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Looking to scale your agency without the extra overhead? Try white-label PPC. Statistics show that over 60% of agencies already use outsourcing to scale their PPC campaigns and drive results!
By partnering with a white-label PPC agency, you get expert-level management without stretching your resources. Imagine running successful ad campaigns under your brand while saving time and money. It’s a win-win.
With digital ad spending projected to reach $513 billion in 2025, you shouldn't miss out on paid ads. So, let's explore white-labeling for PPC, why it’s booming, and how it can help you level up your business.
What is white-label PPC?
White-label PPC is when one company (usually a digital marketing agency) outsources its PPC management to another company that handles the work behind the scenes. The agency can then offer the service to its clients under its brand, with no one knowing the job is outsourced.
Unlike traditional PPC management, where the agency handles everything directly, white-label PPC lets you focus on your clients without getting into the nitty-gritty of campaign management. You still maintain control, but the heavy lifting is done by someone else.
In this setup, there are three key stakeholders:
- The agency: The company offering PPC services under its brand.
- The reseller: The white-label provider who handles the campaign management.
- The client: The end customer who gets the results without knowing about the outsourcing.
The basic workflow goes like this: The agency gets a client and hands over the PPC management to the white-label provider, who sets up and manages the campaigns. The provider sends reports and updates to the agency, which then delivers them to the client. Everyone wins!
Why do agencies use white-label PPC services?
White Label PPC lets you offer high-quality services while saving time, money, and effort. It’s the perfect way to grow without the growing pains. The benefits are not limited to:
- Cost savings and scalability
You don’t need to hire an in-house team. With PPC management services, you only pay for what you need. It keeps costs low while allowing you to scale up as your business grows. - Time and resource efficiency
Managing PPC campaigns takes time. Outsourcing frees up your resources to focus on other parts of your business, like strategy and client relationships. It’s a win for your productivity. - Access to expert skills
White-label providers are specialists in PPC. They offer top-tier expertise without the need to train or manage an in-house team, which means better results for your clients. - Customization and branding
Even though the PPC management is outsourced, it’s still your brand. Reports, dashboards, and communications can be fully customized to reflect your business, keeping everything looking seamless and professional.
White-label vs. managing PPC in-house
Choosing between white-label and managing in-house depends on your goals, resources, and expertise. Let’s break it down.
In-house PPC management gives you complete control. You can train a dedicated team and oversee every detail. But it’s expensive. You need skilled employees, ongoing training, and access to tools. It also takes time. Managing campaigns, analyzing data, and optimizing ads can consume weekly hours. For small teams, this can lead to burnout.
White-label PPC, on the other hand, takes the workload off your plate. You outsource to experts who specialize in PPC campaigns. They handle everything, research, ad creation, management, and reporting under your brand. It’s cost-effective because you only pay for the service. You save time and access top-tier expertise without hiring an entire team.
In-house works if you want control and have resources. But if you want to scale quickly, save money, and deliver professional results, white-label is the smarter choice. It’s about focusing on what you do best and letting experts handle the rest.
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Different types of PPC ads
If you're in digital marketing services space, understanding the variety of PPC ads available is essential to offer right options to clients. Here’s are some most common types of PPC ads you can leverage:
- Search ads
These ads show up when users search for specific keywords related to your client's business. Ideal for capturing high-quality leads quickly, making them perfect for short sales cycles or one-time promotions. - Display ads
Display ads appear on a network of websites, targeting users who have previously visited related sites. They use images and text to catch attention and drive engagement. - Social ads
These ads run on platforms like Facebook, LinkedIn, and Twitter, targeting users based on demographics, interests, and behaviors. They are highly effective for building brand awareness and reaching specific audiences. - Remarketing ads
Remarketing ads are shown to users who have already visited your client’s site, encouraging them to return and convert. These ads are cost-effective and highly targeted. - Google shopping ads
These ads appear in a carousel above Google search results, showcasing products and their prices. Ideal for eCommerce businesses looking to drive direct purchases from search results. - In-stream ads (YouTube ads)
In-stream ads appear before or during YouTube videos, offering a dynamic way to present your client’s brand to a wider audience. - Gmail sponsored promotions (GSP)
These ads target users directly in their Gmail inbox, with a click-to-call feature to drive immediate responses. They are great for direct response campaigns for clients seeking conversions quickly. - Local services ads
Local service ads are for businesses like plumbers or electricians. These ads only charge for valid leads, not clicks, making them cost-effective for local businesses. - Amazon PPC ads
These sponsored ads are placed on Amazon’s platform, making them ideal for businesses looking to increase product visibility and drive sales.
