Should You Manage Your Google Ads In-House Or Hire An Agency?

By: Jyll Saskin Gales, Google Ads Coach

Have you been wondering whether it's time to hire a Google Ads Expert? Or maybe you're working with an agency already, and you're considering just managing your Google Ads yourself instead?

It's a common conundrum, and the answer really boils down to two key factors: time and budget. Essentially, you need to decide if you want to hire an expert or become an expert.

Why does this matter? Because making the right choice can significantly impact your return on investment (ROI). Choosing the wrong option could mean wasted ad spend, missed opportunities, and a whole lot of frustration.

In this post, we'll cover:

• The time commitment involved in managing Google Ads yourself.
• How the complexity of your campaigns influences your decision.
• The budget implications of hiring an agency or freelancer vs. DIY.
• Key questions to help you make the best choice for your business.

The Time Factor

If you decide to manage your Google Ads in-house, either yourself or with a dedicated team member, you'll need to invest time in:

• Training: Getting up to speed with Google Ads requires a significant time investment, even for basic campaigns.
• Management: Ongoing tasks like monitoring campaigns, adjusting targeting, and analyzing performance require consistent effort.
• Learning and Development: Google Ads is constantly evolving, so you'll need to stay updated on new features and best practices.

Complexity Counts

For simple campaigns, like a couple of search campaigns or a shopping campaign, managing them yourself might be feasible. But as your needs become more complex, the time commitment (and potential for costly mistakes) grows exponentially.

Imagine you're building a house. A small shed might be a manageable DIY project, but a multi-story home with intricate wiring and plumbing? You'd probably want to call in a professional contractor.

Similarly, if you're dealing with:

• Lead generation with offline conversion tracking
• Video and image-based ads
• Complex audience structures
• Niche industry targeting

...you might want to consider at least getting expert help with the initial setup and strategy.

Budget Breakdown

While DIYing your Google Ads might seem like the cheaper option, remember that your time has value too. Agencies and freelancers typically charge a minimum of $1,000 per month for management (in regions like the US, Canada, UK, and Australia).

To make hiring an expert worthwhile, your ad spend should ideally be at least $3,000 per month. Why? Because you need to factor in the management fees when calculating your overall ad costs.

Think of it like this: if you're spending $3,000 on ads and $1,000 on management, your total cost is $4,000. This means each of your ad dollars needs to be a third more efficient to cover those management fees. That's a lot of pressure!

However, as your ad spend increases (say, to five or six figures per month), the ratio of management fees to ad spend becomes much more favourable.

Making the Call

Ultimately, the decision of whether to DIY or hire out comes down to this: Do you want to hire an expert or become an expert?

Consider these questions:

• How much time can you realistically dedicate to Google Ads?
• How complex are your campaign needs?
• What is your monthly ad spend?
• Are you comfortable with the ongoing learning required to stay ahead in Google Ads?

By carefully weighing these factors, you can make an informed decision that aligns with your business goals and resources.