Freelancer, agency or do it yourself: who should run your Google Ads?

I’ve worked inside agencies and I now work alone, so I’ve seen both sides. The honest answer is that it depends on your size, your budget and how involved you want to be.

When an agency makes sense

• You spend heavily across many channels (search, social, TV, programmatic)
• You need a team for creative, media and reporting at scale
• You want one supplier for everything

The catch: at many agencies, a senior person wins the business and a junior runs the account. Ask who will actually log in each week.

When a freelance specialist makes sense

• Google Ads is your main paid channel
• You want a senior person on your account, not a team rotation
• You value direct access and plain answers

The catch: a freelancer is only as good as the individual, and has limited capacity. Check their background, ask for references, and make sure you own the account.

When you should do it yourself

• Your budget is small and you have time to learn
• You want to understand your own marketing deeply
• You’re willing to get help learning, instead of guessing

The catch: learning alone is slow and expensive. Most of the money wasted in DIY accounts comes from a handful of common mistakes that a few hours of coaching would prevent.

A middle pathPlenty of my clients start with a build or management, learn as we go, and later take the account in-house with me on call. That’s the point of teaching as I work.

Questions to ask anyone you’re thinking of hiring

1. Who exactly will work on my account?
2. Will the account be in my name?
3. What will you check in the first month?
4. What does a monthly report look like? Can I see one?
5. What’s the notice period?

Quick answers

Is a freelancer or an agency better for Google Ads?

For most small and mid-sized accounts, a senior freelance specialist gives more hands-on attention per rand. Agencies suit large, multi-channel budgets that need a whole team.

Can I learn to run Google Ads myself?

Yes. With structured coaching most business owners can run a solid account. The key is getting tracking and structure right from the start.