If you’re spending even $1,000/month on Facebook ads, you’ve likely faced this question: should you hire a Facebook ad agency or go with a freelancer?
It’s not just about cost. It’s about expertise, accountability, communication, and—most importantly—results. In 2025, the U.S. Facebook advertising scene is more competitive than ever, and choosing the right partner can make or break your campaigns.
Let’s break it down with real-world comparisons, pros and cons, red flags, and a decision-making framework.
What Is a Facebook Ad Agency?
A Facebook ads agency is a multi-person team that manages all aspects of Facebook advertising—from creative direction and ad copy to strategy and media buying. They often come with project managers, designers, copywriters, and data analysts under one roof. This allows for specialization and consistency in performance.
For businesses with complex funnels or high growth goals, this end-to-end coverage is essential. Agencies also tend to invest in third-party tools like Triple Whale, Northbeam, or Meta’s Partner Program features that offer deeper insights. The best Facebook ads agencies often specialize in high-ticket offers or ecommerce verticals, providing scalability and performance.
What Is a Facebook Ad Freelancer?
A Facebook ad freelancer is a solo expert who manages your campaigns directly. Many are ex-agency professionals who decided to go solo. They’re often nimble, specialized in niches (like DTC or SaaS), and work closely with founders and marketing leads.
The biggest upside? You get senior talent without the overhead. But that also means one person is handling everything—creative reviews, optimization, analytics, and reporting.
Freelancers may also be ideal for local brands or early-stage Shopify businesses that need an affordable entry point into Facebook Ads management services without high retainers.
Pros & Cons: Real-World Experiences
| Criteria | Facebook Ad Agency | Facebook Ad Freelancer |
| Expertise | Access to a team with cross-functional skills like design, copy, media buying, and analytics. This allows them to run holistic campaigns. | Focused expertise in one or two areas. Great if you only need help with ads, not design or landing pages. |
| Cost | Agencies typically charge $2K-$10K/month, with pricing based on services and ad spend. This includes tools, account managers, and reporting. | Freelancers charge $50-$150/hour or a flat monthly retainer. You only pay for what you need, but some roles (creative, analytics) might still be missing. |
| Scalability | Agencies shine at scale. They have systems for managing high-budget, multi-location, or multilingual campaigns. | Freelancers can get overwhelmed with large or fast-scaling accounts. They’re better for agile, smaller setups. |
| Communication | Agencies use project management tools and have structured check-ins, though you may speak to account managers instead of media buyers. | With freelancers, it’s usually direct via Slack, WhatsApp, or Zoom. This speeds up feedback loops but depends on their responsiveness. |
| Accountability | Clear contracts, monthly reports, and business liability. You can escalate if deliverables slip. | Less formal setup. Some freelancers don’t offer contracts, and if they disappear, there’s little recourse. |
| Turnaround Time | Processes are well-oiled but may take longer because of multiple team handoffs. | Quick pivots and campaign changes are easier. Ideal for test-and-learn cycles. |
| Tools | Premium access to Meta tools, analytics platforms, and creative testing software. | Often depends on your ad account and tool access. Some invest in analytics, others expect clients to provide data. |
Evaluation Criteria: How to Choose
Ask yourself:
- What’s your monthly ad spend? Less than $5K? A freelancer may be more aligned. More than $10K? You’ll likely need a Facebook ads marketing agency.
- Do you already have in-house creative or analytics? If yes, a freelancer can plug into your team. If not, an agency may be a safer bet.
- Are you running omnichannel campaigns? Agencies can align your Facebook, Instagram, Google Ads, and email marketing under one plan.
- Do you want strategy or just execution? Freelancers usually handle execution. Agencies bring frameworks, testing methodologies, and growth roadmaps.
Checklist to Vet a Facebook Ads Partner:
- Ask for industry-specific case studies.
- Evaluate their understanding of Meta features like CAPI and Advantage+.
- Test their creative thinking and how they respond to trends.
- Review their reporting cadence.
- Validate their process for testing new hooks and creatives.
Red Flags to Watch For Facebook Ads Agency:
- Assigning junior staff to high-value accounts.
- Focusing on vanity metrics without linking to ROI.
- Overpromising quick ROAS with no testing plan.
Facebook Ads Freelancer:
- No contract or tracking setup.
- No backup in case they’re unavailable.
- Poor naming conventions or disorganized assets in the ad account.
U.S. Market Status Quo in 2025
- Hybrid setups are common. Brands use a facebook ad management agency for strategy and freelancers for hands-on testing.
- Freelancers are thriving in creative cities like Nashville, Denver, and Miami.
- Top Facebook ads services include dynamic creatives, Advantage+ Shopping campaigns, and UGC-style video testing.
- E-commerce Facebook ads agencies are in demand for Q4 scaling, while freelancers often manage BOFU remarketing.
Final Verdict: What Works Better?
| If You Are… | Go With… |
| Testing Facebook Ads for the First Time | Freelancer |
| Scaling to 6-7 figures with Shopify | Ecommerce-focused Facebook Ads Agency |
| Need creative freedom but strategic alignment | Hybrid Model (Agency + Freelancer) |
| Need high-touch, fast-turnaround management | Freelancers or Boutique Facebook Ads Agency |
The right Facebook ad agency or freelancer should feel like an extension of your team, not just a vendor.
Still Confused?
If you’re stuck between hiring a freelancer or going all-in with a facebook ads agency near you, reach out. We help brands clarify goals, match with vetted partners, and improve Facebook ROAS without the guesswork.
Whether you choose a facebook ad management agency or go solo with a pro freelancer, the goal remains: profitable, scalable Facebook advertising that aligns with your growth stage.
