It seems like every day, there’s a new post on LinkedIn about why doing your ads in-house is a bad idea. Well, we’ve got seven reasons why that’s not always the case!
Having worked in PPC since 2009, I have spent time working in-house, agency side and also undertaken freelance work so have seen things from every angle. Here are the most compelling reasons that utilising your inhouse team may be the best for your business.
1. Deep Knowledge of the Business
When you’re in-house, you’re in the thick of it. You know which products are raking in profits and which ones are attracting loss making orders. You can hear firsthand when campaigns bring in phone calls for things you can’t don’t want to handle, your team will tell you quickly when you are attracting potential quotes from locations where you struggle to win business and you can see what is driving high converting traffic to your lead pages. Most importantly, you can respond instantly. No more waiting around or sending emails back and forth to get things done.
In an agency setting, understanding the intricacies of a client’s business takes time and effort. Even the best agencies can’t replicate the immediate and deep insights you get from being immersed in the business every day. For instance, when a particular product starts flying off the shelves or when a new service generates more complaints than compliments, you’re in the loop right away. Access to that immediate feedback allows you to tweak campaigns in real-time, optimising for what really matters to your business.
2. 100% Attention on Your Account
As an in-house PPC specialist, your focus is solely on your account. You don’t have to juggle multiple clients. You don’t need to switch your mindset from e-commerce to lead generation, from cars to chocolate. You don’t need to worry about generating invoices or getting paid. Your headspace is dedicated entirely to your business.
The great thing about working in an agency or as a freelancer is you get to learn from so many different businesses and industries but you need to switch gears constantly and find a balance so each client gets the time and focus they deserve. In contrast, an in-house team lives and breathes your brand. Their singular focus allows them to be completely aligned to the goals of the business, ensuring every detail aligns with your objectives.
3. Less Neglect
In-house, you won’t be neglected while someone works on a shiny account with £50k+ monthly spend and loads of data or cool products. You won’t be put to the side because a high fee, must-retain client is shouting loudly this week or because another client is launching a massive new campaign. Your account gets the attention it deserves.
Agencies often have to prioritise based on account value or client demands. If you’re a smaller client or your campaigns aren’t as “cool” or “trendy”, you might find yourself pushed down the priority list. When working in-house, you are always priority number one.
4. Your Business is Invested in Your Learning
Your company should be giving you the time and resources to invest in your development. Unlike the fast-paced agency or freelancer life, in-house positions often allow for a slower pace, giving you dedicated time to invest in yourself and grow your skills.
Many businesses recognise the value of continuous learning and professional development. They should offer opportunities for training, conferences, and certifications that keep you at the forefront of the PPC industry. This investment in your growth not only benefits you but also enhances the performance of your campaigns. With a deep understanding of the latest trends and techniques, you can implement cutting-edge strategies that drive better results.
5. LinkedIn, Communities, Influencers
It’s never been easier to learn from other accounts without working on them. Be it on LinkedIn or WhatsApp/Slack communities there are so many great people sharing content and insights with so much value right now.
The PPC community is incredibly generous with sharing knowledge. Platforms like LinkedIn and the PPC Live WhatsApp are literally thriving with discussions, case studies, and success stories. Influencers and thought leaders regularly share their insights and experiences, providing a continuous stream of valuable information. By engaging with these communities, you can stay updated on the latest trends, gain inspiration from successful campaigns and even troubleshoot issues by seeking advice from peers. There is genuinely no industry like the PPC industry for sharing knowledge. You can keep up to date with the latest updates, find out the best tips, tricks, and strategies without needing to hop between multiple client accounts.
6. You Aren’t Someone’s Training Space
If you’ve got a small account, it’s not just a training ground for the new PPC execs while the senior staff handle the high fee clients. Your account is your focus, and you’re the one driving its success without being a stepping stone for someone else’s learning curve.
In agencies, smaller accounts often get assigned to junior staff as a way to gain experience. While this is great for their development, it’s not always ideal for the client. Mistakes can be made, and opportunities can be missed. When you’re managing your campaigns in-house, your account isn’t a training ground. Every decision is made with the full expertise and dedication of someone who understands the stakes and the intricacies of your business.
7. Success Matters More
When you’re in-house, the success of your campaigns matters more. Your results directly impact your business, driving growth and profitability. There’s a heightened sense of ownership and accountability when your work directly affects your company’s bottom line.
In an agency, success is measured by client satisfaction and retention. While this is important, it’s not as direct as seeing the immediate impact of your work on your own business. In-house, you see the results firsthand. A successful campaign leads to increased sales, more leads, or higher profits. This direct correlation between your efforts and the company’s success can be incredibly motivating, driving you to constantly optimise and improve your campaigns.
The Verdict: Agency, Freelancer, or In-House?
At the end of the day, it always depends on what’s best for your business. If you can’t hire the talent, use an agency or freelancer. If you’ve got the talent in-house, do it yourself and make sure you as the PPC specialist, or the PPC specialist you hire have time to keep learning.
Every business is unique, and what works for one might not work for another. Agencies and freelancers bring a wealth of experience and a broad perspective from working with multiple clients. They can offer fresh ideas and proven strategies that might not be apparent from an in-house perspective. However, they also come with the challenges of divided attention and potential delays in communication.
In-house teams, on the other hand, offer a deep, focused understanding of your business. They can respond swiftly to changes and leverage their intimate knowledge of your products, services, and customers to craft highly targeted campaigns. The key is to evaluate your specific needs, resources, and goals to determine the best approach.
But please agencies and freelancers, stop bashing in-house teams to get more work or engagement across socials. There’s no one-size-fits-all answer, and in-house teams can be just as effective, if not more so, than external agencies or freelancers.
The PPC landscape is vast and varied, with room for all kinds of expertise and approaches. Whether you choose to manage your campaigns in-house or partner with an agency, the ultimate goal is the same. As an industry, we should celebrate the diversity of PPC talent and understand that there are several paths that can lead to the same place.
