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Part of White label PPC agency UK: a guide for marketing teams
White label PPC agency UK: a guide for marketing teams
White label PPC agency UK arrangements explained: VAT invoicing, sub-processor duties, reporting and pricing for marketing teams buying Google Ads work.
What to take away
- A white label PPC agency runs Google Ads work under your brand while the client contracts only with you.
- The supplier invoices your agency; you invoice the client, and standard-rate VAT at 20% applies to UK-to-UK services.
- Your agency acts as processor and the partner as sub-processor, so both roles need a written contract.
- Settle account ownership, admin access and reporting duties before the first campaign goes live.
What a white label PPC agency does
The client sees your agency's name on the proposal and in the monthly reports. Behind that, the supplier builds campaigns, manages bids and writes ad copy that must meet the UK advertising codes enforced by the ASA.
White label outsourcing, sometimes sold as PPC reseller services, suits UK marketing teams with more demand than capacity. You keep the client relationship and the strategy while buying in execution. The trade-off is that you carry the result even when someone else did the work.
VAT and invoicing: who bills whom
Two invoices usually exist. The white label partner bills your agency, then your agency bills the end client at your own rate. Both supplies are standard rated at 20% for UK customers, and your agency normally reclaims the input VAT on the supplier invoice.
Client view vs white label reality
What the client sees
- Contract
- Your agency
- Invoice
- From your agency
- Ad account
- Client-owned
- Report
- Branded monthly report
What sits behind it
- Contract
- Separate partner contract
- Invoice
- Partner invoice plus VAT
- Ad account
- Partner via manager account
- Report
- Partner commentary and data
A VAT invoice must show the name, address and VAT number of the business making the supply. A partner that offers to put your branding on its own invoice cannot show your VAT number, so check the paperwork in month one.
VAT and invoicing
| What the client sees | What sits behind it |
|---|---|
| A contract with your agency | A separate contract with the white label partner |
| An invoice from your agency | An invoice from the partner, plus VAT |
| A client-owned Google Ads account | Partner access through your manager account |
| A branded monthly report | Partner commentary, data and change log |
Data protection roles and paperwork
The Data Protection Act 2018 sits alongside the UK GDPR and governs how personal data is handled in the UK. In a white label chain the client is usually the controller, your agency is the processor, and the partner operates as a sub-processor.
The ICO's guidance for organisations explains that a processor cannot appoint a sub-processor without the controller's prior written authorisation. Put the partner's name in the data processing agreement, and cover lead data and retention periods.
Reporting and account access
White label Google Ads management lives or dies on account access. Insist that the client owns the Google Ads account, with your agency holding admin rights through a manager account. The partner should work through your manager account, not one the client cannot see.
Account access chain
- Client owns the Google Ads account
- Your agency holds admin rights
- Manager account links the client
- Partner works through your manager account
- Client never sees partner access
Fix reporting in the contract: platform, metrics and the working day it arrives. Apply the same evidence you would use on an external supplier, following how to audit a PPC agency rather than trusting a monthly summary.
Five checks before signing
- Get the VAT number of the entity that will invoice your agency.
- Name the partner as a sub-processor in the data processing agreement.
- Confirm the client owns the ad account and your agency holds admin rights.
- Agree the report format, metrics and delivery date in writing.
- Hold a 30-day notice clause and a written handover process.
Pricing models and a worked example
White label fees usually take one of three shapes: a flat monthly retainer, a percentage of ad spend, or a blend of the two. Percentage deals need a monthly floor, so a quiet month does not leave you paying for work you cannot bill.
Illustrative figures: a partner charges £600 a month plus 12% of spend. On £4,000 of monthly spend the fee to your agency is £1,080 plus £216 VAT. Your margin is the gap between that and your client rate.
Common questions
Is a white label PPC agency cheaper than hiring in-house?
It depends on volume. One small account rarely justifies a salary, but three or four accounts can make a dedicated paid search hire cheaper than a percentage deal once VAT is added.
Who should own the Google Ads account?
The client should own it, with your agency as admin and the partner working underneath. Account history and conversion data then stay with the client if you change supplier.
Does the white label partner count as a sub-processor?
Yes, where it handles personal data such as enquiry form submissions or call recordings. The client must authorise the arrangement in writing, and the partner's duties belong in the contract.
How do we leave the arrangement cleanly?
Give notice as the contract requires and move access before the final invoice. Our guide to how to switch PPC agencies sets out the handover order, from exporting data to confirming who keeps the account.
