Introduction

White Label PPC (Pay-Per-Click) management allows agencies to offer expert PPC services while also providing a scalable solution for business growth. This model is the perfect strategy to manage client overflow, allowing your agency an affordable solution so you don’t have employee burnout and diminished results.

This approach also enables agencies to expand their service offerings and handle more clients without the need to hire additional employees. By leveraging white label services, agencies can maintain flexibility, reduce overhead, and focus on growing their business. This scalability is a key reason why white label PPC has become an increasingly popular choice for agencies looking to enhance their capabilities.

In this guide, we’ll explore the best practices for white label PPC services and how agencies can use them to manage client accounts effectively, improve ad spend efficiency, and deliver exceptional results.

What Is White Label PPC?

White Label PPC (Pay-Per-Click) refers to a service where one company provides PPC management and advertising services on behalf of another company, which then rebrands and sells these services as its own. In this arrangement, the company offering the white label service remains behind the scenes, allowing the reselling company to offer PPC services to its clients without needing to develop the expertise or infrastructure themselves.

For example, a digital marketing agency might want to offer PPC services to its clients but lacks the in-house expertise. Instead of building a PPC team from scratch, the agency partners with a white label PPC provider. The provider manages the PPC campaigns, but all communications, reports, and results are branded with the reselling agency’s name, so the end client never knows that a third party is involved.

This approach allows companies to expand their service offerings, increase revenue, and provide high-quality PPC management without the overhead of managing the service themselves.

Why Do Agencies Use White Label PPC?

Hiring a White Label PPC Contractor To Handle Client Overflow

Sometimes you don’t need a full PPC team and all you need is an extra helping hand to handle a few extra clients. This can be an extremely cost effective way for you to handle that client overflow until it is enough for a full time employee to manage a portfolio of clients. 

White Label PPC for New Agencies

New agencies often lack the resources to hire a full PPC team. White label services allow these agencies to offer professional PPC campaigns without the upfront investment, helping them compete with established firms.

White Label PPC vs. Managing PPC In-House

Building an in-house PPC team requires significant time and financial investment. White label services provide immediate access to experts, tools, and processes without long-term commitment, allowing agencies to focus on core business activities.

What Is Included in White Label PPC Services:

• Dedicated Account Manager: A critical aspect of white label PPC management is having a dedicated account manager who oversees each of your client’s campaigns. This person is responsible for communicating with clients, managing their PPC accounts, and ensuring that all campaign goals are met.
• Landing Page Optimization: The landing page is where conversions happen. Effective white label PPC services include optimizing landing pages for better performance, ensuring that visitors who click on ads are more likely to convert into leads or customers.
• Ad Copy: The success of any PPC campaign relies heavily on the ad copy. White label PPC experts know how to craft compelling, conversion-focused ad copy that resonates with the target audience while aligning with the client’s brand messaging.
• Google Ads Campaign Management: As a Google partner, white label agencies excel at managing Google Ads campaigns. They understand how to optimize ad spend and continuously refine targeting strategies to get the best possible return on investment (ROI) for clients.
• Call Tracking: Tracking phone calls generated from PPC ads is a crucial aspect of performance measurement. White label PPC management services include implementing call tracking solutions, allowing you and your clients to understand which campaigns are driving valuable leads.
• Reporting: Provides detailed reports that highlight important metrics, insights, and recommendations for future improvements.

What Is Not Included in White Label PPC Services:

• Marketing Strategy: Your White label partner is not responsible for upselling your client on other services or speaking to anything outside of the PPC strategy they have set up. They are also not responsible for developing a comprehensive marketing strategy that encompasses various channels beyond PPC.
• Brand Positioning: Your white label partner is not responsible for crafting the client’s overall brand identity, voice, and market positioning. 
• Business Development: They will not be your sales person and are not responsible for the closing of business. Their job is to bring the horse to the water, not to force the horse to drink it.
• The Product/Sale: Your white label partner is not responsible for creating any promotional strategies such as sales or pitches for your customers. They will be responsible for the generation of leads and qualified customers. The success of a sale depends heavily on the quality of your client’s offering, their ability to follow up with leads, and their sales processes. 

Best Practices for White Label PPC Management

Chameleon Branding Elements

When white label services are client-facing, each account manager should use an email and letterhead that matches the branding of the advertising agency. Maintaining a level of anonymity is crucial to ensure that the account manager cannot be traced back to the white label provider. However, if the white label services are not client-facing, these specialists will work entirely behind the scenes. Typically, client-facing white label PPC services include additional project management charges.

