Hiring a Google Ads agency is one way to get experienced help with paid search. Hiring a freelancer is another. The better choice depends on the complexity of your account, the work your internal team can handle, and how closely you want to work with the person making campaign decisions.
I’m Nick Andrews, a paid ads freelancer. When I review an account, I want to understand what the business sells, which customers matter, and what the conversion numbers actually represent. Those questions should be part of your evaluation whether you choose me or a Google advertising agency.
What to expect from a Google Ads agency
A useful proposal should explain the campaigns included, the measurement work required, and how budget decisions will be made. “PPC management” can cover a narrow Search account or a much wider mix of advertising and production. Get specific before comparing fees.
For Search, I would want a clear approach to search intent, ad copy, landing-page alignment, and wasted spend. If other campaign types are included, ask what additional assets and expertise they require. A provider should be able to explain the work in terms your team can act on.
Google’s guide to working with third parties recommends understanding the total cost, including management fees alongside advertising spend. That is a useful starting point for comparing an agency and a freelancer on equivalent scope.
When freelance management makes sense
A freelancer can be a good fit when you need an experienced person to take responsibility for a defined account and work closely with your team. Perhaps your campaigns are already running, but search terms go unreviewed, conversion goals are unclear, and nobody has a consistent plan for what to improve next.
That situation may call for focused attention rather than more people. I can work through the account, prioritize the issues, and connect campaign changes with feedback from the business. Your team still needs to own the inputs only it can provide, such as lead quality, sales outcomes, and approval of the offer.
A direct relationship also makes it easier to discuss tradeoffs. If delivery is light, the conversation should cover the possible causes and the available evidence before simply raising the budget.
When a PPC agency may fit better
An agency may be appropriate when your account needs several specialists working at once: a complex product feed, multiple markets, substantial landing-page development, or a high volume of creative production. Ask how those specialists will coordinate and whether their time is included in the proposal.
Business size alone is not the deciding factor. A large company can have a focused brief suited to a freelancer, while a smaller business can need a broad set of services. Match the operating requirements to the people available to deliver them.
Compare results at the business level
Before agreeing on a target cost per lead, define the lead. An inquiry, a qualified opportunity, and a paying customer are different outcomes. Ask how the provider will use your sales feedback and handle gaps in tracking.
I would also separate brand and non-brand performance when the data allows it. An account-wide average can hide a useful campaign or make weaker acquisition work look stronger. The reporting should help you decide what to do next, not just show a favorable total.
My PPC audit checklist outlines the account questions behind this review. The Google Ads consultant hiring guide goes deeper on access, approvals, and handover.
What to put in the brief
- The products, services, and markets included.
- The conversion that matters and how quality will be reviewed.
- Who handles campaign edits, tracking, copy, and landing pages.
- The media budget, management fee, and separate production costs.
- Which budget changes need your approval.
- The first deliverable and review date.
Working directly with a Google Ads freelancer
If you are searching for a Google Ads agency because you need someone to own the account, I can help with that. We start with the business problem, agree on the scope, and work through the changes that deserve attention. You stay connected to the person doing the day-to-day work.