least, your PPC agency partner will be on hand to handle AV assets and the way they’re used in your client’s online advertising.
It may be that your client already has their creative assets in place, and simply needs support with identifying the when, where, and how of displaying them to audiences.
If not, white-label PPC agencies will be able to work with those clients to create attention-grabbing, conversion-getting displays and video ads.
7. White Label PPC Reports
Remember that tangible proof of results we talked about earlier? Here’s where your partner presents it.
Each month, the PPC agency provides clear, easy-to-understand reports with a precise breakdown of how ad campaigns are performing against the client’s KPIs.
These reports are designed exclusively with your logo and branding, keeping your agency in the spotlight while giving clients all the information they need in a way that’s easy to read.
Of course, reporting doesn’t just demonstrate ROI. It also reveals the kind of insights that present golden opportunities for boosting that ROI even further. So, it’s also good practice for your partner to schedule calls with you and your client.
That way, the three of you can look at what’s working and what isn’t.
Regularly talking about which ads and campaigns are producing the best results and which -if any- are costing more than making is really the secret to long-term success with PPC.
It presents the chance to pivot or correct course, to ensure that the ad budget is being spent only on the highest-converting ads, and to plan the next steps towards maximum ROI.
To give you an example, let’s catch up with our fashion designer.
Things have been going well and they’re running a brand new PPC campaign for a line of eco-friendly fashion.
When the monthly report comes in, it reveals that keywords like ‘sustainable fashion’ are responsible for driving the most conversions while ‘organic apparel’ don’t do as well.
At the next scheduled meeting, you discuss how to improve or redirect those underperforming ads and focus more attention on the high-converters.
Why Should You Outsource Your PPC Management?
So, you’ve discovered the ins and outs of outsourcing your PPC management services, but is it worth it?
Why outsource when there are other alternatives on the table?
Depending on your current situation, there are a few ways we could answer that question:
A. Free Up Your Time
This answer goes out to all those small and newly formed agencies where you, the owner, spend most of your time handling client work yourself. Likewise for those contractors among you who would love to grow your solo project into a fully-fledged agency if only you weren’t spending all your energy managing ads for clients.
While the hands-on approach may be invaluable for getting to know your clients and their work better, you can still foster a strong client relationship through clear, responsive communication, great support, and leaving the technical and creative tasks to a team of PPC specialists.
That way, you free up your time to focus on your real job as an agency owner: Landing new clients and growing your business.
B. Get the Experts On Your Side
There’ll be some of you who read that first answer and immediately responded with another question:
“So, why not hire employees and build a team?”
That’s certainly an option, and for some agencies, it may be the best one. For others, however, it could well be the least desirable, perhaps even least achievable.
Even with a whole new world of possibilities created by advancements in remote working, building an agency by onboarding full-time employees is still more expensive than paying a white-label digital agency to produce the same results.
For those that do want to build an in-person team, there are office space costs to consider. Then recruitment, training, employee benefits, Paid Time Off coverage, all costs that are just as essential for any kind of legitimate agency setup.
With white-label PPC management, you get access to a team of online ads specialists, each of whom has already been hand-selected for you based on their talents and technical know-how.
Instead of paying an average of $72,000 per year for one PPC manager, you get access to an entire team of professionals for between several hundred and several thousand per month, which you only pay when you need them.
C. Scale Up Without Stress
Take it from those of us who’ve been there; scaling a digital agency is a lot easier when you have the time and money to make it happen.
When you’re not working on client projects, you have more time to focus on growth strategies, and when you’re not spending thousands of dollars on recruitment, you have more money available to implement those strategies.
D. Keep Your Clients Happy
The end result of all this is that you end up with satisfied clients.
This might be because you’re passing cost savings on to clients by offering competitive pricing without sacrificing your own markup. It might be because the combination of your stellar service and your white-label partner’s PPC expertise is perceived by clients as money well spent.
Whatever the case may be, satisfied clients become loyal clients. Loyal clients continue to work with your agency. They tell their friends about your agency. They’re integral to your growth.
When is the Right Time to Outsource PPC?
Ultimately, the right time to outsource PPC is any time that you want to solidify your reputation as the go-to agency for PPC in your niche market.
Still, we admit that might not be quite the answer you were looking for, so here are three specific situations where outsourcing may be invaluable:
A. Your In-House Team is Swamped
You know the best thing for an all-hands-on-deck situation?
More hands.
Perhaps you already handle Google ad management in-house, but with the holiday season approaching, your clients are all upping their campaigns and it’s more than your team can be reasonably expected to handle.
That’s the perfect time to call a white-label agency to the rescue, bringing them in for short-term support in peak periods.
B. You’re Missing Key PPC Skills
You may have clients asking for PPC services that nobody in your agency is experienced enough to provide.
Again, that’s an ideal time to outsource.
