What is PPC Outsourcing? (Benefits + Costs)

Outsourcing PPC allows businesses to go hands-off with building successful pay-per-click campaigns. Learn the benefits of outsourcing PPC management, expert tips to find a reliable partner, and what it costs.

Effective PPC campaigns boost your visibility, increase brand awareness, and help your target audience find you more easily on the search engine results page (SERP).

But building and managing a successful PPC campaign takes time, expertise, and focus — resources many businesses are short on.

That’s where outsourcing PPC management comes in.

This article highlights the advantages of outsourcing your PPC ad campaigns, how to find the right provider, and how much it might cost.

What is PPC outsourcing?

PPC outsourcing is when a business hires a third-party freelancer or digital marketing agency to manage its pay-per-click advertising campaigns, instead of handling them in-house.

PPC outsourcing typically involves:

• Initial PPC audit
• Marketing strategy development
• Campaign setup
• Ongoing management
• Reporting
• Optimization

In some cases, businesses also use white label PPC services, where agencies manage campaigns behind the scenes on behalf of another company, allowing that company to offer PPC under its own branding.

Benefits of outsourcing PPC management

Outsourcing your PPC strategy comes with numerous benefits, including access to expert knowledge, cost savings, and faster results.

Here are five benefits of outsourcing to a PPC provider:

1. Access to a team of experts
2. Cost-effective campaigns
3. Access to better tools and resources
4. Accuracy and reliability
5. Better (and faster) results

1. Access to a team of experts

When you hire an outside team of digital advertising specialists, you’re tapping into a group of professionals with years of experience and education.

“PPC agencies are constantly aware of the newest tactics, algorithms, and trends; they’re experts in this field,” says Matt Little, owner of Australia-based lighting company Festoon House.

“We contracted out a campaign to an agency with invaluable specialized knowledge,” continues Little.

“They pinpointed the ideal keywords, created compelling ad copy, and maximized the effectiveness of our campaigns. Their knowledge produced results we couldn’t have obtained internally.”

2. Cost-effective campaigns

An in-house team typically costs more than hiring external PPC management services.

“Our company has outsourced PPC advertising as a cost-effective method,” says Lisa Richards, creator and CEO of The Candida Diet.

“This allows us to avoid investing in equipment, software, or the hiring of full-time employees dedicated exclusively [to] this work.”

As a result? “We’ve seen a significant reduction in our overhead expenses,” she says.

Outsourcing PPC services also saves a lot of time, which translates to more cost-effectiveness.

“Outsourcing PPC advertising to specialized agencies accelerates campaign setup and launch,” says Campbell Tourgis, COO at automation solutions provider Wainbee.

“This distinctly saves businesses valuable time compared to an in-house learning curve.”

3. Access to better tools and resources

PPC teams invest in advanced tools for keyword research, analytics, A/B testing, and campaign optimization — platforms that may be too expensive or complex for a small business to manage internally.

These tools are particularly powerful for tracking metrics like conversion rate and cost per lead.

Accuracy and reliability

Mistakes in your PPC campaigns can be costly. Reputable account managers are less likely to make critical errors and more equipped to adjust strategy quickly.

An in-house PPC expert might have the skills, but they’re often juggling multiple priorities. This can make it difficult to give PPC the focused attention it needs to thrive.

By outsourcing your PPC marketing efforts, you can expect more reliable and error-free campaigns, with stronger lead generation results to boot.

5. Faster (and better) results

Bringing in an agency or consultant can accelerate your campaign performance and deliver faster results.

Beyond the years of education they bring to the table, agencies work with many other clients, giving them broader insight into what’s effective and what isn’t.

“Through outsourcing, we witnessed a remarkable 150% surge in website traffic; notably, three-quarters of these were new visitors — clear evidence of successful reach to potential customers,” says Andrew Cussens, owner of videography and photography studio FilmFolk.

“In addition, bookings for our drone photography service experienced an uptick: they escalated by 30%.”

How to outsource PPC

Ready to outsource? These three tips can help you get started.

