May 28, 2025 Agency or freelancer for PPC campaign management
Article Contents
- Hiring a PPC agency makes the most sense in these situations:
- Advantages of a PPC agency
- Disadvantages of a PPC agency
- When to choose a PPC freelancer
- Advantages of working with a freelancer
- Disadvantages of a freelancer
- The third option, a specialist team as an alternative
- Frequently asked questions about PPC advertising management (FAQ):
- Conclusion
Hiring a PPC agency makes the most sense in these situations:
High budget and campaign scale: If you have a larger budget for PPC advertising or run broad campaigns across platforms (Google Ads, Sklik, Facebook Ads, etc.), an agency can manage a high volume of work efficiently. For larger e-shops or companies running dozens of campaigns, a specialist team may be essential.
Need for a broad skill set: Search campaigns, banner advertising, remarketing, analytics, PPC advertising spans many disciplines. An agency usually brings together experts with different specializations, such as an ad copy specialist, a banner designer, and an analyst who evaluates performance data. If your marketing needs go beyond what one person can realistically cover, an agency team can fill the gaps.
Emphasis on stability and backup: In an agency, campaign management will not stop because one person is sick or on holiday. Larger agencies have processes in place to keep PPC campaign management running continuously, and one specialist can step in for another. For companies that need their ads under constant supervision, this is a major advantage.
Comprehensive services and strategy: If you are looking for a partner for a complete online marketing strategy, an agency can offer more than PPC alone. Agencies often also provide SEO, social media, content marketing, and other services. For companies that want a joined-up strategy across channels, an agency can be a strong fit.
Proven quality and infrastructure: Reputable PPC agencies have certifications (for example, Google Premier Partner), references, and proven ways of working. If you prefer to rely on an organization with a track record and solid backing, an agency offers a certain level of security and accountability, with a contract, clearly defined services, and often a dedicated account manager for communication.
Advantages of a PPC agency
A team of experts: You get a full team of specialists taking care of your PPC ads. The combined experience of several people makes it possible to assess campaigns from different angles and draw on shared know-how. For example, one team member may focus on keyword strategy, another on landing page optimization, and another on results analytics.
Professionalism and processes: Agencies typically have established processes and proven practices. Regular reporting, campaign quality checks, and strategic meetings are standard. This keeps management consistent and systematic. The client can be more confident that nothing will be overlooked and that campaigns will run according to plan.
Access to advanced tools: Large agencies invest in premium tools for managing and optimizing PPC advertising, such as automation software and advanced analytics tools, and have contacts with platform representatives (Google, Seznam). This can give them access to beta versions of new features or more detailed support when resolving issues.
Backup and capacity: As mentioned above, if one specialist is unavailable (illness, departure), an agency can arrange a replacement. Thanks to greater capacity, it can also handle increases in workload, such as expanding campaigns during the season, without putting performance at risk.
Broader scope and cross-disciplinary overlap: A PPC agency can easily connect your PPC campaigns with other marketing activities. For example, it can align advertising messages with social media content or adjust the website to increase conversions (known as CRO). This can create more consistent marketing across channels and strengthen the overall impact.
Disadvantages of a PPC agency
Higher management cost: Agency services usually cost more. Agencies typically charge a monthly retainer or a commission based on the invested budget. The price covers not only the specialists’ work, but also the agency’s overhead, offices, management, and administration. For small companies with limited budgets, the agency fee (for example, at least several thousand CZK per month) can be a significant extra cost.
Less individual attention: In an agency, one account manager or specialist often manages several clients at the same time. This can mean you are not always the absolute priority. With smaller clients, it may happen that a less experienced specialist works on your campaigns (under senior supervision), especially if your budget is not significant for the agency. Individual care may therefore be lower than with a freelancer who focuses more directly on you.
Communication through an intermediary: The usual model is that you have an assigned project manager you communicate with, and they pass tasks on to the team. This can slow communication and create a “telephone effect”, where your requirements may change or get lost along the way. Direct communication with individual specialists is not always possible.
Longer response time: Because of internal processes and a larger number of projects, an agency may take longer to respond to unexpected situations or ad hoc requests. For example, approval of a new budget or a quick campaign adjustment may pass through several levels (specialist -> team leader -> account manager -> client), which takes time. A freelancer, by contrast, often responds faster and more directly.
Contractual commitments: Agencies usually want a contract for a set period (often 6-12 months). If the cooperation does not work as expected, a notice period or contractual penalties can make a quick exit harder. With a freelancer, cooperation terms are usually more flexible and easier to change or end.
