Reseller Guide To Selling PPC

PPC Reseller: The Ultimate Guide to White Label PPC

Welcome to your go-to guide to learning how to add PPC capabilities to your digital marketing agency.




  • As such, if all you provide are SEO services, your clients will likely become impatient waiting to see a return on their investment.  

    That’s why PPC services are so appealing, because they can generate client phone calls, leads, and traffic almost as soon as you start displaying ads. As of 2022, Google Ads was able to produce $2 for every $1 spent, which is a testament to how effective it is. 

    Yet, Google Ads is a complicated platform, and PPC isn’t something you can just jump into if you don’t have any experience. As a result, many agencies lack adequate staffing, time, or expertise to implement PPC.

    Does that mean that you should give up?

    Absolutely not! Enter our PPC reseller services – where your agency sells our amazing PPC service, HOTH PPC, as part of your service lineup. 

    But before you get to selling – you’ll need to learn some basics about how PPC works, what clients are a good fit, and best practices on how to sell it…

    …And that’s exactly what we’ll teach in this guide!

    Once you finish this guide, you’ll be able to confidently sell PPC services to your clients and start doubling your revenue!

    Don’t Overthink It: Reselling PPC Doesn’t Have to be Difficult

    Incorporating a brand-new service at your agency can be incredibly intimidating, as it’s an investment that carries considerable risk. 

    For instance, what if you invest massive amounts of resources into it only to discover that it doesn’t make money or generate new clients? 

    Or what if it doesn’t live up to the same standards as your core services? That could hurt your reputation, which isn’t what you want. 

    That’s why sometimes it’s best to outsource a new service that you aren’t too familiar with to a third party. Outsourcing will drastically reduce the amount of capital required to add the service, and you can rely on the third party’s expertise instead of having to train your staff. 

    At The HOTH, our white-label PPC management services are top-of-the-line. Our PPC experts have over 8 years of experience developing and managing successful PPC campaigns, and our campaign managers are all Google Ads (formerly Google Adwords) certified – so you’ll be in great hands with us. 

    Before we dive into the specifics of our PPC reseller program, let’s first do a bit of myth-busting – as there are many misconceptions about PPC in general.

    1st Misconception: You Need to be a Total PPC Expert to Resell

    While it’s true that successfully navigating the Google Ads platform takes technical expertise and creativity, you don’t need that expertise to resell PPC. 

    That’s because all you need to do as a reseller is manage and communicate with your clients. You’ll be able to leave the technical expertise up to our trained team of PPC experts at The HOTH. 

    Becoming a Google Ads wiz can take years to develop, but acquiring an understanding of the basics is something you can knock out in an afternoon or two. 

    In fact, it can actually become detrimental if you know too much about the technical side of PPC – as too much technical jargon about algorithms and advertising nuances will likely only confuse your clients. 

    Instead of highlighting the technical aspects of PPC, your job is to talk about Google Ads in a broader context. Essentially, you’re there to cover the primary selling points of using a PPC campaign (i.e., quick boosts in traffic, leads, and sales). 

    That means putting all your marketing and advertising charm to good use. We’ll handle the nitty-gritty technical details, so you only have to focus on selling the client our services.

    2nd Misconception: You’re Responsible for All the Work

    We’re all familiar with the adage, ‘if you want to get something done right, you need to do it yourself.’ Well, that does not apply here. 

    An all too common misconception about being a PPC reseller is that you’ll be on the hook for all the work, which isn’t true at all. 

    You won’t need to worry about creating new positions or clearing out additional office space for new employees. 

    Instead, all you’re responsible for is communicating with potential clients while learning their goals and marketing our services. 

    From there, you can send it off to one of our PPC experts at The HOTH. They’ll handle keyword research, ad copy creation, and landing page optimization.

    You can access your HOTH dashboard to pull data, order reports, and analytics to send to your clients at any time. That ensures that your clients stay up-to-date with every step of the process, which will help you form a positive, long-lasting relationship with them. 

  • When you aren’t doing that, you’ll have plenty of time to focus on scaling your business and attracting new clients. With HOTH PPC by your side, adding a new digital marketing service doesn’t mean you have to do everything yourself.


