Most companies don’t have the resources to deal with all the details of a well-managed Google Ads account. While an in-house solution can certainly achieve a positive ROI as well, they typically achieve far better results with a good agency.
There are two main reasons for this:
Even for larger companies, hiring experienced specialists can be a challenge. Even larger Google Ads accounts are rarely a full-time job. This means that the SEA Account Manager may or must work on other topics. Typically, he is then still responsible for Facebook Ads or search engine optimization.
In terms of pure campaign management, that will often be feasible in terms of time. However, these three online marketing channels already require such different skills and ways of working that it’s hard to be top in all three disciplines.
Top campaigns emerge only after you have implemented a variety of strategies and ideas in different contexts. E.g. smart bidding vs. manual control or rather long-tail campaigns vs. the fullistic approach. Within a company, it is practically impossible to permanently implement completely different strategies.
A Google Ads Manager in an agency will always have different clients with very different approaches. While an agency employee will never share information with other clients, he or she will naturally use the expertise gained for the benefit of all clients.
In this respect, an agency brings a much broader perspective and a “breath of fresh air” to its clients’ campaigns.