Digital marketing, like a lot of tech, is very fast paced. You need to be nimble and quick on your feet to react to changes and to have a tailored approach that fits each campaign – as opposed to a one size fits all strategy.

While bigger agencies have more resources, more tools and a greater pool of staff – these are typically spread out across multiple clients. Meaning time on your individual campaign is tight and those overseeing activity are balancing multiple projects at the same time. Where work can become cumbersome and process driven rather set up to get the best results for your campaign.

While a smaller agency has a more streamlined and agile way of working. To fit in work to suit your timetables and to adapt campaigns in lighting speed. With a smaller agency there is a greater sense of accountability, typically you have a lead who is responsible for all aspects of your campaign. So it is on them to make it successful and for them to know your account inside and out so that they can provide clear guidance on how best to improve activity.

On the flipside working with larger agencies you have access to a wider range of tech, tools and market insights. While these are nice to have, they are not essential for many campaigns. For SMEs and accounts starting out there are a range of free tools available to help understand your competitor ads (Ads Library), get a sense of keyword traffic (Google Keyword Planner) and data visualisations such as LookerStudio.

What you gain from working with a larger agency is a piece of mind that there is more manpower available. But what you might miss is the one-to-one connection with who is running your campaign and the relevant insights that they can provide to you that would help transform your business. Furthermore, that manpower might not be best suited to your campaign. Simply putting bums on seats to work a PPC campaign is not the best use of resources and can be counterproductive.

Smaller agencies, often more specialised, can offer a depth of expertise in specific niches. They typically have smaller client levels that mean that your campaigns can get the focused attention they deserve. This often leads to a better strategic alignment with your business goals and more innovative, out-of-the-box thinking. Ultimately, the decision between a large and small agency should be based on the specific needs and goals of your business.

If you are currently working with a larger agency and would like to find out whether we would be a good fit instead, feel free to get in touch today. We would love to hear from you and showcase what we could offer instead.