Google Ads Agency vs Freelancer vs Doing It Yourself (UK)

If you are a UK small business choosing between a Google Ads agency, a freelancer or running the account yourself, each option can work. The right one depends on your circumstances. Doing it yourself costs the least in cash but the most in time and learning. A good freelancer suits a single, fairly simple account. An agency suits businesses that want cover, a wider set of skills and someone clearly accountable for the work every month.

The fee is only part of the decision. You also need to weigh how much of your own time you can give, how complicated your account is, and what happens when the person running it is ill, on holiday or busy with other work. Below is a side-by-side view, followed by a closer look at each option.

The side-by-side comparison

Factor	Doing it yourself	Freelancer	Agency
Cash cost	Ad spend only, no management fee	Hourly rate or monthly retainer, set by the individual	Monthly management fee, often fixed
Your time	High: setup, weekly checks, ongoing learning	Low to medium: briefing and reviewing	Low: briefing and reviewing reports
Skills	Whatever you learn as you go	One person's experience	A team covering search, Shopping, tracking and landing pages
Accountability	You	One person	An account manager, backed by a team
Holiday and sickness cover	None	Often limited	Usually built in
Best for	Very small budgets, owners who enjoy the detail	Simple accounts, a trusted contact	Busy owners, growing or more complex accounts

Doing it yourself: what it really involves

Opening a Google Ads account takes minutes. Running it well takes ongoing effort. A competent DIY setup means you handle all of the following:

• Choosing keywords that match buying intent, not just general interest.
• Building a negative keyword list so you stop paying for irrelevant searches.
• Writing ad copy and testing variations.
• Setting up conversion tracking so you know which clicks turn into calls, forms or sales.
• Picking a bidding strategy and changing it as data builds up.
• Reviewing the search terms report every week and adjusting budgets.

The biggest risk for beginners is trusting the defaults. Some of Google's standard settings widen where your ads appear, and automatically applied recommendations can change your account without you noticing. None of this is sinister. It simply means an unwatched account can drift towards spending more on weaker traffic.

The hidden cost is your time. If an hour spent on Google Ads is an hour away from quoting, serving customers or running the business, that hour has a price. It just never appears on an invoice.

DIY works well when your budget is modest, your service area is small, and you genuinely want to learn the platform. It works badly when the account gets checked only occasionally, because Google Ads rewards regular attention.

Hiring a freelancer: the pros and the trade-offs

A good freelancer can be an excellent choice. You deal directly with the person doing the work, communication is usually quick, and rates can be flexible.

The main trade-off is that everything depends on one person. If they fall ill, take on too many clients or move into a full-time job, your account can go unattended. Their skills also have limits. Someone strong on search campaigns may have less experience with Google Shopping feeds, conversion tracking or landing page improvements.

Quality varies widely, so check carefully before you hire. Ask for references from current clients, ask how they report results, and confirm that the account stays in your name throughout.

A freelancer works well when you have a single, fairly straightforward account, you value a direct relationship, and you have found someone with a solid track record you can verify.

Hiring a Google Ads agency: what you should expect

An agency gives you a team rather than an individual. That usually means set processes, cover when someone is away, and access to specialist skills when your account needs them. For a business selling online, that might include product feeds and Google Shopping management alongside search campaigns.

Agencies have their own drawbacks. Some hand smaller clients to junior staff with little supervision. Some tie you into long contracts. Some charge a percentage of your ad spend, so their fee rises as you scale, whether or not the work increases. Ask about all three before you sign.

At DPOM we have worked with small businesses for 15 years, and our Google Ads management runs on a fixed, transparent monthly fee from £145/month rather than a cut of your spend. Every package also includes DPOM Mission Control, our iPhone app, which shows reports and live results on demand and puts your account manager in your pocket (Android is coming soon). Meetings are held on video calls, so distance does not matter.

Comparing cost properly

To compare the three options fairly, add up the full cost, not just the management fee:

1. Ad spend. You pay this to Google whichever option you choose.
2. Management fee. Zero for DIY, variable for a freelancer, usually fixed or percentage-based for an agency.
3. Your time. Count the hours you spend setting up, checking, learning and fixing problems.
4. Wasted spend. Money spent on irrelevant clicks because nobody reviewed the search terms.

Fixed pricing makes budgeting simpler, because you know the management cost upfront and it does not climb automatically when you increase spend. If you want to see how fixed monthly packages are structured, our Google Ads pricing page sets them out plainly.

When each option makes sense

Online shops deserve a special mention. Shopping campaigns depend on a clean product feed in Merchant Center, and feed problems can quietly block products from showing. If you sell online, read our guide on Google Shopping feed hygiene before deciding how much you can realistically handle yourself.

Questions to ask before you hire anyone

Whether you choose a freelancer or an agency, these questions will separate careful operators from risky ones:

1. Who owns the Google Ads account? It should be yours, with access granted to whoever manages it. If you leave, the history stays with you.
2. How is the fee calculated? Fixed, hourly or a percentage of spend? Get it in writing.
3. What is the notice period? Know how to leave before you join.
4. Who does the work day to day? Find out whether it is the person you spoke to or someone else.
5. What will reports show? Look for enquiries, sales and cost per lead, not just clicks and impressions.
6. How will conversion tracking be set up? Without it, nobody can judge whether the campaigns are working.

One further warning sign: be wary of anyone who claims they can lock in a top position, a set number of leads or a specific return. Google Ads is an auction affected by competitors, budgets and demand, so honest providers explain what they will do, not what they cannot control.

Questions people also ask

Is it cheaper to run Google Ads myself?

It is cheaper in cash, because there is no management fee. It is not always cheaper overall once you count your time and any spend wasted on irrelevant clicks. A poorly watched account can easily cost more than a management fee would have.

How much does a Google Ads agency cost in the UK?

Agency fees vary, with some charging a fixed monthly fee and others a percentage of ad spend. DPOM's Google Ads management starts from £145/month on a fixed fee. Your ad spend is paid to Google separately.

Can I move from a freelancer to an agency without losing my data?

Yes, as long as the Google Ads account is in your name. Campaign history, conversion data and settings stay in the account, and the new manager is simply given access. This is why account ownership matters from day one.

Can a Google Ads manager promise a set number of leads?

No. Results depend on competition, budget, your website and market demand, none of which any manager fully controls. A trustworthy provider explains their approach and reports honestly on what is and is not working.

How much time does DIY Google Ads take?

Setup takes the most time, especially keyword research and conversion tracking. After that, the account needs regular weekly attention to review search terms, budgets and ad performance. Accounts checked only now and then tend to waste money.

Do I need an agency for Google Shopping?

Not necessarily, but Shopping adds a product feed and Merchant Center to manage on top of the campaigns. Many small retailers find this is where specialist help pays its way. Feed errors can stop products appearing without any obvious warning.