The essentials
- 2026 pricing: €400 to €800 per day, or a monthly retainer of €300 to €1,200 for an SME account, often 10 to 15% of the media budget with a minimum.
- Advantages: a single, senior point of contact, responsiveness, a lower cost than an agency, often a sector specialism.
- Limits: the capacity and availability of a single person, no cover in case of absence, a scope limited to SEA, dependency.
- Non-negotiable: the Google Ads account belongs to the company; the freelancer accesses it through their manager account.
Delegate Google Ads to a freelancer is the choice of many SMEs: cheaper than an agency, more responsive, with a point of contact who knows the account. The choice also has its limits, and the quality of freelancers varies as much as that of agencies. This article details the advantages and drawbacks, the rates, the questions to ask, the contract clauses and how to organise follow-up. The full comparison of providers is in choosing an SEA provider.
Freelancer or agency: the comparison
| Criterion | Freelance | Agency |
|---|---|---|
| Monthly cost (SME account) | €300 to €1,200 excl. VAT | €800 to €3,000 excl. VAT, or 15 to 20% of media |
| Point of contact | The person who does the work | An account manager, sometimes a junior doing the work |
| Responsiveness | High, within the limits of their workload | Variable, process-driven |
| Continuity | No cover in case of illness or holiday | Team, replacement |
| Scope | Often SEA alone, sometimes SEA and social ads | Multichannel, creative, pages, tracking |
| Tools | Those they pay for themselves, sometimes limited | Suites, reporting tools, partner access |
| Specialism | Frequent (sector, account type) | Generalist or by department |
| Main risk | Dependency on one person, availability | Dilution, turnover |
A freelancer suits an account with a monthly budget of €500 to €10,000, with a need centred on Google Ads and a company able to supply information quickly (offers, stock, creative). Beyond that, or for a multichannel setup with creative production, an agency or an in-house team is justified.
Rates in 2026
| Model | Range excl. VAT | Notes |
|---|---|---|
| Day rate | €400 to €800 (up to €1,000 for a senior e-commerce profile) | For the audit, the setup, the restructuring |
| Monthly retainer | €300 to €1,200 depending on the media budget and the number of campaigns | The most common; specify the time included (often 4 to 12 hours) |
| Percentage of media | 10 to 15%, with a minimum of €300 to €500 | Aligns the interest with spend, not with results; prefer a retainer or a mix of the two |
| Initial setup | €800 to €2,500 | Audit, structure, conversion tracking, first campaigns |
| Performance bonus | Variable | On cost per conversion or ROAS, with a shared measurement |
The questions to ask before signing
- Which accounts do you manage, in which sector, with what budgets? Look for experience close to your case (local, B2B, e-commerce).
- Show me a real monthly report (anonymised): it should talk about cost per conversion, conversions and actions, not just clicks.
- How will you set up conversion tracking? Expect GTM, GA4, enhanced conversions, Consent Mode v2; see Consent Mode v2.
- How much time per month will you devote to my account, and when?
- What happens while you are on holiday? Automatic alerts, a stand-in, a procedure.
- What is your position on Performance Max, broad match and automatic recommendations? A nuanced answer is worth more than a dogma.
- Who owns the account and the data? The only good answer: you.
- What numerical objectives at 3 and 6 months? Target cost per conversion, volume; no promise on positions.
- Are you Google Ads certified? Useful but not sufficient; the certifications take a day to pass.
- What is your availability in an emergency (a runaway campaign, a disapproved ad)?
The contract clauses
- Ownership: the Google Ads account, Search Console, GA4 and GTM are created or owned by the company; the freelancer accesses them through their manager account (MCC), which is revocable.
- Media billing: directly by Google to the company, never through the freelancer.
- Scope: campaigns managed, monthly time, what falls outside the retainer (creative, pages, advanced tracking).
- Reporting: monthly, with the metrics named; permanent read access to the account for you.
- Term: 3 months then monthly, one month's notice; no annual commitment.
- Reversibility: account documentation (structure, conventions, tests run) handed over at the end of the contract.
- Confidentiality and direct non-competition in your area if you are a local business.
Organising the collaboration
A freelancer works well when they receive what they need quickly: the offers and their margins (for target costs), stock and promotions, feedback from the sales team on lead quality, creative and access to the site for the pages. Set a monthly 30-minute review of the report and a fast channel (email, messaging) for emergencies. Keep access to the account and an independent dashboard to check the figures; the metrics are in the Google Ads KPIs. The signs of poor management are those listed in the ten Google Ads mistakes ; an annual external audit remains useful even with a good freelancer; see running an effective SEA audit.
How GreenRed helps
Rather than juggling several tools, GreenRed's SEA tracking and optimisation brings these metrics together in a single dashboard, compares them over time and tells you which actions come first. You can try it free, with no card, from the Pricing.
Frequently asked questions
How much does a Google Ads freelancer cost?
In 2026, a monthly retainer of €300 to €1,200 excl. VAT for an SME account depending on the media budget and the number of campaigns, or €400 to €800 per day for an audit or a setup (€800 to €2,500 in total). Some charge 10 to 15% of the media budget with a minimum; a retainer with defined time is clearer.
Freelancer or agency for Google Ads in an SME?
A freelancer for an account with €500 to €10,000 of monthly media centred on Google Ads, with a responsive company: cheaper, a direct point of contact. An agency for a multichannel setup, production of creative and pages, or a need for guaranteed continuity. In both cases, it is the method and the reporting that count.
Should the freelancer create the Google Ads account?
The account must be created by the company, with a company email address, and billed directly by Google. The freelancer accesses it through their manager account. An account created in the freelancer's name becomes a hostage at the end of the relationship, and the performance history is lost if you have to start again from scratch.
How do you judge a Google Ads freelancer after three months?
On the work: reliable, tested conversion tracking, a readable structure, up-to-date negative keywords, tests run, a clear report. On the results: cost per conversion and volume against the objectives set at the start, at a comparable season. Positions and click-through rate are not criteria for judgement.