Freelance Google Ads Consultant or an In-House Hire?

An in-house hire

Recruiting, interviewing and onboarding takes weeks
Fixed salary, employer costs, pension and holiday pay
Still paid during illness or after they leave, even without results
One person, one level of expertise, that you have to keep trained
Fixed capacity, even when there is little to do

Freelance specialist

Attuned Advisory

Usually up and running in your account within a week
You pay for the work, not the overhead
Cancel monthly, no termination risk
Experience from multiple accounts and industries at once
Scale up or down whenever it is needed

Not just cheaper

Why a freelance consultant is often sharper

The difference is not only in the cost. Someone working for themselves approaches the work differently.

Current because it has to be

Google Ads keeps changing: Performance Max, AI-driven bidding, new campaign types. A freelance consultant keeps up on their own, because it is their craft and their name on the line. In-house, Ads often gets squeezed between ten other tasks.

Skin in the game, no employment contract

A freelance consultant has no employment contract to fall back on. Results have to show every month, or the engagement ends. Your return on ad spend is their livelihood and their reputation. That creates a different kind of drive than a permanent position.

Breadth from multiple accounts

Working daily across different accounts and industries means a freelance consultant spots patterns faster. What works in one account, they apply in another. That cross-pollination is something someone who has looked at one account for years simply misses.

The math

What does a permanent specialist really cost?

An experienced Google Ads specialist on permanent payroll in the Netherlands earns roughly €55,000 to €75,000 gross a year. On top of that come employer costs, pension, holiday pay and continued pay during illness, together adding another 25 to 30 percent. That is €70,000 or more a year, for one person with one level of expertise. A freelance consultant you bring in for exactly the work you need, without that fixed cost.

€55-75k

Gross annual salary for an experienced specialist

+25-30%

Employer costs, pension and holiday pay on top

Flexible

With a freelancer you only pay for the work

Salary indication based on Dutch salary overviews, 2025. Actual costs vary by region and company.

Do I even need someone full-time?

It often feels like Google Ads is a full-time job, but that is not always true. An experienced freelance consultant, through sheer routine, works considerably more efficiently and often gets more done than an in-house hire. You pay for the work that is needed, not for a calendar that has to be filled.

Sometimes a permanent hire really is the better choice: if you have genuinely full-time work in your advertising, multiple channels that need daily attention, and enough budget to attract a senior. For most businesses that mainly want their Google Ads handled well, a freelance consultant is faster, cheaper and more flexible.

Already decided to hire someone, but the vacancy is still open? I can offer interim support until you have found the right person, then train your new hire afterwards. Still weighing up multiple options? See all ways to outsource Google Ads.

Curious if that applies to your account too? I am happy to take a look, no obligation.

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Frequently asked questions

What does a freelance consultant cost compared to a permanent hire?: A freelance consultant has a higher hourly rate, but no employer costs, no fixed monthly overhead and no risk during illness or departure. You only pay for the hours you actually need.
How long am I committing to?: You are not. We work on a project basis or a monthly engagement that you can adjust or stop at any time.
Do you also work with my existing team or agency?: Yes. I can run your Google Ads independently, or work as a specialist inside an existing team. Comparing against an agency instead? Read freelancer vs agency.
What if I hire someone permanently later?: Then I hand the account over properly, with documentation and explanation. No lock-in: you always keep ownership and full visibility of your own account.

A freelance specialist or an in-house hire?