White Label PPC and Google Ads Management for Agencies

Updated October 2026 · Written and maintained by the Progression Agency strategy team

White label PPC is paid search and paid social advertising that one agency plans, builds and manages and another agency sells under its own name: the reselling agency keeps the client, the brand and the price, and the fulfillment partner does the work behind it. Progression Agency provides white label PPC management for marketing agencies, web design studios, SEO firms, PR firms and consultants who want Google Ads, Microsoft Advertising, Meta, LinkedIn and other paid channels in their offer without hiring a paid media team. Progression Agency is based in New York City and works with clients across the United States and worldwide.

What is white label PPC?

It is pay-per-click advertising delivered by a specialist and resold by an agency as its own service. The client buys from the agency it already trusts; the agency buys the specialist’s time and skill, adds its margin and keeps the relationship.

The model exists because paid media is a specialism that changes every quarter. Bidding systems, campaign types, tracking requirements and policies move constantly, and a small agency with a handful of paid clients rarely has the volume to keep a full-time specialist busy and current. Reselling turns that fixed cost into a variable one: the agency pays for the accounts it actually sells. For direct engagements, where a business hires a paid media team for itself, see our PPC agency page; this page is about the reseller model.

Which agencies resell paid search and paid social?

Any agency whose clients ask for advertising it cannot deliver well in-house. The common pattern is an agency strong in one discipline, such as websites, search or creative, whose clients want paid traffic to go with it.

Web design and development studios

A new site needs visitors on the day it launches, and the studio that built it is the obvious place for the client to ask. Paid search gives the launch traffic and data the studio can use to show the site works.

SEO firms

Search clients often want paid and organic results reported together, especially while organic rankings are still building. A paid partner lets the SEO firm cover both columns of the search results page without diluting its own team.

Creative, branding and PR agencies

Ideas need distribution. A creative or PR agency can offer paid amplification of a campaign or a piece of coverage, with the targeting and bidding handled by specialists while the agency keeps control of the message.

Consultants and fractional marketing leads

A consultant who sets strategy for several companies needs people to execute it. White label fulfillment lets the consultant deliver campaigns under one name without building a team.

Software, hosting and platform companies

Companies that serve many small businesses through a platform sometimes add advertising management as a service. Google’s own third-party rules apply to them with particular force, because they tend to serve many small budgets, which is covered further down this page.

White label, referral, subcontracting or hiring: which model fits?

The right model depends on who should own the client relationship and how many paid accounts the agency expects to sell. White label suits an agency that wants to keep the client and the margin without carrying a specialist’s salary.

What do agencies search for when they look for a paid media partner?

The platform first and the arrangement second. In Ubersuggest data for September 2026, white label PPC is the largest phrase at about 260 US searches a month, with white label Google Ads and white label Facebook ads at about 170 each.

The phrase with agency added draws about 110 searches a month, and white label advertising and the management phrase about 70 each. The bids are high for such small numbers: white label Google Ads carries a cost per click of $58.28 and the head phrase $40.69, against $15.64 for the management phrase. Few buyers, each worth a long relationship, is a likely reason a phrase costs that much.

What is delivered under the reseller’s brand?

Everything the client sees: proposals and audits if wanted, the campaigns themselves, reports, recommendations and, where agreed, calls. The client’s ad accounts remain the client’s; the brand on the documents is the reseller’s.

The same split applies on our white label SEO page, which covers search optimization delivered under an agency’s brand; this page does not repeat it. Agencies that resell both usually want one report covering paid and organic results.

White label Google Ads: what does the work cover?

Every campaign type the client’s goals call for. Google’s campaign type guide lists Search, Performance Max, Display, Shopping, Video, App, Demand Gen, Call and travel-specific campaigns, and a white label Google Ads engagement chooses among them on the client’s goal, not on habit.

Search campaigns

Search remains the core for most service businesses: tightly grouped keywords, ad copy that matches the query, negative keywords pruned weekly from the search terms report, and bids set against the value of a lead or a sale.

