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AdWords seems pretty straightforward. Why would a brand use an agency vs. in house?

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# 1
Visitor ✭ ✭ ✭

It seems like a pretty straightforward thing to handle yourself. If you have a team member who is trained in AdWords - why would you use an agency instead of managing it internally?

AdWords seems pretty straightforward. Why would a brand use an agency vs. in house?

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# 2
Participant ✭ ✭ ✭

Hi, how are things?


Having an agency working for you usually implies on having some benefits that could be expensive (on either time or money) for you. Agencies already have employees so you wouldn't need to worry about contracts, expenses and this kind of stuff for your company. Also, agencies usually have contracts with tools that can be expensive for most company to keep, not to mention dedicated staff to watch over your account, not only the analyst, but also the people that will communicate with you, provide reports and more.


It's a matter on choice actually, some companies have their work inside while some prefer to keep them outside. Adwords can be straightforward for some, but not that straightforward that might exclude an agency in my opinion. Usually companies migrate to having this work in-house after a while working with an agency, and their team member are very often ex-agency members which will know every step and tools needed to form a good team inside the company.


There's no better or worse from my point of view like some think, rather, it's more of a "what suits better for the company at the present moment".


Hope this helps.



Leandro Martinez | Basta1Click

AdWords seems pretty straightforward. Why would a brand use an agency vs. in house?

Badged Google Partner
# 3
Badged Google Partner

The benefits of in-house management are:

  • Intimate Business Knowledge: Those who work directly for an organization have the best understanding of how the business operates. In-house employees best understand the ‘why’ behind the things that are being done and how these things can affect the paid search program.
  • Sense of Ownership: Employees of a company usually have a more vested interest in the outcome of things.  Their sole focus is the success of their organization.

So what are the downsides?

  • Untrained PPC Professionals: More than likely, you will have to train people on PPC that don’t do this type of work for a living. They might be marketers, but not fluent in the ins and outs of PPC. There will be a learning curve and possibly expense tied to getting your team up to speed.
  • Limited Learning Opportunities: In-house employees will often not be surrounded by other paid search professionals. In-house employees are limited to the people they work with. Of course reading blogs or watching ‘how to’ videos are helpful. This does not replace being surrounded by a team of PPC professionals with a vast array of experience.
  • Expense: If an organization decides to build an internal team, this means adding headcount and the associated financial burdens that accompany it.

Another option is to hire an agency. There are ‘full service’ agencies that offer complete digital marketing solutions, including paid search. There’s also agencies whose sole purpose is to manage paid search accounts.


The benefits of hiring an agency are:

  • Collective Knowledge: Staff is immersed in the best practices of pay-per-click advertising and is usually fully certified in search, display, and analytics. Agencies are also able to dedicate more time and resources to an account. The ability of an agency to always put fresh eyes on an account is something that can’t be done with limited in-house staff.
  • Cost: In many instances, hiring an agency is cheaper than increasing headcount within an organization. Agencies often charge a percentage of advertising spend or a flat monthly fee.
  • Access to Additional Resources: Agencies tend to build strong relationships with the large advertising platforms. Agencies can consult their Google or Bing teams for advice on how to handle key aspects of an account. Agencies often gain access to insights that are simply not shared directly with advertisers. 

So what are the downsides of hiring an agency?

  • Emotional Connection: Agencies have large rosters of clients and account managers are routinely reassigned from one account to another. This means there’s a chance account managers will not have the same emotional connection to your account as someone who works directly for your organization.
  • Communication: There will be a lot more work needed on the client’s part to communicate their needs and wants. There will also be a learning curve while the agency gets up to speed on the ins and outs of your paid search account. Be prepared to put in this work and never assume an agency understands completely what’s expected of them.
  • Understanding of Your Business: Agencies will not have the intimate knowledge of your business model. They are working without access to proprietary data unless the organization provides access to it and trains them how to interpret the data. This is something that in-house managers do not have to worry about.