Who works on the account?
Ask for the name of the person who handles bids and search terms every week, and for their experience. Is it written into the contract?
Google Ads: Agency or Freelancer?
I worked for six years in large agencies and now work as a freelancer. Both models have their place. This page sets out how they really differ and when you are better off going to an agency. My interest is clear: I sell the freelancer option.
01
The comparison in one table.
| Criterion | Typical agency | Freelancer, the way I work |
|---|---|---|
| Who works on the account | Often changing team members, the senior person is mainly present in the pitch and at meetings | Always the same person, from the audit to ongoing management |
| Point of contact | Account manager as intermediary between you and the people doing the work | Directly the person who knows the bids and the feed |
| Cover | The team absorbs holidays and illness | One person. I announce planned absences early, and the account keeps running with automation and alerts |
| Channels | Often Google, Meta, TikTok, SEO and creatives from one source | Google Ads as the focus, Microsoft Ads on top, Meta only in connection with Google |
| Cost | The fee also covers sales, account management and office | The fee goes almost entirely into work on the account |
| Capacity | Can put more people on the job when needed | Limited, so only a small number of clients at a time |
| Account ownership | Should be with you, but is not always arranged that way | Always with you, the account stays yours |
The agency column describes my experience from six years and from conversations with shops, not a survey. There are agencies where experienced people work on the account themselves, and freelancers with little experience. Check the person, not the label.
02
When an agency fits better.
- You want Google, Meta, TikTok, SEO and creatives from one source and have nobody in-house to coordinate.
- Your account needs so much daily work that one person would be fully occupied permanently. In that case, an in-house position is also an option.
- You need guaranteed same-day cover, for example with very large budgets in peak season.
- You want shop technology, feed development and tracking implemented by the same provider.
03
When a freelancer fits better.
- Google Ads is your most important paid channel, and you want depth there rather than breadth.
- You have had bad experiences with changing contacts or with reports that have no real work behind them.
- You want someone who thinks about margin, feed and tracking together, rather than just maintaining campaigns.
- You have someone in-house for the other channels and need an experienced person for Google.
04
Five questions before you sign anything.
04.1
04.2
Who owns the account?
The Google Ads account and Merchant Center should be in your name, with admin access for you. Otherwise a change becomes expensive.
04.3
Which target metric?
Does the provider ask about your margin and your break-even ROAS, or only about revenue? Only the first protects your profit.
04.4
How is reporting done?
A good report explains what was changed and why, and says openly what did not work.
04.5
How do you get out again?
Clarify the notice period, handover and access beforehand, not only when you switch.
A detailed guide with a worked example is in the article Choosing the right Google Ads management for an online shop. Going deeper: agency or freelancer, an honest assessment, what management costs, who owns the account and switching agency without a drop.
05
Frequently asked questions.
Is a Google Ads freelancer cheaper than an agency?
Not necessarily in price, but often in the ratio of price to work on the account. With a freelancer, there is no sales or account management on top. What matters is whether the management brings in more additional contribution margin than it costs.
What does management cost with you?
For projects, my day rate of €1,200 net applies. For ongoing management, I quote a fixed monthly amount after the audit, depending on the account and the effort involved.
What happens if you are unavailable?
The account keeps running with the configured bid strategies and budgets, and alerts for outliers are set up. You have full access at all times and documentation of the structure. If you need guaranteed same-day cover, you are better off with an agency.
Can I switch from an agency to you without performance collapsing?
Yes, if the account is in your name. I first take over the existing structure unchanged and only restructure step by step after the audit, so that the bid strategies keep their data.
06
The entry point: a free audit.
You invite me as a read-only user into your account, two clicks, revocable at any time. I take apart structure, bidding, PMax, feed and tracking, build you a dashboard with your key figures, and give you a written roadmap plus a 30 to 45 minute call. Everything is yours, whether we work together afterwards or not.
Or write directly to stefan@stefanriemeyer.com or send a message on LinkedIn. You write to me, not to an inbox team. The roadmap arrives within a few working days.
Prefer to talk first? Book a 30-minute intro call.