Performance Max and Shopping

For retailers, product feeds drive Shopping and Performance Max. The work is as much feed quality, titles, images and product data as bidding. Our Shopify PPC page covers the store side.

Video, Demand Gen and Display

These reach people before they search. They need creative in several sizes and lengths, audience planning and patience, because their effect shows partly in later searches rather than immediate conversions.

Local and call-focused campaigns

For businesses that sell by phone, call-focused ads, call tracking and call outcome reporting matter more than form fills. Agree in advance how a qualified call is defined, because that definition drives bidding.

White label Facebook ads and Instagram

Meta campaigns depend heavily on creative: the image, the video and the first line of copy decide who stops scrolling. White label Facebook ads work best when the reseller supplies the brand voice and the partner supplies testing discipline.

Creative volume and testing

The same audience sees the same ads repeatedly, so plan a monthly cadence of new images, short videos and copy variations, with a simple record of what was tested and what won, so the client sees learning rather than churn.

Lead forms and follow-up

Instant forms inside Meta make it easy to submit details and easy to submit bad ones. Add a qualifying question, send leads to the client’s CRM in real time and report lead quality, not only lead count.

Special categories and restricted content

Housing, employment and financial services ads carry extra targeting rules on both Meta and Google, and Meta adds a category for social issue, election and political ads. Check whether a client falls into one before the plan is written, because the targeting available changes. Our Facebook ads agency page covers the channel in depth.

Can Microsoft Advertising, LinkedIn, TikTok and YouTube be white labeled too?

Yes. The same model applies to any platform where the client can own the account and grant access to a manager: the client owns, the reseller manages, the partner works inside the access it is given.

Microsoft Advertising extends a Google search program to Microsoft’s search audience; LinkedIn suits business-to-business clients who sell to job titles; TikTok and YouTube suit consumer brands with video. Each has its own access model, and the next sections set out how ownership works on the platforms resellers use most. Our Bing ads, LinkedIn ads, TikTok ads and YouTube ads pages cover each platform.

Who should own the ad accounts in a white label arrangement?

The end client, on every platform. The reseller manages through the access the client grants, and the fulfillment partner works inside the reseller’s access. If the relationship ends, the client keeps its accounts, its history and its data.

Ownership is the question that decides whether white label advertising is safe for the client. An account created in a provider’s name, paid on the provider’s card, can disappear with the provider. An account in the client’s name, with the agencies added as managers, cannot. The table shows how that looks on each platform.

How do Google Ads manager accounts work in a reseller chain?

A manager account is an umbrella account that links to many client accounts, including other manager accounts. The reseller links its manager account to each client account; the fulfillment partner’s people sign in as users on the reseller’s manager account, so the chain the client sees is short.

Google’s manager account overview explains the details that matter here. A manager account is a separate Google Ads account rather than an upgrade, and it can link new and existing accounts as well as other manager accounts. Up to 20 Google Ads accounts can be associated with a single email address, which is one reason agencies managing more use a manager account. A manager account is required for accounts that use monthly invoicing. Users of a client account do not get access to the manager accounts it is linked to or to any other accounts linked to the same manager, and users with administrative access to a client account can unlink it from a manager at any time.

Ownership of a client account

A manager account can be given ownership of a client account, which lets it manage user access for that account, but it cannot change the client account’s sign-in details. In the client account, the Access and security section lists the managers and shows which one is the owner. Agree in writing that ownership stays with the client or the reseller and is never held by the fulfillment partner.

Access levels

Google’s access level guide lists five levels: Email-only, Billing, Read-only, Standard and Admin. Only Admin can start and complete advertiser verification, and users with Read-only access or above can view the users, managers and product links on an account. Google also suggests adding a second administrator so that tag access does not depend on one person.

How does partner access work in Meta’s business portfolio?

The client’s business portfolio owns the ad account, Page and Instagram account, and shares them with the reseller as a partner. The partner can then assign its own people to the tasks it was given.

