Struggling to keep clients because you can’t offer PPC services? You’re not alone – many agencies face this challenge. Clients expect comprehensive digital marketing solutions, and without PPC, you risk losing them to competitors.
And there are many competitors. According to Statista, the number of digital advertising agencies in the United States has gone up every year from 2019 to 2024.
However, hiring an in-house PPC team is costly, complex and, you may not be ready for the risk. That’s where white label PPC services offer the perfect solution.
In this article, you’ll learn how white label PPC services work and why it’s a smart choice for your agency. I’ll also share examples, best practices, and tips on getting started.
What are White Label PPC Services?
White Label PPC Services are pay-per-click advertising solutions managed by one agency but branded and sold under another agency’s name.
Essentially, one agency (the white-label provider) does all the work behind the scenes. On the other hand, another agency (the reseller) presents the service to their clients as if they did the work themselves.
Still confused? You need to understand it well if you’re looking to get into it. Let’s simplify this with a story and some examples:
The Story of “Mark’s Marketing Agency”
Mark owns a small marketing agency called “Mark’s Marketing Magic”. He’s great at social media and email marketing but doesn’t know much about PPC ads. Especially Google Ads and Facebook Ads.
However, his clients keep asking for PPC services. It’s not a big surprise as companies know the value of this.
According to an interesting Wikipedia statistic, customers have a 50% higher chance of purchasing after they click on a paid ad.
Mark doesn’t want to lose his clients to competitors who offer PPC, but he also doesn’t have the time, money, or expertise to hire a PPC specialist.
Enter White Label PPC Services
Mark finds a company called “PPC Pros Inc.” that specializes in PPC advertising. PPC Pros Inc. offers white-label PPC services, which means they will do all the PPC work for Mark’s clients, but everything will be branded as if Mark’s company did it.
How It Works in Practice
- Mark Signs a Contract with PPC Pros Inc:
- PPC Pros Inc. agrees to manage all PPC campaigns for Mark’s clients.
- They promise to stay “invisible,” meaning Mark’s clients will never know PPC Pros Inc. is involved.
Mark Onboards a New Client:
- A client named “Sarah’s Shoes” approaches Mark and wants to run Google Ads.
- Mark agrees to help and sends all the campaign details to PPC Pros Inc.
PPC Pros Inc. Does All the Work:
- They do keyword research, write ads, set up Google Ads accounts, and manage the daily budget.
- They continuously optimize the campaign to get the best results.
Branded Reports:
- PPC Pros Inc. creates detailed performance reports but brands them with the “Mark’s Marketing Magic” logo and colors.
- Mark sends these reports to Sarah, who thinks Mark’s team did all the work.
Mark Makes a Profit:
- Mark charges Sarah $2,000 for PPC management.
- Mark pays PPC Pros Inc. $1,200 for their services.
- Mark keeps the remaining $800 as profit without having to do any of the PPC work himself.
Hopefully, now you have a clear idea of how white-label PPC services work. The idea is to get someone else to do the work, get the credit, and make a profit.
Top 5 Examples of White Label PPC Services
Do you want to get into PPC and don’t know where to start? Here are the 5 types of services that a lot of agencies are offering, and you can get into them:
1. Google PPC Management
Google PPC (Pay-Per-Click) Management is one of the most commonly outsourced white-label services. Due to its complexity and impact on digital marketing performance, it needs to be handled by PPC experts.
You’ll generally be offering these White label Google Ads services if you start your own PPC agency:
- Google Search Ads: Text-based ads that appear at the top of Google search results for targeted keywords.
- Google Display Ads: Visual ads that appear on Google’s Display Network of over two million websites and apps.
- Google Shopping Ads: Product-based ads that display on Google Search and Shopping tabs, ideal for eCommerce businesses.
- YouTube Ads: Video advertisements displayed on YouTube before, during, or after video content.
Key Activities Involved:
- Keyword Research and Optimization: Identifying high-intent keywords and negative keywords to maximize ad relevance and cost-efficiency.
- Ad Copywriting: Creating compelling headlines and descriptions that resonate with the target audience.
- Bid Management: Continuously optimizing bids to achieve the best possible ROI within budget constraints.
- Campaign Structuring: Organizing campaigns by product categories, services, or geographic locations for better tracking and management.
- Conversion Tracking: Setting up and monitoring conversion goals, such as form submissions, phone calls, or purchases.
Common Tools Used:
- Google Ads Manager for campaign management.
- Google Keyword Planner and third-party tools for keyword research.
- Google Analytics for tracking and reporting.