  • 3rd Misconception: Running PPC Campaigns Costs Tens of Thousands of Dollars

    Another big misconception is that you need hundreds of thousands of dollars available to resell PPC, which isn’t true – especially for our services at The HOTH. 

    In fact, a significant benefit of partnering with us is that our resell model is entirely scalable. 

    For instance, you can start out conservative with only a few modestly priced campaigns. Once you start seeing more revenue from your efforts, you can begin to ramp things up with more campaigns with higher price tags. 

    That’s why our PPC reseller program contains businesses of all sizes. Whether you run a corner coffee shop or a high-powered marketing company that operates nationwide, you’ll receive top-tier advertising services custom-tailored for your budgets, goals, and needs. 

    Flexibility is the name of the game with us, and our clients love us for it. 

    Also, the price of a Google Ad depends on the industry and the level of competition. These are two more factors our team can help you consider when optimizing your PPC campaign. 

    If you’ve seen enough so far and are ready to get started, don’t hesitate to book a call with our expert PPC team.

    Pay-Per-Click 101: A Complete Breakdown of the Process

    By now, you should have a more realistic view of what it’s like to be a PPC reseller. You don’t need to be a technical expert or do all the work yourself. 

    Instead, our team at The HOTH will handle ad copywriting, landing page optimization, and PPC campaign management. 

    Having said that, you’ll still need a basic understanding of Google Ads and the PPC process to be able to pitch and sell PPC services to your clients effectively. 

    After all, before signing on the dotted line, your clients will want to know:

    • How you find keywords 
    • What type of ads you’ll create 
    • What needs to happen on their website to enhance the ads (i.e., calls-to-action, highly converting landing pages, etc.)

    In this next section, we’ll cover our process of developing, writing, and optimizing pay-per-click ads.

    Step 1: Preliminary Research & Estimates

    The second we close the deal with any client, the first thing we do is conduct preliminary research as soon as we can. 

    What’s that?

    Preliminary research in PPC refers to examining a client’s existing Google Ads account to see what’s been happening with previous campaigns. This step isn’t necessary if a client hasn’t utilized any PPC display ads in the past. 

    In particular, we’re after essential metrics like a client’s click-through rate, conversion rate, total web traffic, and cost-per-click (CPC).

  • We also work closely with the reseller and client to determine the most realistic budget for their needs and goals. From there, we take a look at what their ultimate goals are and what their average CPC is – and that lets us know what their results should look like in the future. We’ll also pay attention to their previous campaigns and metrics to identify areas for improvement. That will paint a complete picture for the client, so they know what to expect going forward.


  • Step #2: Research and Identify Key Competitors

    After researching the client’s PPC history, we’ll move on to analyzing their top competitors. To help with this, we use our PPC Competitor Research Tool, which is entirely free to use and provides highly accurate results. 

    We can identify new keyword and content opportunities for your client by analyzing competitor keywords. 

    Ideally, we look for competitor keywords that we can easily outrank. If the competition is too steep, we’ll focus on other queries that aren’t as tough but still have high search volume – which increases your chances of outranking competitors and generating more traffic. 

    Not only that, but competitor keywords can also spark ideas for content (videos, blogs, infographics, etc.) or further research. 

    Besides keywords, we’ll also look at competitor ads, offers, and landing pages to gauge their success. 

    Why is that?

    We do it because analyzing competitors is one of the most reliable ways to discover new business models and marketing approaches that can skyrocket your success. 

    All this competitor research helps us establish a rock-solid foundation during the beginning stages – instead of guessing about everything.

    Step #3: Conduct Thorough and Informed Keyword Research

    Once we’ve gauged the competition, the next step is to conduct targeted, intelligent keyword research. 

    This is a step that many agencies either flub completely or entirely overthink.

    Keyword research is a delicate process, and our team has broken it down to a science. Essentially, we take a three-pronged approach to researching search engine keywords. 

    First, we use Ahrefs to identify the most desirable target keywords, CPC, and search volume. 

    Where other agencies would call it quits there, that’s only the beginning of our process.

