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Outsourcing your ad campaigns: what you hand over, what you keep
Outsourcing your Meta or Google campaigns: when it is the right time, what to keep in-house, and how to brief a provider so that it actually works for you.
Published on · Joh · 5 min read
Outsourcing your ad campaigns means handing their creation and running to an outside provider, freelancer or agency. Done well, it frees time and improves results. Done badly, it creates dependence and a black box.
When it is the right time
- You advertise, but nobody has time to follow it every week.
- You don't know what each euro spent brings back.
- Videos are never renewed, for lack of time or skills.
- You tried alone, and results have plateaued. Learn it yourself or delegate.
What you hand over
- Campaign strategy and structure.
- Running them: budgets, bids, audiences, tests.
- Conversion tracking and the dashboard.
- Often, creating the videos and visuals.
What you always keep
Ownership of the account. The ad account, pixel, page and billing stay in your name. The provider works on them with partner access. Business Manager.
The offer. The provider can advise, but you decide what you sell, at what price, with what guarantee.
Calling back enquiries. That is often where profitability is decided. An enquiry called back within the hour is worth far more than one called back the next day.
Information on sales. Only you know which enquiries become customers. Without that feedback, the provider optimises blind.
How to brief a provider
- Your typical customer: who they are, what they buy, why they choose you.
- Your numbers: average sale, margin, signing rate. That sets the acceptable cost per enquiry. The cost of a signed job.
- Your area and capacity: how many enquiries can you handle per week?
- What has already been tried, and what it gave.
- Your proof: jobs, reviews, photos, existing videos.
Signs that outsourcing is working
- A regular review, with cost per enquiry and per customer.
- New creatives tested every month.
- Explanations of what was cut or scaled, and why.
- The ability to stop without losing everything.
That is how I work: I create the videos, run Meta and Google campaigns on your account, and we review every week.
Further reading: Media buying agency or freelancer and How media buyers charge.
Thinking of outsourcing? . We look at what is worth handing over in your case.