If you have spent any time running a digital marketing agency, you have almost certainly come across this debate. GoHighLevel or ClickFunnels? Both platforms promise to simplify your marketing stack. Both have passionate advocates. And on the surface, they look like they are competing for the same market.

They are not.

Once you understand what each platform was actually built to do, the choice becomes far less complicated, especially if you are running an agency with multiple clients, recurring deliverables, and a need to consolidate tools rather than keep adding them.

Here is a clear breakdown to help you decide.

What Each Platform Was Built For

GoHighLevel (now officially called HighLevel) was designed from day one with agencies in mind. Its entire pricing structure, unlimited sub-accounts, white-label branding, and SaaS mode, exists so you can resell the platform to clients as your own branded software. It is less a single tool and more an operating system for running a marketing agency.

ClickFunnels, on the other hand, was built by Russell Brunson for entrepreneurs who want to sell products and services through high-converting sales funnels. Its funnel templates are battle-tested, and features like smart checkout, order bumps, and one-click upsells are specifically designed to maximise revenue per visitor. It is excellent at what it does. But what it does is fairly narrow.

The key difference is focus: GoHighLevel tries to be everything for agencies, whilst ClickFunnels perfects the art of conversion.

Features: Where GHL Pulls Ahead for Agencies

This is where the comparison stops being close.

GoHighLevel combines full CRM, email and SMS automation, funnel building, appointment scheduling, and white-label options, for the same price as platforms that only offer one or two of those features. When you are managing five, ten, or twenty clients simultaneously, having all of that in a single login is not a convenience, it is a necessity.

ClickFunnels has improved its CRM in version 2.0, but it remains more basic than GoHighLevel's CRM, particularly for agencies managing multiple client pipelines with SMS capabilities.

One of GHL's most powerful agency features is Snapshots. Snapshots let you clone entire marketing setups, funnels, automations, and calendars, from one account to another. If you onboard a new client in a niche you have worked in before, you can deploy a complete marketing system in minutes rather than rebuilding from scratch every time. ClickFunnels has no equivalent.

On the automation front, GHL's AI Agent Studio can handle two-way conversations to book appointments without human intervention, whereas ClickFunnels' automation is primarily linear. If someone buys X, send them email Y.

Pricing: What You Actually Get at Each Tier

Both platforms start at $97 per month, but the value proposition at that entry point is very different.

GoHighLevel's Starter plan at $97 includes three sub-accounts and unlimited contacts. GoHighLevel's Unlimited plan at $297 includes unlimited sub-accounts, ideal for agencies. ClickFunnels' Launch plan at $97 limits you to one workspace and 10,000 contacts.

At the $297 price point, GoHighLevel gives agencies unlimited client accounts. ClickFunnels at the same price does not include CRM, SMS marketing, or white-label capabilities.

When you factor in the tools ClickFunnels does not include, a proper CRM, SMS platform, scheduling software, and reputation management, GoHighLevel's total cost of ownership for agencies is typically 40 to 60 per cent lower.

The Learning Curve Problem

It would be dishonest not to address this. GoHighLevel is more complex to learn. Its much broader feature set means it comes with a steeper learning curve, and reviewers frequently describe the interface as overwhelming for non-technical users until they invest time in setup and training.

ClickFunnels wins on ease of entry. If you are a solopreneur who needs a landing page live by tomorrow, it is the faster option.

But for agencies, the calculus is different. The time investment in learning GHL pays back quickly when you are cloning campaigns across clients, automating follow-up sequences, managing pipelines, and generating recurring SaaS revenue, all from the same platform.

GoHighLevel on G2 scores 4.7 out of 5. ClickFunnels scores 4.1 out of 5. Agencies appreciate the depth once they are past the initial setup.

When ClickFunnels Still Makes Sense

To be fair, ClickFunnels is not the wrong choice for everyone.

