Need advice: Should I continue with a PhD consultancy or apply on my own?

Hi everyone,
I'm looking for some honest advice because I'm feeling quite confused about my PhD journey.

My background:
B.Sc. in Food Science, Nutrition and Dietetics

M.Sc. in Food Science and Nutrition (CGPA around 8.8)

One published book chapter

Conference presentation

Currently working full-time in nutrition company as a health coach.

My long-term goal is to pursue a fully funded PhD in areas such as nutrition, gut health, women's health, or mental health.

One challenge is that I don't have a master's dissertation because my college didn't let us have one.

A few months ago, I enrolled with Ambitio after several discussions. The package costs around ₹1.18 lakh (I've already paid a small amount as an initial payment). They told me they would help with profile building, identifying supervisors, SOPs, CV, applications, interview preparation, and the overall strategy. One of the major reasons I considered them was that they also provide guidance and assistance in publishing a research paper to strengthen my profile.

However, after reading many discussions online, I've become unsure whether such consultancies are actually worth the money. Some people say they're helpful, while others say everything they do can be done independently with enough research.
At the same time, I also worry that because my profile isn't "perfect" (no dissertation, limited research experience), I might make mistakes if I apply completely on my own.

I'm willing to put in the work myself, but I don't want to miss good opportunities or waste time or spend a significant amount of money if it isn't actually necessary.

My questions are:

1. Has anyone here used Ambitio specifically for PhD applications? Was it worth the cost?

2. Given my profile, would you recommend continuing with the consultancy or applying independently?

3)Personally Because I didn't get the opportunity to complete a master's dissertation and don't have extensive research experience, I sometimes wonder whether I'm actually competitive enough for a funded PhD or if I'm overestimating my chances.
Did anyone else feel this way before applying? At what point did you feel ready, and what helped you build confidence in your profile?

4)How important is having a published research paper for securing a fully funded PhD? Is it essential, or can applicants with a profile similar to mine still be competitive without one?

5)If publishing a paper is worthwhile, is paying a consultancy to help with that a reasonable investment, or would you recommend pursuing publication independently?

If you were in my position, what would you focus on over the next 12–18 months to maximize your chances of getting a fully funded PhD?

I'd really appreciate honest opinions, especially from people who have successfully secured funded PhD positions or have experience with application consultancies.
Thank you!