If you’re including pay-per-click (PPC) advertising in your digital marketing strategy, you have a few different choices about who should perform the work. We’ve previously talked about managing PPC in-house and working with a PPC consultant, but freelancers can also come into the mix, either by managing all your PPC functions or to help fill in skills gaps. We’ll walk you through how things differ when you work with a PPC agency vs. a freelancer and how to select the right talent for your needs below.
PPC Agencies: Background and Insights
PPC agencies are often a natural first choice if you want structured, consistent PPC results and the ability to scale your efforts. Agencies typically have established teams with deep expertise across different ad platforms, industries, and campaign types. That allows them to move faster, avoid costly missteps, and deliver stronger results without constant oversight.
Platform and industry expertise in PPC agencies is also common. For instance, some may specialize in Google Ads or LinkedIn. Others provide broader coverage with full-funnel strategies that span paid search, paid social, display, and retargeting. Either way, the structure is designed to give your business a plug-and-play growth engine. We’ll explore the pros and cons of PPC agencies a bit more in the sections below.
Common PPC Agency Services
- Strategy Development and Planning: Agencies assess your goals, market position, and budget to create a tailored PPC strategy.
- Ad Copywriting and Creative: Many have dedicated copywriters and designers to develop engaging ad copy and visuals.
- Keyword and Audience Targeting: Agencies typically have access to tools and research databases to fine-tune your targeting.
- Landing Page Consultation: Some agencies design landing pages directly; others provide strategic guidance to improve performance.
- Conversion Tracking and Analytics: From setting up pixels to configuring events in Google Analytics, agencies make sure your results are measurable.
- Ongoing Optimization and Reporting: Most provide monthly reports and adjust bidding strategies, keywords, creatives, and placements to maximize results.
Depending on the agency, you may also get support for A/B testing, remarketing campaigns, geotargeting, or broader funnel analysis.
Typical PPC Agency Process
The agency process usually follows a structured onboarding and optimization path, like the one outlined below.
- Discovery Call: You’ll start with a conversation to discuss your business model, challenges, goals, and current marketing efforts.
- Proposal and Scope: The agency outlines deliverables, timelines, ad spend estimates, and service fees.
- Onboarding: Includes access setup, such as ad accounts and analytics, initial keyword research, and audience targeting.
- Campaign Buildout: Creative assets are finalized, landing pages are reviewed, and ads are configured.
- Launch and Optimization: Ads go live, followed by A/B testing, budget pacing, and performance monitoring.
- Reporting and Adjustments: You’ll typically receive monthly performance reports with clear explanations of results and changes being made.
How Relationships with PPC Agencies Usually Work
When you hire an agency, you’re entering into a formal business relationship that typically includes a signed contract and a defined scope of work.
- Point of Contact: Most agencies assign a dedicated account manager to be your primary liaison. You’ll communicate with them about goals, questions, or changes.
- Structured Communication: Expect recurring check-in meetings, typically monthly or biweekly. Reporting is scheduled, and deliverables are shared through shared dashboards or slides.
- Defined Roles: The agency handles execution. You may be responsible for supplying brand assets, approving creative, or providing access to internal tools.
- Long-Term Mindset: Agencies are best suited for businesses that want to build and grow over time because you’re investing in process, insights, and scale.
PPC Freelancers: Background and Insights
PPC freelancers are independent professionals who typically focus on tactical execution, such as building campaigns or managing budgets. They often work with multiple clients at once and define their own processes, so the experience can vary widely. While some bring deep knowledge in specific platforms, freelancers usually work best when you already have some internal marketing direction or are looking to fill a defined skills gap. We’ll explore the pros and cons of PPC freelancers further in the sections below.
Common Freelance PPC Services
Freelancer services tend to focus on tactical execution, though offerings vary by individual.
- Campaign Setup and Maintenance: Freelancers typically handle ad creation, keyword targeting, bid management, and audience setup.
- Account Audits: Some will evaluate past performance and make recommendations for improvement. If this is the service you’re most interested in, start with our free PPC Audit and Checklist.
- Basic Copy and Creative Input: Many will write ads, but few offer full-service copywriting or graphic design. Expect to provide your own creative or source it elsewhere.
- Analytics and Tracking Support: Some freelancers can assist with conversion tracking or help configure Google Tag Manager, but not all include this in their scope.
- Ongoing Optimization: You may receive regular campaign tweaks, but processes and frequency vary. Not all freelancers provide detailed reporting or proactive insights.
Because services are not standardized, you will need to be specific about what is expected and confirm that the freelancer is equipped to deliver on it.
Typical Freelancer Process
There is no “typical” freelancer process. Each freelance PPC expert works independently and defines their own workflow. That said, experienced freelancers often follow some version of the pattern below.
- Initial Call or Intake Form: You share your goals, current challenges, and what you are hoping to achieve.
- Proposal or Scope Outline: Pricing, deliverables, and timelines are set. Freelancers may work on an hourly basis, project basis, or monthly retainer.
- Onboarding and Access: You provide access to your ad platforms and share any existing assets or performance data.
- Work Begins: Execution starts, though communication, updates, and reporting cadence vary from one freelancer to the next.
Because there is no larger team or framework behind the scenes, project management often falls on you. If performance slips or you need adjustments, you are the one who has to initiate the conversation and request support.
How Relationships with Freelancers Usually Work
Freelancers typically serve as an extension of your marketing team, but you are the one setting the direction and ensuring accountability.
- Direct Communication: You work one-on-one with the freelancer, which can create a fast feedback loop, especially if you are hands-on.
- Variable Availability: Freelancers set their own hours. If your campaigns need urgent attention and they are unavailable, delays can occur.
