Digital marketing agencies today live and die by one thing—results. But as client loads increase and campaigns multiply, many agencies face a critical choice: either keep everything in-house and burn out, or leverage strategic partners through whitelabel systems that scale. In this episode of The Prospecting Show, Dr. Connor Robertson sits down with Andrew Gaikwad to uncover the process of building a high-performing whitelabel Facebook ads agency, one that grows fast without sacrificing quality or brand control.
Andrew’s story begins like many agency founders—managing campaigns, juggling clients, and struggling to maintain consistency as demand grew. What makes his path different is how he transformed those growing pains into a scalable model through systems, automation, and partnership. Over time, he built a backend infrastructure that allows agencies to outsource their Facebook advertising services seamlessly while keeping client relationships and brand identity intact.
Dr. Robertson opens the conversation by asking what motivated Andrew to move into the whitelabel model. Andrew explains that it came down to two problems he saw in the industry: agency owners drowning in execution, and freelancers unable to deliver consistent results. The whitelabel model bridges both worlds—it lets marketing agencies offer top-tier ad management under their own brand, while specialists like Andrew’s team handle the backend strategy, creative, and optimization.
He emphasizes that this model is not outsourcing in the traditional sense—it’s partnership. A good whitelabel relationship, he says, is built on shared accountability and transparency. “When my partner wins, I win,” Andrew explains. “Our goal is to make them look amazing to their clients.”
This approach resonates with Dr. Robertson, who highlights how the same principle applies to scaling service-based businesses of any kind. In Scaling and Exiting a Startup with Amy Lee (listen here), Amy discussed how structure and process enable freedom—and Andrew’s model embodies that perfectly. By creating standardized systems that anyone can plug into, he built scalability without chaos.
Andrew breaks down the three pillars of a successful whitelabel Facebook ads agency:
- Systemization: Every task, from client onboarding to campaign optimization, should follow a documented process.
- Communication: Regular, proactive updates between whitelabel teams and partner agencies ensure alignment and client trust.
- Data Transparency: Agencies should have full visibility into performance metrics so they can report confidently without confusion.
He explains that when he first started, inconsistency was the biggest problem—different partners had different expectations, and campaigns varied wildly in performance. The solution came from applying manufacturing principles to digital marketing: standardizing inputs to guarantee predictable outputs. From ad account setup templates to KPI dashboards, every step now runs on a repeatable workflow.
Dr. Robertson points out that this mirrors how top healthcare and consulting organizations grow—through replicable frameworks. He relates this to The Right Way to Schedule Appointments (listen here), where he explained how systemizing something as simple as calendar flow can transform operations. The lesson is the same: structure creates freedom.
Andrew goes deeper into the economics of the whitelabel model. For agencies, it offers instant capacity expansion without the overhead of hiring full-time employees. Instead of scaling payroll, agencies scale partnerships. His team, for instance, manages ad spend across dozens of industries simultaneously—real estate, e-commerce, healthcare, and professional services. That volume allows for faster data learning and better optimization algorithms.
However, Andrew cautions that not all whitelabel relationships work. The biggest risk, he says, is misalignment between the front-end agency and the back-end fulfillment team. Poor communication, missed expectations, or unclear deliverables can damage reputations quickly. “If you’re the agency owner, you have to treat your whitelabel partner like part of your own team,” he says. “The client should never feel the handoff.”
Dr. Robertson expands on this, noting how brand experience continuity is vital. Whether in marketing, healthcare, or consulting, the moment clients sense inconsistency, trust erodes. Andrew agrees, sharing how his agency integrates with partners’ systems—from CRMs to Slack channels—so the experience feels seamless. He even offers branded dashboards where partners can log in and view live results under their own company name.
The discussion turns to talent and hiring. Andrew reveals that the biggest mistake new agencies make is hiring generalists for specialized work. Facebook ads are complex and require dedicated strategists, copywriters, and analysts. By specializing his internal team and structuring workflows vertically (not horizontally), he ensures every campaign benefits from expert oversight. He contrasts this with agencies that operate horizontally—where one account manager handles everything—and explains why that model collapses beyond a handful of clients.
