When it comes to PPC (Pay-Per-Click) advertising, businesses are often faced with a crucial decision to make. They need to decide whether to handle PPC in-house or partner with an agency. Each approach has its pros and cons, and the right choice depends on your business’ specific needs at that particular point in time.
Whilst in-house management means that you have a guaranteed direct level of control over your campaigns, agencies have an unmatched level of industry expertise. In-house management is good if you have a business that prefers being hands-on. However, many companies struggle to build themselves internally so outsourcing to an agency is sometimes a better approach. There is no right or wrong answer. It’s all about weighing the pros and cons and making an informed decision based on your business’ circumstances.
PPC agencies and their offerings
A PPC agency brings a vast amount of expertise to businesses. Many agencies out there specialise in managing advertising campaigns across platforms like Google Ads, Bing Ads and social media channels. Partnering with a PPC agency will allow you to gain access to a team of experts who are well-versed in the latest industry trends and technologies.
A massive advantage that agencies have is their ability to monitor and adapt to changing algorithms. For example, agencies have dedicated teams to ensure that your campaigns stay optimised so that they deliver high ROI without you needing to stay on top of things.
It’s more than just managing campaigns with agencies. They provide insights that can help you with your whole approach. They do this by carrying out an in-depth level of keyword research, competitor analysis and A/B testing to make sure that your campaign is always working at its best. With agencies, you’re given dedicated account managers and analysts, so you can expect a more data-driven approach that has long-term benefits.
Pros and cons of in-house PPC management
Managing PPC in-house has advantages, especially for companies that want their marketing efforts aligned closely with their goals and brand identity. Having dedicated marketing teams means faster communication, direct control over campaigns, and a better understanding of company-specific nuances.
However, in-house PPC management has challenges that shouldn’t be underestimated. Building a competent PPC team requires an investment in recruitment, training, and tools. Also, staying competitive in the current PPC landscape is tough without the expertise and broader insights that agencies can bring. For many small and medium-sized businesses, these hurdles outweigh the benefits of an in-house advertising setup.
Additionally, managing PPC includes a lot of keeping up with trends, algorithm changes and platform updates. If you’re not as eager to continue learning and training, then in-house teams may struggle to maintain a level of competitiveness and high-performing campaigns which will lead to missed opportunities.
The comparison of costs
Costs are always a deciding factor for companies thinking about whether they want to outsource to an agency or keep the marketing in-house. Hiring an agency might seem more expensive due to management fees; however, agencies often save businesses money in the long run by optimising ad spending and avoiding costly mistakes.
Building an in-house team comes with hidden expenses. Salaries, benefits, training programs and the cost of specialised tools can quickly add up if you’re not careful. On top of that, there’s always the risk of underperformance from your team members if they lack the expertise to manage campaigns effectively.
Agencies, on the other hand, have access to the best tools and software available which could be a costly expense for businesses to acquire on their own. They have tools that help them refine targeting, track performance and generate insights that improve campaign efficiency and give them a high ROI.
Scalability and flexibility
Regarding scalability, agencies will always have a clear edge over taking the marketing campaigns in-house. A PPC agency can rapidly adjust your campaigns to match seasonal trends so that they can be taken advantage of. Ramping up ads for product launches and scaling back during quieter periods are things that agencies can do seamlessly, which gives them an unmatched level of flexibility. If you have an in-house team, they may struggle with flexibility and scalability. Expanding campaigns requires hiring additional staff members and reallocating resources, which can be expensive and time consuming.
Which approach is better?
Trying to decide which strategy works best for your business is a difficult task. Try starting by evaluating your specific needs and resources:
- Do you have the budget to hire and train a team?
- Is your PPC strategy complex enough to the point where it needs agency expertise?
- Can your business adapt quickly to changing market demands?
If you require a hands-on and proactive approach, in-house may be a good option but if your end goal is to maximise ROI alongside accessing top tier knowledge, then outsourcing to an agency might be best for you.
Conclusion
Ultimately, both in-house teams and agencies have benefits, but the best choice depends on your business objectives, budget, and capacity. In-house teams offer greater control, whereas agencies provide specialised expertise and cost efficiency. If you’re still in two minds, consider liaising with a PPC agency for consultation because their insights are the key to unlocking the full potential of your PPC campaigns.
Don’t make a decision straight away. Before finalising your choice, conduct a cost-benefit analysis and re-evaluate your company’s long-term marketing objectives. Regardless of whether you go the agency route or the in-house route, the key is to make sure that your PPC strategy is in line with the vision of your business.
Copyright 2025. Featured post by Tom Welbourne of The Good Marketer, a marketing agency in London which drives more traffic, generates conversions and increases sales for small to medium-sized businesses.