- Increased Oversight: Because freelancers operate independently, you are responsible for keeping tasks on track and making sure broader marketing priorities are considered.
- Limited Breadth: Most freelancers focus on one or two core areas of PPC. If your campaigns require broader support, such as landing page testing, funnel mapping, or brand messaging, you will likely need to coordinate with additional specialists.
Freelancers can add meaningful value, especially when you have clearly defined needs and internal oversight. But they are rarely a plug-and-play solution, and the more complex your strategy becomes, the more coordination and expertise is required to keep everything aligned.
Hiring a PPC Agency or Freelancer: A Quick Comparison
The difference between PPC agencies and freelancers comes down to structure, scale, and support. Agencies operate as full teams with defined processes and built-in accountability. Freelancers tend to work solo and bring more flexibility, but they require more oversight from your end and often focus on narrower parts of the PPC puzzle.
Team Structure: Agencies provide a team with dedicated roles for strategy, execution, and communication. Freelancers usually wear all hats themselves and may specialize in one area more than others.
Scope of Services: Agencies tend to offer full-service PPC campaign management, including creative, tracking, reporting, and cross-channel strategy. Freelancers may be hands-on with campaigns but rarely provide full creative support or broader marketing alignment unless specifically requested.
Process and Consistency: Agencies follow defined workflows, timelines, and deliverables. With freelancers, the process is different every time, and if you do not spell out the tasks, they may not be included.
Management Load: Agencies typically assign an account manager and provide structured reporting. With freelancers, you are usually the one tracking progress, asking for updates, and ensuring they are aligned with your other marketing efforts.
Flexibility and Cost: Freelancers tend to offer more flexible terms, lower overhead, and shorter engagements. Agencies usually require longer-term retainers and minimum ad spend thresholds, but provide more stable and scalable support.
When to Hire a PPC Agency vs. Freelancer
Hiring a PPC agency may be better for you if:
- You Want a Turnkey PPC Solution: If you want someone to handle everything from strategy to reporting with minimal input from your team, an agency is the better fit.
- You Need Cross-Functional Expertise: Agencies can bring in specialists for design, copywriting, analytics, and technical tracking under one roof.
- You Are Scaling Quickly: Agencies are equipped to manage larger budgets and can scale your campaigns across platforms without hitting resource limits.
- You Value Structured Reporting and Accountability: Agencies typically offer clear deliverables, regular updates, and proactive performance reviews.
When to Hire a PPC Freelancer vs. PPC Agency
Hiring a PPC freelancer may be better for you if:
- You Have an In-House Team and Need to Fill a Gap: For example, you may be strong on Google Ads but need help with YouTube or LinkedIn. A freelancer can handle one channel while your team covers the rest.
- You Have a Limited Budget or Short-Term Needs: If you only need help for a few months or on a one-off project, a freelancer may be more cost-effective.
- You Want Direct Access to the Person Doing the Work: Some businesses prefer working directly with the strategist or media buyer rather than going through an account manager.
- You Can Manage the Strategy Yourself: If you already know what needs to be done and just need someone to execute, a freelancer can be a solid option, as long as you are prepared to give direction and stay involved.
Kick Off Your Paid Advertising Strategy with a Vetted Expert
If you need a comprehensive PPC strategy and expert deployment across a variety of disciplines, an agency is the best way to go. We can help you cut through the noise and match you with an experienced agency that understands your business and objectives. To kickstart the process, request a complimentary consultation.
PPC Agency vs. Freelancer FAQs
What is the difference between a PPC agency and a freelancer?
A PPC agency provides a full team with specialists across strategy, creative, and analytics. A freelancer works independently and usually focuses on execution. Agencies offer structure and scalability, while freelancers offer flexibility and lower costs.
Is a PPC freelancer enough for my business?
A PPC freelancer can be enough if your campaigns are small, your goals are clear, and you can manage strategy in-house. An agency is usually a better fit for businesses that need broader support or plan to scale.
Who manages PPC campaigns better: agencies or freelancers?
Agencies usually manage PPC campaigns better when it comes to strategy, optimization, and cross-platform coordination. Freelancers can perform well on focused tasks but often need direction and oversight to stay aligned with broader marketing goals.
How do the costs of hiring a PPC agency compare to the costs of hiring a PPC freelancer?
Budget considerations for PPC management often favor freelancers for short-term or smaller projects. However, PPC management costs for agencies usually reflect broader support, with access to full teams and structured strategy. Agencies cost more but may deliver better long-term value through efficiency and scalability.
Who provides better PPC services for small businesses: agencies or freelancers?
Comparing PPC freelancers and agencies depends on your needs. Freelancers suit businesses with defined goals and internal support. Agencies are often a better fit for small businesses seeking end-to-end service, strategic guidance, and consistent results without managing multiple vendors.
Do you get better project scalability in PPC campaigns from agencies or freelancers?
PPC scalability options are generally stronger with agencies. Their team-based structure supports fast growth across platforms. Freelancers can handle limited scaling, but capacity issues may arise as campaign complexity or ad spend increases.
How transparent are PPC agencies compared to freelancers?
Transparency in PPC reporting often depends on the provider. Agencies typically offer scheduled reports with performance breakdowns and insights. Freelancers may report less frequently or use informal methods, so it’s important to clarify expectations upfront.
What are the main benefits of hiring a PPC agency?
PPC agency benefits include access to full-service teams, structured processes, and strategic oversight. Agencies are especially valuable for businesses that need scalable support, consistent reporting, and coordination across channels.
Who has more PPC expertise: agencies or freelancers?
A clear PPC expertise comparison shows that freelancers often specialize in one area, while agencies bring broader experience across platforms, industries, and strategy. For complex or growing campaigns, agencies typically offer more well-rounded expertise.
