If you’re planning to invest in paid advertising, one of the first decisions you’ll face is whether to hire an expert PPC agency or work with a freelancer. It’s a fair question and an important one. Both options can work well, but the right choice depends on how complex your campaigns are, how much you’re willing to invest, and what you want from PPC to achieve for your business.
This short blog walks you through the PPC agency vs freelancer debate in simple, practical terms, so you can make a decision that actually suits your needs rather than guessing.
What Does a PPC Freelancer Do?
A PPC freelancer typically manages Google Ads campaigns on their own. You’ll usually work directly with them, which can feel more personal and straightforward, especially if you’re new to PPC.
Benefits of Hiring a Freelancer
For many small businesses, freelancers are an attractive starting point.
- Lower monthly costs make them more accessible
- Direct communication means quicker conversations and fewer layers
- Well-suited for small or local campaigns with limited scope
If your goal is to test paid ads or support a simple campaign, a freelancer can be a practical option.
Drawbacks of a Freelancer
That said, freelancers also have limitations that are worth considering.
- Their expertise is often focused on one platform
- There’s no backup if they’re unavailable or unwell
- They may lack access to advanced tools and deeper data insights
Freelancers can work well for straightforward setups, particularly when budgets are tight, and PPC costs are already high, as explained in How Much Does PPC Cost in London?. However, as campaigns grow, these limitations can become more noticeable.
What Does an Expert PPC Agency Provide?
An Expert PPC agency offers a more structured, team-based approach. Instead of relying on one person, you gain access to specialists who focus on strategy, optimisation, tracking, and performance analysis. They have years of experience across multiple industries and various niches.
Benefits of a PPC Agency
For businesses that rely on consistent leads or sales, PPC agencies provide stronger long-term value.
- Multiple experts working across different areas of PPC
- Data-driven strategies backed by testing and performance insights
- Scalable campaigns that grow alongside your business
Agencies are also better equipped to handle complex accounts, multiple services, or aggressive growth targets.
Potential Limitations
Of course, agencies aren’t perfect for everyone.
- They usually require a higher monthly investment
- Very small budgets may not get the full benefit of a team-based approach
That’s why understanding your goals upfront is so important.
Cost Comparison
Here’s a realistic comparison of typical UK pricing:
- Freelancer: £300–£500 per month
- PPC agency: £600–£2,500+ per month
While agencies cost more, they often deliver stronger returns through consistent optimisation, better tracking, and ongoing improvements, not just campaign setup.
Which Is Better for UK Businesses?
If you’re running a small campaign or testing PPC for the first time, a freelancer may be enough to get you started. However, if your business relies on paid leads, e-commerce sales, or long-term growth, an expert PPC agency in London typically offers more stability, expertise, and strategic direction.
Our Thoughts
According to us, there’s no one-size-fits-all answer in the PPC agency vs freelancer decision. The right choice depends on your budget, expectations, and how important PPC performance is to your overall marketing strategy. Taking the time to choose the right support can make a noticeable difference in both results and return on investment.