White label PPC services

Agencies with a verified published price

How we compare white label PPC providers

1. Find out who actually manages the account. Ask for the role and location of the person doing the work, and how many accounts they carry. A named strategist with a manageable book is a different product from a shared queue, and the difference shows up in your client's search terms report rather than in the sales call.
2. Establish account ownership and portability. The Google Ads account should belong to the end client, with the provider granted access. Providers who run clients inside their own manager account can hold history hostage at renewal, and your client will hold you responsible for a clause you agreed to.
3. Read the reporting before you brand it. You will be putting your logo on it every month. Check whether it contains decisions and search term detail or only aggregate charts, and whether the numbers can be reconciled to the ad platform. Reporting you cannot defend in a client meeting is a liability, not a deliverable.
4. Test the escalation path with a real scenario. Ask what happens when a client's cost per lead doubles in a week: who notices, how fast, who calls whom, and what the response time commitment is. Vendors that answer with a support portal and a ticket window are describing the pace at which your client will be losing money.

How the pricing works and where the margin actually is

Three structures dominate. A flat fee per account per month is easiest to resell and price against, and it works well for accounts of similar size. A percentage of managed spend scales with the client and gives the provider a reason to grow budgets, which may or may not align with your client's interest. Tiered pricing by spend band is the common compromise. Whichever you choose, model your margin on the whole cost of delivery, not the licence fee: your account manager's time, the client meetings, the reporting review and the escalations all sit on your side of the line.

The failure mode in this market is a thin margin on a demanding account. Cheap white label management exists because someone is carrying a very large book, which means your client gets attention when something breaks and not before. If the price is low enough to make the resale margin obviously attractive, ask how many accounts the assigned manager holds. That single number predicts more about the relationship than any case study.

What to tell your client, and what your contract should say

You do not have to name your provider, but you should never be in a position where a truthful answer would embarrass you. Say that paid search delivery is handled by a specialist team working under your direction, and make sure that is actually true: you own the strategy, the client relationship and the accountability. Agencies that get into trouble here are the ones that pass the account through untouched and are then unable to answer a technical question in front of the client.

The contract should settle five things: who owns the ads account and data, notice period and what happens to work in progress, whether the provider may contact your client directly and under what circumstances, response time commitments for escalations, and a non-solicitation clause covering your clients. Also agree how conversion tracking is implemented, because a provider that installs tracking under its own containers can leave your client with a broken measurement setup on the day the relationship ends.

Questions people actually ask

Should I tell clients I use a white label partner?

You are not usually obliged to name a subcontractor, but you should never deny it or describe the team as employees when asked directly. The safe framing is that specialist delivery sits behind your account management. Check your own client contracts too, since some enterprise agreements require disclosure of subcontractors.

What margin is realistic on resold PPC?

It depends entirely on how much of the delivery you keep. Agencies that only resell and hand over reporting keep less and are more replaceable; those that own strategy, client meetings and creative keep more and are harder to displace. Model your own hours before deciding a markup.

Who owns the ad account?

The end client should, with both you and the provider granted access. Any other arrangement means the account history, which is the most valuable asset in a mature campaign, sits with a party the client has no relationship with. Settle it before the first campaign is built, not at renewal.

What happens if the partnership ends?

If ownership and access are set up correctly, very little: access is revoked, a new manager takes over the same account, and history is intact. If they are not, you rebuild campaigns from scratch and explain to your client why performance dropped. The contract, not the vendor's goodwill, decides which of those you get.

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