Complete Guide to White Label PPC Outsourcing

Scaling a digital marketing agency can be a daunting task. You want to grow your business, but you also don’t want to sacrifice quality or break the bank.

In general, it is a sweet spot where you get more clients and can hire more staff, but things can quickly turn south if you’re not careful. Your happy clients suddenly become unhappy, leaving you with much staff to pay but no one to do the work.

One way to avoid this is to white label PPC outsourcing. White-label PPC outsourcing allows you to outsource your PPC campaigns to a third-party provider. This can take a lot of the stress off of you and your team and free up your time to focus on other areas of your business.

Most of the agencies follow the same approach. They hire a few in-house marketers and then outsource the rest to white label PPC providers. This gives them the best of both worlds: quality control over the campaigns and the ability to scale quickly and efficiently.


What Is White Label PPC Outsourcing?

White label PPC outsourcing is the process of hiring a third-party provider to manage your pay-per-click (PPC) campaigns. The third-party provider will handle all aspects of the campaign, from keyword research to ad creation to bid management.

You, as the agency, will then take the results of the campaign and present them to your client as if they were your own. To the client, it will look like your in-house team is running the campaign. In reality, you have outsourced the work to a third-party provider.

How Is It Different From Hiring a Contractor?


You can outsource your PPC campaigns in two ways: hiring a contractor or white label PPC outsourcing.

Hiring a contractor is when you hire an individual to work on your PPC campaigns. This person is not an employee of your agency, but an independent contractor. You will still need to provide some direction and guidance to the contractor. And you are still responsible for the results of the campaign.

White label PPC outsourcing is different in that you are hiring a third-party agency to manage your PPC campaigns.

We at SEO Vendor receive this question a lot:

“Should I hire a contractor/ freelancer or outsource my work to a white label PPC agency?”

The answer is: It depends on your needs, budget, and preferences. There are pros and cons to both hiring an employee and white label PPC outsourcing.

Here are some key considerations to keep in mind:


When you hire a contractor, you are hiring an individual. That person is only available to work on your campaigns during regular business hours.

If you have a campaign that needs to be worked on outside of regular business hours, you will need to find another contractor who is available to work those hours. This can be difficult and time-consuming.

When you white label PPC outsourcing, you are hiring an agency. The agency will have a team of people who can work on your campaigns around the clock. If you have a campaign that needs to be worked on outside of regular business hours, the agency will have someone available to work on it.


A contractor is only as reliable as they are. If they say they will do something, they need to follow through. It will reflect poorly on you and your agency if they don’t.

An agency is more reliable. If an agency says they will do something, they will follow through. And if they don’t, they will suffer the consequences, not you.


When you hire a contractor, they only have so much context. They might be able to provide insights into your campaign, but they probably don’t have much context on your overall business or marketing goals.

While a white-label PPC agency has context, the agency is familiar with your business and your marketing goals. This allows them to provide insights and recommendations that a contractor simply couldn’t.

Perspective and Insight

The success of your PPC campaigns depends on the processes you use to manage the campaign and the people who are managing the campaign.

A contractor usually only has one perspective, a single view of what an exceptional campaign looks like. Of course, if a contractor is smart, then they’ll be networking. They’ll be liaising with other people in the digital space to trade stories and improve their processes. But it’s still limited.

An agency has multiple perspectives. An agency is made up of a team of people who have all managed PPC campaigns before. They have a wealth of knowledge and experience that they can draw from to create processes that are proven to produce results.


When you hire a contractor, you are hiring an individual. As your business grows, your need for PPC services will grow. But a contractor can only do so much. At some point, you will need to hire another contractor to help with the workload.

An agency is more scalable. As your business grows, the agency can grow with you. The agency will have a team of people who can handle an increased workload. And if the agency can’t handle the workload, they can always hire more people.

White Label PPC Tools

White label PPC agencies have access to various tools that contractors simply don’t.

These tools allow the agency to automate repetitive tasks, manage campaigns more efficiently, and get better results.


The price is always a consideration when making any decision. When it comes to PPC, the price is usually the determining factor.

A contractor will almost always be cheaper than a white label agency. There are places in the world where you can hire contractors inexpensively to do Google Ads outsourcing work for you.

