What finance software should PPC agencies use to manage multi-account billing?

Key takeaways

• Your core accounting software is the hub. For PPC agencies, Xero is often the better choice over QuickBooks due to its superior app integrations and automation capabilities for handling multi-client billing.
• Automate data flow to save time. Connect your ad platforms (like Google Ads and Meta) directly to your accounting software using middleware tools to eliminate manual spreadsheets and errors.
• Track profitability per client and per campaign. Use job costing or project tracking features within your software stack to see your true gross margin after ad spend and team costs.
• Standardise your billing workflow. Create automated processes for invoicing, reconciling ad spend, and chasing payments to improve cash flow and free up management time.
• Your stack must grow with you. Start with solid foundations (accounting + automation) and add specialised tools for reporting, forecasting, and client portals as you scale.

What is a PPC agency finance software stack?

A PPC agency finance software stack is the connected set of tools you use to handle money. It goes beyond just accounting software. For an agency managing multiple client ad accounts, this stack automates billing, tracks ad spend, manages profitability, and ensures you get paid.

Think of it as your financial central nervous system. Every client campaign, every pound of ad spend, and every invoice flows through it. A good stack turns financial chaos into clear, actionable data.

For PPC agencies, the stack has a specific job. It must handle complex billing models, like fees plus ad spend. It needs to reconcile money you spend on behalf of clients. And it should show you, in real time, which clients are actually profitable.

Without a proper stack, you're likely using spreadsheets, manual data entry, and guesswork. This leads to billing errors, missed cash, and not knowing your true profit. Building your PPC agency finance software stack is one of the highest-return investments you can make.

Why do most PPC agencies get their software stack wrong?

Most PPC agencies start with just basic accounting software, like QuickBooks or Xero, used in isolation. They manually enter data from ad platforms into spreadsheets, then copy figures into invoices. This process is slow, error-prone, and provides no insight into per-client profitability.

The mistake is treating finance software as just a bookkeeping tool. For a growth-focused agency, it should be a profit management system. A proper PPC agency finance software stack automates the tedious work and surfaces the insights you need to make smarter commercial decisions.

Common pain points include spending hours reconciling Google Ads spend, struggling to bill clients accurately for ad spend markups, and having no idea which retainer clients are losing you money once team time is accounted for. These are all symptoms of a weak or disconnected stack.

Getting it right means your software works together. Your ad platform data flows automatically into your accounting system. Invoices for management fees and ad spend are generated without manual work. And you can see a dashboard showing each client's contribution to your agency's bottom line.

Xero vs QuickBooks: which is better for a PPC agency?

For most PPC agencies, Xero is the stronger choice. While both are excellent accounting platforms, Xero's open API and vast ecosystem of connected apps make it easier to build a custom, automated finance software stack tailored to agency billing complexities.

The core question in the Xero vs QuickBooks debate is about integration. PPC agencies don't just need to record transactions. They need to pull in live data from Google Ads, Meta Ads, and other platforms. They need to automate client invoicing that combines fixed fees with variable ad spend. Xero's architecture is built for this connected approach.

QuickBooks is a powerful tool, often praised for its user-friendly interface and strong reporting. However, for the specific multi-account billing and ad spend reconciliation needs of a PPC agency, Xero's app marketplace offers more specialised connectors and middleware solutions.

Your choice in the Xero vs QuickBooks decision sets the foundation. Xero acts as a more flexible hub. You can connect tools like Dext for receipt capture, Futrli for forecasting, and dedicated agency billing apps. This creates a cohesive PPC agency finance software stack that grows with you.

What are the essential app integrations for PPC billing?

Essential app integrations connect your ad platforms to your accounting hub and automate client invoicing. The goal is to remove manual data entry for ad spend reconciliation and ensure accurate, timely billing. Key tools include middleware like Pareto, dedicated billing platforms like Chargebee, and reporting tools like Fathom.

First, you need a way to get ad spend data into your system. Manual downloads from Google Ads Manager are a time sink. Use an integration tool like Pareto, Windsor.io, or Reportz. These apps sync daily ad spend from all your client accounts directly into Xero or QuickBooks, coding it to the correct client job.

Second, consider your invoicing workflow. For retainer-plus-ad-spend models, standard invoices can be clunky. Apps like Chargebee, Zoho Subscriptions, or even Xero's own repeating invoices with billable expenses can automate this. They generate one clean invoice that includes your fee and the reconciled ad spend, with your markup applied automatically.

Third, add a profitability layer. Xero's built-in tracking categories or a dedicated tool like Fathom or Spotlight Reporting lets you see profit per client. You can assign team costs (salaries) and ad spend to each client project. This tells you your true gross margin, not just revenue. This insight is the real power of a connected PPC agency finance software stack.

