This question typically arises when a company’s ad budget becomes substantial and periodic follow-up by an external provider starts showing its responsiveness limits.
The real cost of an in-house media buyer
Beyond salary, an in-house hire involves social charges, training and onboarding time, and a risk of dependency on a single person for account knowledge. A confirmed profile typically commands between €38,000 and €50,000 gross per year, excluding charges.
The real cost of an outsourced freelancer
A freelance consultant charges directly for their time or a flat fee, without the indirect costs of employment, but their available time for your account remains shared with other clients — which can limit responsiveness on very frequent adjustments.
The tipping point
As a general rule, below roughly €15,000 to €20,000 in monthly media budget, outsourcing remains more cost-effective than a dedicated full-time hire. Beyond that, especially when managing several platforms and markets simultaneously, a full-time in-house profile often becomes economically justified.
The hybrid model
Many growing companies combine both: a junior in-house profile handling day-to-day work and reporting, supported by a senior freelance consultant for strategic architecture and periodic audits. This model limits fixed costs while securing expertise on structural decisions.
The continuity question
The real risk of a single in-house profile is dependency: if they leave, all account knowledge leaves with them. Documenting strategy and learnings along the way, regardless of the chosen model, remains the best protection against this risk.
To explore the media buyer profession and its career path, see our becoming a media buyer guide.