Choosing the right working model
A freelancer offers focused expertise and direct collaboration. An agency may provide broader capacity and cover for absences. An in-house role works well when there is enough ongoing work and close coordination within the business. The people involved matter more than the label.
A perspective informed by hands-on account work, team leadership and agency management.
Budget alone does not answer this question. Consider the depth of expertise, available capacity and responsibility you want to delegate.
A good fit when you want to work directly with a specific specialist — for a project, ongoing management or senior advice. Clarify availability, cover for absences and the limits of the scope. One person will not automatically cover every marketing discipline.
A good fit when several disciplines, parallel execution and staff cover matter. Ask who will actually work in the account, how much senior time is included and how your company and the agency will make decisions together.
A good fit when there is enough sustained work and a close connection to product, sales and management is needed. Allow for recruitment, development and cover. You can still bring in specialist knowledge or an independent perspective from outside.
Combining models can work
An in-house team can do the hands-on work and bring in a specialist for specific needs. An agency can manage campaigns while an external lead aligns priorities and budget decisions with management.
Depending on the engagement, I work hands-on, advise or take on a lead role. We define who decides, who executes and who evaluates results.
Explore independent advisoryMeet the person responsible and discuss their experience with your business model, the tasks and their available time.
Discuss customer quality, margin and measurement. Platform ROAS alone does not capture the economic contribution in every business model.
Separate media spend, management, setup, tracking, feed work and external services. Compare like-for-like scope rather than monthly fees alone.
Clarify account access, documented changes, reporting and the rhythm for joint decisions.
Agree on responsibilities, access and documentation. This matters whichever working model you choose.
Your situation determines the answer
If direct senior expertise is a good fit, we can discuss the specific scope. If another setup makes more sense, I will say so.
How I work as a Google Ads freelancer