Why It’s Important:
Through Google ads, businesses can reach users who are actively searching for their products or services. It gives access to a warm audience that’s interested in buying. So, it results in high conversion rates and quick ROI.
2. Social Media PPC – Meta Ads (Facebook & Instagram)
Social Media PPC focuses on advertising on social platforms to reach highly targeted audiences. The most popular among white label paid ads are Meta Ads, which include both Facebook and Instagram advertising.
A study by Statista shows that Meta made a whopping 160 billion U.S. dollars in advertisement revenue in 2024.
These platforms offer powerful audience-targeting capabilities. You can sort by demographics, interests, behaviors, and even custom audiences built from email lists or website visitors. These are the ad types you’ll normally be working with:
- Image and Video Ads: Visual storytelling through engaging images or videos.
- Carousel Ads: Multiple images or videos in a single ad, ideal for showcasing different products or features.
- Lead Generation Ads: Collecting leads directly on the platform without requiring users to visit an external landing page.
- Dynamic Product Ads: Personalized product ads are shown to users who have previously visited the website using retargeting.
Key Activities Involved:
- Audience Targeting and Segmentation: Creating custom and lookalike audiences for precise targeting.
- Creative Design and Copywriting: Crafting visually appealing creatives with persuasive copy tailored to the audience.
- Budget Allocation and Bid Strategy: Optimizing daily and lifetime budgets along with bid strategies like cost-per-click (CPC) and cost-per-thousand-impressions (CPM).
- Retargeting Campaigns: Engaging users who previously interacted with the brand or visited the website.
Common Tools Used:
- Meta Ads Manager for campaign management and reporting.
- Canva or Adobe Creative Cloud for creative design.
- Facebook Pixel is used to track user actions and optimize campaigns.
Why It’s Important:
Meta Ads allow businesses to build brand awareness, generate leads, and drive conversions by leveraging detailed user data for precise audience targeting. The ability to retarget users significantly improves conversion rates and ROI.
3. Landing Page Design and Optimization
Although Landing Page Design doesn’t directly relate to PPC, it has a substantial impact on the success of PPC campaigns. Many white-label PPC agencies offer this service, and it’s a total game-changer.
A well-designed landing page improves user experience and reduces bounce rates. So, it increases conversions, leading to a better return on ad spend (ROAS). The main elements of a highly-converting landing page design are:
- Compelling Headlines and Subheadlines: Clear and persuasive messaging to grab attention.
- Visual Elements and Media: Engaging visuals, videos, or product images to enhance user engagement.
- Call-to-Action (CTA): Strategically placed CTAs to guide users toward the desired action.
- Form Optimization: User-friendly forms that are short and easy to fill out, minimizing friction.
- Trust Elements: Including testimonials, reviews, or security badges to build credibility.
Key Activities Involved:
- Custom Design and Development: Building responsive landing pages optimized for mobile and desktop users.
- Copywriting: Crafting persuasive and relevant content aligned with the ad’s messaging.
- Page Speed Optimization: Ensuring fast loading times to improve user experience and SEO.
- Conversion Rate Optimization (CRO): Continuously testing and optimizing the page layout, content, and CTAs for higher conversion rates.
Common Tools Used:
- Unbounce, Instapage, or Leadpages for landing page design and A/B testing.
- Google Optimize for testing different page elements.
- Hotjar for heatmap tracking and user behavior analysis.
Why It’s Important:
A well-optimized landing page is critical for converting PPC traffic. It directly impacts conversion rates and determines the overall campaign performance. That makes it a crucial element of PPC strategy.
4. A/B Split Testing
A/B Split Testing is a method of comparing two versions of the same thing. It could be an ad, landing page, or any other marketing element to determine which one performs better.
It’s a data-driven approach to optimizing PPC campaigns and maximizing conversion rates. Here are the things that you’ll be dealing with 99% of the time when you’re doing A/B split testing:
- Ad Copy Testing: Experimenting with different headlines, descriptions, or CTAs.
- Creative Testing: Comparing images or videos to identify the most engaging visuals.
- Landing Page Testing: Testing variations in layout, messaging, forms, or CTAs.
- Audience Testing: Experimenting with different audience segments to find the most responsive groups.
- Bid Strategy Testing: Comparing manual vs. automated bidding strategies for optimal cost efficiency.
Key Activities Involved:
- Hypothesis Creation: Defining clear goals and hypotheses before running tests.
- Experiment Design: Structuring experiments to isolate variables for accurate results.
