The usual situation: you sell strategy, design, SEO or retainer marketing, the client asks you to run their ads too, and you either turn it down, hand it to someone junior, or lose a month hiring. This is the fourth option.
White label PPC is an arrangement where a specialist team runs pay-per-click advertising, such as Google Ads and Facebook ads, for an agency’s clients under that agency’s name. The agency sells the service, owns the client relationship and sets the price. The white label partner does the account work and stays invisible: no logo, no contact with the client, reporting written in the agency’s template.
It differs from ordinary outsourcing in one way that matters. In outsourcing, the supplier is often visible and sometimes builds its own relationship with the end client. In white label PPC, the partner is contractually bound to stay behind the agency, which is why a non-solicit clause and an NDA come before any account access. How the whole model works in practice is covered in white label PPC, explained.
The whole arrangement is designed so your client never has a reason to wonder who is doing the work — and so you never have to lie about it either.
You add us as a partner on the client’s Business Manager or Google Ads account, or you give us a seat inside yours. Nothing we do carries our name. Where a platform shows a managing entity, it shows yours. If your client ever asks directly whether you use a delivery partner, tell them the truth — we will never contradict you, and we will never contact them.
We write into your reporting format, in your tone, on your schedule. If you use Looker Studio, we build in your workspace. If you send a written Monday note, you get a written Monday note you can forward with your name on it. What we will not do is send you a dashboard screenshot and call it a report — every report carries what changed, why, and what happens next.
You get a named buyer and a shared channel, not a ticket queue. Everything that happens to the account is logged, so when your client asks a question three weeks later you can answer it yourself without waiting on us.
A mutual NDA is signed before we see an account. We do not approach your clients, during the engagement or after it. We will also put in writing that we will not take on a direct competitor of a named client inside your account set if that matters to you.
The reason agencies outsource media buying is rarely capability. It is that a good buyer is expensive, hard to hire, hard to keep busy, and catastrophic to lose at the wrong moment.
You pay us a fixed monthly fee per account. You charge your client whatever your market supports. The spread is yours and it does not change when the account scales, because we do not take a percentage of ad spend — which also means we have no incentive to push your client’s budget up.
A single in-house buyer is a fixed cost whether you have three accounts or eleven, and they cannot cover annual leave, illness or a resignation. Per-account pricing flexes with your book. Win four accounts in a quarter and we absorb them; lose two and your cost falls the same month.
When your buyer resigns, the institutional knowledge of every account walks out with them. This is the single most common reason agencies call us, and it is always urgent. Because our decision log lives with the account rather than with a person, handover is a document, not an archaeology project.
Clear lines from the start prevent the drift that kills these arrangements in month four.
Account structure, campaign build, audience and keyword work, bidding and budget management, feed and catalogue setup, pixel and Conversions API implementation, conversion tracking, daily monitoring, disapproval handling and appeals, testing roadmap, and the weekly written report.
Strategy sign-off, brand voice, the client relationship, commercial terms, and final approval on creative concepts stay with you. We will propose angles and write ad copy; you decide what represents your client.
We can write copy and direct static and simple video concepts. Full production — shoots, motion design, heavy edit work — is not included by default. If you have a studio, we brief it. If you do not, say so early and we will scope it rather than quietly under-delivering on creative volume, which is the usual failure mode for a paid social account.
Most agency clients need one or both of the two big platforms. We run them as one book, so budget can move to whichever is producing customers that month.
Search campaigns built around buying-intent terms and tight negative lists, Performance Max with brand exclusions and asset groups that make sense, Shopping and Merchant Center feeds, and YouTube where video is part of the plan. Conversion tracking is checked before any budget goes up, because Smart Bidding is only as good as the conversions it learns from.
Meta campaigns on Facebook and Instagram: account structure that suits Advantage+, the Conversions API alongside the pixel, catalogue and dynamic product ads for ecommerce, lead forms with qualification questions for service businesses, and a creative testing plan so the account keeps finding new winning ads instead of running one until it tires. More in white label Facebook ads, explained.
Run when the client’s buyers are actually there, and only where we run them well. If a platform is outside that, we say so before taking the account rather than learning on your client’s budget.
