Pay-per-click (PPC) advertising can be a powerful driver of traffic and conversions, but it also requires continuous optimisation, budget control, and deep platform expertise. For agencies looking to deliver results without the overhead of a dedicated PPC team, partnering with a PPC reseller can be a smart solution. However, to maximise return on investment (ROI), the partnership must be managed strategically.
Here’s how to get the most out of your reseller relationship.
Set Clear Objectives from the Start
Before any campaigns go live, be specific about your goals. Whether it’s lead generation, brand awareness, or increasing online sales, a clearly defined objective helps your PPC reseller tailor the campaign strategy accordingly. Vague or shifting targets often lead to underperformance and misaligned expectations.
Understand Your Client’s Industry
Even with an expert reseller on board, your understanding of the client’s market remains essential. Provide as much industry-specific insight as possible, competitive landscape, seasonality, buying cycles, and customer pain points. This context allows the reseller to craft messaging and targeting strategies that resonate more effectively with the audience.
Maintain Strong Communication Channels
Open and ongoing communication is critical to campaign success. Agree on regular check-ins, performance reviews, and feedback loops. A good reseller should provide proactive updates and be responsive to your questions, but it’s also your role to keep them informed about client changes or evolving goals.
Customise Reporting to Match KPIs
Most resellers provide white-label reports, but these should be customised to reflect what truly matters to your client. Whether it’s cost-per-click (CPC), conversion rate, or return on ad spend (ROAS), align reporting formats to the metrics that demonstrate progress and ROI.
Leverage A/B Testing
Encourage your PPC reseller to run regular A/B tests on ad copy, landing pages, and call-to-actions. Testing variations allows for data-driven refinement and ensures continuous improvement of campaign results. Small adjustments, when measured accurately, can lead to major gains.
Focus on Conversion-Ready Assets
PPC outsourcing only pays off if your landing pages convert. While your reseller handles the ads, ensure that your client’s website or landing pages are optimised for speed, clarity, and mobile responsiveness. Without that foundation, even the best-managed campaign can struggle to deliver ROI.
A PPC reseller can be a strategic extension of your team, helping you scale campaigns, improve results, and serve clients more effectively. But to truly maximise ROI, you need to invest in collaboration, clarity, and performance tracking. When executed correctly, this partnership becomes a powerful growth lever for your agency.