When to choose a PPC freelancer
A freelancer (an independent PPC specialist) can be the ideal choice in situations where:
Smaller or mid-sized budget: If you have not set aside hundreds of thousands of CZK per month for PPC advertising, but perhaps only tens of thousands (or even less), an experienced PPC freelancer often offers a better price-performance ratio. Their compensation is usually lower than an agency fee, so more of your budget goes directly into clicks rather than management.
Need for a personal approach: If you want direct contact with the person managing your campaigns, a freelancer offers one-to-one cooperation. You communicate directly with the person making changes and monitoring results. For many business owners, it is important to have a partner who knows their business in detail and with whom they can discuss ideas flexibly.
Simpler or narrowly specialized campaigns: If you have only a few campaigns in one system (perhaps only Google Ads) or operate in a clearly defined segment, one experienced specialist can handle it with ease. You do not need to pay for a whole team if most of the work can be done by one person. For example, a local cafe or a new e-shop can grow effectively with the help of a freelancer.
Flexibility and speed: A self-employed freelancer can adapt to your needs more flexibly. It is easier to agree on individual requirements, unusual communication times, or a gradual increase in cooperation. If you need something adjusted in a campaign quickly, they can often handle it right away because they do not need internal approvals.
Project-based or temporary cooperation: Sometimes a company does not need a long-term agency, only temporary help, such as a PPC account audit, one-off campaign setup, or employee training. Freelancers are often open to short-term or one-off cooperation, while agencies tend to prefer long-term contracts.
Advantages of working with a freelancer
Lower management costs: Freelancers do not carry large overheads, they do not pay for a big team, offices, or management. This allows them to offer lower hourly or monthly rates. For a company, this means paying less for PPC campaign management and investing more directly into the advertising itself. The price-performance ratio can therefore be very attractive, especially with smaller budgets.
Personal and flexible communication: You communicate directly with the person optimizing the campaigns. Intermediated communication disappears, any questions or ideas are handled directly with the person who will implement them. This often speeds up responses and improves clarity (fewer misunderstandings). A freelancer can become almost “a member of your team”, getting to know your product, company culture, and goals in detail.
High expertise (with senior freelancers): The best freelance PPC specialists have years of experience from agencies or corporations and knowledge comparable to senior agency consultants. They often manage campaigns for several clients from different industries, giving them a broad perspective. If you find a truly experienced freelancer, you get top-level expertise without high agency fees.
Flexible cooperation terms: With a freelancer, it is easier to agree on terms that suit you, whether that means the scope of work, the duration of cooperation, or the payment model. You can start with a smaller package of services and expand it gradually. Ending or pausing cooperation is also usually simpler and penalty-free if your needs temporarily decrease.
Drive and motivation: Freelancers build their own name, and the success of every project is crucial to them, good references bring in more work. They are therefore strongly motivated to achieve the best possible results. They may give your project a great deal of care and are often willing to “go the extra mile” to prove their abilities.
Disadvantages of a freelancer
Limited capacity: A freelancer is only one person. If they manage several clients and larger tasks suddenly arrive (for example, before the season), their capacity may be limited. It is not as easy to quickly increase the volume of work as it is with an agency that can involve more people. With truly large campaigns or rapid expansion, one person may start falling behind.
Dependence on one person: With a freelancer, everything depends on their availability. If they get sick, go on an extended holiday, or stop working, you suddenly find yourself without a PPC advertising manager. Until you find a replacement, campaigns may stagnate. This risk can be partly addressed by agreement (for example, they have a colleague who can cover for them), but it is still higher than with an agency with multiple employees.
Less infrastructure and fewer eyes: A freelancer does not have a team of colleagues behind them to consult on ideas or check their work. Something can therefore be missed more easily, or it can take longer to reach the optimal solution because they work alone. Working with an external designer or copywriter (if needed) means finding additional people for the project. In an agency, these roles are covered internally.
Limited range of skills: However experienced a freelancer may be, they are still one person. They may not be a great strategist, analyst, copywriter, and designer all at once. If a campaign requires a very varied set of abilities, they may handle some parts better than others. An agency, by contrast, assembles a team where each specialization is handled by someone who excels at it.
Risk of overload or departure: Successful freelancers may take on too many clients at once and then lack the time to give everyone the attention they deserve. Alternatively, if a freelancer is very good, they may eventually be tempted by an offer of permanent employment (perhaps at an agency or with a large client). In both cases, you may need to look for a new partner for your campaigns.
