When a freelance Google Ads specialist is a better fit than an agency

How the work differs

Agencies differ: at larger ones several people with different roles usually work on an account, at smaller ones it may be one person. With a freelance specialist all the roles are in one pair of hands: they discuss the task, build the campaigns and report on them.

So the first question for anyone offering you advertising is: who exactly will run my account, and can I talk to that person directly?

Speed of decisions

When a business owner talks directly to the person running the campaigns, a change doesn't have to pass through anyone else. That helps in advertising: an irrelevant search term costs money until it is excluded. Then again, one person can be busy too, so agree on response times in advance.

What you pay for

The price of any provider's services covers their costs. At a company that usually includes a team and administration; a freelance specialist has a simpler structure. That doesn't mean they are always cheaper. Compare offers by scope: what the work includes, how often changes are made and what report you will get.

Attention to the account

One person has limited capacity, so a freelance specialist usually takes on few projects. At an agency a manager allocates the workload. Either way, ask how many accounts the person working on yours already runs.

When a freelance specialist fits

• A small or medium business with one or two ad channels
• You want to talk directly to the person running your ads
• You need quick changes without long approval chains
• You don't want to pay for roles you won't use

When to choose an agency

• You need advertising, SEO, social media and design at the same time
• A large budget and several countries that call for a team
• It's important that work isn't interrupted by holidays or illness
• The company needs tenders, contracts and reporting to internal standards

Risks of a freelance specialist

The main risk is depending on one person. Check three things: the account must be registered to you, all access must stay with you, and the specialist should explain what happens if they temporarily can't work.

How I work

I am an independent Google Ads specialist in Kyiv with more than 20 ad accounts behind me. I run every account personally, check search terms daily and work with my own tool built on the Google Ads API. I build campaigns in your own account, so if we stop working together, the advertising stays with you.

Updated 9 November 2026