Meta Business Suite is a free platform in which an organization uses a business portfolio to manage assets such as a Facebook Page, an Instagram account and an ad account. Meta’s partner access instructions say that only someone with full control of a portfolio can share its assets with a partner, using the partner’s business portfolio ID, and that access can be full control or partial access to specific tasks such as creating content, managing ads or responding to messages.

The partner cannot pass the asset on

Meta states that a partner with full control can manage everything but cannot share the business asset with another business; only the organization that owns the asset can do that. In a white label chain, the fulfillment partner’s people are therefore added to the reseller’s portfolio and assigned the tasks the client granted, or the client shares the asset with the partner directly. The first keeps the partner out of the client’s partner list.

Security settings

Meta’s instructions ask portfolios to turn on two-factor authentication before sharing assets with partners. Make it a condition for everyone in the chain, and remove people from the portfolio on the day they leave a project.

LinkedIn and Google Analytics: roles to set before launch

Both platforms separate the person who pays from the people who run campaigns and read data. Set the roles once, write them down and review them whenever someone joins or leaves.

LinkedIn Campaign Manager

LinkedIn’s Campaign Manager roles are Billing admin, Account manager, Campaign manager, Creative manager and Viewer. Each ad account must have a billing admin, the person who creates the ad account becomes billing admin automatically, and only the billing admin can add or change the card. That is the strongest argument for the client creating the LinkedIn ad account itself.

Google Analytics 4

Google’s Analytics access guide lists five roles, Administrator, Editor, Marketer, Analyst and Viewer, and two data restrictions that hide cost or revenue metrics. The Marketer role can create audiences, events and key events and import key events into Google Ads as conversions, which is usually what a paid media partner needs; Administrator should stay with the client.

What does Google’s third-party policy require of a reseller?

Transparency toward the advertiser. Google’s third-party policy applies to agencies and other partners who manage Google advertising on clients’ behalf, and its transparency requirements decide what a white label arrangement can and cannot keep from the client.

Disclose management fees

Google’s transparency requirements say that a third party charging a management fee separate from the cost of Google Ads must clearly inform customers: at a minimum, in writing before each new customer’s first purchase and on every customer invoice. White label does not mean hidden fees.

Report Google’s exact cost

Where the applicable terms require a monthly performance report, it must include costs, clicks and impressions at the account level, and cost must be the exact amount Google charged, excluding the agency’s fees. Letting the customer sign in to the account directly also meets the reporting requirement.

Give customer IDs on request

Google requires third parties to give customers the customer IDs of their Google Ads accounts when asked, so the advertiser can contact Google directly about a partner.

One advertiser per account

Google requires a separate account for each end advertiser a third party manages, because account history feeds Quality Score and mixing advertisers distorts it. Pooling small clients in one account is not allowed.

The disclosure notice for small-budget resellers

If 80 percent or more of a third party’s customers spend less than $1,000 a month on Google Ads, it must share Google’s advertiser guide to working with third parties with all of them, link it visibly on its website and send it by email or in print at each new sale or renewal. Resellers serving many small local businesses should check this threshold.

Advertiser verification: whose name appears on the ads?

The advertiser’s. Google is rolling out advertiser verification to all advertisers, and a verified name and location appear in ad disclosures and in the Ads Transparency Center. In a white label arrangement that name should be the end client’s.

Google’s advertiser verification page says that verified information appears in ad disclosures and the Ads Transparency Center, and that some account information becomes public, including ad creatives and the dates and locations where ads served. Its third-party policy names verifying a customer’s account as your own as an example of misrepresenting identity. Verification should therefore be completed by the client, or by an admin acting for the client with the client’s own documents, never under the reseller’s or the partner’s identity.

What does a Google Partner badge prove about a provider?

That the company behind the badge met Google’s performance, spend and certification requirements at the time it was checked. It says nothing about whether that provider suits your clients, but it is a useful floor.

