Google Ads: Agency, Freelancer or In-House for SaaS?
Who runs the account matters less than who owns the strategy and the data. Here's how to choose.
What are the options?
A SaaS company can run Google Ads with an agency, a freelancer, an in-house hire, or a fractional marketing lead who sets strategy while a specialist runs the account. The right choice depends on how much you spend, how fast the account changes, and whether you have someone senior to own the strategy.
| Agency | Freelancer | In-house | Fractional lead + specialist | |
|---|---|---|---|---|
| Strategic ownership | Varies by team | Usually execution | Depends on seniority | Strong |
| Speed to start | Weeks | Days | Months to hire | Weeks |
| Continuity | Staff can rotate | One person | Risk if they leave | Shared |
| Best for | Larger multi-channel spend | Small, stable accounts | Paid search as a core channel | Early teams without a senior marketer |
What does each option cost?
Agencies usually charge a percentage of spend, a flat monthly fee or both, freelancers charge by the hour or month, and an in-house hire costs a salary plus benefits and tools. Compare total cost against the work needed, including landing pages and tracking, not just the management fee.
Percentage-of-spend pricing rewards higher spend, so agree what happens to the fee if the right answer is to spend less. The Google Ads cost guide lists the other costs to include.
What should you ask before hiring?
Before hiring anyone to run Google Ads, ask who will own the account, how they will measure qualified pipeline, what they will report each month, and how the contract ends. The answers matter more than their credentials, because they decide whether you can judge the work and leave with your data.
- Will the Google Ads account be created in our name, with us as admin?
- How will you track SQLs and opportunities, not just leads?
- What will the monthly report show, and who will explain it?
- Who does the day-to-day work, and how senior are they?
- What is the notice period, and what do we keep when we leave?
Google’s page on account access levels explains the difference between admin and standard access, and recommends at least two admins. Make sure both are people at your company.
When should you change models?
Change models when the current one can’t answer the questions you now have. Bring Google Ads in-house when paid search becomes a core channel that needs daily attention. Move to outside help when the in-house person is stretched across too many channels or the account has stopped improving.
Before switching, get an independent view of the account, so the decision is based on the account rather than the relationship. Our framework for pausing or scaling and the audit checklist are good starting points.
Always own the ad account.
Whoever manages it, the Google Ads account, the data and the conversion setup must belong to your company. Make this a condition of any engagement.
Frequently asked questions
Should a startup hire a Google Ads agency?
Only if spend is large enough to justify the fee and someone at the startup can judge the work. Early on, a freelancer with a senior marketer setting strategy is often enough.
How much does a Google Ads agency cost?
Agencies charge a percentage of spend, a flat fee or both, usually with a minimum. Ask for the total cost, including set-up and landing pages.
Is a freelancer enough for Google Ads?
For a small, stable account, yes, if someone senior owns the strategy and the freelancer reports on qualified pipeline.
Who should own the Google Ads account?
Your company, always, with at least two admins who are your own staff. Agencies and freelancers get standard access through their manager accounts.
What reports should a Google Ads manager send?
Monthly spend, cost per SQL and pipeline by campaign, what changed and why, and what they plan next. Clicks and leads alone are not enough.
When should Google Ads move in-house?
When paid search becomes a core channel that needs daily attention and you can hire, or already have, someone who can run it and report on pipeline.
Sources & further reading
Platform settings and policies change. These sources let you check the current details directly.