Despite what appears to be an attractive low-cost alternative, this outsourcing approach comes with challenges. To start with, you will likely be dealing with a language barrier and time zone complications. Not to mention that a lone contractor with a relatively low hourly rate won’t be able to invest in top-of-the-line tools.

White label agencies will usually be more expensive than hiring a contractor. But you need to consider the value that an agency brings. An agency will usually be more reliable, have more context, provide better perspective and insight, be more scalable, and have a higher success rate.

When you factor in all of these things, the price of a white label agency doesn’t seem so bad.

So, should you hire a contractor or white label PPC outsourcing? It depends on your needs, your budget, and your preferences. If you need someone to manage your PPC campaigns around the clock, white label agencies are the way to go. If you need someone to manage your PPC campaigns on a part-time basis, a contractor might be a better option.

White Label PPC vs. In-House PPC Management

You may choose to take your PPC management in-house by hiring someone permanently. Much like the decision you face when choosing between a contractor and a white label agency, there are several things to consider before you go down this path.

The cons of in-house PPC management are that it can be expensive; you need to have someone on your team who is dedicated to PPC, and you may not have access to the same tools and resources as a white label agency.

Here are a few key considerations that can help you decide if in-house PPC management is right for you:

Recruitment and Training Costs

An in-house PPC manager will need to be recruited and trained. The cost of recruitment can vary depending on the role and the location. In the US, for example, the average cost-per-hire is $4,129.

The training costs will also need to be considered. Depending on the complexity of your campaigns, it could take weeks or even months for your in-house PPC manager to be up-to-speed.

Opportunity Cost

When you take PPC in-house, you are committing to managing your campaigns internally. This means that you won’t be able to outsource your PPC in the future if you need to.

If you need to outsource your PPC, you will need to start from scratch with a new agency or contractor. This can be a time-consuming and costly process.

PPC Tools and Resources

When you manage your PPC in-house, you will need to invest in a suite of tools to help you run your campaigns effectively. These tools can be expensive and need to be paid for on an ongoing basis.

White-label agencies have access to a wider range of tools and resources, which means they can run your campaigns more effectively.

White-label agencies also have the benefit of economies of scale. This means that they can spread the cost of their tools and resources across all of their clients. This makes white label agencies a more cost-effective option, even though they may have a higher up-front cost.

Limited Perspectives

Managing your PPC in-house limits the perspective that you have on your campaigns. You will only have one point of view on things, at least initially. There will only be a small pool of people to contribute a viewpoint about building and running campaigns and where things could be improved.

Compared to an agency, these people will have limited experience in running PPC campaigns. This diminishes the possibility of creative insights, especially if a campaign isn’t going well.

Whenever you’ve only got one mindset and a limited amount of experience, it’s very hard as a manager or business owner to know if that perspective is competent or not because you lack the ability to compare it to other points of view.

Holidays and Sick Leave

What happens when your in-house PPC manager goes on vacation or gets sick? How will you cover their workload and keep your clients happy?

If you have a white label agency manage your PPC, they will have a team of people who can cover for each other when someone is out. This means that there will be no disruption to your campaigns, and your clients will never know that someone was away.

White Label PPC Outsourcing

If you factor in all of the above considerations, white label PPC outsourcing starts to look like a more attractive option. White label agencies have the experience and expertise needed to run your campaigns effectively.

They also have the tools and resources to do things efficiently and cost-effectively. White label agencies also offer the flexibility to scale up or down your campaigns as needed, without any long-term commitment.

If you’re looking for a more effective and efficient way to manage your PPC campaigns, white-label outsourcing is worth considering.

What Does White Label PPC Outsourcing Include?

Setting the right expectations is crucial to the success of any business relationship. The clearer the expectations are, the better the outcome is likely to be.

When you’re outsourcing your PPC to a white label agency, there are a few things that you should expect them to do for you.

Building the original campaign from scratch: keyword research, ad setup, bidding, etc.

Ongoing management and optimization: This includes tasks such as bid management, ad copywriting, and landing page optimization.

Reporting: White label agencies should provide regular reports showing how your campaigns are performing. These reports should be tailored to your specific needs and goals.

