Don't Do It Yourself
When Should You Use a Marketing Agency Vs. Freelancer

When Should You Use a Marketing Agency vs Freelancer?

Marketing agency or freelancer: which is better?

This is a question I asked myself many times before making a marketing hire, and the choice truly is daunting.

In addition to budget considerations, evaluate which option best fits your business needs and goals.

Agencies offer wide-ranging abilities and a robust system, whereas freelancers provide affordable specializations.

Here is how I now determine whether to hire a marketing agency or freelancer.

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Key Takeaways

  • Agencies offer comprehensive services at a higher cost, while freelancers are more budget-friendly and flexible.
  • Agencies provide high-quality outputs and scalability for larger projects, whereas freelancers excel in personalized and specialized tasks.
  • Consider the specific expertise and experience in your niche that either an agency or freelancer can bring to your project.

Marketing Agency vs Freelancer: What’s the Difference

Marketing Agency Vs. Freelancer: Differences


Marketing Agency


Broad expertise, scalability, high-quality service, and access to advanced tools.
Cost-effective, flexible, personalized service, direct communication.
Higher costs, less flexibility, potential lower priority for smaller clients, standardized solutions.
Limited resources, availability issues, variability in quality, and less formal accountability.
Best For
Large-scale projects, comprehensive marketing campaigns, and businesses needing a full suite of services.
Smaller, specialized projects, businesses needing specific skills, or quick turnarounds.
Average Cost
Typically starts from several thousand dollars per project or monthly retainer.
It can range from hourly rates of $50 to $150, or project-based fees depending on complexity.
Structured processes are less adaptable to rapid changes.
High adaptability, able to quickly respond to project adjustments.
Can involve layers, with a manager or team lead as points of contact.
Direct communication with the individual handling your project.
Well-equipped to scale up services and handle increasing demands as a business grows.
More suitable for maintaining the same level or scaling down; not ideal for scaling up significantly.
Team of experts across various marketing disciplines, offering a diverse range of skills.
Often highly specialized in one or a few areas, offering depth in specific fields.

What’s a Marketing Agency?

What's a Marketing Agency?

A marketing agency is a one-stop shop with a team of experts in various marketing disciplines. Agencies are equipped to handle large-scale projects and deliver a broad spectrum of services.

This makes them a powerful ally for businesses looking to make a significant impact across multiple platforms and markets.

The agency model offers an integrated marketing approach. As businesses seek a more unified digital footprint that weaves together various marketing threads, agencies have stepped up.

They provide comprehensive solutions that span the entire marketing spectrum. This shift mirrors a broader move towards sophisticated, multifaceted marketing strategies that require a well-rounded team to execute.

Learn more about the 8 types of marketing agencies

What’s a Marketing Freelancer?

What's a Marketing Freelancer?

A freelancer operates solo, focusing on specific areas where they shine, like social media management, content creation, graphic design, or SEO.

A freelancer can offer more personalized attention, direct communication, and the kind of flexibility that suits smaller or more targeted projects perfectly.

The rise of freelancing is a nod to today’s tech-driven, remote capable world, offering professionals the freedom to work flexibly and businesses the chance to tap into top-notch talent on demand.

Small businesses, in particular, appreciate the access to expert skills without the full-time price tag.


Marketing Agency


More expensive due to comprehensive services and overhead.
Generally more affordable with lower overhead costs.
Broad expertise across various marketing disciplines.
Highly specialized in specific areas, offering deep expertise.
Service Quality
High-quality, professional outputs due to diverse team expertise.
Quality can vary; depending on individual expertise and experience.
Less flexible with processes and timelines due to managing multiple clients.
High flexibility, can quickly adapt to changes and client needs.
More layers of communication can slow down processes.
Direct communication with the individual handling your project.
Can handle larger, more complex projects due to resources and team size.
Limited scalability; best for smaller, more focused projects.
Tools and Software
Access to advanced tools and software for comprehensive management.
May have access to fewer, less advanced tools compared to agencies.
Structured accountability with contracts and a team to ensure delivery.
Less formal accountability; dependent on individual reliability.
Steady availability but may prioritize larger clients.
Availability can be limited by other commitments, and personal factors.
Backup Resources
Resources to cover if primary contacts are unavailable.
Often no backup, which can be risky if the freelancer is unavailable.