Most agencies offer flexible pricing plans, which means there’s a good chance you’ll find one which covers just enough to meet client demand without leaving paid-for hours unused or otherwise chasing new PPC clients to justify the cost.
C. You Want to Offer PPC Without the Hassle
Data gathered by Statista shows that Google’s advertising revenue continues to grow year after year, reaching $237.86 billion in 2023.
Meanwhile, PPCSurvey’s The State of PPC Global Report 2024 reveals that agencies are contributing to that revenue with responsibility for up to $3 million in ad spend.
Looking at both points together, it’s not difficult to understand why you’d want to expand your agency to offer Pay-per-click advertising services.
There’s money to be made. Growth opportunities to seize. A chance to offer more value to clients and scale your business.
Do that with an outsourced PPC team you trust to get the job done, and you can fully focus on seizing those opportunities without the challenges of day-to-day team leadership getting in your way.
How to Pick the Right White Label PPC Provider
Look for Experience That Matches Your Needs
The most successful PPC provider in the land may not be the best fit for you if your agency specializes in SaaS but they’ve spent their entire career in fashion.
Likewise, an agency that specializes in creativity may not be the perfect partner if it’s the technical side of things you need the most help with.
- Think first about your client needs – What is it they need you to do?
- Then, think about your agency’s needs – What skills or experience are you missing that can’t meet those client needs without?
- Finally, narrow your shortlist of possible partners – Focus on building relationships only with those that are the closest possible thing to a perfect match.
Clear Pricing and Simple Reporting
Outsourcing is supposed to make life simpler, so confusing costs and hidden fees are the last thing you’d want, or even expect.
The best white-label PPC companies keep their pricing simple, typically with tasks bundled together and sold via a Pay-As-You-Go pricing model to avoid surprise charges and ensure your agency is only charged when necessary.
Check Out Their Track Record
Think about all the work you might do vetting a potential new hire. Shouldn’t you also ask a potential white-label partner at least a few questions to be sure they can make good on their promise?
- Do they have case studies of proven results?
- Testimonials from past clients?
- Third-party reviews which reveal what it’s really like to work with that agency?
In-House PPC vs. White Label PPC: Which is Right for You?
Despite all that we’ve said so far, we know that outsourcing isn’t for everyone. Before we wrap things up, let’s look at how each compares in three key areas:
What’s the Cost Difference?
Ziprecruiter data puts the average annual salary of a PPC manager at $72,000+.
Meanwhile, recruitment specialists Boulo note that the average total cost of hiring a new employee is $5,000, 40% of which are hard costs such as job ads, hiring recruitment specialists, and overhead costs.
- 40% of $5,000 = $2,000.
- $2,000 (Hiring and Onboarding Costs) + $72,000 (annual salary) = $74,000.
Although your actual costs will undoubtedly vary, we can still see how expensive it can be to hire the services of a full-time PPC specialist for just a single year.
Of course, you’ll have hired someone skilled enough to generate a profit on that investment, but consider this:
Outsourcing PPC services typically costs between several hundred dollars and several thousand per month. So, to give a top-end example, let’s say you spend $4,000 per month on outsourcing.
In some cases, this would bank you a number of service hours not too far from what a salaried employee would provide.
- $4,000 per month x 12 months = $48,000
That’s a saving of $26,000.
Speed and Results
If you’re the type of agency owner who likes to oversee every stage of the process, in-house certainly makes that possible.
However, that also has the potential to slow down the process.
What’s more, when your partner agency is providing you with a ready-made team, you can start generating results much faster and you’re not spending time on training and onboarding.
Expertise Matters
One advantage of internal hiring is that your clients build a relationship with someone at the very heart of your business.
They get to know those clients and their goals, and that can pay off in terms of long-term loyalty.
On the other hand, the fact remains that one general PPC expert isn’t as effective as a whole team of experts bringing different talents and experience to the table.
For example, say you hire someone as a kind of PPC jack-of-all-trades. They can technically do it all, but only really excel in perhaps one key area, such as creating ad copy.
Your clients get fantastic-looking ads, but they’re not as effective because the other aspects of campaign management aren’t up to the same standard.
Alternatively, you hire an agency that works together, with the best creatives and the best technical talent handling the tasks their most adept at, all in the name of producing the best ROI for your clients.
Wrapping It Up: Why White Label PPC Could Be Your Best Move
With revenues growing each year and eager clients looking to gain a competitive advantage with Pay Per Click advertising, teaming up with a white-label PPC partner could prove to be the best move your agency can make this year.
Not only does it present ample golden opportunities to increase revenue and attract new clients, it also helps improve client retention, ensuring otherwise loyal customers aren’t forced to go elsewhere for Google ads.
That’s not to mention the significant time and cost savings of outsourcing compared to internal hiring.
At E2M Solutions, we provide comprehensive white-label PPC management services for digital agencies. Our team of talented PPC professionals works together to handle everything from account setup and keyword research to writing compelling ad copy and optimizing ads for optimum results.