- Data Collection and Analysis: Monitoring key metrics such as CTR, CPC, and conversion rates.
- Result Interpretation and Implementation: Implementing winning variations to optimize performance.
Common Tools Used:
- Google Optimize for landing page testing.
- Meta Ads Manager and Google Ads Experiments for ad copy and creative testing.
- Optimizely for advanced A/B and multivariate testing.
Why It’s Important:
A/B Split Testing helps in data-driven decision-making, reducing guesswork. It enables continuous optimization of PPC campaigns, leading to better ROAS and improved profits.
5. Tracking and Reporting
Tracking and reporting are essential for measuring the performance of PPC campaigns. You’ll need to monitor the key metrics periodically and update your client on them.
Based on them, you and your client will decide what’s working and what’s changed. Here are some of the key metrics you need to track and report to stay on top of things constantly:
- Click-Through Rate (CTR): The percentage of users who clicked on the ad.
- Cost Per Click (CPC): The average amount paid per click.
- Conversion Rate: The percentage of users who completed the desired action.
- Return on Ad Spend (ROAS): Revenue generated per dollar spent on advertising.
- Cost Per Acquisition (CPA): The cost to acquire a new customer or lead.
Key Activities Involved:
- Tracking Setup: Implementing tracking pixels and conversion goals.
- Data Collection and Analysis: Continuously monitoring campaign metrics and KPIs.
- Customized Reporting: Creating branded reports with insights and actionable recommendations.
- Performance Insights: Identifying high-performing and underperforming campaigns.
Common Tools Used:
- Google Analytics and Google Tag Manager for tracking and attribution.
- Google Data Studio for customizable reporting.
- Meta Ads Manager for social media ad performance tracking.
Why It’s Important:
Effective tracking and reporting provide transparency and accountability. They help measure ROI, identify areas for improvement, and justify advertising spending to clients.
Why Agencies Do White Label PPC Outsourcing?
PPC isn’t everyone’s cup of tea. If you have an agency that specializes in other areas but has clients that are interested in PPC services, outsourcing it can be a great idea for you. Here’s why:
- Reducing Costs
Outsourcing to a white-label PPC provider helps you save on the significant costs of building and maintaining an in-house PPC team.
According to Glassdoor, hiring a skilled PPC expert can cost between $50,000 to $88,000 per year. That might be a cost you’re not willing to bear right from the start when you want to offer PPC services.
By partnering with a white-label PPC provider, you eliminate these overheads. White-label agencies come equipped with professionals who are already trained, certified, and experienced in managing high-level campaigns.
This saves you on salaries and training costs and eliminates the need to purchase expensive PPC tools and software. So, you can test it out at the start and see if it works for you.
- Flexible Scaling
White-label PPC services allow you to scale your offers based on client demand. You can easily scale up or down when there’s a fluctuation in demand without straining your internal resources.
For example, outsourcing PPC services during peak marketing periods or holiday seasons is a great idea. Because you can increase PPC efforts without the hassle of hiring temporary staff or overworking your existing team.
This scalability ensures that you can meet client demands without risking burnout or stretching your team too thin. It also gives you the flexibility to experiment with new strategies or platforms without committing to long-term investments.
- Focusing on Key Strengths
The main reason that you’re interested in outsourcing PPC services is that you don’t specialize in it. And that’s okay.
Managing PPC campaigns is time-consuming and complex. It requires constant monitoring, optimization, and reporting. By delegating these tasks to a white-label provider, your team can focus on what they do best.
This strategic focus leads to better overall performance and growth. It allows you to position your agency as an expert in your primary field while still offering high-quality PPC services.
- Better Client Relationships
Your client doesn’t know that you’re outsourcing the PPC services. So, when things go well, you get all the credit. This means your client relationships improve while you’ve also been making a profit.
High-quality PPC management directly impacts client satisfaction by delivering measurable results. When your clients see improved ROI and transparent reporting, they’re more likely to trust your agency and remain loyal partners.
Outsourcing to a great white-label provider ensures that you can consistently deliver these results. Happy clients become brand advocates, helping you grow your business organically through word-of-mouth recommendations.
- Competitive Advantage and Differentiation
Think about it – do other agencies in your field also offer PPC services? Chances are that many of them don’t do it if their core competency is something else. But clients often need these services.
So, offering PPC services, even if you don’t have an in-house team, differentiates you from competitors who lack this capability. It allows you to expand your service offerings that others don’t and you attract a broader range of clients.
You can provide comprehensive digital marketing solutions, making your agency a one-stop shop for all online advertising needs. This not only improves client acquisition but also increases client retention by offering more value.
