Best white label PPC services for agencies compared, on what each provider publishes before you sign

White label PPC is the arrangement where another company runs your clients' Google Ads and Microsoft Ads accounts and the work arrives under your name. The pitch is margin without headcount. The risk is not quality, it is custody: whose manager account the client sits inside, who can revoke whose access, and what you are left holding if you change supplier in eighteen months.

So the criterion on this page, applied to every provider and to us: what does the supplier publish, on its own site, that you can verify before you pay anything? Three things qualify, because all three are checkable. A rate or a rate model. Who holds the Google Ads account. Who speaks to your client. Measured against that, this category discloses very little, and knowing that in advance changes how you run the first call.

What the category actually publishes, measured on 21 October 2026

The fullest public comparison of white label PPC providers we could read is maintained by one of the providers it lists, which is worth knowing while you read it. Across the nine suppliers it names, this is what was published:

What a buyer needs	Providers publishing it, of 9
A numeric starting rate or percentage	2
Who holds the Google Ads account	0
Who speaks to the end client	1
A minimum commitment or contract term	0

The two figures published were a percentage of ad spend model described as starting around 15 per cent, and flat monthly fees described as starting around $500 per client account with tiers set by campaign complexity rather than by spend. The other seven are given as custom, tiered, or premium pricing, and the page routes the rest behind a form that asks where to send a pricing estimate.

The same provider's own pricing guide publishes bands rather than a rate card, three of them for PPC management, each a range so wide that the top of one band overlaps the bottom of the next. It also publishes the shape of the percentage model, ten to twenty per cent of ad budget with a stated monthly minimum regardless of spend. That shape is the useful part. The bands are orientation, not a quote, and no agency should plan a margin on a range that wide.

We record what a supplier publishes and do not reproduce its price table, which is a standing position on this site rather than a gap. The two starting figures above are quoted because the whole measurement is that seven of the nine publish no figure at all.

The custody question, answered from Google's own documentation

Nobody in the comparison above publishes an answer, so take it from the platform. Google's own help documentation on manager accounts, read on 21 October 2026, states that a manager account can be given ownership of a client account, and that if it does not already have ownership then the admin of the child account has to grant it. It also states that users with administrative access to a client account can terminate the relationship with the manager account at any time.

Three practical consequences follow, and they are the whole negotiation:

• If the client account is created inside the supplier's manager account, the history belongs to an account you do not control. Conversion data, audience lists and learning on the bidding all live there.
• If the account exists in your own manager account and the supplier is linked to it, you can unlink at any time and the data stays. Google documents that an admin of the client account can end the relationship.
• Google also documents that a manager account cannot change a client account's own sign in details, so ownership of the account is a separate thing from control of the login.

Settle this in writing before the first campaign, not at renewal. It costs one sentence at the start and a rebuild at the end.

The four things to put in the agreement

One. The account lives in your manager account. Ask for it in those words. A supplier that refuses has told you something useful at no cost to you.

Two. The fee model, written down, with what it rewards. A percentage of spend pays the supplier more when your client's budget rises, which is a bias and not a scandal as long as you can see it. A flat fee per account pays the same whether the account needs four hours or forty, which biases toward the easy accounts in a busy month. Pick the bias you can live with and say which one it is.

Three. Who talks to your client, in which circumstances. Only one of the nine providers publishes an answer and its answer is that its team handles client communication. That is a legitimate model and it is the opposite of white label in the strict sense. Three arrangements exist: never, on a call you host, and directly under your brand. The one that fails is the undefined one, discovered at four in the afternoon when a client asks a question you cannot answer.

Four. What the report is, and whose logo is on it. Rebranded reporting is the part of white label that is easiest to buy and easiest to leave vague. If the supplier's tooling cannot put your name on a PDF, you will be rebuilding reports by hand every month, and that is where the margin goes. We looked at which tools publish what you are allowed to rebrand on our page about white label SEO software and exactly what each vendor says you can rebrand.

One credential you can check without asking anybody

Google publishes what a Partner badge requires, which makes it one of the few claims in this category you can size without asking anybody. Read on 21 October 2026, the requirements are a minimum optimisation score of 70 per cent on the registered manager account, a maintained 90 day ad spend of $10,000 USD across managed accounts, and at least 50 per cent of account strategists certified with one certification in each product area where campaign spend is $500 USD or more over 90 days. Premier Partner status additionally requires being in the top 3 per cent of participating companies in a country, determined annually.

