Many small business owners face a common dilemma when it comes to digital marketing: should they manage their own Google Ads, or is it time to hire an expert? Google Ads has the potential to bring in high-quality leads and sales, but running an effective campaign requires knowledge, time, and ongoing optimization.
While some business owners successfully manage Google Ads in-house, others find that hiring an expert provides a better return on investment. The right choice depends on factors such as budget, expertise, and business goals. This guide explores when it makes sense to manage Google Ads on your own and when outsourcing may be the smarter move, using small business marketing data and real-world examples to inform the decision.
Understanding the Cost & Commitment of Running Google Ads
Small businesses invest a significant portion of their revenue into marketing, and digital advertising is often a key component. On average, small businesses allocate about 8.7% of their revenue to marketing efforts. A substantial percentage—47%—spend $10,000 or less per year on digital marketing. Despite this investment, many small business owners struggle with running campaigns efficiently, leading to wasted ad spend and poor returns.
Managing Google Ads requires more than just setting a budget and selecting keywords. It demands time and technical knowledge, as advertisers must understand bidding strategies, audience targeting, and analytics tracking. Budget optimization is also crucial, as improper campaign management can lead to wasted money with little return.
When It’s Smart to Run Google Ads Yourself
For some businesses, managing Google Ads in-house can be a viable option, particularly when budget constraints are a concern. If a business has less than $500 per month to spend on ads, hiring an agency or consultant may not be cost-effective. In such cases, launching a small, highly targeted campaign focused on high-intent keywords can be a good starting point.
A business owner who is willing to learn and experiment can also benefit from running ads independently. If analyzing data and making adjustments is something a business owner enjoys, managing their own Google Ads can be a valuable skill that contributes to long-term growth.
Simple and local campaigns are also easier to manage without professional assistance.
A yoga studio looking to attract new students with search ads for “beginner yoga classes near me” may not require complex bidding strategies. Similarly, businesses that want to test Google Ads before scaling their efforts can start with a small test campaign to gather initial data before deciding whether to invest in expert support.
When It’s Time to Hire a Google Ads Expert
While some businesses may succeed in managing their own ads, others find that outsourcing delivers better results. One key indicator that it’s time to hire a Google Ads expert is when a business’s ad budget begins to grow beyond $1,000 per month. As spending increases, small optimizations can have a significant impact on profitability. A professional can manage bidding, refine audience targeting, and implement A/B testing to ensure that the budget is used efficiently.
Another sign that professional help is needed is when ad campaigns fail to generate a return on investment. If ads have been running for months with low conversions, an expert can identify problem areas and optimize elements such as targeting, cost-per-click, and conversion rates. A Google Ads specialist can help refine targeting and improve overall performance.
Time constraints are also a major factor in the decision to outsource. Over half—57%—of small business owners report not having enough time to effectively manage their digital marketing. If a business owner finds that managing ads is taking time away from running their business, hiring an expert can be a practical solution that allows them to focus on core operations while ensuring their marketing strategy is in good hands.
There are also cases where a business needs advanced Google Ads strategies that go beyond basic campaign management.
A professional can implement retargeting ads, which bring back past website visitors who didn’t convert, or use Smart Bidding to dynamically adjust bids based on AI-driven insights.
For businesses that rely on Google Shopping Ads, a specialist can optimize product listings to improve visibility and increase sales.
How to Choose the Right Google Ads Expert or Agency
For those who decide to outsource, selecting the right Google Ads expert or agency is crucial. Transparency is important—agencies that provide monthly performance reports and clear insights into ad performance are more trustworthy than those that operate without accountability.
Pricing structure is another key consideration. Some agencies charge a flat fee, while others take a percentage of ad spend or operate on performance-based fees. Understanding these costs in advance helps businesses make informed decisions about their investment in professional services.
Final Thoughts: Should You DIY or Hire a Google Ads Expert?
Deciding whether to manage Google Ads in-house or hire a professional depends on multiple factors, including budget, time availability, and business goals. If a business owner is working with a small budget, has time to learn and optimize campaigns, and is running a simple or local campaign, then managing Google Ads independently can be a viable option.
However, if the budget exceeds $1,000 per month, the ads are not generating a strong return on investment, or time constraints make ad management challenging, then hiring a Google Ads expert is likely the better choice. A professional can help businesses scale efficiently, avoid wasted spend, and implement advanced strategies that drive higher conversions.
Ultimately, Google Ads can be a powerful tool for small businesses—but only when managed effectively. Whether a business chooses to DIY or hire an expert, the key is to make an informed decision that aligns with their specific needs and long-term growth strategy.
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