Advice, feedback, and guidance: A white label agency should be your partner in success. They should offer advice and guidance on how you can improve your campaigns. They should also be available to answer any questions that you have.

There are many things that a white-label PPC agency is not entitled to do. These might include:

Marketing Strategy: White label agencies are not responsible for your overall marketing strategy. That’s something that you will need to figure out on your own.

Client Management: It is not their responsibility to manage your clients. That’s your job.

Accounting: They are not responsible for your accounting or financial reporting.

Website Changes: White label agencies are not responsible for making changes to your website. That’s something that you will need to do on your own or hire a separate company to do.

What Are White Label Costs and Margins?

The cost of white label PPC services can vary depending on the size and scope of your project.

For example, a small project might cost $500 per month, while a larger project might cost $5,000 per month.

The margins on white label PPC services can also vary depending on the size of the project. For example, a small project might have a 50% margin, while a larger project might have a 30% margin.

The bottom line is that white label PPC services can be very cost-effective, especially when you compare them to the cost of hiring an in-house PPC manager.

How to Earn Profits With White Label PPC Outsourcing?

There are two main ways to make money with white label PPC outsourcing:

1. Sell it as a stand-alone service: You can sell white label PPC services to your clients as a stand-alone service. This means that you will be responsible for finding the clients, managing the campaigns, and doing the reporting.

2. Add it to your existing services: You can also add white label PPC services to your current services. For example, if you’re a web design company, you can offer white label PPC services as an add-on to your existing services.

Which option is best for you will depend on your specific skills and experience.

If you’re new to online marketing, then selling white label PPC services as a stand-alone service is probably the best option for you.

If you’re already experienced in online marketing, adding white label PPC services to your existing services is probably the best option for you.

Either way, there’s a lot of money to be made with white label PPC outsourcing.

What Are White Label Pricing Models?

The three most common pricing models for white label PPC outsourcing are:

1. Fixed price: With this pricing model, you will agree on a fixed price for the entire project. This is the most straightforward pricing model.

2. Pay per click: With this pricing model, you will only pay for the clicks that you receive. This is a good option if you’re on a tight budget.

3. Pay per lead: With this pricing model, you will only pay for the leads that you receive. This is a good option if you’re looking for quality over quantity.

Which pricing model you choose will depend on your specific needs and budget.

How to Onboard a New Client With White Label PPC Outsourcing?

Effective onboarding is critical to the success of any white label relationship. The onboarding process should be smooth and efficient, with clear expectations on both sides.

Here are five tips for onboarding a new client with white label PPC outsourcing:

1. Set realistic expectations: Be sure to set realistic expectations with your clients from the start. This will help to avoid any misunderstandings or disappointments down the road.

2. Communicate regularly: Good communication is essential in any relationship. Be sure to communicate regularly with your clients, so they always know what’s happening.

3. Be responsive: PPC clients expect you to be responsive to their needs. Be sure to return their calls and emails promptly and update them on their campaigns’ status.

4. Train your client: PPC clients are not experts in online marketing, so it’s important that you train them on how to use the tools and reporting that you provide. Be sure to explain things in plain English, and provide them with written instructions if possible.

5. Get feedback: PPC clients are your best source of feedback. Be sure to get their input on the results of their campaigns and make changes accordingly.

Following these tips will help to ensure that your new relationship gets off to a good start and continues to be successful.

How to Choose the Right White Label PPC Outsourcing Company?

There are a lot of white-label PPC outsourcing companies to choose from. How do you know which one is right for your business? Here are some things to look for when choosing a white label PPC outsourcing company:


They should have experience working with clients in your industry. This way, they’ll be familiar with the most effective campaigns for your business. For instance, if you’re in the ecommerce industry, look for a company with experience running successful ecommerce campaigns.


The company should have the proper credentials. With Google, there are two types of partner badges to look out for. The Google partner badge has a blue band on the left-hand side and is a regular lower-level Google Partner. The other is the Premier Google Partner badge with a red band on the left-hand side. Make sure the company you’re considering has at least one of these badges.


They should be able to understand your needs and communicate effectively with you. There should be no language barrier between you and the company. For instance, if you’re based in the United States, look for a company with native English speakers.


