Managing Google Ads internally VS. hire an agency

Introduction

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

Benefits of managing Google Ads in-house

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 in-house allows you to create highly targeted and relevant advertising messages for your audience.

Costs

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 in-house

Learning curve

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

Resources

Effectively managing Google Ads campaigns requires significant time and resources. If your internal team is already overworked, this can be an additional challenge.

Lack of expertise

Even with proper training, it's difficult to match the level of expertise of a specialized agency that manages Google Ads campaigns on a daily basis.

Benefits of Hiring a Google Ads Agency

Expertise

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

Save time

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

Cost

Hiring a specialized agency can be expensive, especially for small businesses or startups on a budget.

Risk of loss of control

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

Communication

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

Flexibility

• Internally : Internal teams can be more flexible in terms of quickly modifying campaigns because they have a deeper understanding of the internal dynamics of the business.
• Agency : An agency can be less flexible due to managing multiple clients and communication delays.

Access to data

• 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 for Your Business .

Expertise

• Internally : While 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 : Specialized agencies often have deep and up-to-date expertise on Google Ads, which can lead to higher-performing campaigns. Discover the benefits of hiring a Google Partners-certified agency .

Costs

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

Time management

• In-house : Managing campaigns in-house can be very time-consuming, especially for small teams or companies that don't have dedicated resources for managing Google Ads.
• Agency : Hiring an agency allows the company to spend more time on other important aspects of the business, while leaving Google Ads campaign management to experts. To learn more about optimizing your PPC strategy, check out our article on How to Optimize Your Pay-Per-Click (PPC) Strategy .

Results

• Internally : Internal teams can sometimes achieve good results, but they may also lack the expertise needed to fully optimize campaigns.
• Agency : Specialized agencies often have access to advanced tools and technologies that can help optimize campaigns and achieve better results. To understand how advertising on Google works, read our article Advertising on Google: How Does It Work? .

Want to maximize your advertising results with Google?

At Bofu, we help you design, manage, and optimize all types of Google Ads campaigns based on your business objectives. Discover our specialized services:

• Google Ads (SEM) advertising to build a complete and profitable strategy.

• Research campaigns to capture active purchase intentions.

• Display campaigns to expand your reach and strengthen your brand awareness.

• Shopping campaigns to boost your online sales with an optimized product feed.

• Performance Max , the automated solution that combines all Google channels for optimal ROAS.

• YouTube campaigns to inspire and trigger purchase intent through video.

• Discovery campaigns to reach new, high-potential audiences.

• Demand Generation campaigns to drive demand across the entire Google ecosystem.

• App campaigns to increase in-app installs and engagement.

Whatever your objective, we can help you structure effective campaigns adapted to your reality.

Conclusion

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're short on time, resources, or expertise, hiring a specialized agency can be a wise investment that can help you maximize your ROI and achieve your business goals faster.

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