By understanding these different PPC ad types, you can offer tailored strategies to your clients and help them achieve their marketing goals.
→ Read Top 10 White-Label WordPress Agencies to Consider
Key features of a white-label service
White-label PPC services offer numerous features that make them a powerful solution for agencies. Here’s a breakdown:
1. Campaign setup and management
Setting up and managing Google ads and campaigns can be complicated. But with white-label, it’s all taken care of. The provider handles everything from start to finish:
- Keyword research: The first step in any pay-per-click campaign is finding the right keywords. PPC services use advanced tools to identify keywords that will bring the best results for your client.
- Ad creation: The provider creates targeted ads tailored to your client's audience, ensuring they’re optimized for performance.
- Bid management: White-label experts monitor and adjust bids to maximize ROI. They ensure that your ads get the right exposure without overspending.
2. Reporting and analytics tools
While outsourcing, you can access detailed reporting and analytics. You’ll get insights that help you track performance and make data-driven decisions.
- Real-time data: Get instant access to campaign data, so you can make quick adjustments when needed.
- Performance tracking: Monitor each campaign's performance using metrics like click-through rates (CTR), conversion rates, and cost-per-click (CPC).
- Custom reports: White-label providers offer customizable reports, making it easy to present results to clients in a way that’s easy to understand.
3. Ad creation and optimization
Creating high-performing ads is both an art and a science. PPC advertising services provide:
- Ad copywriting: Experts write ad copy that grabs attention and encourages clicks, tailored to your client's brand voice and goals.
- A/B testing: Continuous testing of ad variations ensures your ads are constantly improving. Testing different headlines, calls to action, and images help find the winning formula.
- Landing page optimization: White-label providers also focus on optimizing landing pages to ensure a smooth user experience and maximize conversions.
4. Remarketing and retargeting
Re-engage potential customers who have already shown interest in your client’s business. White-label providers handle the whole setup and management of these campaigns.
- They create custom audience lists based on website visits or previous ad interactions.
- Ads are optimized to encourage conversions from warm leads.
- Multi-platform remarketing ensures your client’s ads appear on search engines and social media.
5. Account management and client communication
Maintaining smooth communication with clients is key, even when outsourcing. Here’s how white-labeling makes it easy:
- Regular updates: Expect frequent communication about the progress of campaigns. Your provider sends detailed updates, so you’re always in the loop.
- Client-friendly reports: While the provider handles the nitty-gritty, you can send clients clear, easy-to-understand reports. This keeps your relationship with the client strong and professional.
- Dedicated account managers: Some services provide an account manager who can always answer questions and guide you through campaign adjustments.
6. Reports and dashboards
White-label reports and dashboards are a crucial feature of PPC services. Here’s how they help:
- Branded dashboards: The reports and dashboards are customized to look like they’re coming from your agency, not the provider. This keeps your brand front and center.
- Detailed analytics: You’ll get a deep dive into campaign performance with charts and graphs that make it easy to track metrics and KPIs.
- Client access: Some providers offer a portal where clients can access real-time campaign data. This transparency helps build trust and ensures your clients are always in the loop.
7. Scalable solutions
As your business grows, so do your needs. PPC experts offer scalability, which means:
- Flexible campaigns: Whether your client’s budget is small or large, the provider can scale campaigns accordingly.
- Multiple campaigns: Handling numerous PPC clients or campaigns simultaneously is no problem. White-label services can manage several accounts, ensuring each gets the attention it needs.
White-label PPC management services provide a complete package: expert campaign management, detailed reporting, ad optimization, and clear communication.
It’s a turnkey solution that lets you offer top-quality PPC services without the hassle. You can maintain control over your brand while delivering exceptional results for your clients.
How to select the right white-label PPC partner
When running successful campaigns, partnering with the right provider is key. Here’s how to make a suitable choice for your agency and clients.
What to look for in a white-label provider
While offering digital marketing services, you need to consider more than just cost. You need a partner to help you achieve your client’s goals.
- Experience in your industry
The provider should have experience with businesses in your industry or niche. They’ll understand your client’s unique challenges and needs. - Customizable solutions
Look for a provider that offers tailored solutions, not just a one-size-fits-all approach. Customization ensures the campaigns align with specific client goals. - Transparent reporting
Your clients need to know how their PPC campaigns are performing. A provider who offers detailed, white-labeled reports is essential. - Data-driven strategies
PPC's success comes from analyzing data and adapting strategies. A good white-label provider uses data to improve performance and maximize ROI. - Scalability
Whether your clients are small businesses or large enterprises, the provider should be able to scale efforts to meet growing demands.
