Once Google Ads starts to matter to your business, you face a choice: manage it yourself, hire someone in-house, or bring in a PPC agency or freelancer. Each option can work. The right one depends on your budget, your time and how much expertise you need.
Option 1: Do it yourself
Works for: very small budgets, simple local campaigns and owners who enjoy learning the platform.
- Pros: no management fee; you know your business best.
- Cons: it takes a lot of time to learn and maintain; mistakes are expensive; Google’s automated suggestions often increase spend without increasing results.
The most common DIY problems we see are broad keywords matching irrelevant searches, missing negative keywords, no conversion tracking and ads sending traffic to the homepage instead of a focused landing page.
Option 2: Hire in-house
Works for: larger businesses spending tens of thousands a month on ads across several channels.
- Pros: a dedicated person who knows your business deeply and is available every day.
- Cons: a PPC specialist in the UK typically costs around £28,000–£45,000 a year in salary, plus employer costs, tools and training. One person also has one set of experience, and you’re exposed if they leave.
Option 3: Use a PPC agency or freelancer
Works for: most small and medium businesses.
- Pros: experienced specialists for a fraction of a salary; lessons learned across many accounts; professional tools included; cover for holidays and sickness.
- Cons: less day-to-day knowledge of your business; quality varies a lot between providers, so choose carefully.
Cost comparison
| DIY | In-house | Agency / freelancer | |
|---|---|---|---|
| Typical yearly cost (excl. ad spend) | £0 + your time | £35,000–£55,000+ all-in | £3,000–£24,000 |
| Expertise | Learning as you go | One specialist | A team with wide experience |
| Time needed from you | High | Low | Low |
| Tools and training | Extra cost | Extra cost | Usually included |
Figures are typical UK ranges and will vary with experience, location and scope. For how agency fees are structured, see how much Google Ads management costs in the UK.
Questions to ask before hiring an agency
- Will I own the Google Ads account? The answer must be yes.
- How will you track leads? Look for forms, calls and WhatsApp tracked as conversions.
- What will the monthly report show? It should focus on leads, cost per lead and revenue, not only clicks.
- What’s the minimum contract? Rolling monthly or short terms are a good sign of confidence.
- Who will actually manage my account, and how often?
- Can you share results from similar businesses?
Our recommendation
- Spending under £500 a month with a simple local offer? Learn the basics and do it yourself, or ask for a one-off set-up and audit.
- Spending £500–£20,000 a month? An agency or experienced freelancer usually gives the best return.
- Spending well above that across several channels? Consider an in-house lead supported by an agency for specialist work.
Not sure which is right for you? We offer a free Google Ads audit that shows where your budget is being wasted, whether you work with us or not. Find out more about our PPC management.
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