Agency, freelancer or AdPilot: what to choose for Google Ads
The same Google Ads tasks can go to a freelancer, an agency, an in-house marketer, or an autopilot. The difference isn't the list of tasks — it's who does them and how often.
What Google Ads management includes
Whoever runs the ads, the task list is roughly the same: campaign setup, keyword or audience research, bid and budget control, negative keywords, reporting to the owner. The difference isn’t the list — it’s how often and how carefully those tasks get done between everything else on that person’s plate.
What it costs per month
Approximate market figures — no sources published on this page, just an order of magnitude to compare against.
| Metric | Freelancer | Agency | In-house marketer | AdPilot |
|---|---|---|---|---|
| Who runs it | One person, often across several clients at once | A team: account manager, specialist, sometimes a designer | One person on your team | Autopilot, decisions stay with you |
| Monthly cost | from $200 or 10–15% of spend | from $450 or 12–18% of spend | ≈ ₴47,000 | from ₴1,400, fixed |
| How often the account is checked | A few times a week, by arrangement | A few times a week, by a service schedule | Depends on other workload | Every morning, automatically |
| Do you see every change | Mostly from what they tell you | Through a monthly report | Yes, you’re right there | Yes, a before/after/why log |
| Can an action be undone | You have to ask them | You have to ask the account manager | Depends on the person | In one click |
| How long until a reply | Depends on their workload | Often routed through an account manager | Right away, if they’re around | No waiting — the check already runs every morning |
Approximate, average figures for the Ukrainian market, 2026.
When an agency is the better choice
AdPilot honestly only works with Google Ads — don’t expect more from it than that. An agency or an in-house marketer is the right call for a more complex, multi-channel strategy, display and video campaigns, creative production from scratch, or expanding to platforms beyond Google Ads. That needs a team with a range of skills, not a single-channel autopilot.
When AdPilot is enough
If the real problem is daily routine within one channel — negative keywords, losing products, bids nobody gets to in time — that’s exactly what a freelancer juggling several clients or an agency between scheduled reports often doesn’t have time for. AdPilot covers that daily part without pretending to build a strategy from scratch.
Can you combine both
Yes, and it’s a common setup: an agency or freelancer owns the strategy, campaign structure and creative, while AdPilot keeps daily control between their visits to the account — so nothing small waits until the next monthly report. If you’re still deciding where to start, see what daily Google Ads management looks like for an online store.