Most agencies reach the same point sooner or later. A client asks about Google Ads and nobody on the team has run it properly. You can learn it yourself. Or you can hand it to someone who already does it every day.
I sell both. I coach agency owners and their teams 1-to-1. I also run Google Ads behind several agencies in the UK and the US, under their brands. So I have no reason to push you one way. The right answer depends on what you want your agency to be.
| Coaching | White-label | |
|---|---|---|
| What you pay for | 5 one-hour 1-to-1 sessions for $1,000, paid once. | Ongoing work on each client account, from $250 per account a month. |
| Who does the work | You or your team. I guide and check. | I do, under your agency's name. |
| Who owns the skill | Your agency. It stays after the sessions end. | I do. Your agency owns the client relationship. |
| What happens when a client leaves | Your team still has the skill. It goes into the next account. | The work on that account stops. Your other accounts carry on as before. |
| What the client sees | Your team doing the work. | Your agency. They never see my name. |
Strip away the detail and it comes down to one thing. Do you want Google Ads to be a skill your agency has? Or a service your agency sells?
If it's a skill, someone on your team has to do the work every week. Search terms need checking. Budgets need watching. Tracking breaks and someone has to notice. Coaching shows that person how, but they still have to show up.
If it's a service, you need someone you trust to do that work for you. You stay the face of it. You set the price your client pays. Your job is to win the client and keep them happy.
Neither one is the better choice. They suit different agencies.
In coaching we work in your real client accounts. You add me to your manager account for the sessions. I only look at what you share.
There is no fixed syllabus. You can follow my full build program from start to finish. Or you can bring the topic your agency needs most that week. If one client is worrying you, we start there.
Every session is recorded, so your team can rewatch it. Your team can join the sessions too. We can meet weekly, every 2 weeks or once a month. It depends on how much support you need. The full details are on my Google Ads coaching for agencies page.
With white-label, I build and run the campaigns under your brand. You win the client and you stay their only contact. I never contact your clients directly.
You can still see everything I do in the accounts. That matters more than people think. You should never resell work you can't see.
White-label has a published price: $250 to $400 per account a month, depending on how many accounts you have and whether you pick Silver or Gold. That is a wholesale price, and you decide what your client pays. You can read how it works on my white-label Google Ads page. If you want to see what the market charges first, my white-label Google Ads pricing study covers 114 providers and only 36 of them publish a price.
Coaching costs your team's time. The sessions are the easy part. The weekly work after them is where the skill sticks, and it fades if nobody keeps it up.
White-label costs you some control. Someone outside your agency is making the day-to-day calls on your clients' accounts. So pick a specialist who explains their decisions and leaves nothing locked to them.
A quick test: picture a client asking you a hard question about their cost per lead. With coaching, your team answers it. With white-label, you need a specialist who gives you the answer in plain English.
Yes. Nothing stops you. You could white-label the accounts you can't staff yet and coach your team on the rest.
You could also start with white-label and move to coaching later. That works well once someone on your team is ready to take over. They already know the accounts, because you've seen everything I do in them.
I keep the 2 services separate, but they come from the same work. The accounts I run behind agencies are where I see what works right now. That is what I teach in coaching.
Both run on the same rule I use everywhere. You see the account. I explain each decision. Nothing is locked to me.
Both are for lead generation only. That means trades and home services, doctors, chiropractors and other clinics, insurance and other local businesses that want calls and form leads. I don't take on e-commerce.
And in both, I stay away from your clients. Working behind agencies only works if they can trust that. I treat it as the first rule of the job.
Not sure which one fits? Book a free 30-minute call and tell me about your agency. I'll tell you straight which one I think makes sense.
They are priced in different ways. Coaching is $1,000 for 5 one-hour sessions, paid once. White-label is a monthly fee per account, from $250 at 5 or more accounts (landing pages included), and carries on for as long as I run the account. Which one costs less depends on how many accounts you have and how long you keep them.
Not with white-label. I work under your brand and I never contact your clients directly. With coaching your own team does the work, so there is nothing for your clients to see.
Yes. Your team can join, and every session is recorded so anyone can watch it later. We can meet weekly, every 2 weeks or once a month. It depends on how much support you need.
Yes. You can move to coaching once someone on your team is ready to run the accounts. You can already see everything I do in them, so your team starts from accounts it knows. We can talk it through on the free call.
Ben Allen is a Google Ads coach and Google Partner with 8+ years in the platform and $10M+ in ad spend managed. He coaches business owners and agencies, runs done-for-you and white-label Google Ads, and builds Google Ads landing pages.
Book a free 30-minute call. Tell me about your agency and your clients. You'll leave knowing which route fits, whether you work with me or not.
Start with the call, then decide.