White label PPC for UK agencies: measurement and reporting, not bid management

Every white label PPC provider we could find sells bid management, which is precisely why you worry about losing the client. We sell the other half: the tracking, the search term review and the monthly report with your logo on it.

Most white label PPC is somebody else running your client's bids with your logo on the invoice, and that is exactly the arrangement that keeps agency owners awake. The person holding the budget is the person who could, one day, hold the client. We sell the other half instead. Cellsior runs measurement and reporting white label: the conversion tracking, the search term review, the verification and a monthly report your client reads with your brand on it. We do not touch bids, budgets, keywords or ad copy inside these engagements, and we take read-only access to prove it.

That is not modesty, it is the point. Remove bid management and the conflict of interest goes with it, and what is left is the half most small agencies are quietly weakest at. Most white label PPC outsourcing is bought for capacity. This is bought for judgement, which is a different problem: you can sell paid media without a senior measurement engineer on payroll, but you cannot defend a report you did not build.

What white label PPC usually means, and what the UK market charges

The PPC white label market in the UK is small, undifferentiated and unusually honest about price, which is rare in agency services. Two operators publish real numbers on their own sites, and both sell the same thing: campaign management under your brand.

The PPC People publish four tiers banded by the client's ad budget, from £160 a month up to £440, plus a price-on-application tier above £5,000 of monthly spend. White Label PPC publish a flat £350 plus VAT per platform, per client. Both are white label PPC management, priced per account. Neither publishes anything about what happens to your client relationship if you stop paying.

Fear one: will you poach my client

Everyone in this market says no. A promise costs nothing to make, so here are three things you can check instead.

We take read-only access. You grant it from your manager account and revoke it in two clicks. We cannot change a bid, pause a campaign or add a keyword. Not because we agreed not to, because the permission does not exist. Open your MCC and check it whenever you like.

We are not the ads supplier in this arrangement. We do sell paid media directly to end clients under our own name, on our paid ads page, and we would rather say that than have you find it. What we do not do is pitch for management on an account we measure for an agency. It goes in the contract, and read-only access means we could not take it over quietly even if we broke our word.

Your client's contact details never enter our systems. Matt has worked under another agency’s brand on manufacturing accounts, with an NDA signed before any detail is shared. No client of ours has ever been named, and nothing identifying appears in any portfolio, including this one.

Fear two: will the work embarrass me in front of my client

This is the fear nobody writes about and the one that actually costs agencies clients. Bad white label work rarely fails loudly. It arrives as a report that says nothing, and your client slowly concludes you are not adding much.

Our method is uncomfortably manual. Every costed search term in the account is judged by hand as relevant or not, with a written reason next to it. Not a sample, all of them. Then every candidate finding is re-verified against raw data before it ships, and the ones that fail verification are deleted rather than softened.

We run that process monthly on an industrial manufacturer's account. It found an automated match expansion setting quietly buying searches for competitors' company names. In one campaign, 97% of itemised spend was verified irrelevant, term by term. Turning that setting off dropped the verified-irrelevant share of itemised spend from 97% to under 8%.

The second example is the awkward one, and it is the better argument for buying this. We built the full GA4, Google Ads and BigQuery pipeline for an eco-education client. The numbers they had been reporting were fiction.

If that is sitting in your client's report, you want it from us first, in private, with a fix attached, rather than from a finance director in a quarterly review. Conversions are checked against reality as standard here, the discipline we set out in advanced conversion tracking: what it finds that your analytics misses. If you want to see a keyword-by-keyword read of a live account before you commit, our PPC audit case study walks through five real findings, most of which cost nothing to fix.

Fear three: what happens when your client asks a question on a Friday afternoon

Honest answer first, because the geography matters. Matt is British, based in Thailand, six or seven hours ahead of the UK depending on the season. Your weekday mornings are covered before you sit down, and he is at his desk through your afternoon. A question at 4pm on a Friday lands here late evening, so it gets answered Saturday morning your time, not in the next ten minutes. If you need a UK-hours desk with a same-hour SLA, we are the wrong supplier.

What we do instead is make most Friday questions unnecessary. Every number in the report carries a written reason beside it, so when a client asks why cost-per-lead moved, the answer is already in the document you sent them. The questions that genuinely need a person are rarer than you think, and almost never urgent.

What lands in your inbox every month

What it costs, and what you can charge for it

Our white label PPC measurement rate is £295 per account per month per account per month, with a one-off setup of £295 per account per month for accounts that need the tracking rebuilt before the reporting is worth reading.

For context: one-off GA4 audits sell in the UK at £850 to £1,500, published PPC audits at £295 plus VAT to £697 and white label management at the £160 to £440 above. Ongoing direct management runs £300 to £2,500 a month, which we broke down in what Google Ads management actually costs in the UK.

Two things worth knowing before you price it on. Reporting is the line item clients query least and value most, because it is the only part of the engagement they ever see. And in a study of 50 UK agencies, 47 would not say what they charge, so a fixed number you can quote from is itself a selling point.

How to try this without betting a client on it

Most white label PPC services want a retainer and a minimum account count before they will start. Do the opposite. Pick your least comfortable account: the one where the numbers look fine and you have a quiet feeling they are not, or the one where the client has started asking sharper questions than usual. Grant read-only access, give us a month, then read what comes back before you show it to anyone.

If it is useful, brand it and roll it out. If not, you have lost a month and no relationship. Our tracking and reporting service page shows the same work as we sell it direct, so you can see what your client would get. If you need build capacity behind your brand too, white label WordPress development is the same arrangement on the development side: one senior person, your logo, an NDA before any detail.

FAQ

Related: a fixed-price Google Analytics audit direct PPC consultancy.