A clear first month is what separates a partner you can rely on from one you end up supervising.
| When | What happens | What you get |
|---|---|---|
| Before access | Mutual NDA and non-solicit signed; you tell us how you describe your delivery team to clients | Signed agreement |
| Day 1 | Partner access on the client’s Business Manager or Google Ads account | Named buyer and a shared channel |
| Day 2 | Written audit: structure, tracking, wasted spend, quick wins | Audit in your template |
| Week 1 | Tracking fixes first, then the changes the audit agreed | First weekly report |
| Weeks 2–4 | Creative and audience tests, budget moved towards what converts | Weekly reports with decisions |
| Month 2 | Scale the winners, cut the rest, agree the next quarter’s plan | Plan you can present as your own |
Swipe the table sideways to see every column.
Each option fits a different stage. The table shows the trade-offs most agencies weigh.
| In-house media buyer | Freelancer | White label PPC partner | |
|---|---|---|---|
| Cost shape | Fixed salary and overheads | Hourly or per account | Fixed fee per account |
| Cover for leave or resignation | None unless you hire two | Usually none | Team cover and a written decision log |
| Scales with your book | Slowly, by hiring | Up to one person’s capacity | Accounts added or removed monthly |
| Stays behind your brand | Yes | Depends on the person | Yes, written into the contract |
| Best when | You run many accounts on one platform | One or two small accounts | A growing, mixed book of client accounts |
Swipe the table sideways to see every column.
If you are deciding whether to bring the work in-house later, when to outsource media buying sets out the point where hiring starts to make sense.
Our team is in India. India Standard Time is about 4.5 to 5.5 hours ahead of the UK, 9.5 to 10.5 hours ahead of US Eastern time, and 4.5 to 5.5 hours behind Sydney, depending on daylight saving.
In practice that means account work, testing and reporting can be done outside your working day, so the report is waiting when you start. Calls need a fixed overlap window agreed at the start. The time zone overlap calculator shows the shared hours for your city. Invoices go to the agency in its own currency, and paying an agency in India covers how that works from the US, UK and Australia.
The full list is in questions to ask a white label partner. Pricing models are compared in white label PPC pricing, and the report format in white label reporting.
The fastest way to judge a white-label partner is to hand over a single live account and read the first audit. No minimum number of accounts to start, and no exclusivity asked for.
A specialist team runs Google Ads, Facebook ads and other paid campaigns for an agency’s clients under the agency’s name. The agency keeps the client relationship and sets the price; the partner stays invisible.
It is a form of outsourcing with one difference: the partner is contractually bound to stay behind your brand and never contact your client, so the relationship stays yours.
Yes. Meta (Facebook and Instagram) and Google Ads, including Performance Max and Shopping, are the core of the service. LinkedIn, TikTok and YouTube depend on the account.
A fixed monthly fee per account, month to month, invoiced in your currency. We do not take a percentage of ad spend. The fee depends on the account and we say it on the first call.
No. Not during the engagement, not after it ends. It is in the mutual NDA, and it is also simply how we want to operate — an outsourcing partner that poaches has one good quarter and no business after it.
Your client's, ideally, with you as the managing partner and us as a seat inside your access. We never hold the account ourselves. That is deliberate: it means you are never dependent on us to keep serving your own client.
Whatever you are comfortable with. Plenty of partners say openly that they have a specialist media buying team; plenty do not mention it. We just need to know which, so we match it. We will never put you in the position of having been caught out.
Yes, and we recommend it. One live account, one audit, one month. You will learn more from reading our first audit of an account you already understand than from any pitch we could give you.
Neither. No minimum, no exclusivity, month to month. If we are good the volume comes on its own, and if we are not, a lock-in only delays your decision.
Access on day one, a written audit within two working days, and changes starting in week one unless we think the account needs the tracking fixed first. We will not rebuild a live account in the first 48 hours just to look busy — that destroys learning your client paid for.
Meta, Google Ads including Performance Max and Shopping, and depending on the account TikTok, LinkedIn and YouTube. We will tell you when a platform is outside what we run well rather than take the account and learn on your client's budget.
Send a live account. Read the audit. Decide after that — not before.