Google’s Partner requirements are checked daily against the company’s registered manager account: an optimization score of at least 70 percent, $10,000 of ad spend across managed accounts over 90 days, and at least 50 percent of account strategists certified in Google Ads, with a certification in each product area that spent $500 or more in 90 days. Premier Partners must also rank in the top 3 percent of participating companies in their country. Google’s advertiser guide says that clicking a genuine badge opens the company’s profile on Google, which is the quickest check.

Who pays the platforms, and how should billing be set up?

Ideally the client pays the platforms directly with its own payment method, and the agencies invoice only their fees. That keeps media and management on separate lines, which Google’s fee rules effectively require anyway.

Client card on file

The simplest setup: the client’s card or bank details sit in its own ad accounts, and spend appears on its statements from Google, Meta or LinkedIn. Nobody in the chain carries the client’s media cost or the risk of a failed charge.

Monthly invoicing

Some advertisers can be invoiced monthly by Google instead of paying by card, and Google’s manager account guide notes that a manager account is required for accounts that use monthly invoicing. Who holds that billing relationship should be decided deliberately and recorded in the reseller agreement.

When the agency pays the media

Some agencies pay media and rebill clients. It simplifies the client’s life and adds credit risk and accounting work to the agency’s. If you do it, show the platform cost and your fees separately on every invoice.

How is white label advertising priced?

Four models dominate: a percentage of media spend, a flat monthly fee, a per-account rate and hourly billing, often with a setup fee for the build. Each creates a different incentive, and the right one depends on how predictable the client’s spend is.

Whatever the model, Google’s rules require the management fee to be disclosed to the end client in writing and on invoices, so the reseller’s own price to the client has to be built on a fee it is comfortable showing.

What does outsourced paid media management cost?

As published planning ranges, paid search management runs $1,000 to $3,000 a month on $3,000 to $15,000 of monthly media, and $3,000 to $8,000 a month once media passes $20,000. A white label quote is built from the same scope and follows a written scope for each client.

Media is always a separate line paid to the platforms. Our marketing agency pricing guide covers retainer ranges across services.

How do resellers price paid media to their own clients?

From the outside in: start with what the client’s market will bear for the scope, subtract the fulfillment cost and decide whether the remaining margin pays for the time the reseller still spends on the account.

The reseller’s time is not zero. Someone still joins calls, answers questions, approves copy and reads the report before it goes out. Price that time in, or the account will look profitable on paper and feel unprofitable in practice. Fixed scopes per client keep the margin predictable, and a written change process stops it eroding when a client asks for one more campaign. Because the management fee must be disclosed to the client, a price the reseller would be embarrassed to show is a price that will not survive.

How does onboarding a new client account work?

Access first, then an audit and tracking check, then the build, then launch. Most of the delays come from the first step, because the client has to grant access on each platform.

1. Collect access: Google Ads linked to the reseller’s manager account, Meta partner access, LinkedIn roles, Analytics and tag manager users.
2. Audit the account history, policy status, conversion tracking and landing pages before anything is changed.
3. Agree goals, budgets, the definition of a qualified lead and how leads reach the client’s CRM.
4. Build or restructure campaigns, assets and audiences, and send copy to the reseller for approval in its brand voice.
5. Launch with daily checks for the first two weeks: spend pacing, search terms, disapprovals and tracking.
6. Deliver the first branded report at the end of month one and a fuller review at the end of month three.

Conversion tracking and customer data in a white label setup

Tracking belongs to the client and should be built in the client’s tools, so it survives any change of agency. Customer data uploaded for targeting carries rules of its own.

Tracking that survives a change of agency

Conversion actions, tags and key events should live in the client’s Google Ads account, tag manager container and Analytics property, documented in a short tracking plan the reseller keeps. If the plan exists only in the partner’s head, the client is locked in without knowing it.

Customer Match and first-party data

Google’s Customer Match policy allows advertisers to upload only customer information collected in a first-party context, such as from their own website, app or store, and requires their privacy policy to disclose that customer data is shared with third parties performing services on their behalf. Some Customer Match targeting features also depend on the account or manager account having 90 days of history and more than $50,000 of lifetime spend. Check the client’s privacy policy before any list is uploaded by an agency in the chain.

