Deciding whether to hire an in-house paid media specialist or to outsource this role is a crucial decision for businesses. Both options come with their own set of benefits and drawbacks. This guide will delve into the key factors to consider, helping you make an informed decision that aligns with your business objectives.

Understanding the Role of a Paid Media Specialist

A paid media specialist is responsible for managing and optimising a company’s paid advertising campaigns. This includes tasks such as keyword research, campaign setup, ad creation, and performance analysis. They play a pivotal role in driving brand awareness, generating leads, and ultimately, increasing sales.

Given the importance of this role, it’s essential to have a competent individual or team handling your paid media campaigns. The question is, should this be an in-house role or an outsourced service?

Benefits of Hiring an In-House Paid Media Specialist

Control and Collaboration

Hiring an in-house paid media specialist gives you direct control over your campaigns. You can closely monitor their work, provide immediate feedback, and make quick adjustments when necessary. Moreover, an in-house specialist can collaborate more easily with other departments, ensuring a cohesive approach to your marketing efforts.

Industry and Company Knowledge

An in-house specialist will have a deep understanding of your company’s products, services, and target audience. This knowledge can be leveraged to create highly targeted and effective campaigns. Additionally, they will be immersed in your company culture, which can lead to a more aligned and consistent brand message.

Drawbacks of Hiring an In-House Paid Media Specialist


Hiring an in-house specialist can be expensive. Aside from the salary, you’ll need to consider the costs of recruitment, training, and benefits. Additionally, you’ll need to invest in the necessary tools and software for them to effectively perform their role.

Limited Expertise

Unless you have a large team, an in-house specialist may lack the breadth of expertise that an outsourced agency can provide. They may be highly skilled in one area of paid media, but not as proficient in others. This could limit the effectiveness of your campaigns.

Benefits of Outsourcing a Paid Media Specialist

Access to a Team of Experts

When you outsource, you’re not just hiring one person, but a team of experts. This means you’ll have access to a broad range of skills and expertise, ensuring all aspects of your campaigns are handled effectively. Additionally, an agency will be up-to-date with the latest trends and best practices in paid media.


Outsourcing can often be more cost-effective than hiring in-house. You won’t need to worry about recruitment costs, salaries, or providing expensive tools and software. Instead, you’ll pay a fixed fee for the agency’s services, which can be more predictable and easier to budget for.

Drawbacks of Outsourcing a Paid Media Specialist

Lack of Control

When you outsource, you relinquish some control over your campaigns. While a good agency will keep you informed and involve you in key decisions, you won’t be as closely involved in the day-to-day management of your campaigns.

Potential for Misaligned Goals

While an agency will strive to deliver results, their goals may not always align with yours. For example, they may focus on generating leads, while you’re more interested in increasing brand awareness. Open channels of communication are the key to any and all successful campaigns when working with an external provider. Therefore, you must find an agency who you can clearly communicate your objectives and expectations from the outset to ensure the best alignment. 


Deciding whether to hire in-house or outsource a paid media specialist depends on a variety of factors, including your budget, business objectives, and the level of control you wish to maintain over your campaigns. By carefully considering these factors, you can make a decision that best supports your business and drives your marketing efforts forward.

Ready to optimise your paid media strategy but unsure whether to hire in-house or outsource? We can help with both! Let us help you navigate this decision and propel your campaigns to success. Reach out today to explore your options and take your advertising efforts to the next level!