The in-house vs. agency debate misses the real paid media problem – MarTech

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MarTech » Performance marketing » The in-house vs. agency debate misses the real paid media problem
For years, conversations about paid media have revolved around one question: should companies build in-house teams or outsource to agencies?
That debate makes sense, but it misses the real issue. The problem isn’t where paid media sits in the org chart. It’s how performance leadership is structured.
Many companies run Google Ads and other paid channels with capable teams, solid budgets, and documented best practices. Campaigns are live. Dashboards are full. Optimizations happen on schedule. Yet:
This is rarely a talent issue. It’s usually a structural one.
Across dozens of B2B paid media accounts, from SaaS to service businesses spending five figures a month, we see the same pattern.
Performance does not collapse overnight. It slows gradually.
Campaigns keep running. Costs look stable. Leads still come in. But growth stalls. Leadership sees motion without insight. Decisions turn reactive. Paid media shifts from a growth engine to a cost center that has to defend its existence.
The gap isn’t effort or execution. Over time, strategy narrows when teams work in isolation.
When performance stalls, the default response is to hire. A new specialist. A channel owner. A more senior role.
Extra resources can ease the workload, but headcount alone rarely fixes the real problem. 
In in-house teams, three challenges are consistent:
Leadership teams often lack a clear, shared view of how paid media drives pipeline and revenue. The data exists, but it’s scattered across disconnected platforms, tools, and dashboards. 
Without strong integrations, even well-run campaigns operate with weak feedback loops, limiting how much they can improve.
Many teams try to follow proven best practices. The issue isn’t intent. It’s context. What works for one company or growth stage can be ineffective, or even harmful, for another. 
Without external benchmarks or fresh perspectives, teams struggle to see what actually applies to their business.
Day-to-day execution eats up available capacity. Teams focus on keeping things stable instead of pushing performance forward. Testing starts to feel risky, even though real gains usually come from the few experiments that work.
Over time, this creates the illusion of optimization: steady activity without meaningful progress.
These structural issues don’t just affect companies already running paid media. They often show up earlier, before the first campaigns even launch.
In many B2B organizations, paid advertising enters the picture when growth from outbound sales, partnerships, or organic channels starts to slow. 
Budgets roll out cautiously. Execution gets delegated. Results are expected to emerge from platform defaults.
What’s usually missing is strategic ownership:
Without this foundation, early results disappoint. Budgets get cut. Confidence fades. Paid media gets labeled ineffective before it has a real chance to work.
Ironically, this early phase is where external perspective can deliver the greatest long-term impact. It’s also when companies are least likely to seek it.
Outsourcing is often framed as a way to cut costs or add execution power. In reality, its biggest advantage is perspective.
External performance teams work across many accounts, industries, and growth stages. They:
That outside view matters most in areas like tracking architecture, platform integrations, and account structure, where partial best-practice adoption can quietly erode performance.
A common scenario looks like this: 
Outsourcing isn’t a cure-all. It breaks down when companies expect external partners to fix performance in isolation, or when strategy and execution live in separate worlds.
It works best as a hybrid model:
In this setup, partners don’t replace teams. They raise the bar.
That’s why a specialized Google Ads agency creates the most value when the goal isn’t just running campaigns, but turning paid media back into a predictable, scalable growth lever.
High-performing organizations are increasingly separating strategy from execution volume.
They bring in outside expertise not because something is broken, but because they want:
This approach builds momentum before budgets get cut, not after results decline. It also helps leadership understand why paid media performs the way it does, restoring confidence in the channel.
Organizations that avoid long plateaus tend to:
In this context, outsourcing isn’t about cost efficiency. It’s about preserving strategic sharpness as platforms and markets evolve.
The in-house versus outsourced debate reduces a deeper issue: who owns performance direction, and how often it gets challenged?
As paid media platforms automate and evolve, the companies that sustain growth aren’t the ones with the biggest teams. They’re the ones with the clearest perspective.
Opinions expressed in this article are those of the sponsor. MarTech neither confirms nor disputes any of the conclusions presented above.
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