Landing pages: who fixes them?

Whoever controls the client’s website, which is often the reseller. The paid partner should say exactly what each landing page needs; the reseller’s web team, or a separate project, makes the change.

Ads cannot rescue a page that loads slowly, buries the phone number or asks for too much in the form. Agree at onboarding who may edit pages, how requests are raised and how fast they are handled, because a campaign that waits a month for a page fix wastes a month of media. Our landing page design and conversion rate optimization pages cover the work itself.

How is reporting branded for the reseller?

A dashboard and a monthly document in the reseller’s colors, logo and voice, built on the client’s own platform data. The numbers come straight from the ad platforms and analytics; only the presentation is white-labeled.

Google’s Data Studio, formerly Looker Studio, is a no-cost tool for building shareable dashboards, and it is a common base for branded reporting. Whatever the tool, the report should lead with leads or sales and cost per result, show the platform cost exactly as charged, and explain in plain words what changed and what happens next. Google’s transparency rules set a minimum of costs, clicks and impressions at account level where a monthly report is required; a useful report goes well beyond that. Our marketing analytics page covers measurement more broadly.

Who talks to the client?

That is the reseller’s choice, and it should be settled before the first account is signed. There are three workable arrangements, and each needs different paperwork.

Silent fulfillment

The partner never speaks to the client. The reseller relays questions and presents every report. This keeps the brand simple but makes the reseller the bottleneck for every answer.

A specialist under the reseller’s name

The partner’s specialist joins calls and email using the reseller’s domain and title. It gives the client direct access to expertise, and it needs clear rules on email accounts, signatures and what may be promised.

Joint calls with an introduced partner

The reseller introduces the paid team as a specialist partner. It is the most transparent arrangement and the easiest to staff, at the cost of some brand ownership.

Which service levels should a reseller agreement spell out?

The ones the client will notice when they slip. Put response times, change windows and reporting dates in writing, and agree what happens when they are missed.

• Response time for routine questions and for urgent issues such as a suspended account or runaway spend.
• How quickly a requested change, such as a budget increase or a paused campaign, goes live.
• Reporting dates each month and the date the reseller receives the report before the client does.
• Approval steps for new ad copy, offers and landing pages, and who signs off in the reseller’s team.
• Daily or weekly budget pacing checks and the threshold that triggers an alert.
• Policy monitoring: how disapprovals and account warnings are reported and how fast they are handled.
• Holiday and out-of-hours cover, especially for retail and seasonal clients.
• Escalation contacts on both sides, with names rather than general inboxes.

How is quality controlled when someone else does the work?

Through approvals before launch, checks after launch and a record of every change. The reseller should be able to see what was done in its clients’ accounts without asking.

Google Ads keeps a change history that lists edits to the account, campaigns and ad groups over the past two years; check what each other platform records. A monthly review of those logs, alongside the report, shows whether the work described actually happened. Ask for a short note of each significant change with its reason, and spot-check the search terms, placements and audiences yourself. Quality also means saying no: a partner that warns you when a client’s offer, page or budget will not support a campaign is protecting your reputation.

What policy risks come with managing many client accounts?

A partner that manages many accounts is judged on all of them. Google’s third-party policy treats a sustained pattern of policy violations across a partner’s managed accounts as a failure to vet and monitor clients.

Google’s policy gives examples: providing false information during advertiser verification, verifying a customer’s account as your own, and keeping a high rate of policy-violating spend or accounts across managed clients. It also prohibits false, misleading or unrealistic claims about a partner’s services, costs or expected results. For a reseller, that means vetting the clients it sells advertising to, especially in regulated categories such as health, finance, gambling or legal services, and choosing a partner that will refuse work likely to put the manager account at risk.

NDA, non-solicitation and the reseller agreement

The agreement between the agencies protects the reseller’s clients and the partner’s methods. Have counsel draft it; the points below are the ones to raise, not legal advice.

