White-label Google Ads management: Ultimate guideBy Solange Messier
Digital advertising has become a mainstay for businesses of all sizes, with a significant portion of revenue attributable to online ads. Offering white-label Google ads management enables agencies to be a part of this advertising ecosystem and grow revenue with a service that clients value, trust, and need to gain brand awareness and get sales in the digital world.
Download "White label: Mastering Google and Facebook advertising for local businesses,” a rebrandable white-label guide for clients.
In this article, we’ll cover everything you need to know about white-label Google Ads management, whether you’re new to offering PPC services or you’re looking to enhance your portfolio to meet the needs of more clients.
What is white-label Google ads management?
Running effective Google ads requires experience with the platform, knowledge of how bidding works in order to effectively deploy a budget of any size, and constant learning to keep abreast of updates, privacy changes, and other factors impacting the delivery of ads. It also requires the day-to-day tracking and management of campaigns to ensure key metrics are being met and that changes are being implemented if necessary.
If all of this sounds like a full-time job, that’s because it is. While offering Google ads management to clients may be a no-brainer, it’s normal to take a step back when you look at your agency’s resources and how much time you and your team are able to dedicate to managing ad campaigns. You might determine that you don’t have the capacity to offer ads management as an in-house service.
White-label Google Ads management solves this problem. Instead of having your team handle the management of ads directly, you can leave it to a team of digital advertising experts. They’ll work under your brand name, so from your client’s perspective, all the great Google Ads management services they’re receiving are associated only with your business, not the white-label provider you’ve partnered with.
How does the white-label model work?
White-label Google Ads management works much the same as any other white-label product or service. A white-label platform delivers the service, you resell it at a markup of your choice, and clients receive it under your branding.
In this model, your primary job is to uncover opportunities and sell the service while managing the client relationship. Since you don’t have to worry about the delivery side of things, you’re free to scale as quickly as your prospecting and sales efforts allow. And since you only pay for the white-label Google Ads management services once you’ve actually made a sale, you can add this service to your portfolio without incurring any of the risks and costs that often come with growth.
Why white-label Google Ads management should be on your radar
There are a ton of white-label products you can resell, so what makes Google ads management so special?
One important reason is this: Google Ads management can deliver measurable results for your clients far faster than many other marketing services. It takes a while to see the return on, for example, content creation, social media management, and SEO optimization. While these services still play a very important role in any robust marketing strategy, they take longer to mature and the ROI is less accurately measurable.
When it comes to Google Ads management, you can start turning a profit for your clients very quickly—sometimes as early as the same day you start delivering the service—and the wins from your ad management can be clearly and directly attributed to your service thanks to ad tracking and reporting.
The results you can produce with white-label Google Ads management will make for the kind of happy, long-term clients that make your agency a success.
How many businesses use Google ads?
If you still need convincing that Google Ads management should be in your portfolio, consider the fact that over 80% of businesses globally use Google Ads to drive traffic to their business.
The overwhelming majority of businesses rely on Google Ads, and many of them aren’t managing those ads themselves. This means your clients are spending their ad management dollars somewhere; why shouldn’t those dollars be spent with you?
B2B Google Ads examples
Another concern you may have is whether your clients are particularly good prospects for Google Ads management since they themselves primarily serve other businesses. If your client base is made up of B2B businesses, Google Ads are still going to be a very important component of their lead-generation and sales strategy.
Why? Because their B2B clients are turning to Google search to find the solutions they need. In fact, 87% of B2B audiences use search engines to find business-related content, so placing your clients at the top of those search results with Google Ads can help them get in front of their target audience.
B2B Google Ads examples include
- Ads for software solutions for business, such as CRM or accounting software
- Ads for services catering to businesses, such as consulting services
- Ads for products that businesses require, such as warehouse racking
All of these products and services, while catering primarily to other businesses, would be great candidates for B2B Google Ads.
How to price white-label Google Ads
The beauty of the white-label model is that it offers a great deal of flexibility when it comes to pricing. Once you’ve chosen your white-label platform, you can find out what your exact costs are. Once you have these, you can determine how much of a markup you want to add.
One way to price your Google Ads management services is according to pricing tiers.
You might have a beginner tier for small businesses with a more limited budget, and pricier tiers for the management of bigger budgets and more complex campaigns.
This enables you to offer something to every one of your clients, regardless of size, while still maintaining a profit margin you’re comfortable with.
It’s not uncommon for agencies to charge a percentage of ad spend as a fee on top of their baseline cost for the service. For example, if a client spends $5,000 for advertising in a month, the agency may take a 15% fee of $750. For a client with a $30,000 monthly budget, that fee would be $4500.
Bundling white-label Google Ads management with other services
You can also offer price incentives for clients who choose to bundle multiple services together. Bundling is beneficial for both you and your clients: they spend less per service, while you can sell more and establish yourself as a key vendor, encouraging them to consolidate more of their marketing budget with you.
Services that can effectively be bundled with Google Ads management include:
- White-label SEO
- White-label website solutions
- White-label social media marketing
- White-label reputation management
- White-label content creation
- White-label email marketing
When bundling your services, keep your customer segments in mind. Ideally, you should have bundles for each segment, from start-ups to enterprise-level organizations.
Finally, aim to combine slow sellers with best sellers so that you can enjoy a boost in revenue from moving more of your lower-performing products and services.