In this blog, we will compare the benefits of both. We will help you decide which option will provide the best return on investment for your business.
Understanding the Roles
What does a Freelancer do?
A freelancer is an independent professional. They manage your campaigns on a contract or project basis. They specialize in specific tasks such as keyword research, ad copywriting, and performance tracking. Google Ads freelancers usually work with fewer clients, which allows them to give more attention to each campaign and focus on performance. They can be a great fit for businesses who are looking for affordable and focused management for smaller or niche campaigns.
What does an Agency do?
An agency is a full-service company that has a team of specialists. This team can handle all things of your campaigns from strategic planning and audience targeting to data analysis and reporting. Agencies also have access to advanced tools and resources that can help them to manage large and complex campaigns at point. They are perfect for businesses who are looking for a more comprehensive approach to advertising and needing more than just ad management.
Freelancer for Google Ads: Benefits and Drawbacks
Benefits:
- Cost-Effective: Freelancers generally charge lower rates than agencies. That is why they are a great choice for businesses who have limited budgets. This is really helpful for smaller campaigns or startups that are looking to keep lower costs and still want to achieve solid results.
- Personalized Attention: You can get dedicated and focused management with freelancers as they work with fewer clients. You can expect more direct communication and quicker adjustments to your campaigns with more tailored strategies.
- Flexibility: Freelancers are highly adaptable. They can act quickly if you want to shift your budget or adjust the campaign for new trends. This flexibility can be important if your business needs fast changes to stay competitive.
Drawbacks:
- Limited Resources: Freelancers typically don’t have access to the advanced tools and analytics platforms that agencies use. This can limit their ability to provide the deep analysis and optimization that could get superior results in time.
- Risk of Overload: Managing multiple clients can lead to burnout or a lack of focus on your campaigns. If a Google Ads freelancer takes on too many projects, then it might impact the quality of your ads and delay adjustments.
- Narrow Skill Set: Freelancers are experts in specific areas like keyword research or ad copywriting. However, they might not have the full expertise that is needed for broader strategies. If you require a full-service approach, then a freelancer might not be the best fit.
Agency for Google Ads: Benefits and Drawbacks
Benefits:
- Comprehensive Expertise: Agencies have a team of specialists in various areas such as keyword research, ad copywriting, and data analysis. This provides a more overall approach that helps in optimized campaigns.
- Advanced Tools and Resources: Agencies have access to premium tools, analytics platforms, and data-driven insights. This helps in targeting the right audience and maximizing your Ads ROI through better optimization and performance tracking.
- Scalability: Agencies are able to scale campaigns for businesses of all sizes. They can handle increased budget and ad spend as your business grows. This can help your campaigns grow with you without compromising on results.
Drawbacks:
- Higher Costs: Agencies typically charge higher fees due to their team structure and overhead costs. The price may not be suitable for businesses with smaller budgets or those who are just starting out.
- Less Personalized Attention: You might not get the same level of personalized care as a freelancer can provide you because agencies manage multiple clients. Communication can be slower. There might be multiple layers between you and the person who is handling your campaign.
- Slower Response Time: Agencies usually have internal processes and approval systems. This can make responding to urgent changes slower as compared to freelancers. Agencies may not always be responsive if you need quick changes or adjustments.
Key Differences Between Freelancers and Agencies
Google Ads Cost:
Freelancers generally have lower rates due to their smaller tasks. They may charge between $50 to $100 per hour. This makes them a more affordable option for small businesses with limited budgets. On the other hand, agencies typically charge $100 to $250 per hour. They have larger teams and access to advanced tools. If cost efficiency is a major factor, then a freelancer might be the better choice.
Expertise and Resources:
Freelancers are likely to specialize in specific areas of ads like keyword research, ad copywriting, or performance tracking. They may not have access to the advanced tools and analytics that agencies can offer. On the other hand, agencies have access to a wider range of tools and usually employ specialists for different aspects of the campaign. This provides a more comprehensive service. Their teams are well-equipped to manage large and complex campaigns.
Flexibility and Scalability:
Freelancers are known for their flexibility. They can adapt quickly to changes. This offers personalized service that can be great for smaller campaigns or businesses with increasing needs. However, scaling up with a freelancer can be challenging as your business grows. Agencies who are experts in Google advertising can easily scale your campaigns with their larger teams as you need. They can handle high-volume campaigns and adjust quickly to meet the demands of a growing business.
Speed of Execution:
Freelancers can be quick to implement changes because they typically work with fewer clients. Their availability may be limited if they are handling multiple projects. On the other hand, agencies have expert teams that can address different areas of a campaign at the same time. This can make them better for managing complex projects and achieving faster results.
Freelancer vs. Agency: Side-by-Side Comparison
| Factor | Freelancer | Agency |
|---|---|---|
| Cost | Have lower rates, typically $50–$100 per hour | Have higher rates, typically $100–$250 per hour |
| Expertise | They specialize in specific areas of Google Ads | They offer a team of specialists with broad expertise |
| Flexibility | They are highly adaptable and quick to adjust | Agencies are less flexible, but can handle large-scale campaigns |
| Resources | They have limited access to tools and analytics | They have access to premium tools and data insights |
| Personalized Attention | Freelancers can do more direct communication and hands-on management | You will get less personalized attention due to multiple clients |
| Scalability | They have limited scalability, best for smaller campaigns | They can scale campaigns easily to match business growth |
| Speed of Execution | They are very quick to implement changes, but may be limited | They have faster response time for complex tasks due to a dedicated team |
Which Option Offers Better ROI?
Freelancers: If your budget is limited and your campaigns are small-scale, then freelancers can be a great option. They offer personalized management at a lower cost. This can lead to good paid search advertising ROI on smaller campaigns. However, freelancers can lack the tools and expertise to scale your campaigns effectively. This can affect your long-term returns as your business grows.
Agencies: Agencies can provide a higher ROI in the long run for businesses who are looking to scale quickly and manage complex campaigns, or get access to advanced tools. Agencies bring more resources with specialized teams and premium tools that can optimize your campaigns for better targeting with improved performance and higher returns. Their overall approach usually results in better long-term growth and more efficient ad spend.
Final Verdict
The choice between a freelancer vs. an agency for Paid advertising depends on your budget and business needs. If you are a small business or have a limited budget, then a freelancer can offer personalized attention and cost-effective management for smaller campaigns. However, if your business aims to scale and manage the complex campaign, then an agency provides the expertise and resources for higher ROI. Choose based on your specific goals, whether that is flexibility or long-term growth.
Do you need help with your Google Ads ROI? Contact iClick Advertising today for expert assistance.