Streamlined Onboarding Process

A well-structured onboarding process is crucial for setting up successful white label PPC services. This process includes gathering essential information from the client, defining clear objectives, and establishing expectations early on. The onboarding phase also involves setting up accounts, transferring access, and aligning on Key Performance Indicators (KPIs) that will measure campaign success. Efficient onboarding helps avoid misunderstandings and sets the foundation for long-term client satisfaction.

Managing Your Clients and Their Accounts

Managing your clients and their accounts effectively is more than just maintaining PPC campaigns. It involves regularly assessing how well the campaigns align with the client’s broader business objectives. White label PPC management services require continuous communication to ensure clients are aware of the work being done, how their ad spend is being utilized, and the results being achieved. Regular check-ins and performance reviews are essential components of strong client relationships, ensuring that the campaigns remain aligned with evolving business goals.

Leveraging the Expertise of PPC Experts

White label PPC agencies employ seasoned PPC experts who specialize in creating and optimizing campaigns for diverse industries. These experts are well-versed in the latest trends, tools, and strategies needed to make PPC campaigns successful. These specialists are experts in Facebook ads and Google ads management services. Their deep knowledge and experience make a significant difference in driving better performance for clients. By partnering with a white label PPC agency, you gain access to a team of professionals who bring industry-leading expertise to your campaigns without needing to develop it in-house.

Ongoing Optimization and Reporting

To achieve optimal results, white label PPC management requires continuous optimization. This involves monitoring key metrics like click through rates (CTR), conversion rates, and cost-per-click (CPC), and making data-driven adjustments as needed. 

Regular reporting is another best practice, as it keeps clients informed about the progress of their campaigns. A white label PPC agency should provide detailed reports that highlight important metrics, insights, and recommendations for future improvements. These reports help clients understand how their ad spend is being used and the value they’re receiving from your services.

Key Features of a Reliable White Label PPC Agency

When selecting a white label PPC agency to partner with, consider these essential features:

• Google Partner Status: Partnering with an agency that is a recognized Google partner ensures that they have met Google’s standards for quality and performance in Google Ads campaigns.
• Comprehensive PPC Services: The agency should offer a full suite of PPC services, including campaign setup, management, optimization, and reporting. They should also be experts on all the main PPC platforms including but not limited to: Google Ads, Microsoft Ads, Facebook Ads, Linkedin Ads and Instagram Ads. 
• Scalability: A reliable white label PPC management service should be able to scale with your needs, whether you’re managing a handful of clients or a growing roster.
• Marketing Services Integration: White label PPC services should seamlessly integrate with your broader marketing services, allowing for consistent messaging and cohesive strategies across multiple channels.
• Flexible Label PPC Management Services: The best white label agencies provide flexible services that can be tailored to meet the unique needs of each client, ensuring personalized approaches that drive better results.

White Label PPC Pricing Models

Management Fee: Fixed Fee

This model involves charging a flat rate for PPC management, regardless of the ad spend. It offers predictability for clients but requires careful cost management on the agency’s part.

Management Fee: Percentage of Ad Spend

A percentage-based model aligns the interests of the client and the white label provider. As ad spending increases, so does the management fee, incentivizing the provider to optimize effectively.

Commission-Based

In a commission-based model, the provider earns a percentage of the sales or leads generated through PPC campaigns. This performance-based approach can be highly motivating but requires precise tracking and agreement on metrics.

Hybrid Pricing Models

Some agencies prefer a hybrid approach, combining elements of fixed fees and percentage-based pricing to balance predictability with performance incentives.

The Pricing Model to Avoid

Avoid pricing models that overcomplicate billing or create uncertainty for clients. Transparent and straightforward pricing builds trust and long-term relationships.

Conclusion

White label PPC services offer agencies an effective way to expand their offerings, deliver expert campaign management, and ultimately drive better results for their clients. By following best practices such as having a clear onboarding process, maintaining strong client relationships, and leveraging the skills of dedicated PPC experts, your agency can build a reputation for delivering high-quality, results-driven PPC campaigns.

Investing in white label Google Ads management services can be a game-changer for agencies looking to grow their service offerings without taking on the full burden of managing PPC internally. By choosing a reliable white label PPC agency and implementing the strategies outlined in this guide, you’ll be well-equipped to provide top-tier PPC management under your brand, strengthening your client relationships and enhancing your agency’s value proposition.

Contact Flame Digital Communications to learn more about our White Label PPC services.