    To ensure that the keyword isn’t trending down in popularity, we use Google Trends. It displays the interest for a keyword over time in a graph format, which quickly lets us know if a keyword is gaining or waning in popularity. 

    We also use the Google Keyword Planner tool to find additional keywords related to your products and services.

  • Another factor we consider is search intent – which refers to what people actually want when they enter a keyword into Google. Search intent has three types – transactional, informational, and navigational. There are also keyword match types:
    • Broad Match: A Google Ad may appear when a search includes any words in your key phrase and in any order. 
    • Phrase Match: The ad only displays when a user enters a phrase you lock in with your keyword. 
    • Exact Match: This type is the most strict, as an ad will only show if it exactly matches your keyword. 

    Initially, we push our clients to use Exact Match and Phrase Match because they will connect them with clients with purchase intent. 

    We tend to pepper in broad-match keywords later in the campaign, but that doesn’t always guarantee more sales.

    Step #4: Creating Google Ads Copy

    There are many different types of paid ads that you can use through Google Ads, which may surprise you. 

    Here’s a breakdown of the different types:

    • Search Campaigns: These are basic plain-text ads that show up on Google search results. 
    • Display Campaigns: These feature image ads across multiple websites (The Google Display Network). 
    • Video Campaigns: These ads run on YouTube. 
    • Shopping Campaigns: These feature specific product features and listings in the SERPs (search engine results pages). 
    • App Campaigns: These are PPC campaigns promoting a mobile app. 
    • Smart Campaigns: This is where you enter basic ad details, and Google automates the rest. 
    • Local Campaigns: These promote your local businesses and services. 
    • Call Campaigns: These ads feature a hyperlinked phone number where customers can call you directly. 
  • Unless our client asks explicitly for something a little more advanced, we like to start them with Search Campaigns. Search ads feature a headline, a display URL, and a short line of descriptive text. As such, the copywriting here needs to be exemplary. Since you don’t have much space, the words you choose need to be impactful and instruct users to take the next step. These campaigns aim to get you to click through to an optimized landing page.
  • Step #5: Designing, Developing, and Creating Landing Pages

    Creating effective Google Ads is only half of the PPC equation. If you only focus on refining your Google Ads, you likely won’t see a boost in sales, traffic, or leads. 

    Why is that?

    It’s because an ad only leads to a landing page. So if your landing pages are boring and don’t get to the point, all your Google Ad optimization will be for naught. That’s why we put on our developer hats and engage in a little web design to construct landing pages that inspire customers to convert.

  • A landing page is different from a traditional homepage. Basically, a landing page exists to highlight one product or service at a time. 

    Landing pages should have a crisp design and place essential information where users can easily see and interact with it. It’s also wise to use small chunks of text, as long paragraphs are harder to read and may cause you to lose your readers’ attention.

  • A high-converting landing page needs:
    • A snappy headline
    • Your unique offer and how it differs from the rest
    • Social proof that your product/service provides real value
    • A convincing call-to-action that lets the user know what to do next 

    Pro tip: Never use links that will navigate users away from your landing page. Once they arrive, your goal is to hook them into buying a product or entering their email address for a future lead. 

    Our talented team creates amazing landing pages from scratch for our clients. We also use industry best practices as well as our own unique methods. 

    Once the landing page is created, you’ll need to optimize it further to increase your conversions. For instance, you should test the page’s speed to ensure that it doesn’t load slowly – as that’s a death sentence for a landing page.

    How to Identify and Sell To The Best PPC Clients 

    Now that you have a solid understanding of how the PPC process works, you’ll need to know which types of clients to target to find the most success. 

    What should you look for in an ideal PPC client?

    Here’s an in-depth breakdown of the good, the bad, and the ugly PPC clients, so you’ll know which to pursue and which to stay away from.

    What do Good PPC Clients Look Like?

    At The HOTH, we have 3 primary requirements for a client to qualify as ‘good’ or ‘ideal.’ They are:

    1. Businesses that have existing product-market fit and generate consistent sales. 

    If the client isn’t capable of generating consistent sales, you may waste a lot of money trying to find their product-market fit – which is why we tend to avoid those clients. Instead, we prefer clients that already know their market and can generate steady business. 

