> guides/freelancer-vs-agency.txt
Freelance PPC Consultant
or Agency?
I'm a freelancer, so you'd expect me to say freelancer. Agencies are the right call for some businesses, and I'll tell you which. This is the honest comparison: who actually does the work, what it costs, contracts, who owns your account, and what to ask before you sign with anyone.
> quick_answer.txt
The Short Answer
Hire a freelance PPC consultant if you want an experienced person doing the work themselves, a direct line to them, and a flat fee, for a business running ads on one or two platforms. Hire an agency if you need a team: lots of platforms at once, regular creative production, several countries, or cover that doesn't depend on one person's holidays. Whichever you pick, make sure the ad accounts are in your name and you can leave without a fight.
> side_by_side.csv
Side by Side
Generalisations, because every freelancer and every agency is different. Use it to know what to ask about.
| Freelance consultant | Agency | |
|---|---|---|
| Who does the work | The person you hired. | Depends. Could be a senior specialist, could be someone junior, usually managed by an account manager. |
| Who you talk to | The person doing the work. | Often an account manager, who passes it on. |
| How they charge | Usually a flat monthly fee or a day rate. | A monthly retainer, a percentage of ad spend, or both, sometimes with a setup fee. |
| Contracts | Often month to month. | Minimum terms are common. |
| Range of skills | Deep in their specialism, gaps elsewhere. | Designers, copywriters, video and developers under one roof. |
| Cover | One person. Holidays and illness need planning. | Someone else can step in. |
| Capacity | Limited. A good one will turn work down. | Can staff up a big account quickly. |
| Overheads in the price | Very few. | Offices, management layers, a sales team. |
> agency_wins.txt
When an Agency Is the Better Choice
I mean this. If you're spending serious money across Google, Meta, TikTok and YouTube at once, need fresh video and design every month, run campaigns in several countries or languages, or need someone available whatever happens, a decent agency will do that better than any one person can.
The same goes for a bigger business with its own marketing team that wants a spread of specialists to plug into. There are good agencies out there. The ones worth hiring will tell you who'll actually work on your account, and let you meet them before you sign.
> freelancer_wins.txt
When a Freelancer Makes More Sense
Most small and medium businesses I talk to don't need a team. They need one or two platforms run properly, reporting that makes sense, and someone who picks up the phone. That's where a freelance consultant tends to win.
You get the experience you were sold on every week, not just at the pitch. Decisions happen when you ask, without waiting for an internal meeting. And with fewer overheads, more of what you pay goes on the work itself.
The downsides are real too. One person can only look after so many clients. Holidays need planning. And anyone can call themselves a freelancer, so the checks further down matter even more.
> worth_it.txt
Is a PPC Consultant Worth It?
It comes down to a sum. If a consultant costs you £250 to £500 a month and cuts enough wasted spend, or brings in enough extra work, to cover that with room to spare, yes. If your ad spend is tiny and your account is simple, you might be better off learning it yourself and paying for an audit now and then.
A good test for anyone you're considering: ask what they'd change in your account in the first month, and why. Someone who knows what they're doing can answer that in plain English after a short look. My free 15-minute review is exactly that, the top three fixes in writing, for up to five businesses a month.
> costs.txt
How the Costs Compare
Pricing models vary more than headline prices. The common ones are a flat monthly fee, a percentage of your ad spend, a setup fee, or a mix. A percentage isn't automatically bad, but it does mean the person advising you on budget earns more when you spend more. Ask how the fee changes if you double your budget.
Whatever the model, you should be able to see exactly what Google charged, separate from the management fee. Google's policy for third parties who manage ads says cost reports must show the amount Google charged, without the manager's fees mixed in.
For what it's worth, I charge a flat fee from £250 a month, no percentage of spend, month to month. The plans and what's in them are on my PPC consultant page.
> contracts.txt
Contracts and Notice Periods
Minimum terms are common with agencies, sometimes with a notice period on top. Freelancers vary, and plenty work month to month. Neither is wrong in itself. Before you sign anything, know how long you're committed for, what notice you have to give, and what happens to the work if you leave.
Mine is month to month. If I'm not getting you results, you can leave. I earn your business through performance, not paperwork.
> ownership.txt
Who Owns the Ad Account Matters More Than Price
Your Google Ads account should be set up in your business's name, with your billing details, and you as an admin. Whoever manages it then gets access through their own manager account. Google's own help pages are clear that the client account keeps its data and can unlink a manager whenever it wants.
The warning sign is an account that lives inside the agency's setup, billed through them, with you on read-only access or none. Leave, and you can lose years of history, conversion data and the campaigns you paid to build. The same goes for Google Analytics, Tag Manager, your Business Profile and your Meta assets.
With me it's simple. Your accounts, full access from day one. If we part ways, you keep everything.
> questions.txt
Questions to Ask Either One
Ask the same questions of a freelancer and an agency, and compare the answers.
- Who exactly will work on my account week to week, and can I talk to them directly?
- Will the ad account be in my business's name, with me as an admin?
- How do you charge, and what happens to your fee if my budget goes up?
- Is there a minimum term, and what's the notice period?
- What would you change in the first month, and why?
- What will the monthly report show? Will it include real enquiries or sales, or just clicks?
- How many clients does the person on my account look after?
- Can I speak to a current client with a business like mine?
- What happens when you're on holiday or off sick?
> cat faq.txt
Questions People Ask
Is a freelancer cheaper than an agency?
Often, because there's less overhead, but not always. Some experienced freelancers charge more than a small agency. Compare what you get for the fee, especially who does the work and how much of their time you actually get.
Will a freelancer have the same tools as an agency?
The ones that matter, yes. Google Ads, Meta and Microsoft Advertising's own tools are free to anyone, and most specialist software is open to anyone who pays for it. Where agencies have the edge is people, like in-house designers, developers and video.
What happens if my freelancer goes on holiday?
Ask before you hire. Campaigns don't stop when someone's away, and a well-run account should be fine for a week or two. What matters is that someone is keeping an eye on spend and you know how anything urgent gets handled.
Can I switch from an agency to a freelancer without losing my campaigns?
If the account is in your name, yes. The new person gets access, the old one is removed, and the history stays where it is. If the agency owns the account, ask them to transfer it, and read your contract first.
Does it matter where my PPC consultant is based?
Google Ads works the same wherever your consultant sits. Local knowledge helps with the things that matter here, like seasonal trade and which towns people actually travel between. I'm in Abergele and work across North Wales, and with businesses UK-wide.
> ls ../guides
Related Pages
If you're weighing up who to hire, these should help.
> new_message.txt
Not Sure Which You Need?
Tell me what you're running and roughly what you spend. If you'd be better off with an agency, I'll say so. I'd rather send you to the right place than take on work I can't do justice.
"Matt was really responsive throughout the whole process - no questions went unanswered and Matt was really engaged in the whole process."
Lizzie Hill · Abergele Golf Club