How to Choose a White Label PPC Services Provider
Choosing the right white-label PPC services provider is a big call because your agency’s reputation is on the line. Here are the factors you should consider to make an informed decision:
1. Evaluate Their Expertise and Experience
- Check Their Track Record: Look for a provider with a proven history of successful PPC campaigns. Request case studies, client testimonials, or performance reports.
- Platform Specialization: Ensure they have expertise across all relevant platforms, including Google Ads, Meta Ads, Bing Ads, and other social media platforms.
- Industry Experience: Verify if they have experience in your industry niche or with similar client types, as this knowledge can impact campaign performance.
Tip: Ask for specific examples of campaigns they’ve managed and the results achieved, including key metrics like ROI, CTR, and conversion rates.
2. Service Offerings and Flexibility
Comprehensive Services: Confirm that they offer a full range of PPC services, including:
- Google Ads and Social Media Ads Management
- Keyword research and strategy
- Ad copywriting and creative design
- Landing page optimization
- A/B split testing
- Analytics and Reporting
Customization and Scalability: Ensure they can tailor campaigns to your client’s unique needs and scale services up or down as demand fluctuates.
Multi-Platform Management: If your clients need advertising on multiple platforms, make sure the provider can manage and optimize campaigns across Google, Meta, LinkedIn, Bing, and more.
Tip: Choose a provider that can grow with your agency, offering services for small campaigns as well as large-scale projects.
3. Transparency and Communication
- Clear Communication Channels: Ensure they provide a dedicated account manager or point of contact.
- Transparent Reporting: Look for a provider that offers detailed, branded reports with key performance metrics. (Impressions, clicks, CTR, CPC, conversions, CPA, and ROAS.)
- Regular Updates and Reviews: Confirm the frequency of campaign updates and performance reviews (e.g., weekly or monthly).
Tip: Request a sample report to assess the level of detail and transparency in their reporting.
4. Pricing Structure and Profitability
Transparent Pricing Models: Compare different pricing structures, such as:
- Flat-rate fees per campaign
- Percentage of ad spend
- Performance-based fees
Profit Margins: Ensure the pricing model allows you to maintain healthy profit margins while remaining competitive in the market.
No Hidden Fees: Clarify any additional costs, such as setup fees, reporting charges, or consulting fees.
Tip: Opt for a provider whose pricing structure is easy to understand and aligns with your agency’s budget and revenue goals.
5. Support and Training
- Dedicated Support Team: Ensure they provide dedicated support for troubleshooting and campaign optimization.
- Training and Onboarding: Choose providers who offer onboarding sessions to better understand their systems and processes.
- Technical Support: Check for availability of technical support, including platform issues, integration challenges, and reporting queries.
Tip: Look for a provider with responsive customer service and a clear escalation process for urgent issues.
6. Trial Period and Flexibility in Contracts
- Trial Campaigns: Consider starting with a trial campaign to evaluate their performance, communication, and overall service quality.
- Flexible Contracts: Look for providers that offer flexible contracts without long-term commitments.
- Performance Guarantees: Select providers that offer performance guarantees, ensuring minimum ROI or agreed-upon KPIs.
Tip: Negotiate a flexible contract with a clear exit clause in case the provider doesn’t meet your expectations.
How to Offer White Label PPC Services with Agency Handy
Interested in starting your own white label PPC agency? You need to assemble the right team and select the right platform. Once you’ve got your A-team ready to go, here’s how Agency Handy can help in offering your services:
- White Labeling and Custom Branding
The most crucial part when proving white label services is – well, white labeling. And that’s where Agency Handy saves the day. With Agency Handy, you can easily offer white-label PPC services.
How? Because it allows full customization of your workspace, including logos, color schemes, and custom domains. This flexibility lets you adjust the branding to match each client’s unique identity, presenting the PPC services as their own.
This feature makes Agency Handy an ideal choice for white-labeling PPC services. It enables seamless rebranding and you can adjust as many times as you want.
- Comprehensive Client & Team Management
You can manage client and team communication effortlessly with Agency Handy. It’s essential when offering white-label PPC services.
You can assign tasks to your team members within the Agency Handy platform. Tasks can be organized visually using Kanban boards, ensuring team members clearly understand their responsibilities.
Additionally, clients can open support tickets whenever they have an issue. It enables you to resolve their problems swiftly and provide excellent customer service. This streamlined approach ensures a smooth workflow.
