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

Managing Google Ads internally VS. hire an agency

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    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.

    FAQ Google ads agency

    Google Ads is used by a wide variety of businesses, from small local businesses to large multinational corporations. It's especially popular among businesses that sell products or services online because it helps drive targeted traffic to their website and increase conversions.

    When choosing a Google Ads agency, it is important to consider several factors:

    1. Certification: Make sure the agency is Google Partners certified. This ensures that they have the knowledge and skills to manage your campaigns effectively.
    2. Experience: Does the agency have experience in your industry? Do they have case studies or references from satisfied customers?
    3. Services offered: Does the agency offer a full range of services, including auction management, keyword screening, ad writing, landing page optimization, etc. ?
    4. Communication: Does the agency communicate with you regularly and provide detailed reports on the performance of your campaigns?

    The budget for a Google Ads campaign depends on several factors, including your industry, your goals, the competition on your target keywords, and your financial capacity. It is recommended to start with a modest budget and adjust according to the results obtained. You can also check out our guide on how to set a Google Ads ad campaign budget here .

    To work for Google Ads, you must have a good knowledge of the principles of online marketing, advertising campaign management and data analysis. You can start by getting a Google Ads certification, which will allow you to learn the basics of the platform and demonstrate your skills to future employers.

    Google Ads is an online advertising platform that allows businesses to create paid ads that appear in Google search results and on other Google partner sites. The role of Google Ads is to help businesses reach their target audience, drive traffic to their website, get more leads, and increase sales.

    Does Google Ads pay?

    Yes, Google Ads is a paid service. You pay each time a user clicks on your ad (pay per click or PPC) or each time your ad is displayed (pay per impression).

    Benefits of Google Ads:

    1. Precise targeting: You can target your ads based on various criteria such as keywords, location, user behavior, etc.
    2. Measurability: You can track the performance of your campaigns in real time and adjust your strategy accordingly.
    3. Speed: You can start driving traffic and sales quickly after launching your campaigns.

    Disadvantages of Google Ads:

    1. Competition: Depending on your industry and targeted keywords, costs can add up quickly.
    2. Complexity: Google Ads can be complex to set up and optimize, especially for beginners.

    1. Cost: Small businesses or companies with a limited budget may find the costs associated with Google Ads to be too high.
    2. Lack of knowledge and expertise: Some businesses may lack the skills or resources to effectively manage their Google Ads campaigns.
    3. Bad past experiences: Some companies may have had bad experiences with Google Ads in the past, such as spending a lot of money without seeing meaningful results.

    Google Ads and Facebook Ads are two different advertising platforms that offer unique benefits. Google Ads allows users to be targeted based on their Google searches, while Facebook Ads allows users to be targeted based on their Facebook interactions and demographics. Google Ads is generally better at reaching users who are actively searching for your products or services, while Facebook Ads is better at building brand awareness and reaching a wider audience.