    1. The business has a monthly budget of at least $1,000 to throw at PPC services. 

    If the business isn’t capable of spending $1,000 regularly, it can be challenging to gain traction. PPC is best for companies with a solid handle on their customer value and a high customer lifetime value. 

    1. Businesses that can commit to 3-month contracts. 

    At The HOTH, our goal for PPC service clients is always to break even within 30 days, achieve an ROI in 60 days, and begin to scale the business by 90 days. It takes roughly three months to test the ads, creative copy, and offers – which is why a 90-day commitment is a must for us.

    What Do Bad PPC Clients Look Like?

    Ideally, it’s our goal to set client expectations through the reverse engineering of their primary goals and budget. 

    Yet, sometimes we run into clients that have expectations that are outside of the range of our capabilities. As such, these clients aren’t the best fit for our PPC services. 

    While PPC can certainly generate quick results (far faster than SEO), it’s still not an instantaneous process – and it’s crucial to set that expectation with your new clients. 

    It’s also essential for clients to understand that not every sales lead will be a winner. Leads need to be worked, as not all leads will convert into immediate sales. Patience is a virtue in this area, as sometimes leads will convert into sales much later down the line. 

    Next, we’re going to cover one of the most critical topics involved in being a PPC reseller: how much should you charge your clients?

    How Much Should You Charge For Your PPC Reselling Services?

    To discuss pricing, we suggest having a formal sit down with new clients to talk about it. We enjoy hosting in-depth strategy sessions with all our new clients at The HOTH. 

    During this strategy session, we’ll ask the client:

    • What are your primary goals for your pay-per-click campaign?
    • What are your expectations in terms of generating leads and sales?
    • Have you aligned your current expectations with our preliminary research?

    While these are effective questions, you should note that every client will be different – so it’s important not to adopt a one-size-fits-all template. Instead, closely consider the needs of each client when compiling a list of questions for the strategy session. 

    That brings us to our section on PPC pricing models.

    Tier Packaging with Flat Fees

    Do you want your clients’ pricing model to be simple and easy to understand?

    Then the tiered model (also called the flat fee model) is an ideal choice. 

    It’s advantageous because your clients will know in advance how much everything will cost, which makes budgeting easier for them. 

    Not only that but they’ll get charged the same fee regardless of how many hours they log or changes they make to ad performance – which is a huge benefit. 

    You can think of the tiered model as a sort of retainer for your entire range of digital marketing services. It’s a great model for businesses of all sizes, which is why it’s our preferred pricing model for our SEO and PPC products.

    The Percentage Model for Ad Spend

    Besides the tier model, another prevalent pricing model is to charge a percentage of your total ad spend. 

    Why is this model advantageous?

    It primarily works best for agencies that deal with large budgets. In general, the larger the budget, the more work needs to be done on the campaign. Currently, the average industry ad spend percentage ranges between 15 – 20%. 

    You’ll want to avoid this option if you’re attracting smaller businesses with limited budgets. That’s because smaller companies tend to avoid percentage pricing models to avoid having to pay a minimum fee.

    The Recurring Revenue Model

    Nothing beats receiving guaranteed income every month, which is what the recurring revenue pricing model will grant you. 

    This model involves convincing clients to enter into a monthly or annual payment plan. That way, you can begin to rely on the same amount of cash coming in each month/year, which makes paying bills much easier (no more seeking out one-time payments to cover overhead). 

    If you’ve got big plans for scaling your business in the near future, the recurring revenue model is a great choice – as it will make budgeting and planning easier due to the consistent revenue

    The Contract Pricing Model 

    Would it benefit you if your customers committed to a specific period where they receive your PPC advertising services?

    Then you need to implement contracts as your pricing model. They’re a great way to ensure that clients stay on for at least a few months (so you can gain some traction with their PPC campaign). 

    That will prevent your clients from skipping out on you before you get the chance to show what your PPC services can do. It takes a little bit of time for traffic to start rolling in, which is why getting clients to commit to 6 months (or a similar period) right off the bat is desirable. 

