Should you hire a Google Ads freelancer?
Should you hire a Google Ads freelancer?
Google Ads can be an incredibly effective way to generate leads, sales and enquiries, but only when it is managed properly. While the platform is accessible to anyone, getting consistent results usually requires ongoing optimisation, a clear strategy and the ability to keep up with frequent updates.
Many businesses start running pay per click campaigns with the best intentions. Perhaps you have experimented yourself, or someone on the team has taken it on, or maybe you have been relying on Google’s recommendations. Over time, though, the same question tends to come up. Should we bring in an expert, and what type of support do we need?
You would certainly not be alone in doing so. In the UK alone, more than 700,000 businesses rely on Google search advertising to reach customers, underscoring the platform’s vital role in visibility and growth for SMEs and large organisations alike.
The challenge is that there is no single right answer. Some businesses benefit from freelance PPC management, others decide to build an in-house team, and some choose to work with a Google Ads agency. The right option depends on how important Google Ads is to your growth, how complex your campaigns are, and how involved you want to be in the day-to-day management.
In this guide, we will explore the pros and cons of each approach so you can make a decision that works for your business, your budget and your long-term plans.
Hiring a Google Ads Freelancer or Doing it Yourself?
Many small businesses start by experimenting with running Google Ads on their own. At a surface level, this can seem like the most cost-effective option. There are no management fees to pay, your money will just be spent on your ad budget and in theory the platform is designed to be user friendly.
However, Google Ads is never a set and forget platform. New features are introduced regularly, bidding strategies change, and best practices shift. What worked 12 months ago may not work today. Managing campaigns effectively requires time to monitor performance, test changes, and stay up to date with platform updates, all while avoiding Google “helpful advice” that is always designed to make Google more money, but not necessarily your business.
For business owners, this is often the sticking point. While it may technically be possible to run your own ads, it rarely represents the best use of your time. Your expertise lies in running your business, serving clients, and growing revenue, not analysing search term reports or adjusting bid strategies, and this can mean that you miss out on optimisations that will help increase your revenue, or worse, burn through budget on irrelevant searches.
A freelance Google Ads specialist can bring valuable expertise, helping you avoid costly mistakes and ensuring your campaigns are actively optimised rather than left to run on autopilot. They will also typically have experience with multiple accounts, giving them insights from different industries or other accounts and allowing them to apply learnings from a range of sources.
That said, doing it yourself can work well if you are keen to learn and have the time to dedicate to it. In this case, structured training or support can be extremely valuable. Our Google Ads Training provides a structured way to build confidence in managing campaigns, while our consulting services offer expert support when needed, giving you reassurance without committing to full management. Not sure if running your own ads is right for you? Read our blog about running Google Ads yourself.
One important caveat: many businesses assume their Google account manager will provide strategic guidance. While Google reps can be helpful for understanding new features, their primary goal is to increase ad spend. Their recommendations should always be considered carefully and balanced against your commercial objectives.
PPC Freelancer or In-House Team?
Hiring an in-house PPC specialist can be an excellent option if your advertising budget and account complexity justify it. An in-house expert will be fully immersed in your business, gaining a deep understanding of your products, services, customers, and internal priorities.
This level of familiarity can be extremely valuable, particularly for businesses running large-scale campaigns, complex ecommerce accounts, or multi-channel strategies.
However, there are some potential drawbacks. An in-house specialist may have less exposure to trends across other industries, meaning they may not benefit from the wider learning that comes from working across multiple accounts. Agencies and freelancers often identify patterns early because they manage campaigns across different sectors.
Typical cost of hiring a PPC specialist
According to UK salary benchmarks, a mid-level PPC specialist typically earns between £35,000 and £70,000 per year, with senior roles often exceeding £60,000.
However, salary is only part of the cost. Employers also need to account for:
- National Insurance contributions
- Pension contributions
- Recruitment costs
- Training and development
- Software and tools
- Holiday and sick pay
As a general rule, the total cost of employing someone is often 1.25 to 1.4 times their salary, meaning a £45,000 PPC specialist could cost £56,000 to £63,000 per year in reality.
Freelance Google Ads Expert vs Google Ads Agency?
Both freelancers and Google Ads agencies can provide excellent results for your PPC campaigns. But the right option may depend on the complexity of your digital marketing campaigns.
A freelance PPC expert might offer a more personalised service, and you will usually work directly with the person who will be managing your Google Ads accounts, allowing for clear communication and a close working relationship.
Agencies offering PPC services typically provide access to a broader skill set. This can be particularly valuable if your campaigns involve multiple elements such as large ecommerce feeds, landing page optimisation or a lot of creative testing.