• Confidentiality covering client names, data, pricing and each side’s methods.
• Non-solicitation of the reseller’s clients during the agreement and for a stated period after it ends.
• Ownership: client accounts and data belong to the client; work product terms stated plainly.
• Data handling: who processes personal data, under which terms, and how it is deleted at the end.
• Fees, payment terms and how fee changes are notified.
• Notice periods for ending a client scope and for ending the whole agreement.
• Handover duties when a client leaves or the agreement ends.
• Liability and insurance, including for policy suspensions and billing errors.

What happens when a client leaves?

The client keeps everything it owns, and the handover is boring. That is the test of a well-built white label arrangement.

Because the accounts are the client’s, leaving means removing the agencies’ access, not moving anything. Users with administrative access to a Google Ads client account can unlink it from a manager account at any time; Meta assets are removed from the partner list; LinkedIn and Analytics users are deleted. A good partner hands over the tracking plan, the account notes and the creative files with the access, so the next team starts with the history rather than without it.

How to choose a white label PPC agency

Judge the partner on the things your clients will feel: whether their accounts are safe, whether the reports are honest, and whether the work improves results. The table lists what to ask and how to check each answer.

Our guide to choosing a digital marketing agency and marketing agency contract page cover the general questions.

Red flags in white label advertising

Most are visible before the first account is handed over. Google publishes its own list of warning signs for advertisers, and several apply directly to resellers.

• Guaranteed ad positions: Google’s advertiser guide says a specific position cannot be guaranteed because it is set by an auction on every search.
• Claims that advertising improves organic rankings: Google says the two are completely separate.
• Accounts created in the partner’s name or on the partner’s card.
• Several clients run from one shared account, which Google’s policy does not allow.
• Reports that show only clicks and impressions, or costs that do not match the platform’s invoice.
• Reluctance to put fees, service levels and non-solicitation in writing.
• Anyone claiming to be from Google who cannot email from a google.com address.

How do agencies and their clients use AI assistants to find a paid media partner?

Agencies ask ChatGPT, Claude, Perplexity, Gemini or Copilot for white label paid media partners, how pricing works and which questions to ask; their clients ask the same assistants whether their ads are well managed. Both sets of questions are answered from pages the assistants can read.

Assistants tend to cite pages that answer a specific question in plain sentences: how account ownership works, what Google requires of third parties, what a fee model costs. A partner that publishes those answers, with its service area and its terms stated plainly, gives an assistant something accurate to repeat. Google says there are no special requirements to appear in its AI features beyond the basics of search, and OpenAI says sites that block OAI-SearchBot are left out of ChatGPT search answers. Our answer engine optimization page covers the method, and white label AEO covers reselling it.

How does Progression work with reselling agencies?

The same way our published white label terms describe: the client owns its accounts, the reseller manages them, and Progression works as an authorized user behind the reseller’s brand.

Reports and documents carry the reseller’s brand, and Progression’s name appears only in the contract between the agencies. We manage paid search and paid social across Google, Microsoft, Meta, LinkedIn, TikTok and YouTube, and we work with agencies across the United States and worldwide from New York. Start by sending the platforms your clients use and how you want reporting branded; you receive a sample scope and a written quote. Related reading: search engine advertising, social media advertising and lead generation.

Related services for agencies that resell

Pages that cover the platforms, the measurement and the other services agencies resell.

• White label SEO for agencies
• White label AEO
• PPC agency for direct clients
• Search engine advertising
• Social media advertising
• Lead generation agency
• Conversion rate optimization agency
• Facebook ads agency
• Meta business partner
• Google Ads vs Facebook ads
• Bing ads agency
• LinkedIn ads agency
• YouTube ads agency
• Retargeting agency
• Landing page design agency
• Marketing analytics agency
• Google Ads audit
• ROAS calculator
• Cost per lead
• Search engine marketing agency
• Outsourced social media management
• Switching marketing agencies
• Tourism marketing agency

Frequently asked questions