A freelancer usually gives you direct access to the person doing the work, with less overhead. An agency usually gives you a team, more capacity and cover when someone is away. The right choice depends on your account's size and how much you need beyond ads.
I sell Google Ads management myself, so I'm not neutral. I've tried to show where an agency really is the better choice.
The trade-offs
| Freelancer | Agency | |
|---|---|---|
| Who does the work | The person you speak to | Often a team, and sometimes a junior |
| Capacity | Limited to one person | Can add people as you grow |
| Holiday or illness | A real risk, so ask about cover | Usually covered |
| Range of skills | Varies by person | Often design, copy and analytics in-house |
| Overhead in the fee | Usually lower | Usually higher |
When a freelancer makes more sense
- You run a single local business or a small set of campaigns.
- You want to speak directly to whoever is changing your account.
- You already have a website and just need ads and tracking done properly.
When an agency makes more sense
- You advertise across many locations, or spend at a level that needs several specialists.
- You need creative, video, landing pages and ads produced under one roof.
- You can't accept any gap in cover, whatever happens to one person.
Be careful with marketplace pricing
Freelance marketplaces list ad management gigs at low starting prices. Some sellers may well be capable, but a low fixed price is unlikely to pay for ongoing search term reviews, conversion tracking and regular changes. Before comparing prices, compare what is actually included each month.
Questions to ask either one
- Who owns the Google Ads account?It should be you. Walk away if the account stays with them when you leave.
- Who will work on my account each week?Get a name, and ask how much of the work is theirs.
- What counts as a conversion?Ask for connected calls and real enquiries, not page views or taps.
- Can I see the search terms and the changes made?Both are in your account, and you should be able to see them at any time.
- Can you show me a similar account?Ask what they changed and what they can honestly show for it.
- What happens if I want to stop?Check the notice period and how you get your data back.
Red flags, from either side
- Guaranteed first position or a guaranteed number of leads.
- Reports showing only clicks and impressions.
- A refusal to give you access to your own account.
- A plan or quote made before anyone looks at your account and tracking.
Where my work fits
On Google Ads, you keep ownership of the account. My experience covers a dental clinic, a UK carpet cleaning company and Shopify brands. If you need creative, video and ads produced under one roof, an agency may suit you better, and I'll tell you that.
Common questions
Is a Google Ads freelancer cheaper than an agency?
Often, because there's less overhead, but it isn't guaranteed. Compare what is included each month, not just the fee.
Should I hire a Google Ads freelancer from Upwork or Fiverr?
You can find capable people there, but judge them the same way as anyone else: account ownership, tracking, reporting and proof of similar work. A very low fixed price is unlikely to cover ongoing management.
Who should own my Google Ads account?
You should. Whoever you hire should work inside your account with access you can remove, so your history stays with you.
How do I know my Google Ads manager is doing a good job?
Check whether conversions reflect real enquiries, whether search terms are being cleaned regularly, and whether you can see the changes they've made.
Want a second opinion on your account first?
Whether you end up hiring me, a freelancer or an agency, a free audit tells you what needs fixing, so you can compare quotes properly.
Get a free Google Ads audit →