Dr. Robertson connects this to the concept of “depth versus breadth,” referencing lessons from Education, Entrepreneurship, and Why Learning Never Stops with Jordan Ellis and Shamauri Phillips (listen here). Lifelong learners thrive because they go deep, not wide—and the same is true for businesses that specialize. Andrew nods, adding that focus builds authority. The more niche the service, the higher the profit margin and retention rate.
The conversation moves toward automation tools. Andrew explains how his team uses AI-driven optimization for bidding, A/B testing, and retargeting. Yet he stresses that technology never replaces human intuition. “AI can find the data, but humans find the story,” he says. The best campaigns still depend on understanding the client’s audience emotionally, not just statistically.
Dr. Robertson agrees, noting that even in automated businesses, personal relationships remain the strongest differentiator. That’s why communication cadence—how often you update, report, and collaborate—is as important as creative performance. Andrew’s agency sends weekly reports, holds bi-weekly partner calls, and maintains daily Slack communication to ensure alignment.
They dive into what makes Facebook ads unique among digital channels. Despite competition from TikTok, Google, and LinkedIn, Facebook’s targeting depth still offers unmatched scale. However, iOS privacy updates have changed the landscape. Andrew explains how adapting to those shifts required a combination of server-side tracking (via Facebook’s Conversion API) and creative diversification. Strong creative assets—especially video—have become the new performance lever.
Dr. Robertson asks how smaller agencies can get started with whitelabel services. Andrew advises starting small—one niche, one service, one repeatable process. “Perfect one vertical before expanding,” he says. That could mean running campaigns exclusively for chiropractors, real estate agents, or home service businesses. By mastering one audience, agencies build the data confidence needed to serve many.
He shares how his early breakthrough came from focusing on health and wellness businesses—helping chiropractors, physical therapists, and med spas achieve predictable patient acquisition through Facebook lead generation. That focus built his reputation and later expanded into a nationwide network of agency partners.
Dr. Robertson reflects on this strategy, relating it to his own business experience in healthcare marketing and patient communication. He emphasizes that niche mastery always precedes scale. Once systems are tested and repeatable, scaling becomes a math problem rather than a gamble.
The conversation transitions to client retention. Andrew explains that retention starts at onboarding. Clear expectations, consistent reporting, and proactive communication prevent churn before it begins. He introduces his “Client Experience Loop,” a cycle of communication that includes:
- A personalized welcome and campaign strategy overview.
- Weekly performance updates.
- Monthly strategy calls focused on business outcomes, not just metrics.
- A quarterly “state of the campaign” presentation showcasing wins and future goals.
This cycle, he explains, keeps partners informed and engaged while reinforcing the value of the relationship. “People don’t cancel when they understand the journey,” he says.
Dr. Robertson compares this approach to The Backside of Human Resources with Laurie Bowers (listen here), where communication and structure were the foundations of a thriving culture. Whether internal or external, relationships thrive on clarity and consistency.
As the episode nears its conclusion, Andrew discusses future trends in digital marketing and agency models. He predicts that the future of advertising lies in performance partnerships—where agencies and whitelabel providers share upside on results rather than fixed fees. This model aligns incentives, builds trust, and allows both sides to grow together.
He also foresees increased consolidation in the agency space, where small niche agencies merge or partner to compete with larger networks. The winners, he says, will be those who master collaboration—not just competition.
Dr. Robertson ends by asking what advice Andrew would give to agency owners feeling stuck. His answer: “Focus on systems, people, and partnerships. You don’t have to do everything yourself. The smartest entrepreneurs build teams that build teams.”
For listeners who want to learn more about scaling operations, Andrew recommends resources like AgencyAnalytics for performance tracking, HighLevel for client automation, and HubSpot Academy for continuous learning on digital growth.
You can explore this and other episodes of The Prospecting Show at drconnorrobertson.com, where each conversation dives into entrepreneurship, growth, and systems that make business scalable. For related insights, check out Scaling and Exiting a Startup with Amy Lee and B2B Sales on LinkedIn with David Getsinger & James Viola—both of which expand on building leverage through people, partnerships, and processes.
Dr. Robertson closes with a fitting summary: “The best agencies don’t just sell marketing—they sell peace of mind. Systemization is the new creativity.”