Marketing Agency Pros and Cons

Marketing Agency Pros and Cons

Composed of a team of marketing experts, agencies offer several important business benefits, but also some considerations to weigh:


  • Diverse Expertise: Agencies include a team of professionals, each specializing in different facets of marketing, such as strategy, creative design, digital marketing, and data analysis. This diversity allows them to tackle complex projects and cover various aspects of marketing.
  • High-quality Service: With multiple experts on board, agencies often guarantee a higher standard of work. They offer a level of professionalism and polish that can elevate a brand’s presence in the market.
  • Scalability: Agencies have the manpower and resources to scale up quickly. Scalability allows them to accommodate larger projects or extended services as a business grows or needs change.
  • Comprehensive Strategy: Agencies can provide a holistic approach to marketing campaigns, managing all elements from social media to direct marketing and public relations.
  • Access to Advanced Tools: Marketing agencies often have access to premium-level tools and software for data analysis, automation, and customer relationship management.

Learn how to hire a marketing agency! and avoid these red flags!


  • Higher Cost: All that expertise comes with a higher price tag. Agencies are typically more expensive than hiring freelancers, because of their broad array of services and resources.
  • Less Flexibility: Agencies have multiple clients to manage and often rigid processes, which can mean less flexibility for project adjustments or turnaround times.
  • Lower Priority: Small businesses might find themselves lower on the priority list if an agency serves larger, higher-paying clients, which could affect the attention and speed of service.
  • One-Size-Fits-All Approach: Agencies might lean towards standardized solutions rather than tailor-made strategies that precisely fit a smaller client's specific needs or niche market challenges.

Check out our roundup of the best marketing agencies!

Freelance Marketer Pros and Cons

Freelance Marketer Pros and Cons

Freelancers offer affordable access to marketing specialties, but you must know the key pros and cons to make an informed choice:


  • Cost-Effective: Freelancers typically operate with lower overhead costs, which means they can offer more affordable rates than agencies. This makes them a budget-friendly option, especially for smaller businesses or those just starting out.
  • Flexibility and Personalization: Freelancers are more likely to adapt quickly to changes and offer personalized services tailored to specific business needs.
  • Direct Communication: Working with a freelancer allows for direct, straightforward communication. Direct communication leads to quicker decision-making and a clearer understanding of project goals and progress.
  • Specialized Expertise: Many freelancers specialize in particular areas of marketing, providing depth of knowledge that can be exactly what a project needs.
  • Quick Turnaround: Without the bureaucracy of a larger organization, freelancers can often deliver projects more quickly, making them ideal for time-sensitive campaigns.

Learn how to hire a freelance digital marketer!


  • Limited Resources: Freelancers may lack access to the same level of tools, technology, and additional manpower as an agency. Their limited resources can impact the scope and scale of what they can handle.
  • Availability Issues: Freelancers may juggle multiple clients and projects, which can sometimes affect their availability and responsiveness to urgent needs.
  • Less Accountability: Without the infrastructure of an agency, it might be harder to enforce accountability if projects do not meet expectations or deadlines are missed.
  • Variability in Quality: While many freelancers deliver high-quality work, the lack of a formal quality control process can lead to variability in service.
  • No Backup: If a freelancer is unavailable due to illness, vacation, or personal emergencies, there may not be a backup to take over their responsibilities. The lack of a backup may lead to delays.

When to Hire a Marketing Agency Over a Freelancer

When to Hire Agency Over Freelancer

If your marketing goals stretch wide and the tasks stack high, here’s when it makes sense to bring an agency on board:

Craving a Cocktail of Skills

When your project requires pieces from strategy, creative design, digital marketing, and data analytics, a marketing agency brings the whole kit. Perfect for when you need an all-around team to tackle a complex mix.

You’ve Got Big Plans on the Horizon

For heavyweight projects or long-term campaigns, opt for an agency. An agency has the structure and the troops you need.

All the Marketing Bells and Whistles?

If you're looking to cover all bases, from branding to social media, an agency can bundle these under one roof. It's streamlined, cohesive, and oh-so-convenient.

Thinking Big and Long-Term?

If scaling up is in your future or you need the peace of mind that comes with continuity, consider an agency. An agency’s capacity to adjust and maintain pace with your growth can be a game changer.

You Need the Latest Tech

Agencies often have cutting-edge tools and tech that can turbocharge your marketing, keeping you ahead in a game that’s always changing.