That said, it is important to remember that not all agencies are large. Boutique agencies, like us, can often offer the best of both worlds, a personal service combined with the support of a small team.
Is it Cheaper to Hire a Freelancer or an Agency?
There is a common assumption that freelancers are always cheaper than agencies. In reality, this is not always the case.
Fees vary significantly depending on years of experience, scope of work, and the level of service provided. Some freelancers charge premium rates reflecting their expertise, while some agencies offer streamlined services at competitive prices.
Rather than focusing solely on cost, it is important to consider what is included. For example:
- If you are an ecommerce business, will Google Merchant Centre optimisation be included?
- What level of reporting is included?
- Is conversion tracking setup part of the service?
- Will landing page recommendations be provided?
- Is strategic input included?
Be cautious of extremely low-cost services. Google Ads requires ongoing attention, and very low fees often indicate minimal time spent managing the account.
Whether you are considering a Google Ads freelancer or agency, look for things like case studies, whether they are a Google Partner, whether they have Google Ads certifications, and reviews on platforms such as Google Reviews and Trustpilot.
How much does a Google Ads freelancer cost in the UK?
Industry research suggests that UK businesses pay between £700 and £3,000 plus for ongoing PPC management.
Agencies commonly charge either a monthly fixed fee, or a percentage of ad spend typically in the region of 10% to 20% of the total monthly budget, though this is often higher for smaller spending accounts.
Freelancers may price slightly differently with many offering hourly consulting or monthly retainers. Hourly rates for freelance PPC specialists based in the UK frequently fall between £60 and £120 per hour, but it very much depends on specialism.
Ultimately, the cost will depend on how much support your business needs and how complex your campaigns are. A straightforward lead generation account with a modest budget will naturally require less ongoing input than a large ecommerce account with hundreds or thousands of products.
Common PPC pricing structures
Understanding how PPC services are priced can make it much easier to compare proposals.
Monthly retainer
Both freelancers and agencies often charge a fixed monthly fee covering ongoing optimisation, reporting and strategic input. The benefit is that this model provides predictable costs and works well where there is a clearly defined scope of work, or the account does not change often.
Percentage of ad spend
This model can work particularly well for businesses with seasonal fluctuations or those looking to scale, as the fee adjusts in line with activity. In contrast, a fixed monthly retainer often needs to account for potential peaks in workload when proposals are being priced, meaning the fee may be set higher in anticipation of busier periods.
Hybrid model
A hybrid pricing model combines a fixed monthly fee with a percentage of ad spend or performance-based element. In practice, this often provides the most balanced approach for both businesses and providers.
The fixed element ensures sufficient time is allocated for strategy, account structure, testing, and ongoing optimisation, while the variable element allows fees to scale as campaigns grow. This means that as your account becomes more complex, launches new campaigns, or increases budget, the level of support naturally grows alongside it.
This approach works particularly well for businesses planning to scale, those operating in competitive markets, or accounts where activity levels may fluctuate throughout the year. It creates a structure that supports long term performance improvement rather than simply maintaining the status quo.
Revenue share or performance based pricing
Some providers offer pricing based on performance, often taking a percentage of ad-generated revenue or charging based on agreed-upon results. This model can be appealing because it aligns incentives, but it is important to understand exactly how performance is measured and attributed. Not all businesses or campaign types are suited to this approach, particularly where longer sales cycles or offline conversions are involved.
Hourly consulting
Freelancers are more likely to offer hourly consulting, which can be useful if you are managing campaigns internally but would like expert input at key points.
Setup or audit fees
Many providers charge an initial fee to cover account audits, campaign builds and conversion tracking setup. This helps ensure the account is structured correctly from the outset.
Why very cheap PPC management can be risky
Google Ads is not a set-and-forget platform. Performance typically improves over time through testing, refinement and regular optimisation.
If fees are unusually low, it is worth clarifying what deliverables are included and how performance will be measured. In some cases, very low pricing simply reflects very limited time being spent in the account.
Rather than focusing purely on cost, it is usually more helpful to consider the level of expertise, communication and strategic input you will receive. The cheapest option is not always the most cost effective in the long term.
Choosing between a freelancer, an agency, or in-house management of Google Ads ultimately comes down to the level of support your business needs and the resources available.
Freelancers can provide flexible, expert support, while in-house specialists offer deep business knowledge, and agencies bring broader experience and collaborative expertise.
As a small, specialist agency, we aim to offer the best of both worlds. You will always speak directly with the person managing your campaigns, ensuring clear communication and accountability. At the same time, our small team provides continuity and shared expertise, so your account never relies on a single individual.
If you are considering support with paid search campaigns whether through training, consulting, or fully managed campaigns, we can help you find an approach that fits your business and your goals. Get in touch with us for more information.