The company should be transparent with its pricing and services. They should also be upfront about any hidden fees or charges. You should know exactly what you’re paying for and what services are included in the price.


They should be responsive to your needs and queries. You shouldn’t have to wait days or even weeks for a response. The company should also be available to answer any questions you may have about their services.

Working Hours

They should have working hours that are convenient for you. If you’re based in the United States, look for a company with office hours that overlap with yours. This way, you can easily get in touch with them when needed.

PPC Tools

The company should have the proper PPC tools in place. This includes things like a reporting platform, call tracking software and PPC management software. If they don’t have these tools in place already, how will it affect your costs and their ability to deliver on the outcomes you have agreed on?

Cultural Fit

It’s important that you choose a company that is a good cultural fit for your business. This means that they should share your values and be able to understand your business culture. For instance, if you’re a small business, look for a company that is also a small business.

Pricing Model

The company’s pricing model should be compatible with your own. You should also make sure that their billing cycle fits with yours. For instance, if you’re a monthly retainer client, look for a company that bills monthly.

How to Communicate Effectively With Your PPC Clients?

In the white-label PPC outsourcing model, communication is the key. Here are some tips on how to communicate effectively with your PPC clients:

  • Understand Pay-Per-Click (PPC) basics: Before you start working with a client, it’s important that you understand the basics of pay-per-click (PPC). This includes things like what a click is, what an impression is, and what “cost-per-conversion” means. If you don’t understand the language, you won’t be able to communicate with your client effectively. That doesn’t mean you need to be a technical expert, that’s why you have hired a white-label service, but you need to be able to communicate the basics and do it authoritatively.
  • Understand the business objectives of your client: Every business has different objectives. You need to understand what your client’s objectives are before you can start working on their campaigns. This way, you can align your goals with theirs and ensure that you’re working towards the same thing.
  • Set clear expectations: It’s important to set clear expectations with your client from the start. This includes what kind of results they can expect, how often they will receive reports, and the turnaround time for requests. This way, there are no surprises down the road, and your client knows exactly what to expect from you.
  • Stay up-to-date: It’s important that you stay up-to-date on both the PPC industry and your client’s industry. This will help you communicate any changes that might affect their campaigns.

If you follow these tips, you’ll be able to effectively communicate with your PPC clients and deliver the results they’re looking for.

What Are Different Tools and Processes Associated With White Label PPC Outsourcing?

There are a few different tools and processes that are associated with white label PPC outsourcing. Here is a list of the most common ones:

PPC Management Software: The software used to manage pay-per-click (PPC) campaigns. This software tracks keywords, create ads and monitors campaign performance.

Reporting Platform: A reporting platform is used to generate reports on campaign performance. This can be used to show clients how their campaigns are doing and make recommendations for improving results.


Reporting Platform

Call Tracking Software: Call tracking software is used to track phone calls that are generated from PPC campaigns. This data can be used to track leads and conversions.

Account Management: Account management is the process of managing a client’s PPC account. This includes things like adding new keywords, creating ads, and optimizing campaigns.

Research: Research is an important part of white-label PPC outsourcing. This includes things like keyword research, competitor analysis, and audience research.

These are just a few of the most common tools and processes associated with white label PPC outsourcing. If you’re considering outsourcing your PPC campaigns, it’s important that you choose a company that is familiar with all of these things.

White-label PPC outsourcing is a great way to save time and money on your PPC campaigns. However, it’s important that you choose the right company to work with. Make sure you research and find a company with experience managing PPC campaigns. You should also ensure that they have a good understanding of the tools and processes that are associated with white label PPC outsourcing.

Jeannie Brouts

by Jeannie Brouts

Jeannie Brouts is a Marketing Manager at SEO Vendor. She has 10 years of experience in White Label SEO and online marketing. Jeannie loves writing about the latest ways to help businesses market and produce results.


  • Avatar
    Cloyd Dicki

    November 23, 2022 at 12:16 pm

    This overall blog about a complete guide to white label PPC outsourcing is a great and well-explained one, especially the bonus part where you have shared the 5 tips on effective boarding.

  • Avatar
    Maria Johnson

    December 1, 2022 at 9:24 am

    I am really glad that I came across this article. Outsource your PPC campaigns for increased turnover and more time to focus on managing your business.

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