The third option, a specialist team as an alternative
In addition to the classic agency vs. freelancer choice, there is also a third option that combines the best of both worlds. This is a hybrid cooperation model, where a smaller team of senior PPC specialists manages your campaigns without the unnecessary overhead of a traditional agency. In practice, you get a group of experienced experts (often former agency consultants or freelance specialists) who work together on your campaigns. This option can go by different names, for example the PPC ONE model, and it represents an interesting alternative for companies that want high expertise and flexibility at the same time.
Advantages of the hybrid model:
Senior experts without agency overhead: In this kind of team, seasoned specialists with many years of experience do the work. Unlike with a large agency, you are not paying for offices, management, or junior roles, you are genuinely paying only for the work of these seniors. As a result, the price-to-quality ratio can be very favorable.
Team collaboration and backup: Even though it is not a large agency, you still have access to more than one person. Specialists can consult one another on ideas and check each other’s work, reducing the risk of errors. At the same time, one team member can cover for another when needed. For you, this means a combination of team stability and a personal approach.
Flexible tailor-made solution: These teams tend to be smaller and highly focused on client results. They can easily adapt to the needs of a specific company, whether that involves the scope of management, special reports, or communication style. They are not constrained by corporate processes like large agencies. You can therefore get a “tailor-made” PPC advertising management solution.
Transparency and partnership: In a hybrid model, you often communicate directly with the specialists working on the campaigns, much like with a freelancer. A partnership develops in which both sides pull in the same direction. At the same time, you have the reassurance of multiple people, so you are not dependent on just one expert. This approach builds trust and long-term partnership.
Of course, this route also requires careful selection, you need to find a team that works well together and has proven experience. If you do, the hybrid model can deliver strong PPC campaign performance similar to a top agency, but with a more personal approach and often lower costs.
(Note: PPC ONE is an example of this kind of model, a team of senior PPC experts who work together without unnecessary bureaucracy and provide companies with tailored services. In this article, we mention it as one possible alternative to the classic agency or freelancer.)
Freelancer, agency, or external team?
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3.0Real-world scenarios from practice
Theory is one thing, but what does it look like in practice? Here are two real-world examples of companies that faced the agency vs. freelancer dilemma, and the results their choice delivered:
Practical example 1: A small e-shop and a freelancer, the owner of a small e-shop selling handmade accessories had a monthly PPC advertising budget of around CZK 20,000. He considered an agency, but for such a small account the agency offer was not attractive from a cost perspective (the agency’s minimum fee would have swallowed a substantial part of the budget). He therefore decided to find an experienced PPC freelancer. The freelancer took over existing campaigns that the owner had previously managed himself and, within 3 months, reduced CPA by 30% (the cost of acquiring a customer fell from CZK 200 to ~CZK 140) and increased ROAS by 50% (return on ad spend improved from 3.0 to 4.5). The freelancer achieved this through thorough keyword optimization, adjustments to ad copy, and the introduction of a smart bidding script. The e-shop owner appreciated the direct communication, he discussed new ideas with the freelancer weekly, and the freelancer implemented them promptly. Thanks to the success of the campaigns, the e-shop grew, and the owner has so far had no reason to look for another form of management because the cooperation works very well.
Practical example 2: A growing company and a hybrid team, a mid-sized technology company operating in the B2B segment decided to significantly increase investment in online marketing, especially PPC, to reach new markets in Central Europe. At first, they worked with a smaller PPC agency, but they felt that as a mid-sized client they were not a priority for the agency, reports arrived late and the proposed solutions were rather generic. The company therefore decided to make a change and chose a team of senior PPC specialists (a hybrid model in the style of PPC ONE). This group of three experts took over campaign management across Google Ads and LinkedIn Ads and worked closely with the company’s marketing department. Within six months, the number of B2B leads acquired increased by 40%, while CPA fell by 20% (thanks to better targeting and campaign optimization in individual countries). Lead quality also improved, which the company attributed to the specialists’ deeper understanding of their industry, they regularly discussed the characteristics of ideal customers with them and adapted the campaigns accordingly. Management costs remained at a similar level to the previous agency. For the company, the hybrid model therefore meant a step change in PPC advertising performance without increasing fixed costs, and with the feeling that they finally had “partners” who handled campaigns as if they were part of the internal team.
(These examples illustrate typical scenarios and results. Every cooperation is, of course, individual and results may vary, but practice makes one thing clear: it is important to choose a PPC management model that matches the needs and situation of the specific company.)
Frequently asked questions about PPC advertising management (FAQ):
- Should I manage PPC advertising myself, or is it better to hire an expert?