Read those numbers for what they are. A $10,000 spend floor across all managed accounts is a very low bar for a supplier that runs dozens of them, so the badge tells you the supplier is active and certified rather than that it is good. A supplier with no badge is not automatically worse. What the figures do give you is a sentence to use on the call: the badge costs them almost nothing to hold, so ask what else they can show you.

Two claims worth testing on the call instead, because neither is public. Ask how many client accounts one of their account managers carries, and ask to see an anonymised example of the monthly deliverable. The first number predicts the service you will get. The second shows you what you will be forwarding to a client under your own name.

So which arrangement to buy

On the criterion above, the provider publishing a flat monthly fee per client account discloses the most, because a flat per account figure is the only model you can price a retainer against before you have the client. A percentage of spend model discloses the second most, since the percentage is stated even though the bill is not. The seven publishing nothing are not ruled out, and they are a slower first call: expect to spend it establishing the things the other two put on a page.

If you are buying fulfilment across more than one channel rather than PPC alone, the decision changes shape, because the thing that breaks is the handover between the channels rather than any one of them. We set that out on our page about choosing a white label marketing agency and the four things to settle before your client sees the first report.

The thing your client will ask about that nobody in this chain runs

Sooner or later a client forwards you a screenshot. They asked an assistant who the best supplier in their city is, and the answer names three companies and theirs is not one of them. That question has no auction, no bid and no impression share, so nothing in a white label PPC stack reports on it, and the supplier running the ads has no instrument for it either. AI Knows Us measures which businesses get named in those answers across ChatGPT, Gemini, Perplexity, Claude and Google AI Overviews, and it sits beside paid search rather than inside it. We are not a PPC supplier and could not fulfil one of these accounts.

By this page's own criterion we also have a disclosure gap of our own, and it is the one that matters most to an agency. Our pricing page was fetched on 21 October 2026 and a word boundary search of the whole document returns zero matches for the phrase white label, and zero for SSO, SAML, SOC 2 and DPA. Two rows of its own comparison table disagree about whether more than one business is covered: a row headed Businesses covered reads 10 for the Agency plan, and a row headed More than one business reads No for all eight plans including Agency. Both render. If reselling under your own brand is the requirement, ask us which row governs before you buy, because the page does not settle it.

Questions agencies ask about white label PPC

Is white label PPC the same as outsourcing?

Outsourcing is the broader word and covers any arrangement where somebody else does the work. White label specifies that the client never sees the supplier. Some providers in this category do both and the pricing is often identical, so the difference lives in the communication clause rather than the invoice.

Should the fee be a flat rate or a percentage of ad spend?

A flat rate per account is easier to resell, because you can quote a client before you know their budget. A percentage is easier to defend when a client's spend swings hard between seasons. Note that the percentage models published here all carry a monthly minimum regardless of spend, so below a certain budget the percentage is irrelevant and you are paying the flat minimum anyway. Work out where that crossover sits for the supplier you are considering, because under it the simpler model wins on nothing but admin.

What margin is realistic?

That depends on what you are adding, and the honest answer is that the margin is on the part you do, not the part you resell. Strategy, the landing page, the offer and the client relationship are yours. If you add none of those, you are a reseller rather than an agency and the market will price you as one.

What happens to the account if we change supplier?

If the account sits in your manager account, you unlink the supplier and keep everything. Google's documentation says an admin of the client account can end the relationship at any time. If the account sits in theirs, you are negotiating for your own client's history, which is why the custody clause comes before the price.

Do we tell the client?

Your contract with the client decides that, and some of them require disclosure of subcontractors. Read it before you sign the supply side. An undisclosed subcontractor discovered by a client is a worse day than a disclosed one agreed in advance.

How do we judge the work in the first ninety days?

Agree one metric measured in your client's systems rather than in the ad platform, and agree it before the work starts. Conversions counted inside Google Ads and leads counted in a CRM will differ, and whichever number is lower is the one your client will quote back at you. If you want the account level version of this test, it is on our page about what you are buying from a Google Ads management agency and the clauses to settle first.