In the ever-evolving world of digital marketing, businesses often grapple with the decision to hire an In-house Paid Search Manager vs. an Agency. To shed light on this, we asked five experts, including Directors of Marketing and Paid Search Managers, to share their insights. From considering the speed of digital marketing changes to evaluating the scale and complexity of efforts, here are their key factors to consider.

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Contents

1 When Deciding In-House Paid Search Manager vs. an Agency, Consider Speed of Digital Marketing Changes
2 Assess Internal Expertise and Resources
3 Evaluate Capabilities and Skills
4 Determine Organizational Knowledge of Paid Search
5 Consider Scale and Complexity of Efforts

When Deciding In-House Paid Search Manager vs. an Agency, Consider Speed of Digital Marketing Changes

The ability to effectively develop the ever-changing skills needed to win in paid search is crucial. Digital marketing is changing too quickly, and the skills need to be continually honed. An agency might be a better path if they have more access to shared knowledge, like fellow search managers, or easier access to development through partnerships or access to their clients’ in-house teams.

If a business is too small, and if I were to choose between an In-house Paid Search Manager vs. an Agency, an in-house person will rarely only do paid search, so time becomes a factor. Mastery comes from focus, continual development, and agility in the constantly changing landscape. I would ask myself, “Which option is going to give me the best opportunity to win now and a year from now?”

In-house Paid Search Manager vs. an Agency with Cassie Benson

Cassie Benson, Director of Marketing, Iliad Media Group

Assess Internal Expertise and Resources

A crucial factor in deciding between hiring an In-house Paid Search Manager vs. an Agency is the business’s internal expertise and resource bandwidth. If a business has existing marketing personnel with the capability and capacity to learn and manage paid search effectively, then bringing in an in-house manager could be more beneficial.

This approach ensures that paid-search strategies are closely aligned with the company’s overall marketing objectives and brand voice, and allows for more immediate oversight and adjustments.

On the other hand, for businesses lacking this internal expertise or those where the marketing team is already stretched thin, partnering with an agency can be advantageous. Agencies offer specialized knowledge and experience, often bringing innovative strategies and tools that might not be available in-house.

In-house Paid Search Manager vs. an Agencywith Ram Thakur

Ram Thakur, Founder, Solution Suggest

Evaluate Capabilities and Skills

A key factor to be considered when your business is making the decision to hire a paid search manager, either an In-house Paid Search Manager vs. an Agency, is the capabilities and skills of that person or team.

Experienced agencies can offer businesses a team of people with a diverse range of skills, capabilities, and experience, allowing your business to take full advantage of multiple marketing channels, the latest software, and new features. Partnering with an agency like this can help your business get the most value and return from digital marketing, ultimately helping your business grow.

In comparison, hiring In-house Paid Search Manager vs. an Agency can limit your efficiency as a business if your hire does not possess the required skills you are looking for. One way to combat this is to build an in-house marketing team. An internal marketing team will have complete focus on your business, will have more brand familiarity, and you can maintain a level of control over how your brand is communicated to your target audience.

In-house Paid Search Manager vs. an Agency with Kathryn Pearson

Kathryn Pearson, Head of PPC, The SEO Works

Determine Organizational Knowledge of Paid Search

When weighing the decision between hiring an In-house Paid Search Manager vs. an Agency, one key factor that should influence the decision is the business’s organizational knowledge of paid search.

If the business has little understanding or experience with paid search, they should go with an agency for a few reasons:

Limited search knowledge will make it harder for the business to identify someone with the right experience.

Relying solely on one person’s expertise in paid search restricts the breadth of experience, strategies, and insights available to the business.

Hiring an In-house Paid Search Manager vs. an Agency leaves a business vulnerable to turnover. If the Paid-Search Manager leaves, the business faces potential campaign-management gaps, lacking the knowledge to manage existing campaigns effectively.

Hiring in-house can be a great route if the business has a solid understanding of paid search and how it can serve its goals. However, if they don’t, they should use an agency.

In-house Paid Search Manager vs. an Agency with Cole Krohn

Cole Krohn, Paid Search Manager

Consider Scale and Complexity of Efforts

A key factor influencing the decision to hire an In-house Paid Search Manager vs. an Agency is the scale and complexity of the paid-search efforts required.

For instance, at JetLevel Aviation, if our paid-search campaigns are extensive and central to our lead generation, an in-house manager ensures dedicated oversight and alignment with our specific business objectives. They can respond rapidly to market changes and have a deep understanding of our brand and clientele.

Conversely, for businesses with less intensive needs or seeking a broad skill set and industry insights, an agency might offer the diversity and expertise needed without the commitment of a full-time hire. It’s about the right balance of focus, flexibility, and expertise for your business’s unique demands.