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It depends on your knowledge and capacity. If you already have experience with PPC advertising and enough time to monitor campaigns daily, you can try managing it yourself. Most business owners, however, do not have the time or know-how to optimize campaigns themselves over the long term. PPC platforms (Google Ads, Sklik, etc.) are constantly evolving and competition is high, so without expertise you may be leaving potential on the table. Hiring a specialist (a freelancer or agency) pays off if you want to get maximum performance from PPC, an expert can set the strategy, test and fine-tune continuously, and thereby improve results (more conversions, better ROAS, lower CPA). For most growing companies, external help with PPC is therefore an investment that pays back through higher profit from advertising.
- How much does PPC campaign management cost with an agency vs. a freelancer?
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Prices vary depending on campaign scope, market, and the specialist's experience, but in general, a freelancer tends to be cheaper. A freelancer may charge, for example, an hourly rate (roughly CZK 500-1,500/hour depending on seniority) or a monthly retainer from around CZK 10,000 and up for smaller accounts. Agencies usually set a minimum monthly fee (for example, CZK 10,000-50,000) or a percentage of the invested budget (commonly 10-20%). With agencies, you also pay for infrastructure and a team of people, so with small budgets they are relatively more expensive. On the other hand, for larger budgets above CZK 100,000/month, the percentage model may work out acceptably. It is always a good idea to request a tailored quote and compare what is included (for example, number of work hours and additional services). Hybrid teams such as PPC ONE often sit price-wise between a freelancer and an agency, they offer senior-level care but with more efficient costs.
- How do I choose a quality PPC agency or freelancer?
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We recommend approaching several candidates and comparing them. With a PPC agency, pay attention to references (which clients they worked with and what results they achieved), certifications (Google Partner status indicates experience), and communication, a good agency is interested in your business and campaign goals and does not push a one-size-fits-all solution. Ask who exactly will manage your account (how experienced the specialist is) and how often you will receive reports. Similar principles apply to a freelancer: ask to see a portfolio or case studies, ideally from an industry close to yours. Check their experience (how many years in practice, whether they have worked in an agency or on large accounts). Communication is also important, the initial consultation will tell you whether the person understands your needs and can clearly explain their approach. Do not be afraid to ask specific questions, for example how they would improve your current campaigns, what ROAS they consider achievable in your industry, and so on. A professional will give you a qualified answer. Whether you are choosing an agency or a freelancer, trust your gut as well, you will work closely with them, so it is important that they fit you both personally and professionally.
- What if my freelancer gets sick or is unavailable?
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This is a valid concern when working with an individual. We recommend discussing it right at the start of the cooperation. An experienced freelancer usually has a plan for such situations, for example, they work with another colleague who can take over as backup if necessary, or they let you know in time and help arrange temporary support. In any case, it is good to have full access to your accounts (administrator rights in Google Ads, etc.) so that, in an extreme case, you can hand management over to someone else. If continuous management is critical for you, consider an agency or a team with more people instead. In a hybrid model (a team of specialists), the absence of one member is less critical because others can cover for them, and that is precisely one reason companies choose this option.
- Can a freelancer achieve the same results as an agency?
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Yes, a great freelancer can achieve excellent results comparable to an agency, especially with a smaller or mid-sized account that one person can comfortably cover. Campaign performance depends primarily on the abilities and experience of the person managing it, not on whether they work alone or in an agency. If a freelancer has deep knowledge, devotes enough time to your account, and uses the right tools, results can be as good as or better than with an agency (see our Example 1, where a freelancer significantly improved KPIs). Limits arise when the scope of work exceeds what one person can handle, that is when an agency with a team can offer the advantage of faster scalability. In the end, it is not that an agency magically delivers better results by itself, but rather a matter of capacity and resources. For many companies, the ideal route is to start with a freelancer and, if their needs outgrow the freelancer's capacity, move to an agency or specialized team.
Conclusion
The decision between a PPC agency and a freelancer is not always simple, it depends on the specifics of your business, budget, time availability, and personal preferences. PPC advertising can bring your business excellent results, but only when it is managed properly. That is why you should give the choice of partner the attention it deserves. Weigh the advantages and disadvantages of the individual options mentioned above and imagine what will best fit your way of working.
If you are still unsure, a no-obligation consultation can help, contact a few agencies and freelancers, describe your situation, and ask them to propose an approach and quote. You will see who understands you best and whom you would be willing to trust with your budget. And remember that there is also a third option: teams such as PPC ONE and similar partners will gladly show you what flexible PPC campaign management by experienced specialists can look like without involving juniors.
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