The right provider will be flexible and adaptable to your client’s needs, delivering measurable results.
Essential questions to ask potential partners
Before committing to a PPC service provider, ask the right questions to ensure they fit.
- What is your experience with campaigns like mine?
Understanding the provider’s experience with similar businesses is crucial. You want to work with someone with a proven track record in your industry or niche. - How do you ensure transparency in reporting?
Transparency is key in any PPC partnership. Ask how they handle reporting and whether they can provide white-labeled reports with clear insights. - Can you customize PPC strategies based on my client’s needs?
Each client is unique. You need a provider to adapt strategies based on your client’s specific goals and budget. - What tools and technologies do you use for PPC management?
Ask about their keyword research, ad management, and reporting tools. Advanced tools can help optimize campaigns and deliver better results. - What is your approach to optimizing PPC campaigns?
A good provider continuously monitors and optimizes campaigns. Ask how they analyze data and adjust strategies to improve performance. - How do you handle communication and collaboration with agencies?
Good communication is essential. Ensure the provider has a transparent process for regular updates, calls, and collaboration.
These questions will help you understand whether the provider aligns with your agency’s needs and values.
Evaluating expertise and experience
When it comes to white-label, experience matters. Here’s how to evaluate whether a provider has the expertise to deliver results.
- Industry knowledge
A provider with experience in your industry will understand the nuances of your business and market. They’ll also know your client's challenges and how to create effective campaigns. - Proven track record
Look for a provider with a history of success in PPC. Ask for case studies or examples of past campaigns. A provider with a proven track record is more likely to deliver results. - Certifications and partnerships
Many white-label PPC providers are Google Ads certified or partner with major advertising platforms. These certifications indicate that the provider has the expertise to manage campaigns effectively. - Ability to adapt
The digital marketing landscape is constantly changing. A good provider is up-to-date with the latest trends, tools, and techniques. They should be able to adapt strategies as needed to keep up with the market and achieve optimal results.
By evaluating the provider’s experience and expertise, you can feel confident in their ability to manage successful clients PPC campaigns.
Reviews, testimonials, and case studies
One of the best ways to assess PPC specialists is to examine the experiences of other agencies or clients.
- Client testimonials
Ask for testimonials from other agencies or businesses they’ve worked with. Testimonials provide insight into the provider’s communication, reliability, and effectiveness. - Case studies
A good provider should be able to share case studies demonstrating the impact of its PPC services. Look for case studies that show how the provider turned around underperforming campaigns or helped businesses grow. - Online reviews
Check reviews on platforms like Google, Trustpilot, or Clutch. Reading about others’ experiences can help you gauge the provider’s overall reputation and service quality. - Referral networks
Providers with strong referral networks often have a solid reputation in the industry. Ask for recommendations from other agencies you trust.
Reviews and case studies are great ways to validate a provider’s credibility and expertise. They provide real-world examples of how the provider has helped businesses succeed.
How white-label PPC works: The process
White-label services streamline PPC management while keeping your agency in the spotlight. Here's a step-by-step look at how it all works:
Step 1: Questionnaires
Gathering as much information as possible is the first step in any PPC or Google ads campaigns. This starts with a comprehensive questionnaire sent to the client.
The questionnaire helps the white-label team understand your client's goals, target audience, industry, and budget. It asks about previous PPC experiences, key performance indicators (KPIs), customer personas, and even competitor insights.
The answers guide the entire PPC strategy. It ensures that the campaigns are highly targeted and focused on the right outcomes. The more information you provide, the better the PPC provider can tailor campaigns to suit your client’s needs.
Step 2: Audit of current account
For clients already running PPC campaigns, the next step is conducting a full audit of their accounts. The audit identifies strengths and weaknesses in current PPC efforts. It includes analyzing keyword performance, ad copy effectiveness, targeting accuracy, budget allocation, and overall campaign structure.
The audit helps pinpoint areas of improvement. If a client’s current campaigns are underperforming, the audit identifies where the issues lie and what changes are needed. If the client has no previous campaigns, this step is skipped, and the next steps proceed with setting up a new account from scratch.
Step 3: Kickoff meeting
Once all information is gathered, the next phase is the kickoff meeting. This is a vital communication touchpoint. The purpose is to review all findings and align the goals and expectations moving forward.
The white-label team presents audit findings, discusses the client’s goals, and outlines the campaign strategy. Any necessary revisions or clarifications are addressed here.
This meeting ensures both parties are aligned on the plan, which helps avoid misunderstandings later. It’s an opportunity to set clear expectations about timelines, deliverables, and reporting.
