Google Ads Agency vs Freelancer

Written by Peter Empson, Google Premier Partner — 25+ years in paid search.

The honest answer most agencies won't give you

When businesses start looking for Google Ads help, the question usually comes down to this: do I hire an agency, or do I find an independent specialist? It's the right question to ask — and the answer depends almost entirely on what you actually need.

I'm Peter Empson. I've been a Google Premier Partner for over a decade, managing accounts at every scale — from businesses spending £2,000 a month to those spending £200,000 a month. I've seen the inside of agencies, I've competed against them, and I've inherited dozens of accounts from businesses who were disappointed by them. Here's my honest take.

How agencies and independent specialists actually differ

Large Google Ads agency

Who manages your account: An account manager, typically with 2–4 years' experience, handling 30–50 other clients simultaneously
Who you pitched to: A senior director or head of PPC who won't touch your campaigns day-to-day
Staff turnover: High — expect a new account manager every 12–18 months on average
Reporting: Polished dashboards designed to look impressive rather than tell the truth
Recommendations: Influenced by Google partnerships, platform targets, and what can be billed
Budget flexibility: Usually requires minimum monthly ad spend of £5,000–£10,000+

Independent specialist (like me)

Who manages your account: The same expert you spoke to at the start — me, personally
Who you pitched to: The same person — no bait and switch
Staff turnover: Zero — your account knowledge stays intact indefinitely
Reporting: Honest — I'll tell you what's working and what isn't, even when it's uncomfortable
Recommendations: Based solely on what's right for your business
Budget flexibility: Works with businesses at a wide range of spend levels

When does an agency actually make sense?

To be fair: there are situations where a large agency is the right choice.

You need a full-service marketing team covering paid search, SEO, creative, social, and PR under one roof
You have complex multi-country, multi-language campaigns requiring a large team working simultaneously
Your procurement process requires working with an incorporated agency rather than an individual consultant
You need 24/7 account monitoring with multiple people covering different time zones

For most UK businesses spending up to £50,000 a month on Google Ads, none of these typically apply. What they need is someone who genuinely knows what they're doing and cares about the results — and that's where an independent specialist consistently outperforms agencies at a comparable or lower cost.

The real problem with most agencies

It's not that the people at agencies are bad at their jobs. It's a structural problem. Agencies make money by managing as many accounts as possible with as few senior people as possible. That means the person managing your campaigns is almost always junior, almost always overloaded, and almost always optimising for client retention rather than client results.

I see this constantly when I take over accounts. The previous agency's work often looks reasonable on the surface — campaigns are structured, ads are running, reports are being sent. But dig into the detail and you find missed opportunities that have been sitting untouched for months, negative keyword lists that haven't been updated in a year, bidding strategies applied without proper consideration of conversion data quality.

Jeff Seymour, one of my clients, ran his own Google Ads campaigns for 13 years and spent over £300,000 of his own money in that time. He tried agencies repeatedly and was never satisfied. His words: “I usually knew more than they did.” He's been with me for several years now.

What to look for when choosing Google Ads help

Whether you're considering an agency or an independent specialist, ask these questions before committing:

Who will actually manage my account day-to-day? Get a name and speak to that person before signing anything.
How many accounts does that person manage? More than 20 and your account will be on autopilot most of the time.
How are you measured internally? If it's client retention and billing, that's not aligned with your interests.
Can I see an honest assessment of a current client's account? References matter — but ask for the difficult ones, not just the success stories.
What do you do when performance drops? The answer tells you everything about their diagnostic capability.
What's your Google Partner status? Premier Partner status (top 3% of UK agencies) requires demonstrable performance, not just spend.

Frequently asked questions

Is a Google Ads freelancer cheaper than an agency?

Not always — and cheaper isn't the right metric. An experienced independent specialist may charge a similar monthly fee to an agency, but you're getting senior expertise rather than a junior account manager. The relevant comparison is the value delivered per pound spent, not the fee in isolation.

How do I know if a Google Ads freelancer is actually qualified?

Look for Google Premier Partner status — it's independently verified by Google and requires demonstrable performance results, not just passing an exam. I'm a Google Premier Partner, placing me in the top 3% of Google Ads specialists in the UK. Ask to see it, not just hear about it.

Can a freelancer handle large Google Ads accounts?

Yes. I manage accounts spending tens of thousands of pounds per month. The complexity of Google Ads management doesn't require a large team — it requires the right expertise and the right tools. I use bespoke AI monitoring systems that give me enterprise-level visibility across all my client accounts simultaneously.

What happens if my Google Ads freelancer gets sick or goes on holiday?

A fair concern. My accounts run on well-structured campaigns with automated alerts, so short absences don't cause issues. For longer periods, I have arrangements with trusted colleagues. In practice, my clients rarely experience any disruption — and unlike agencies, there's no risk of their account knowledge walking out the door when a junior account manager changes jobs.

Should I use a Google Ads agency or manage it in-house?

In-house teams work well when you have someone with genuine Google Ads expertise who can dedicate significant time to it. The problem is that Google Ads has become extremely complex — keeping pace with Performance Max changes, Smart Bidding behaviour, and feed requirements is practically a full-time job. Most in-house marketers are stretched across too many channels to stay current. An experienced external specialist often delivers better results at a lower total cost than a dedicated in-house hire.

Not sure which route is right for you?

Have a conversation with me. I'll give you an honest assessment of what you need — and if I'm not the right fit, I'll tell you that too. No sales process, no pressure.

Call 07932 454 652