How to Choose the Right PPC Agency or Freelancer
You might be at the point where you simply don’t have the time to manage your own PPC campaigns, or you’ve been running ads yourself and aren’t getting the results you expected.
So now you’re looking to hire a PPC agency or freelancer.
The problem is, there are a lot of options out there, and not all of them will be the right fit for your business.
In this post, I’m going to break down exactly what to look out for, whether you should choose an agency or freelancer, how pricing works, and what you should realistically expect from PPC management.
Agency or Freelancer: Which Should You Choose?
A lot of businesses automatically assume that hiring a PPC agency is the best option.
That’s not always the case.
When an Agency Makes Sense
Agencies are typically a good choice if you want a more hands-off approach and just need someone to manage your ads.
They often have:
Larger teams with specialists in Google Ads, Meta Ads, and other platforms
Established processes and systems
Broader experience across multiple industries
However, there are a few things to be aware of:
You may be assigned an account manager rather than the person actually doing the work
Staff turnover can be quite common, so your main contact might change
The experience level can vary depending on who is assigned to your account
That said, agencies are often more cost-efficient because they manage multiple clients and can spread their resources.
When a Freelancer Might Be Better
Working with a freelancer is a very different experience.
Speaking from my own experience, when you work with a freelancer:
You deal directly with the person managing your account
Communication is usually quicker and more personal
You build a stronger working relationship
In my case, I personally handle all communication. You’re not passed around between account managers or junior staff.
Freelancers also often bring a broader digital marketing perspective. For example, I don’t just look at PPC in isolation. I’ll give advice on:
Website improvements
Conversion rate optimisation
Other marketing channels
That said, this kind of support is typically part of a paid service and not always included as standard.
Agency vs Freelancer: Pros and Cons
| Agency | Freelancer | |
|---|---|---|
| Pros |
- Larger teams with specialised skills - Structured processes - Often more cost-efficient at scale - Wider industry experience |
- Direct communication with the expert - More personal service - Consistency (same person every time) - Broader marketing insight |
| Cons |
- May deal with account managers instead of specialists - Staff turnover can affect consistency - Experience level may vary |
- Limited capacity compared to agencies - May be more expensive in some cases - Less resource depth for large-scale accounts |
How Much Does PPC Management Cost?
Pricing is one of the biggest factors when choosing a PPC agency or freelancer.
And the honest answer is, it depends.
Common Pricing Models
Most PPC providers use one of the following:
1. Fixed Monthly Fee
A set price each month
Predictable and easy to budget for
Often based on account complexity and workload
2. Percentage of Ad Spend
This is very common in the industry.
For example:
If you spend £10,000 per month on ads
A 10% management fee would be £1,000
So your total monthly cost would be £11,000.
Don’t be surprised if you see this model. It’s widely used.
My Approach to Pricing
Personally, I work on a case-by-case basis.
I look at:
Account complexity
Budget size
Expected workload
If the budget is very small, I’ll be upfront about how much I can realistically do within that.
There’s no point promising a full-service approach if the budget doesn’t support it.
What Does a PPC Agency or Freelancer Actually Do?
A good PPC specialist isn’t just pressing buttons in Google Ads.
There’s a lot more that goes into it.
Core Responsibilities
At a minimum, you should expect:
Full management of your Google Ads or Meta Ads account
Ongoing optimisation to improve performance
Focus on achieving the best possible ROAS (return on ad spend)
However, it’s important to be realistic.
You might have a target ROAS in mind, but it’s not always guaranteed. Anyone promising fixed results without understanding your business properly should be a red flag.
Conversion Tracking Setup
This is one of the most important parts of PPC.
Without proper tracking:
You don’t know what’s working
You can’t optimise effectively
You risk wasting budget
A good PPC provider will ensure:
Conversion tracking is correctly set up
Data is accurate
Key actions (purchases, leads, calls) are being tracked
Landing Page Support
Your ads are only part of the equation.
You may also get:
Landing page recommendations
Feedback on user experience
Suggestions to improve conversion rates
Some providers will build landing pages themselves, while others will guide you on what needs to be done.
Broader Marketing Advice
This is where experience really shows.
Some PPC specialists (myself included) will go beyond just ads and help you with:
Overall marketing strategy
E-commerce improvements
Additional ways to generate leads or sales
Because in reality, PPC works best when it’s part of a bigger strategy, not the only channel.
Conclusion
Choosing the right PPC agency or freelancer comes down to what you actually need.
If you want structure and scalability, an agency might be the better fit.
If you want direct communication, consistency, and a more personal approach, a freelancer could be the way to go.
Either way, you should always look for:
Honest communication
Realistic expectations
Clear pricing
A focus on profitability, not just clicks
PPC can be incredibly effective, but only when it’s managed properly and aligned with your wider business goals.
If you're interested in professional PPC management to grow your business, feel free to get in touch via my contact page at jonnyswiftppc.com/contact. I'd be happy to discuss how PPC can work for you.
