Agency vs Freelancer vs In House: Who Should Run Your Ads?
By Saif Haroon, founder of SureSocial Last reviewed
Hire in house when paid ads are core to the business and you can keep one person fully busy and well managed. Use a freelancer for a narrow, well defined job. Use an agency when you need media buying, creative and tracking working together, with cover when someone is away.
How do the three options compare?
The difference is less about skill and more about cover, cost structure and who is accountable for the number. This table compares them on the points that decide most hires.
| Point | In house media buyer | Freelancer | Agency |
|---|---|---|---|
| How you pay | Salary, benefits and tools | Hourly, per project or a monthly fee | A monthly fee, sometimes with a performance share |
| Who makes the creative | Usually someone else you hire | Often outside their scope | Often included or offered alongside |
| Cover for holidays and sick days | None unless you hire two | Usually none | A team behind the account |
| Time to start | Hiring and onboarding first | Fast | Fast, with an onboarding period |
| Who owns the ad accounts | You | Should be you. Check before you start | Should be you. Check before you start |
| Best for | Large, steady spend where ads are core | A narrow job or a short project | Growing spend that needs buying, creative and tracking together |
When does an in house media buyer make sense?
When ads are central to the business and spend is high and steady enough to keep one person fully busy. You also need someone who can manage and judge their work, and a plan for creative and tracking, which one buyer rarely covers alone.
When is a freelancer the better choice?
When the job is narrow and defined: a tracking fix, an account rebuild or a short test on a small budget. Agree the scope in writing and keep the ad accounts in your own name.
When is an agency the better choice?
When you need media buying, creative and tracking working together and cannot afford a gap when one person is away. It also suits brands whose spend is growing faster than they can hire.
How do you decide?
Answer these five questions honestly. The answers usually point to one option.
- Are paid ads core to how the business grows?
- Can you keep one person fully busy and manage their work?
- Who will make new creative every week?
- What happens to the account if that person leaves or is ill?
- Will you judge the result on store revenue, not platform numbers?
What else do people ask?
Is an agency more expensive than a freelancer?
Usually per month, yes, because you pay for a team rather than one person. Compare what each covers, buying, creative, tracking and cover, not just the fee.
Can I use an agency and an in house person together?
Yes. A common setup is an in house owner who sets goals and approves spend, with an agency doing the buying and creative.
Who should own the ad accounts?
You should. Whoever runs the ads, keep the ad accounts, pixel and business manager in your name and give access, not ownership.