Hire someone who talks about cost per lead and cost per customer, not likes and reach, who looks at your landing page and follow-up as well as the ads, and who can show real numbers from real accounts. Whether they are a freelancer or an agency matters less than who actually does the work.
Freelancer vs agency
| Specialist freelancer | Agency | |
|---|---|---|
| Who does the work | The person you speak to | Often a junior account manager |
| Communication | Direct | Through an account manager |
| Range of skills | Depends on the person | Wider team |
| Cost | Usually lower overheads | Usually higher retainers |
The honest answer: a good freelancer beats a bad agency, and a good agency beats a bad freelancer. Ask who will actually build and manage your ads.
Questions to ask before you hire
- “Can you show me a real account?” Screenshots from Ads Manager with spend, results and cost per result, not just testimonials.
- “What happens after the click?” If they only talk about the ads, most of your money will still leak out on a weak page and slow follow-up.
- “How will you track results?” Look for the Meta Pixel, Conversions API and a clear cost per lead.
- “What will you report every week?” Spend, leads, cost per lead and what they changed. Simple.
- “Who owns the ad account and data?” You should. Always.
Already running ads that aren’t working? Start with the 7 most common reasons Facebook ads fail.
Red flags
- Guaranteed results before they have seen your business.
- Reports full of reach, impressions and likes but no leads.
- They want to run everything from their own ad account.
- No interest in your offer, your prices or what a customer is worth to you.
- Long lock-in contracts before any results.
What good looks like
A good Facebook ads expert starts with your numbers: what a customer is worth, how many enquiries you close, and the cost per lead you can afford. Then they build the ads, the page and the follow-up around that. One of my clients runs on £10 a day and gets enquiries at £4.33 each because every step after the click is built properly. See the case study.
Want a straight answer on your ads?
Book a free 30-minute call. I will look at your account and page and tell you what I would change, whether you hire me or not.
Book a free callSee how I work on my Facebook ads management page, or read how much Facebook ads cost.
Frequently asked questions
How much does a Facebook ads expert cost?
It varies widely by scope and experience. Some charge a monthly fee, some a percentage of ad spend, and some a setup fee plus management. Ask for the full cost, including any setup, before you start.
Should I hire a freelancer or an agency for Facebook ads?
Hire whoever will actually do the work well and can show real results. With a freelancer you usually speak to the person running your ads; with an agency, ask who that will be.
How do I know if my Facebook ads expert is doing a good job?
Look at cost per lead and cost per customer over time, and whether they can explain clearly what they changed and why.
Related guides
- How much do Facebook ads cost for a small business in 2026?
- Facebook lead ads vs landing pages: which gets better leads?
- Meta Pixel and Conversions API explained for small businesses
- Facebook ads for real estate agents: how to get seller and buyer leads
Pierce Tagle is a Facebook ads expert and AI automation specialist. He builds the ads, funnels and GoHighLevel follow-up systems that turn clicks into booked calls for businesses in the US and UK. More about Pierce