White label
I do the work, you present it as yours. Reports in your branding and templates, written for your client.
Best for: You sell search or paid media and need the delivery done properly.
White label
for agencies.
White-label marketing means a specialist does the work and your agency puts its name on it. I do white-label and contract SEO, Google Ads and Meta for Australian agencies that need senior hands without hiring. Your client, your brand, your relationship: I work under your name, in your tools or mine, and either stay fully behind the scenes or join client calls as part of your team. Your choice.
Written by Dan Picken, founder. Last checked 28 October 2026.From my audits
What I've learned
working behind agencies.
Much of my work has been as the specialist behind other agencies. These are the patterns I see from that side.
- 1
The handover is where it breaks
Most problems come from what got lost between the account manager and the person doing the work. Talking directly to whoever does the work fixes most of it.
- 2
Reports written for the wrong reader
A report full of platform numbers makes sense to a specialist. Your client wants to know what happened to their enquiries. I write for the client, in your voice.
- 3
Accounts nobody can explain
Inherited accounts often have structures that made sense to someone years ago. An audit before changing anything saves a lot of surprises.
- 4
Scope creep in both directions
Either the client expects more than was sold, or the specialist does work nobody asked for. A short written brief for each month avoids both.
The risks you carry
Your name is on it.
So are the risks.
When a white-label provider cuts corners, your client doesn't blame the provider. They've never heard of them. Three things worth checking before anyone touches a client account.
- 01
How the links are built
Google defines link spam as creating links primarily to manipulate rankings, including buying them or generating them automatically. Sites that break the policies may rank lower or not appear at all.
What I do: Ask any SEO provider which sites their links come from. If they won't say, that's the answer.
- 02
Who owns the accounts
A Google Ads manager account lets a provider run many client accounts from one login, and anyone with admin access to the client account can unlink it at any time. Trouble starts when the account itself is created under the provider.
What I do: Keep every ad account in the client's name, with the provider added as a user at the level they need.
- 03
Where client data goes
If the Privacy Act applies to you and personal information goes to someone overseas, the OAIC says you can be accountable for what that overseas recipient does with it.
What I do: Know where your provider's team is and what client data they can see. I'm in Australia, on the Central Coast, NSW.
I'm a marketer, not a lawyer. The privacy point is the regulator's guidance, linked, not legal advice. Check your own obligations.
Partner check
Should you trust
your white-label partner?
Tick everything that's true of the provider you use now, or the one you're considering. Me included. It flags what puts your clients, their accounts or your reputation at risk.
Risk flags
0
Tick what's true of them.
Ways to work together
Three ways
to use me.
Agencies use a specialist for different reasons. The setup follows the reason.
Contract specialist
I work alongside your team on a client or a project, as an extra senior pair of hands.
Best for: A big account, a migration, a tricky audit, or a busy quarter.
Audits and second opinions
A read-only audit of a client account, written for you to use in a pitch or a review.
Best for: Before you win a client, or when an existing one asks hard questions.
How most white label works.
How I work.
Most white labelHow I do it
Who does itA team you never speak to, often offshore.Me, in Australia, and you can call me.
LinksPackages of links from sites nobody names.No bought or automated links. You can see where every link came from.
AccountsSometimes set up under the provider.Always in your client's name. I'm added as a user.
ReportsRankings and traffic, in a generic template.Enquiries and sales, written for your client, in your format.
Your clientOccasionally contacted directly.Only on your terms: behind the scenes, or on calls as part of your team.
How it works
Four steps.
Nothing hidden.
- 01
A first conversation
What you sell, who your clients are, and what you need help with.
- 02
Audit one account
Read-only, under your brand, so you can see how I think before anything changes.
- 03
Agree the setup
White label, contract or audits only. Whether I join client calls, whose tools and templates we use, how access works.
- 04
Do the work
Monthly work in your client's accounts, reported in your format, with one point of contact: me.
What you get
- SEO, Google Ads and Meta work under your brand
- Reports in your branding and templates, written for your client
- Audits for pitches and client reviews
- Accounts kept in your client's name
- Plain notes on what changed and why, for your team
- Direct access to me, start to finish
Questions
people ask.
What is white-label marketing?
A specialist does the work and the agency sells it under its own brand. The client deals with the agency and usually never knows a specialist was involved.
Will you talk to my clients?
Only if you want me to. I can stay fully behind the scenes and talk only to you, or join client calls as part of your team, under your agency's name.
Do you work in our tools and templates?
Yes, or mine if you prefer. I can work in your Google Ads manager account, your reporting tools and your templates, and report in your branding, so the work looks like it came from your team.
Do you build links?
Not bought, swapped or automated ones. Google treats those as link spam, and your client's site carries the risk. Links come from things worth linking to: useful pages, tools, local partnerships and PR.
Whose accounts do you work in?
Your client's. Ad accounts stay in their name, and I'm added as a user at the access level the work needs, which can be removed at any time.
Do you work with agencies outside the Central Coast?
Yes. I'm based on the Central Coast, NSW, and work with agencies around Australia, by video call and shared screens.
Can you just do an audit for a pitch?
Yes. A read-only audit of a prospect's account or site, written for you to present. It's often the fastest way to see if we work well together.
Senior hands,
your name on it.
Takes a minute. Audits come back within 1 to 2 business days. For anything else, I'll get back to you as soon as possible.
What happens next
- 1I'll ask for read-only access, or just your website for a search audit.
- 2I go through it and write up the 3 biggest fixes.
- 3A 20-minute call to walk you through it. No pitch unless you ask.
Keep going