Step 4: Keyword research
Next, it’s time to dive into keyword research. This is a critical step for targeting the right audience and maximizing ROI. The team will identify the keywords that will drive high-intent traffic to the client’s site. They look for high-volume, low-competition keywords that are most likely to convert.
Targeting the right keywords ensures that the client’s ads appear for relevant searches. Proper keyword research increases ad relevance, quality score, and conversions. A well-thought-out keyword strategy forms the foundation for all future campaigns.
Step 5: Account setup or restructuring
Depending on the client’s situation, the next step involves setting up a new PPC account or restructuring an existing one.
The purpose is to create or optimize a PPC account that is well-organized and aligned with campaign goals. Campaigns, ad groups, and targeting settings are carefully set up for new accounts. For existing accounts, they are restructured to improve efficiency, ensuring that all campaigns are logically grouped and easy to manage.
Proper account structure affects everything from ad performance to ease of management. It allows for better tracking, reporting, and optimization.
The campaigns are launched after final approval (from you, not your client). You remain the face of the service while the provider handles all the technical work behind the scenes.
Step 6: Ongoing management and optimization
Once the campaigns are live, the provider monitors and adjusts them regularly. They track performance, adjust bids, test ad variations, and optimize for better results without any direct interaction with your client. The goal is to improve campaign performance while continuously making you look good.
Step 7: Weekly calls and meetings
Regular communication helps keep the campaign on track and allows for quick adjustments. The PPC team schedules weekly calls or meetings to review the performance reports, discuss client feedback, and make necessary adjustments.
Regular check-ins ensure everyone is aligned on goals and results. They provide an opportunity for proactive problem-solving and adjustments.
Step 8: Delivering results
The provider focuses on achieving measurable results, whether driving leads, boosting sales, or increasing clicks. They handle the hard work while delivering PPC management to your clients, keeping your client relationships strong and your workload manageable.
The pricing models
White-label PPC services can use different pricing models, and understanding these will help you decide how to price for your clients. Here’s a quick breakdown:
- Fixed fee: Some providers charge a flat monthly fee, like $1,000, for an ad that costs up to $5,000. This is simple and transparent and avoids conflicts tied to ad spend increases.
- Percentage of ad spend: In this model, the provider charges a percentage of the client’s ad spend, often around 20%. It scales with the client’s budget, rewarding success. Using the budgeted ad spend instead of the actual spend makes billing predictable and helps campaigns stay flexible.
- Hybrid models: This combines a fixed fee with a percentage of ad spend. For example, you might pay a $500 base fee plus 10% ad spend. Some agencies bundle PPC with services like SEO for a single price, creating added value for clients.
- Commission-based: Less common, this ties pricing to sales. It’s risky because conversions depend on factors like web design and reputation, often outside the PPC provider’s control.
- Pay-per-lead (Avoid): This model charges per lead generated but can create conflicts. Clients who don’t convert leads may blame you, leading to mistrust and disputes.
There’s no one-size-fits-all pricing model. Choose one that aligns with your business, feels easy to explain, and meets your client’s expectations. Simplicity and transparency often win the day.
How to manage expectations with white-label services
Managing expectations is key to building strong, lasting relationships with both your vendors and clients. Here's how to do this effectively.
1. Clear communication
Communication is the foundation of any successful partnership. With white-label PPC, it’s even more important. Keep everyone in the loop, your agency, provider, and clients. Set up regular check-ins to discuss campaign progress. Also, keep communication consistent—whether weekly updates or monthly reports.
2. Defined scope and responsibilities
When everyone knows their role, things run smoothly. A clear outline prevents confusion and ensures tasks don’t get missed. Create a detailed agreement that outlines everyone’s responsibilities. Also, clarify what your agency handles, such as client management, strategy, etc.
3. Performance benchmarks and reporting
Set specific performance benchmarks from the start. This helps you track progress and make data-driven decisions. Regular reporting keeps your clients informed and builds trust.
You should align benchmarks with your client’s goals. Also, provide reports showing key metrics, such as click-through rates, conversion rates, and ROI.
4. Collaboration and expertise
Work closely with your white-label provider. Their expertise leads to better results. It also helps set realistic timelines and goals. Involve your provider in strategic planning and discussions. Also, ask for insights based on their experience.
5. Honesty and transparency
Be transparent about what’s possible. If a client has unrealistic expectations, address them early. This avoids disappointment and builds trust.
Discuss what’s achievable and why if a client’s expectations are too high. Don’t oversell your or your provider’s capabilities. Also, be upfront about any challenges and how you’ll handle them.