When to Opt for a Freelancer Instead of an Agency

When to Hire Freelancer Over Agency

Sometimes the nimble touch of a freelancer is exactly what your project needs.

If you need agility, specialization, and personal connection are key, here’s when you might want to consider going the freelancer route:

Smaller or Specialized Projects

Freelancers are ideal for projects that are either too narrow for the broad brushes of an agency or too small to justify their heftier fees. They’re ideal for tasks that require deep dives into niche areas that require specialized knowledge.

Flexibility and Personalized Service

Freelancers typically offer more flexibility in how they work, adapting quickly to changes and tailoring their approach to fit exactly what you need. You’ll enjoy a direct line to your expert, which often leads to more personalized outcomes and faster turnarounds.

Budget Constraints

When budget is a concern, freelancers are more cost-effective. They’re perfect for businesses watching their wallet but still wanting to make a solid impact.

Need a Quick Turnaround

When deadlines are tight, and you need someone who can hit the ground running, consider a freelancer. Freelancers can often start quicker and deliver faster without the usual red tape or prolonged briefing processes common in agencies.

Find out the top questions to ask a freelance marketer before hiring!

What to Consider Before Hiring a Marketing Agency or Freelancer

What to Consider Before Hiring Agency or Freelancer

Choosing between a marketing agency and a freelancer involves more than just comparing costs and services. Their capabilities must align with your business’s specific needs and goals. Here are essential factors to consider before making your decision:

Experience in Your Niche

Look for a professional or team with a proven track record in your specific industry. This familiarity can lead to more insightful marketing strategies and avoid the learning curve that comes with understanding new market territories.

Proven Performance and Recommendations

Check their past performance by reviewing case studies, and client testimonials, and asking for references. An impressive portfolio and positive feedback from previous clients give you confidence in their ability to deliver results. For agencies, consider the breadth and success of their campaigns; for freelancers, look for specific projects that align with what you’re aiming to achieve.

Your Business’s Specific Needs and Circumstances

Consider what your business needs most. Do you require a wide range of marketing services that an agency can provide, or do you need the specialized skills that a freelancer offers?

Also, think about the scale of your projects, your budget, and how much direct oversight you want to have. These factors can guide you toward choosing a setup that best matches your business objectives.

Communication and Collaboration Style

Effective communication is key to any successful marketing effort. Evaluate how well the agency or freelancer communicates during your initial interactions. Are they prompt, clear, and professional? Do they understand your vision?

Flexibility and Scalability

Consider how well the agency or freelancer can adapt to changes in your business environment. If your market is dynamic and requires quick adjustments, a freelancer might be more adaptable. Conversely, if you anticipate needing to scale up your marketing activities, an agency may be better equipped to handle growth.



To choose between a marketing agency and a freelancer, consider your business’s specific needs, budget, and project scale.

If you’re tackling large projects or need a comprehensive approach, an agency might be your best bet. But if you’re focusing on specific tasks or need quick, flexible support, a freelancer could be ideal.

Ready to find your perfect marketing solution? Check out our breakdown of the top freelance sites to hire marketers to find a quality freelancer.

If you’re looking for an agency, use our Agency Matchmaker service to get matched with top agencies for your needs in under one minute.


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Frequently Asked Questions

Should I hire a marketing freelancer or an agency?

Choose a freelancer if you need specialized skills for a specific, smaller project, or prefer direct, flexible collaboration. Opt for an agency if your project requires a diverse set of skills, is larger in scale, or needs a comprehensive array of services.

Why hire an agency over a freelancer?

Hire an agency for larger, more complex projects that benefit from a team's diverse expertise and resources, structured management, and scalability.

Is it cheaper to hire a freelancer instead of an agency?

Yes, hiring a freelancer is generally cheaper than an agency. Freelancers have lower overhead costs and can offer more flexible pricing, making them a cost-effective option for specific tasks or smaller projects.

What are the pros and cons of hiring freelance marketers?

Pros: Cost-effective, flexible, personalized service, and direct communication.

Cons: Limited resources, availability issues, variability in quality, less formal accountability.

What are the pros and cons of hiring a marketing agency?

Pros: Broad expertise, high-quality service, scalability, and access to advanced tools.

Cons: Higher costs, less flexibility, potential for lower priority if not a major client, and sometimes a one-size-fits-all approach.