    Another perk is that a contract can help clarify client responsibilities while protecting both parties from litigation. At the same time, you don’t want to muddy the client waters too much by making your client jump through legal hoops – so it’s best to consult with a lawyer to discuss what will work best.

    Measuring ROI for Lead Generation Clients 

    Your clients will want to know not only how much everything will cost but also how much revenue they’ll expect to see come in. 

    In other words, they want to know what their return on investment (ROI) will be, which refers to how much money they will make compared to how much they spend on your services. 

    At The HOTH, we like to make things simple, which is why we offer a free PPC ROI Calculator for anyone to use. It’s also an excellent tool for our PPC resellers to use when giving clients a rundown of what they can expect from our services. 

    With it, you can effortlessly adjust your projected monthly ad spend, CPC, target conversion rate, sales price, and lead-to-customer rate. 

    It’s wise to become familiar with these concepts and how to measure them to help lead your clients through the process, as well as answer any questions that pop up.

    E-commerce Clients: Calculating Return on Ad Spend 

    Do you plan on primarily working with e-commerce clients? If so, there’s another metric you’ll want to focus on instead of ROI – the return on ad spend or ROAS. 

    What’s the difference?

    A return on investment will include all expenses that go into it, such as staff time, equipment, and other resources. ROAS, on the other hand, only calculates the revenue you receive from ad spend. 

    We also have another free tool to calculate this metric, our HOTH PPC ROAS Calculator. It’s perfect for helping you calculate accurate project budgets, expectations, and plans for your clients. 

    With the tool, you can determine your projected monthly ad spend, expected cost-per-click, conversion rate, and average cart value (ACV).

    PPC Pricing Models: Final Thoughts 

    That was an overview of the most widely adopted pricing models by PPC agencies, including us at The HOTH. 

    Like anything else, the pricing model you choose depends on the size of your agency as well as the needs and budget of your clients. 

    Do you need some expert help integrating PPC services into your company? Then don’t hesitate to book a free meeting with one of our seasoned account managers. We help thousands of digital marketing agencies and PPC resellers each day, so don’t be shy about reaching out.

    How To Attract, Acquire, and Convert Clients as a PPC Reseller

    At The HOTH, it’s our goal to cut down on the amount of time you have to spend selling our services so that you can earn more and focus on scaling your business. 

    Speaking of that, cold selling may be one of the most common sales tactics out there, but it takes a lot of work and has an unreliable success rate. 

    Both cold calling and hard selling are numbers games, which can be a racket for your salespeople. It’s all about spamming your outbound sales messages to as many potential clients as possible in the hopes that someone bites at them. 

    While this can work (and some agencies swear by it), it’s not our style. 

    To us, outbound marketing is disruptive and annoys users more than anything else. After all, when was the last time you were happy to see a pop-up ad or video ad playing before your YouTube video?

    That’s why we prefer to attract customers to us, instead of the other way around.

    The Basics of Inbound Marketing

    Whenever you bring customers to you, it’s known as inbound marketing – which is our bread and butter at The HOTH. 

    It’s designed to attract leads to you through valuable content that answers questions and solves problems. 

    Traditionally, pay-per-click isn’t considered a form of inbound marketing (it constantly gets lumped in with outbound) – but we disagree. 

    With the proper optimization, a user can come across your paid Google Ad when searching for a related product or service. 

    As such, they came to you instead of you coming to them – which qualifies as inbound marketing. PPC ads can generate traffic and leads for you in an organic manner that’s not disruptive to customers.

    How to Attract High-Quality Leads

    Did you know that you use your PPC ads to generate high-quality leads?

    While it’s thought that PPC isn’t a reliable form of lead generation, our experience begs to differ. Through our work, we’ve discovered that PPC ads stand a better chance of getting seen by potential customers. 

    While search engine marketing takes months to start ranking higher on search engines, PPC is able to cut to the top straight away – which is a considerable advantage for attracting leads. 