According to a Forrester study on automation ROI, businesses using connected app ecosystems save hundreds of hours annually and significantly reduce accounting errors.

How can workflow automation transform PPC agency finance?

Workflow automation connects your apps so data flows without manual intervention. For a PPC agency, this means ad spend is automatically fetched, coded, and ready for billing. Invoices are sent on schedule, and payment reminders are triggered automatically. This saves 10-20 hours of admin per month and eliminates costly billing errors.

Start by mapping your current billing process. You likely have steps like: download spend report, allocate to clients, add markup, create invoice, send email, record payment. Workflow automation uses your PPC agency finance software stack to perform these steps for you.

A simple but powerful automation is the ad spend to invoice flow. Using an app like Pareto, you set rules. "For Client A, pull Google Ads spend daily, apply a 10% markup, and add it as a billable expense to their monthly retainer invoice." The system does it all. Your role is just to review and approve.

Another key area is payment collection. Use automated payment reminders within Xero or via a tool like Chaser. When an invoice is overdue, a polite email is sent automatically. This improves your cash flow by reducing debtor days (the time clients take to pay). For agencies, cutting debtor days from 45 to 30 can significantly boost working capital.

This level of workflow automation turns your finance function from a cost centre into a strategic asset. It provides real-time financial clarity, improves client trust with accurate billing, and frees you to focus on client strategy and growth.

What metrics should a PPC agency track with its software stack?

Your PPC agency finance software stack should track client profitability, agency gross margin, cash flow runway, and utilisation rate. These metrics move you from just tracking revenue to managing a profitable business. They should be visible on a dashboard, not buried in spreadsheets.

Client profitability is the most important. For each client, your stack should show: revenue (retainer + markup), direct costs (ad spend you manage), and allocated team cost. The result is a net profit figure per client. This tells you which relationships are worth growing and which need repricing.

Agency gross margin is your total revenue minus your cost of sales (team salaries + freelance costs + ad spend you manage). A healthy PPC agency typically targets a 50-60% gross margin. Your software should calculate this monthly so you can spot trends.

Cash flow runway is how many months you could operate if all income stopped. Your accounting software, combined with a forecasting app like Futrli or Float, can project this. Knowing you have a 4-month runway is very different from hoping the money will be there.

Utilisation rate is the percentage of your team's paid time that is billable to clients. While not a pure finance metric, it directly impacts profitability. Tools like Harvest or Clockify can track time and feed data into your stack, showing if you're over or under-resourced.

How should you structure your stack as you scale?

Start with a solid core (accounting software + one key integration), then add specialised layers for reporting, forecasting, and client management as you grow. Avoid buying every tool at once. Implement each new piece when the pain of not having it outweighs the cost and setup time.

For a solo founder or small team (1-5 people), your PPC agency finance software stack might be: Xero + Dext (for receipts) + a manual process for ad spend invoicing. The goal here is clean records and accurate billing, even if some steps are manual.

At growth stage (5-20 people), automation becomes critical. Your stack expands: Xero + Pareto (ad spend sync) + Chargebee (subscription billing) + Harvest (time tracking). You now have automated billing, clear profitability per client, and understand team utilisation. This is where the stack pays for itself in saved time and improved margins.

For scaling agencies (20+ people), add strategic insight tools: Fathom or Spotlight Reporting for advanced KPIs and board-style reports, Float or Futrli for cash flow forecasting, and potentially a client portal for financial transparency. Your stack is now a full business intelligence system.

Throughout each stage, ensure your tools talk to each other. The value is in the connections. Specialist accountants for PPC agencies can help you design this roadmap, ensuring you invest in the right tools at the right time for maximum return.

What are the common pitfalls when setting up a finance stack?

Common pitfalls include buying expensive software you don't use, having disconnected tools that create more work, and failing to train your team. The biggest mistake is viewing software as an expense rather than a profit-driving investment. A poorly implemented stack is worse than having no stack at all.

Pitfall one: over-engineering too soon. A three-person agency does not need an enterprise resource planning system. Start with the core problem you need to solve, usually "accurate and timely multi-client billing," and choose the simplest tool that solves it.

Pitfall two: ignoring integration. If your time-tracking app doesn't talk to your accounting software, you have to manually transfer data. This defeats the purpose. Always check for native integrations or use a platform like Zapier to connect apps before you buy.

Pitfall three: set-and-forget. Your PPC agency finance software stack needs maintenance. Rules need updating as client contracts change. New team members need training. Schedule a quarterly "stack review" to check everything is working optimally and explore new automation opportunities.

Finally, not seeking expert advice. The landscape of app integrations and workflow automation changes fast. A consultation with a specialist who has set up stacks for other agencies can save you months of trial and error and thousands in wasted subscriptions. Our agency insights cover these evolving best practices.