If you are a coach, course creator, or solopreneur selling a digital product and funnel conversion is your only goal, ClickFunnels delivers a more polished experience out of the box. Its funnel templates are sophisticated, with adaptive flows that can show different upsells based on what someone purchased, trigger specific email sequences based on funnel actions, and create branching paths that personalise each customer's journey.

If you are just starting out and need a quick landing page, ClickFunnels wins. If you are running a real business with clients, leads, and follow-up sequences, GoHighLevel will save you thousands per month in tool costs.

The distinction is simple: ClickFunnels is for selling. GoHighLevel is for running an agency.

So, Which One Should Your Agency Choose?

If you manage multiple clients, the answer is GoHighLevel, and it is not particularly close.

For agencies and businesses managing multiple clients, GoHighLevel is the stronger choice. Unlimited contacts and users mean your platform cost stays flat as you grow, and the platform replaces several tools you would otherwise pay for separately. And if you want to package and resell your own branded software, GoHighLevel's white-label SaaS Mode is a capability ClickFunnels does not offer at any price point.

The real challenge for most agencies is not deciding which platform to use. It is getting GoHighLevel set up properly and making the most of everything it offers. That is where having a certified GHL specialist makes a significant difference.

Frequently Asked Questions

Is GoHighLevel better than ClickFunnels for agencies?

Yes, for most agencies managing multiple clients, GoHighLevel is the stronger platform. It offers unlimited sub-accounts, white-label branding, a full CRM, multi-channel automation, and SaaS reselling capabilities, none of which ClickFunnels provides at a comparable level. If your business revolves around delivering marketing services to clients rather than selling your own products, GoHighLevel is built for exactly that.

Can GoHighLevel replace ClickFunnels completely?

For agencies, yes. GoHighLevel includes a capable funnel builder alongside its CRM, automation, and client management tools. You can build lead generation funnels, appointment booking flows, and landing pages directly within the platform. ClickFunnels has more polished funnel templates out of the box, but GHL's Snapshots feature more than compensates by letting you clone and deploy entire campaign setups in seconds.

Is GoHighLevel hard to learn?

GoHighLevel does have a steeper learning curve than ClickFunnels. The platform is broad and feature-rich, which can feel overwhelming at first. Most agencies find that the initial setup and learning investment pays off quickly once automations are running and client accounts are cloned from Snapshots. Working with a certified GHL virtual assistant or specialist significantly shortens the time to getting value from the platform.

How much does GoHighLevel cost compared to ClickFunnels?

Both platforms start at $97 per month. However, GoHighLevel's entry plan includes unlimited contacts and multiple sub-accounts, whilst ClickFunnels at the same price caps you at one workspace and 10,000 contacts. At the $297 tier, GoHighLevel offers unlimited client accounts and white-label capabilities. ClickFunnels at $297 does not include CRM, SMS, or white-label features. When you account for the additional tools ClickFunnels users need to purchase separately, GoHighLevel typically works out 40 to 60 per cent cheaper overall.

What is GoHighLevel's SaaS Mode?

SaaS Mode is a feature available on GoHighLevel's higher-tier plans that allows agencies to white-label the entire platform under their own brand and resell it to clients at their own pricing. This means your clients log into what appears to be your own software product, and you earn recurring monthly revenue without building anything from scratch. It is one of the most compelling reasons agencies choose GoHighLevel over any other platform.

Do I need a GHL specialist to get started?

You can set up GoHighLevel independently, but most agencies find that working with a certified GHL specialist or virtual assistant saves significant time and avoids costly configuration mistakes. A GHL VA can handle onboarding, automation builds, Snapshot deployment, and ongoing platform management, so your team can focus on client strategy and delivery rather than getting lost in the backend.

Need Help Getting the Most Out of GoHighLevel?

At Bolder Digital, we work with agencies and businesses across Australia and beyond to set up, manage, and optimise GoHighLevel. Whether you are migrating from ClickFunnels, starting fresh, or looking to build out automations and white-label systems, our GHL Virtual Assistants handle the heavy lifting so you can focus on delivering results for your clients.

Book a free consultation and let's talk about what GoHighLevel can do for your agency.