    Here are a few of our favorite techniques for generating leads with PPC:

    • Identify your target audience and familiarize yourself with their needs. This will determine the type of paid ad you order as well as how you set it up. 
    • Do keyword research to create more effective ads that your audience wants to see. When writing copy, include your primary keywords as well as a convincing call-to-action. If your ads have images or videos, ensure that they’re high-quality and align with the messaging/values of your brand. 
    • Construct landing pages that are optimized to convert. Also, you should use the same keywords in your landing pages that you used in your Google Ads. 

    It’ll take a little bit of time and tweaking to get things picture-perfect, but as soon as you do – the leads will start pouring in.

    Developing a Client Relationship

    Remember, your goal is to form positive, long-lasting relationships with your client. As such, you’ll want to take time to form a rapport. Display to your prospects that you’re trustworthy and will consider their needs at every step. 

    Want to know one of the best ways to develop client relationships?

    Email them top-tier content that solves their problems and takes care of their needs. 

    You can use an autoresponder to send automated content sequences to your prospective clients. 

    What type of content should you send?

    Here are some great examples:

    • Well-written blog articles that answer questions and demonstrate your expertise on the topic. 
    • Live webinars that explain your value and primary selling points. 
    • Special promotions and limited-time deals motivate users to act sooner rather than later. It’s crucial not to overdo this step, but promotions do work surprisingly well. 

    Clients are far more likely to sign a contract with an agency they trust, respect, and like – which is the point of sending them content. 

    Do you want to know more about putting on live webinars for your clients?

    Then check out these two simplified guides to expand your knowledge:

    Once you’ve warmed up the prospect with automated email content, it’s time to get serious and seal the deal.

    Sealing the Deal 

    First, it’s crucial to point out that we have many clients that use our services without ever uttering a word to us. 

    How is that?

    It’s because we make the ordering process as streamlined and easy for clients as possible. That’s why you should always add an ‘order’ button to your website to allow potential clients to purchase at their discretion. 

    Having said that, encouraging a phone consultation is a great way to further a client relationship, build trust, and seal the deal. 

    For this reason, we prompt client prospects to schedule a phone appointment with us by:

    • Including calls to action (CTA) in our emails
    • Using CTAs in every email 
    • Software tools that enable scheduling whenever clients want 

    Using these strategies will enable you to sell more effectively because you don’t have to convince them that PPC is worth their time on the call. Instead, you will have already educated them on your key selling points while developing a relationship with them (emails, content, CTAs, etc.). 

    Once the call is scheduled, all you have to do is hit them with a rock-solid pitch and close the deal. 

    Final Thoughts on Attracting Clients 

    Once you set up your Google Ads, optimized landing pages, and automated emails – it’ll shock you how fast things will start to take off. 

    Since you’ll be a PPC reseller for The HOTH, all your time can go toward scaling your business and acquiring even more clients. We’ll take care of the PPC side, so you only have to worry about being an outstanding marketer.

    Monitoring, Tweaking, and Retaining Clients

    Once the client places an order, it’s perfectly acceptable to drop the phone and do a little dance. Yet, the battle has only begun, and now you need to monitor your progress, tweak accordingly, and do your best to retain your clients. 

    After all, clients hate it when agencies pull a disappearing act after they sign on the dotted line. After you sell clients on your outstanding service, you can’t drop off the face of the Earth if you want to retain them. 

    Instead, you want to keep their confidence high while ensuring that future orders keep coming in. To do that, you’ll need to take measures to guarantee their satisfaction post-purchase. 

    That means following up with clients, making monthly progress calls, and running weekly reports. Tools like Google Analytics come in handy here – but you can always coordinate with our team at The HOTH for accurate and up-to-date PPC metrics. 

    Engaging in Post-Purchase Follow-Up Calls and Emails 

    While many agencies wait an entire month before picking up the phone to follow up, we feel that’s far too long. Instead, call the client exactly 7 days after closing the sale. That allows you to check in, update them on campaign progress, and answer any lingering questions. 

    Why a week?

    It’s because the deal will still be fresh in the client’s mind, so they’ll still remember everything and will likely have questions. 

    If you wait until after the first month to follow up, the client will likely forget not only their questions but also everything that you’ve already told them. That means you’ll need to re-educate the client on everything, which is time-consuming and cumbersome. 

