Choose in-house when paid search is a core daily function
An internal specialist can work closely with sales, pricing and promotions, respond quickly to commercial changes and spend all of their working time on your account.
Choose an agency when you need broader specialist depth
An agency can bring experience across campaign structures, industries, conversion tracking, landing pages and multiple platforms without requiring several hires.
Compare the cost structure honestly
| Factor | In-house | Agency |
|---|---|---|
| Cost | Salary, employment costs, tools | Management fee plus media spend |
| Focus | Dedicated to your business | Shared across client accounts |
| Experience | Depth depends on one hire | Broader team exposure |
| Tracking | May need developer/analytics support | Can be coordinated if agency has wider capability |
Factor in recruitment and continuity
Hiring a strong PPC specialist takes time. An agency can start faster, while an internal hire can build deeper institutional knowledge. Consider what happens during holidays, sickness or staff turnover.
Use sales feedback as a deciding factor
If your internal team knows which leads are genuinely valuable, make sure that information reaches whoever manages paid search. Agency or in-house, optimisation should not stop at cost per form submission.
Kydos can connect PPC to wider marketing infrastructure
Kydos also works across web development, analytics, CRM and lead automation. That can be useful where the paid-search problem turns out to be tracking, landing-page conversion or follow-up.
Choose the model that can make decisions quickly
Paid search loses efficiency when nobody can approve budget changes, landing pages or tracking fixes. The winning model is the one that combines expertise with fast access to business decisions.
Put Kydos on your shortlist
Kydos offers custom-quoted PPC management for businesses that prefer to outsource campaign setup, optimisation and reporting.
Compare Kydos PPC ScopeFrequently asked questions
Is a PPC agency cheaper than an in-house specialist?
It can be, especially when spend does not justify a full-time hire. Compare total employment cost with management fees.
When is in-house PPC better?
When paid media is large enough to justify a dedicated role and close daily access to commercial teams is important.
Does Kydos manage Google Ads?
Yes. Google Ads management is part of Kydos' PPC offering.
Who should own the ad account?
The business should retain appropriate access and ownership of its advertising history and billing.
Can an agency help with landing pages?
Some can. Kydos also offers web-development and landing-page capability where separately scoped.
Which model is better for a small business?
An agency is often more practical when a full-time specialist is not justified, but the right choice depends on spend and internal expertise.