This is often the first structuring decision even before choosing an advertising platform. Here are the criteria that should actually guide this choice.
Single point of contact vs multidisciplinary team
With a freelance consultant, you have a single point of contact who knows your account in detail — no information loss between several people. An agency, on the other hand, brings a multidisciplinary team (media buyer, creative, data) useful when the project exceeds a single skill set.
Budget and profitability
A freelance consultant typically charges between €300 and €5,000/month depending on experience and scope. An agency, with its heavier cost structure, often starts higher, around €1,500 to €2,000 minimum. For a media budget below €5,000/month, a freelancer generally offers the best value for money.
Responsiveness and availability
A serious freelancer generally responds faster than a structured agency with internal validation processes. In exchange, their availability depends on their current workload — a point worth clarifying before signing.
Continuity in case of absence
This is the freelancer’s real weak point: in case of prolonged unavailability, there isn’t always an immediate fallback solution. An agency generally guarantees service continuity even if a team member is absent.
Our practical recommendation
For a controlled budget and a project focused on one or two platforms, a verified freelance consultant is often the most cost-effective choice. For a multi-platform, multi-market project, or one requiring creative production at volume, an agency becomes relevant.
Find verified profiles in our directory, or check our sister site meilleure-agence-sea.fr for agencies.