What running it well takes
- Buyer-question research to write ad groups and context hints.
- Creative: six or more new ads a month, written to policy.
- Tracking: pixel, Conversions API and a lead event.
- Company identification to name visitors who don't convert.
- Weekly optimisation and a report someone reads.
In-house fits when
- You have a paid media specialist with 4–6 hours a week to spare.
- Your analytics and CRM tracking are already reliable.
- You're happy to learn a new platform through a 90-day test.
An agency fits when
- You want ads live in two weeks, not two months.
- You don't have company identification or want it run for you.
- You need creative written to the ad policy's rules on claims.
What to ask any agency
- Will campaigns run in our own account?
- How will you judge success: clicks, or companies and pipeline?
- Do you charge a margin on media spend?
- Who writes the ads, and how often are they refreshed?
- Can we cancel monthly, and what do we keep?
At Answerbid campaigns run in your account, we report on companies and pipeline, and you can cancel any time. See pricing.
A cost comparison to run yourself
| Line | In-house | Agency |
|---|---|---|
| Specialist time | 4–6 hours a week of a salaried role | Included |
| Creative | Designer and copywriter time | Often included |
| Tracking setup | Developer time | Often included |
| Company identification | A separate tool | Sometimes included |
| Media | Same | Same, if there's no margin on spend |
Put real numbers in each line. The comparison usually turns on whether you already have the tracking and identification in place.
A hybrid that works
Some teams run campaigns in-house and buy only company identification and creative. Others start with an agency for 90 days, then take campaigns in-house once the questions and tracking are proven.
Questions
Do agencies take a cut of media spend?
Some do. Ask directly and get the answer in writing.
What should we own whatever we choose?
The ad account, the pixel, the data and the creative.
How do we judge an agency after 90 days?
On the same scorecard you'd use in-house: in-profile companies, meetings and pipeline.
Start here: ChatGPT ads for B2B. More articles in ChatGPT ads.
