When it comes to managing pay-per-click (PPC) campaigns, businesses face a critical decision: should you hire a PPC company or manage your PPC efforts in-house? Both options have their advantages and challenges, and the right choice depends on various factors including your company’s size, budget, and digital marketing goals. This blog will explore the differences between working with a Google ads agency and maintaining an in-house PPC team, helping you decide which is best for your business.
PPC Agency: A PPC agency is a company that manages PPC campaigns on behalf of other businesses. These agencies employ PPC experts who specialise in various aspects of PPC campaigns, including keyword research, campaign strategy, ad copywriting, and data analysis. Hiring a PPC company means partnering with seasoned experts who understand the complexities of platforms like Google Ads and can optimise campaigns for maximum return on investment (ROI).
In-House PPC Team An in-house PPC team consists of one or more employees who manage and execute PPC campaigns directly within your company. This option can be beneficial because it keeps all marketing efforts under one roof, encouraging closer integration with your overall marketing strategy. In-house teams offer direct control over campaigns and can be deeply aligned with the company’s culture and brand voice.
Expertise and Experience PPC agencies bring a wealth of knowledge and experience. They have specialists who are up-to-date with the latest trends, tools, and changes in PPC platforms. Because agencies manage multiple accounts, they have a clearer understanding of what strategies work across different industries which can be leveraged to benefit your campaigns.
Cost-Effective While it may seem counterintuitive, hiring an agency can often be more cost-effective than employing a full-time in-house team. Agencies eliminate the need for ongoing training, salaries, benefits, and other employee-related expenses. Additionally, they can manage your budget more efficiently with strategies that reduce wasted ad spend.
Scalability A PPC company can easily scale your efforts up or down based on performance data and your company’s evolving needs. This flexibility is crucial for adapting to market changes or reallocating budgets to other marketing initiatives.
Competing against well-established brands
Targeting a broad and varied B2B audience
Managing a high volume of low-quality leads
Brand Awareness: Implemented Meta and Google Ads to build brand recognition.
Lead Generation: Executed keyword-targeted campaigns to attract quality prospects.
Enhanced Forms: Introduced detailed website forms with reCAPTCHA to filter out low-quality leads.
Custom Audiences: Leveraged engagement data and lookalike audiences for precise targeting.
Conversion Rate: Achieved a 40% growth
Lead Quality: Improved by 45%
Cost Per Click (CPC): Reduced from $0.23 to $0.12
Search Impression Share: Increased visibility
Lead Increase: Saw a 75% growth in leads
Here’s the case study in detail.
Higher Cost: Hiring a reputable PPC agency can be more expensive than managing campaigns in-house, especially when you include agency fees.
Less Control: Some businesses may find that outsourcing their PPC management results in less control over daily operations and long-term strategies.
Dedicated Focus An in-house team is entirely focused on your company’s success. Being part of the company, the team is well-aligned with your business goals, leading to campaigns that closely reflect your brand’s voice and objectives.
Faster Communication Working with an in-house team can streamline communication. Issues or changes can be addressed immediately without the need to go through a third party, potentially speeding up the decision-making and implementation processes.
Full Visibility and Control Managing PPC internally provides complete transparency over actions and spending. Businesses have direct access to and control over all aspects of the PPC campaigns, from daily budgets to strategic adjustments.
Resource Intensive: Recruiting, training, and maintaining an in-house team requires significant time and financial investment.
Limited Expertise: Unless you hire a variety of PPC experts, your in-house team might lack the broad expertise that an agency team holds.
Assess Your Needs and Resources Consider your business’s specific needs, available resources, and long-term marketing goals. If you lack the expertise or the resources to hire experienced PPC professionals, an agency might be the best choice. On the other hand, if you have the capability to invest in a skilled in-house team that can fully integrate with your ongoing marketing efforts, this could provide more value in the long run.
Consider the Complexity of Your Campaigns The complexity and scope of your PPC campaigns can also influence your decision. Large-scale campaigns with significant budgets might benefit from the diverse expertise and advanced technology of an agency. Conversely, smaller or more localized campaigns could be effectively managed in-house, especially if they require frequent, rapid adjustments.
Evaluate Costs Versus Benefits Analyse the cost implications of both options. While an agency requires a fee, remember to account for the total costs of maintaining an in-house team, including salaries, tools, and other overheads. Compare these against the expected ROI from the campaigns to determine which option is financially viable.
The decision between a PPC agency and an in-house team does not have a one-size-fits-all answer. It depends on various factors, including your business size, industry, budget, and specific marketing goals. By understanding the strengths and limitations of each option, you can make an informed decision that aligns with your strategic objectives and maximizes your PPC campaigns’ effectiveness.
Whether you choose a Google ads agency or decide to build an in-house team, the goal is the same: to leverage PPC advertising to grow your business and enhance your online presence. Each path offers unique advantages, and the right choice can provide you with a competitive edge in the digital landscape.
Consider factors like budget, existing marketing expertise, the scale of your PPC needs, and your strategic goals. Small to mid-sized businesses with limited budgets might find a PPC agency more cost-effective and less administratively burdensome. In contrast, larger companies or those for whom PPC is critical might benefit from the control and dedicated focus of an in-house team.
Hiring a PPC agency typically involves a retainer or percentage of spend fee structure, which can be cost-effective for businesses not ready to commit to the full overhead of an in-house team. In contrast, building an in-house team requires significant upfront investment in recruitment, salaries, benefits, training, and tools—making it a higher initial cost but potentially more cost-efficient at scale or over time.
Thorough vetting is key. Look for agencies with experience in your industry and a proven track record of success. Be clear about your goals and expectations from the outset. Regular communication and setting measurable KPIs can help ensure that the agency’s efforts align with your business objectives. Additionally, look for agencies that emphasize transparency and provide detailed reporting.
A PPC agency offers notable scalability and flexibility, allowing you to adjust your campaigns based on performance and market conditions without the need to hire or reassign staff. This can be particularly advantageous during periods of fluctuation in demand or when testing new markets. In-house teams, while offering more control, may require more time for scaling up or down as they are limited by staff capacity and may need additional resources or training to adapt to new challenges.
Suhail Bajaj is the CEO of BrightBrain Marketing Technologies LLP that has now grown into a full-fledged digital marketing agency with 55+ employees and clients from 7+ countries – all under his supervision. Graduated with an MBA from the esteemed Cass Business School, he brilliantly puts his learnings into practice, helping brands meet their business goals and succeed in a digital-first world.