    Making Monthly Calls to Monitor Client Progress

    One of our best practices is to call clients on a monthly basis to check in with them and provide updates. Doing this shows that you care about their success, which will help you strengthen the relationship. 

    Before making the call, check in with our team to acquire data on their ad performance. You can also do this yourself by using tools like Google Search Console, Google Analytics, and Google Data Studio

    In particular, Google Data Studio will allow you to run reports on traffic, clicks, and costs. 

    It’s also a good idea to generate conversion rate reports for their website to discuss them with the client. Conversion rate is the most important statistic when it comes to acquiring new leads and customers, which is why you should run a report solely for it. 

    You should also bring up any revenue changes during the call, pointing out high-performing products along the way. That will not only show that you’re on top of everything, but it will give you the chance to discuss opportunities for remarketing to customers that didn’t make a purchase (i.e., they left their shopping cart full without checking out). 

    In the world of PPC reselling, client satisfaction is the name of the game, especially after fulfilling their order. That’s why we made sure to include how to set clear client expectations in this guide.  

    Running and Analyzing Weekly Reports 

    As stated before, PPC kicks in a heck of a lot faster than SEO, which is why you need to start sending clients weekly reports straight away. That will give them the chance to check how their ads are working early on, which makes it easier to add any necessary tweaks. 

    In the beginning, your clients will likely be very nervous as you’ve still yet to prove your value. 

    Since they spent money on your services, they’ll want to know how things are going as soon as possible. Sending them weekly reports will ease their mind and show that you’re completely transparent with your services. 

    Once traffic, leads, and sales start rolling in – your clients will become less concerned with these weekly reports. Yet, it’s still crucial to make these weekly reports readily available, no matter how long you’ve known the client. 

    Ensuring the Client’s Total Satisfaction 

    Unhappy customers are an unfortunate reality in every industry. As such, every company and agency lives and dies by the quality of its reputation. 

    Here’s the way we like to think about it: Boasting a flawless reputation for doing top-tier PPC work is FAR MORE IMPORTANT than holding onto money from an unsatisfied client. 

    You also need to provide excellent customer support at every step of the process, especially after you close the sale. Make sure you’re always there for your client via phone and email. 

    Should a client express dissatisfaction, do your best to determine if their expectations are realistic or not. If they weren’t, correct them as politely as you can. 

    The harsh reality is that every client will eventually cancel, and sometimes it will be out of your control entirely. All you can do is set realistic expectations, over-deliver value, communicate clearly, and deliver on your promises – you’ll be set up to succeed as a PPC reseller. 

    Keep a Log of Client Case Studies 

    Customer case studies are a powerful form of content you can use to acquire more leads and clients. As such, you should take note of all the feedback you get from clients in a log (you can call it your case study log). 

    From there, you can compile your accolades from past clients into a full-fledged case study. That will serve as proof of your expertise and ability to deliver on your promises, which can be very convincing to prospects. 

    Case studies are a fantastic way to earn client trust without having to speak a word to them. 

    If you can, do your best to write ‘customer highlight’ case studies where you focus on a single subject. Interview them and ask them what it was like before working with your company. Then, get them to tell how working with you brought them more leads, clients, and revenue. 

    Are you not sure how to get glowing customer reviews?

    Check out our detailed guides on how to acquire reviews. Not only that, but you can also view our HOTH PPC & SEO Case Studies

    Concluding Thoughts: PPC Reseller Program 

    Congrats, you’ve made it all the way to the end of our extensive PPC reseller guide from The HOTH! 

    Hopefully, by now, you realize that selling PPC isn’t rocket science, especially when you engage in white-label PPC. 

    There’s no need to master the ins and outs of Google Ads with our talented team by your side. Instead, you’ll only need to do some hard work on the front end to gain more leads and conversions for your clients. 

    PPC ads are a fantastic way to reach customers directly, and they don’t have to be disruptive. 

    At The HOTH, our PPC ads are inbound, easy to read, and always contain motivating calls to action. Become a HOTH PPC reseller today, and let us manage your PPC campaigns for you. Not only that, but as part of our bulk buyer program, you’ll have access to exclusive bonuses