Gérer Google Ads en interne VS. embaucher une agence - Bofu Agence Marketing Web

Managing Google Ads internally VS. hire an agency


Online advertising has become an essential part of any company's digital marketing strategy. Google Ads, in particular, is one of the most powerful tools for reaching potential customers and driving conversions. However, a crucial question often arises: should you manage Google Ads in-house or hire a specialized agency? In this article, we'll look at the pros and cons of each of these options and provide recommendations on how to make the best decision for your business.

Benefits of managing Google Ads internally

Total control

Managing your Google Ads campaigns in-house gives you complete control over every aspect of your advertising strategy . You can adjust your campaigns in real time as your business goals and performance evolve.

Product knowledge

No one knows your product or service better than you. Managing your campaigns internally allows you to create highly targeted advertising messages that are relevant to your audience.


Managing your Google Ads campaigns in-house can be more cost-effective in the short term because you don't have to pay agency fees.

Disadvantages of managing Google Ads internally

Learning curve

Google Ads is a complex platform that requires specialized knowledge and skills to manage effectively. It can be difficult and time-consuming for an in-house team to develop these skills without prior experience.


Effectively managing Google Ads campaigns requires considerable time and resources. If your internal team is already overloaded with work, this can be an additional challenge.

Lack of expertise

Even with adequate training, it is difficult to match the level of expertise of a specialist agency that manages Google Ads campaigns on a daily basis.

Benefits of hiring a Google Ads agency


Agencies specializing in Google Ads management have the expertise and experience necessary to optimize your campaigns and maximize your return on investment (ROI).

Time saving

Hiring an agency allows you to save time and focus on other aspects of your business , knowing that your advertising campaigns are in good hands.

Access to the latest trends and technologies

Google Ads agencies are constantly up to date on the latest digital marketing trends and technologies. They can use advanced tools and innovative strategies to optimize your campaigns.

Disadvantages of hiring a Google Ads agency


Hiring a specialist agency can be expensive, especially for small businesses or startups with a limited budget.

Risk of loss of control

By outsourcing the management of your Google Ads campaigns , you will have less control over the decisions made regarding your advertising campaigns if the agency model does not promote responsiveness and collaboration.


Communicating with an external agency can sometimes be a challenge, especially if you have specific requirements or want to make frequent changes to your campaigns.

In summary


  • In-house : In-house teams can be more flexible in terms of quickly changing campaigns because they have a deeper understanding of the company's internal dynamics.
  • Agency : An agency may be less flexible due to managing multiple clients and communication delays.

Data access

  • Internally : Internal teams have full and immediate access to all company data, which can facilitate decision-making.
  • Agency : An agency may not have access to all of the company's sensitive data, which can sometimes affect decision-making. To learn more about the importance of data access, check out our article on Understanding Retargeting and Its Importance to Your Business .


  • Internally : Although internal teams may have a good understanding of the business, they may lack the specific expertise needed to maximize the effectiveness of Google Ads campaigns.
  • Agency : Specialist agencies often have in-depth and up-to-date expertise in Google Ads, which can lead to better performing campaigns. Discover the benefits of hiring a Google Partners certified agency .


  • In-house : Managing Google Ads in-house can often result in higher costs in terms of salaries and staff training. This includes marketing department employee salaries and positions based on company size.
  • Agency : Hiring an agency may seem more expensive in the short term, but can often be more cost-effective in the long term due to increased campaign effectiveness. To learn more about how to set a budget for your campaigns, check out our guide on How to Set a Google Ads Advertising Campaign Budget .

Management of time



The decision to manage Google Ads in-house or hire an agency depends on several factors, including your budget, internal resources, level of expertise, and business goals. If you have an in-house team with the necessary expertise and available resources, managing your Google Ads campaigns in-house may be a viable option. However, if you are short on time, resources or expertise, hiring a specialist agency can be a wise investment that can help you maximize your ROI and achieve your business goals faster.

Remember to consider all of the factors mentioned above and carefully weigh the pros and cons of each option before making your final decision.

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