This way, everyone knows what to expect, and you’ll keep the relationship strong.
How to get PPC clients
As we've discussed white-labeling for Google Adwords or Bing ads, let's move on to attracting clients as it's essential for growing your agency.
1. Sales intelligence tools
Sales intelligence tools help you gather valuable data about potential clients, like what companies spend on digital ads or where they might struggle with their PPC campaigns. Knowing who’s a good fit for your services makes it easier to reach out with a more personalized pitch. The tools let you focus on the right prospects, saving time and increasing your chances of landing clients who are ready to invest in PPC.
2. Bundle your services
One of the easiest ways to attract more clients is to offer bundled services. Instead of just selling PPC management, think about offering a complete digital marketing package.
You can include SEO, social media ads, and even website optimization. Bundling services creates more value for clients and makes it easier to upsell them on additional offerings. Clients love convenience and the idea of getting everything they need in one place.
3. Utilize referrals
Referrals are golden. When your existing clients are happy with your services, ask them to refer others. People trust recommendations from friends or colleagues more than any marketing pitch.
Offering incentives, like discounts or free services, can encourage clients to spread the word about your PPC services. Word-of-mouth is powerful, and a solid referral program can turn your happy clients into ambassadors, bringing in more leads without any extra marketing effort from you.
4. Get ahead of the competition
Staying ahead of your competitors can be tricky, but it’s worth it. Keep an eye on what other PPC agencies are offering and see if there’s a way for you to provide something better or different. Maybe it’s a unique reporting format, faster turnaround times, or a deeper understanding of a specific industry.
The more you can stand out, the more likely clients will choose you over the competition. For example, you can offer more than just PPC. Joining programs like the LiveChat Partner Program can allow you to offer a seamless customer support experience to your clients. Thus, helping them engage visitors in real-time and boost conversions alongside your PPC campaigns.
5. Networking
Networking is one of the most effective ways to find clients. Attend industry events, conferences, or local meetups. Join online groups and communities, such as LinkedIn or Facebook groups for marketers. Connect with other professionals who may refer clients to you.
Follow up after meetings and maintain relationships. Networking isn’t just about one-time connections, but building long-term relationships.
6. Content marketing
Content marketing is a fantastic way to build trust and attract new clients. You position yourself as an expert in the field by sharing insightful blog posts, videos, or even webinars on PPC-related topics. The more value you offer upfront, the more likely people will reach out when they’re ready to start a campaign.
7. Advertising
If you’re selling PPC services and not running ads, you’re missing out. Use PPC to advertise your own services. Run targeted ads on platforms like Google Ads or Facebook, and show your potential clients you can drive results. This proves your skills and creates a direct connection with people already interested in your offer.
Using PPC to promote your own services is a powerful form of social proof. It’s an instant way to demonstrate that you know how to manage campaigns that convert.
8. Free trials
Offering a free trial or consultation is one of the most effective ways to attract clients who are hesitant to commit. For PPC, you could offer a free audit of their existing campaigns or a one-month trial at a discounted rate. This allows them to experience your expertise firsthand before making a long-term commitment.
A free trial or consultation reduces the risk for clients, making it easier for them to take the plunge and see the value you bring. They'll likely stick with you if you perform well during the trial.
9. Case studies
Don’t underestimate the power of case studies. Show potential clients real examples of how you’ve helped other businesses succeed with PPC. A case study is a perfect way to demonstrate the results you can deliver.
Share specific metrics like increased traffic, conversions, or ROI, and tell the story of how you turned things around for your clients. Case studies are proof of your success. They give potential clients confidence that you can deliver the same kind of results for their business.
10. Cold outreach
Cold emailing and calling can still be effective for generating leads if done correctly. Research potential clients who may need PPC services, like businesses with outdated websites or poor online advertising performance. Personalize your outreach to show how your services can directly benefit their business.
Avoid generic messages. Show you’ve researched the business and understand their needs. Also, keep your message short, focused on value, and include a clear call to action. Follow up but don’t be pushy.
Should your agency opt for white-label PPC services?
If you're looking to scale your PPC offerings without the hassle of hiring an in-house team, white-label PPC services could be the perfect solution. They allow you to offer results-driven campaigns to your clients while focusing building relationships and growing your business.
With white-label services, you can tap into expert knowledge and a wide range of PPC ad formats, from search and display ads to remarketing and Amazon campaigns. Whether you're dealing with a quick-turnaround lead generation project or a long-term brand-building campaign, these services have you covered.
The best part? You get to expand your service offerings without the added overhead. It’s a win-win: more satisfied clients, more revenue, and less stress!
