Pay-per-click (PPC) advertising is a powerful tool for driving traffic, leads, and sales. But one of the biggest decisions businesses face is whether to manage PPC campaigns in-house or hire a specialised PPC agency.

Both approaches have their advantages and drawbacks, and the right choice depends on your budget, expertise, and long-term goals. In this guide, we’ll break down the pros and cons of each option so you can decide what’s best for your business.

Managing PPC In-House: More Control, More Responsibility

Running PPC campaigns in-house means your own team is responsible for strategy, execution, and optimisation. This approach works well for some businesses but can be a challenge for others.

✅ The Benefits of In-House PPC

Full Control Over Campaigns

Handling PPC internally gives you direct control over every aspect of your campaigns. From budget adjustments to ad copy revisions, your team can react quickly to market changes and ensure your campaigns align perfectly with your brand’s voice and objectives.

For businesses with highly niche products or services, this control can be a big advantage. Your team understands your audience better than anyone, meaning you can create highly tailored ad messaging that resonates with potential customers.

Potential Cost Savings

At first glance, running PPC in-house can seem more cost-effective. You don’t have to pay agency fees, which can range from hundreds to thousands of pounds per month. Instead, you invest in your internal team.

For small businesses or startups, this approach can be an attractive way to dip into PPC without committing to an external partner.

❌ The Downsides of In-House PPC

Limited Expertise

Even if your in-house team knows your business inside out, they may lack the technical knowledge to fully optimise PPC campaigns. Platforms like Google Ads, Meta Ads, and Microsoft Advertising are constantly evolving, with new bidding strategies, audience targeting options, and algorithm updates.

Without a dedicated PPC expert, keeping up with these changes can be challenging. Poorly optimised campaigns can lead to higher costs, lower returns, and missed opportunities.

Time-Consuming

PPC isn’t just about setting up campaigns—it requires continuous monitoring, testing, and optimisation. If your team is already handling other marketing responsibilities, managing PPC can quickly become overwhelming.

Without dedicated attention, campaigns may not perform as well as they could, leading to wasted ad spend and underwhelming results.

Hiring a PPC Agency: Expertise at a Cost

Working with a PPC agency means outsourcing your campaigns to a team of specialists. This can be a smart move for businesses looking for expert guidance and time savings, but it does come at a cost.

✅ The Benefits of Hiring a PPC Agency

Access to Specialist Expertise

PPC agencies are made up of Google Ads-certified experts who stay on top of the latest trends, tools, and strategies. They bring:

• Advanced keyword research to improve targeting.
• AI-powered bid management tools that individual businesses might not have access to.
• Landing page optimisation strategies to increase conversion rates.

Because agencies manage multiple accounts across different industries, they have real-world insights into what’s working and what’s not. This level of expertise can help maximise ROI and ensure your budget is spent efficiently.

Saves Time and Resources

Managing PPC internally requires dedicated time and effort. Agencies take on the heavy lifting, including:

• Campaign setup and strategy
• Ad copywriting and creative optimisation
• Performance monitoring and reporting

This frees up your in-house team to focus on other aspects of the business, such as customer engagement, content marketing, or product development.

Scalability and Growth

One major advantage of agencies is their ability to scale campaigns quickly. If you need to:

• Expand into a new market
• Increase ad spend during seasonal peaks
• Test new PPC platforms

…an agency has the resources and expertise to execute efficiently.

❌ The Downsides of Hiring a PPC Agency

Higher Upfront Costs

Agencies typically charge a monthly retainer starting at £500–£2,000+, and some take a percentage of your ad spend.

While a well-managed campaign should pay for itself in ROI, this upfront cost may be too high for smaller businesses.

Potential Lack of Personalisation

Agencies work with multiple clients, which can sometimes lead to a one-size-fits-all approach. If an agency doesn’t take the time to understand your unique brand and audience, your campaigns could feel generic.

However, this can be avoided by choosing an agency that specialises in your industry and values collaborative communication.

Comparing Costs: In-House vs. PPC Agency

One of the biggest deciding factors is cost. Let’s break it down:

📊 In-House PPC Costs

• Salaries – A skilled PPC specialist in the UK typically earns £25,000–£40,000 per year.
• Training – Continuous education and certifications may be required to keep up with industry changes.
• Software & Tools – Subscription costs for analytics and bid management platforms can add up.

📊 PPC Agency Costs

• Monthly Retainer – Starts at £500–£2,000+ per month.
• Performance-Based Fees – Some agencies charge a percentage of ad spend (e.g., 10–20%).
• Additional Services – Some agencies include landing page design, ad creative, and conversion tracking as part of their packages.

While agencies cost more upfront, they often provide higher efficiency and expertise, leading to better returns on investment.

Time Investment: Who Handles the Workload?

Managing PPC in-house requires significant time investment for:

• Campaign setup
• Keyword research and bid management
• Performance analysis and optimisation

If your internal team already has a full plate, outsourcing to an agency can save time and prevent burnout.

Expertise Matters: Avoiding Costly Mistakes

PPC mistakes can be expensive—whether it’s targeting irrelevant keywords, mismanaging bids, or neglecting ad performance. Agencies bring years of experience to the table, helping businesses avoid costly errors.

In-house teams can achieve great results with the right training and experience, but staying ahead of the competition in PPC requires constant learning and adaptation.

Which Option is Better for Your Bottom Line?

✔ When In-House PPC is the Right Choice

• Your team has the time, resources, and expertise to manage campaigns effectively.
• You’re working with a smaller budget and need to prioritise cost savings.
• Your campaigns require deep industry knowledge that only your internal team can provide.

✔ When a PPC Agency is the Best Option

• You need specialist expertise to optimise performance and maximise ROI.
• Time is a limiting factor for your in-house team.
• You’re scaling your campaigns or expanding into new markets.

Final Thoughts: The Best PPC Strategy for Your Business

The decision between in-house PPC and hiring an agency isn’t one-size-fits-all. It depends on your budget, team expertise, and long-term growth plans.

If cost control and brand familiarity are your top priorities, an in-house approach might be best. But if scalability, efficiency, and expert insights matter most, a PPC agency could be the smarter investment.

Whichever route you take, the key is to prioritise expertise, strategy, and continuous optimisation to ensure your PPC campaigns drive real business growth.