1. Find the right PPC partner

Not every provider is created equal.

“Find an agency that knows your industry and has a proven history of delivering results,” says James Smith, founder of travel platform Travel-Lingual.

“Look at client testimonials, case studies, and industry certifications. Also, consider transparency — agencies [that are] transparent about their strategies and results are worth considering.”

Look for credentials like Google Ads or Microsoft Ads (formerly Bing) certifications and a solid portfolio.

Once you have a shortlist, interview your candidates. Ask questions like:

• What tools do you use, and how do you use them?
• How do you track and optimize performance?
• What KPIs do you focus on?
• Do you have experience in our industry?
• Can you provide case studies?
• How frequently will you report results?
• How do you ensure mobile optimization?
• Which platforms do you specialize in?

2. Establish consistent communication

Once you find an agency or freelancer you want to work with, maintain clear and open communication. This is particularly important in the early stages of a partnership.

Your new partner will require access to your existing accounts and a dedicated channel to communicate, whether that is through email or Slack.

“Communication is the foundation of any successful relationship,” says Smith.

“We use tools like Slack and PPM (project portfolio management) platforms to keep our team and outsourced PPC agency in the loop. Meetings and status updates are held regularly to keep everyone on track and aligned with our business objectives.”

3. Be clear on your objectives

The more specific you are about your goals, the better your agency can support you.

“We always link desired results to our business goals. The best PPC agency should match your overall strategy and focus on the most important metrics of your business,” says Smith.

“With regular performance reviews and open communication channels, adjustments are quick, keeping the partnership going strong.”

Disadvantages of outsourcing PPC management

Outsourcing to a PPC management agency isn’t right for every business, and it doesn’t always go according to plan.

Here are some common issues when outsourcing PPC.

Communication issues

When working with a third party, there are more opportunities for misunderstandings and communication gaps.

Set clear expectations around goals, timelines, and communication methods to prevent misunderstandings.

Loss of control

Some business owners struggle with handing over their PPC accounts. Decide how involved you want to be, whether that’s setting specific goals and KPIs or reviewing ad copy.

Working with a team that provides regular check-ins and a collaborative environment can help ease these concerns.

They’re not a part of your business

A freelancer or agency won’t be involved in the day-to-day running of your business. Because of this, it can feel like they won’t understand the culture, messaging, or tone as well as your direct employees.

But a reputable agency will prioritize learning the ins and outs of your brand to effectively represent you to your target audience.

Signs it’s time to outsource PPC marketing

Not sure if outsourcing marketing services to a PPC agency is right for your business? Here are a few signs that you might be ready to outsource:

• You don’t have the time or resources to train someone properly
• You’re ready to scale
• A full-time specialist is outside of your current budget
• You’re not seeing the results you want
• PPC marketing is outside the scope of your current team
• You want to test new campaigns and strategies

“Outsourcing makes sense if you need to grow quickly or don’t have the necessary inside skills,” says Little.

“You get professional assistance without making a long-term commitment, which makes it especially useful for short-term initiatives or while you’re investigating new markets.”

Cost of PPC outsourcing

Typically, it costs anywhere from $1,500 to $10,000 each month to outsource PPC.

Common pricing models include:

• Flat fee: A fixed monthly rate
• Percentage of ad spend: A percentage of your overall ad spend (usually 10-20% of your ad budget)
• Performance-based: A fee based on the number of leads, conversions, or other results

Another aspect of finding the right agency will, of course, be finding one that fits your budget on top of your other needs.

The takeaway

Campaign management is time-consuming and demands ongoing education to stay ahead.

If your business is ready to scale, outsourcing your PPC campaigns is the next step to improve your conversion rate and return on investment (ROI).

Whether you just need help with your search ads or are interested in a full online advertising partner, HawkSEM is here to help.

With case studies across a large variety of businesses and a portfolio full of proven results, we’d love to talk to you about your next campaign. Get in touch with an expert today.

This article has been updated and was originally published in February 2024.