- Automated Invoicing and Payment Integration
Getting paid on time is integral to running a successful business. Agency Handy simplifies client billing with automated invoicing. There are flexible payment options, including PayPal, Stripe, and Wise.
You can fully customize invoices, choosing what to include and setting the frequency of payment reminders. This flexibility allows you to decide how often and when reminders are sent.
It ensures clients are kept informed without being overwhelmed. The automated system streamlines the payment process, reducing delays and maintaining a steady revenue flow.
- Scalable and Customizable Service Offerings
Want to offer many PPC services? Agency Handy lets you add unlimited services and embed them directly into your website. This allows you to offer a wide range of PPC services, including Google Ads, Meta Ads, TikTok Ads, and more.
Additionally, you can create three packages within each service, giving clients flexible options to choose from. This customization helps you cater to different budgets and preferences.
Using these features lets you scale your PPC services while meeting diverse client needs. It’s a powerful solution for agencies looking to grow and diversify their offerings.
Best Practices to Get Clients for Your White Label PPC Agency
Remember the section on how to choose a white label PPC agency? If you want to run your own PPC agency, you’ll also have to tick those boxes. Here are a few ways you can go about finding clients for your PPC services agency:
1. Target Complementary Service Providers
Identify agencies offering services like web design, SEO, or branding but not PPC. These companies often need PPC to complement their digital marketing offerings.
Approach them by highlighting the value of adding PPC to their services, showing how it completes their marketing solutions.
Emphasize that by partnering with you, they won’t lose potential clients to full-service competitors. This builds trust and creates a win-win partnership, allowing them to expand their service offerings without hiring a PPC team.
2. Utilize Referrals and Networking
Word-of-mouth and referrals are powerful tools for growing your client base. Encourage satisfied clients to refer others by offering incentives like discounts or exclusive services.
Additionally, actively participate in industry events, digital marketing forums, and networking groups to connect with potential clients.
Building authentic relationships within these communities helps you gain visibility and credibility. The more you engage and share valuable insights, the more likely you are to be recommended as a trusted PPC partner.
3. Content Marketing and Thought Leadership
Create valuable content that showcases your expertise in PPC, such as blog posts, case studies, and webinars. Educate your audience on PPC trends, best practices, and success stories to position yourself as an industry leader.
Sharing insights on LinkedIn, Facebook, and other social platforms can attract clients looking for knowledgeable PPC service providers.
A strong content strategy builds credibility, grows brand awareness, and nurtures potential leads by demonstrating your authority in the field.
4. Cold Outreach and Personalized Proposals
Cold outreach can be effective when done strategically. Research potential clients and understand their pain points before reaching out. Especially the ones that are providing complementary services.
Create personalized proposals that clearly show how your PPC services can solve their specific challenges. Use case studies and data to back up your claims, and customize your messaging to resonate with each prospect’s needs.
Personalized communication demonstrates your understanding of their business and builds rapport with them. It significantly increases the likelihood of converting leads into clients.
5. Gather Client Testimonials and Case Studies
Showcasing success stories builds trust and credibility. Work with a few clients quickly for a low price to get testimonials from them and use them as case studies. If you do that, you’re set to grow your PPC agency.
When gathering testimonials, highlight the positive impact of your PPC campaigns. Use metrics like increased ROI, improved CTRs, and enhanced brand visibility to provide tangible proof of your expertise.
Share these testimonials and case studies on your website, social media channels, and marketing materials. Positive social proof reassures potential clients and makes them much more likely to purchase your services.
Conclusion
White Label PPC Services offer an effective way for agencies to expand their services without the cost and complexity of building an in-house PPC team.
By leveraging these services, you can maintain your brand identity, improve client retention, and scale efficiently. If you operate a white-label agency, you can solve these issues for potential clients.
If you’re looking to grow your agency and offer more value to your clients, white label PPC is the perfect solution. Start today and stay ahead of the competition.
FAQS
1. Is white label PPC right for small agencies?
Yes, it’s ideal for small agencies looking to expand their service offerings without hiring in-house PPC experts, reducing costs, and scaling easily.
2. Can I customize reports with white Label PPC services?
Yes, you can customize reports with your branding, logos, and color schemes. By doing so, you can maintain a consistent brand identity for your clients.
3. What is white label processing in PPC?
White label processing in PPC involves a third-party provider managing campaign creation, optimization, and reporting, branded as if the agency did it.
4. Can I offer white label paid ads on multiple platforms?
Yes, you can offer paid ads on platforms like Google, Meta (Facebook & Instagram), TikTok, and Bing. Just do it under your own brand using a white label PPC provider.
