# Google Ads Agency vs. In-House: Which Actually Performs?

> Agency or in-house Google Ads? Tower33 breaks down the real costs, trade-offs, and what actually drives performance. Get clarity before you switch.

**Published:** 2026-10-01 | **Updated:** 2026-11-02 | **Author:** victorsoares
**URL:** https://tower33.com/articles/agency-vs-inhouse-google-ads/
**Type:** post

**Categories:** Paid media strategy

![Google Ads Agency vs. In-House: Which Actually Performs?](https://tower33.com/articles/wp-content/uploads/sites/107/2026/10/1790762886652-6f0b604ecd68-1024x572.webp)

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## Content

*Written by: Anthony Miller, Founder, Tower 33 | Last updated: November 1, 2026*

## Key Takeaways

- Google Ads performance comes from execution quality, including audience insight, creative, landing pages, and measurement, not from choosing agency or in-house.
- Five variables drive results: measurement integrity, strategic depth, continuity, speed to impact, and total cost. The model is only the container.
- In-house hiring carries hidden costs: $112,500+ fully loaded salary, 90–150 days to productivity, and institutional knowledge loss when staff turnover happens.
- Agencies win on cross-account learning and specialist depth but often fall short when senior talent is absent from day-to-day management and reporting stays surface-level.
- Tower33 delivers founder-led strategy, transparent weekly reporting, and rapid 30-day campaign launches for brands spending $500K–$5M.

[Get Weekly Paid Media Strategy Insights](https://tower33.com/join-strategy-newsletter/?utm_term=agency-vs-inhouse-google-ads&utm_campaign=ai_growth_agent)

## The Model Is Not The Variable, Execution Is

Most advertisers treat digital advertising like a secret club where a few people know hidden tricks. That gap does not exist. Performance differences come from fluency in the audience, clear goals, and using the networks correctly, not from proprietary settings or access. There are no tricks in the settings.

Five variables actually decide Google Ads performance: measurement integrity, strategic depth, continuity of the person running the account, speed to impact, and total cost. Every section of this guide maps to one of those five. The model, agency or in-house, is just a container. The quality of what sits inside that container is what moves revenue.

## What Your Spend Level Really Says About Readiness

The market uses rough thresholds as a starting point. [Professional Google Ads management usually pays for itself once monthly ad spend passes roughly $2,000 to $3,000, while a dedicated performance agency typically becomes the right model at $20,000 to $50,000 per month](https://www.constanthire.com/posts/google-ads-agency-vs-specialist), and $150,000+ per month is where a senior in-house hire can be justified on cost alone. Treat these as guidelines, not hard rules.

Spend works best as a proxy for team maturity instead of the deciding criterion. A brand spending $500,000 annually with a real marketing team, a CRM, and a nurture path is a stronger candidate for a paid media partner than a brand spending $1,000,000 where Google Ads carries the entire marketing effort. What makes paid media compound is the infrastructure around it: accurate conversion tracking, a CRM that closes the loop on revenue, landing pages built for the campaign, and an email system that does something with a lead that is not ready yet. Without that support, CPAs get squeezed as cost rises while conversion rate falls.

## The True Cost of Taking Google Ads In-House

Infrastructure is the real criterion, but cost is what most teams reach for first, and the salary comparison is the wrong place to start. [The Bureau of Labor Statistics’ May 2025 national median wage for market research analysts and marketing specialists, the occupational category that includes paid search roles, is $78,760 annually](https://flux.la/in-house-marketing-team-vs-agency-cost). That number looks manageable until you apply the correct benefits multiplier.

[The BLS June 2026 Employer Costs for Employee Compensation release shows wages at 70.0% of total compensation and benefits at 30.0%](https://marketingo.com/blog/in-house-vs-agency-paid-media). That means the correct multiplier on base salary is 1 divided by 0.70, or about 1.43. Applied to the $78,760 median, that lands around $112,500 in annual employer cost before tools, recruiting, or ramp time.

Timeline cost then stacks on top. [Hiring a senior in-house specialist takes 60–90 days to recruit and another 30–60 days to onboard, which means 90–150 days in total before full productivity](https://tower33.com/agency-consultant-or-in-house-how-to-make-the-right-call-after-a-bad-paid-media-partner/?utm_term=agency-vs-inhouse-google-ads&utm_campaign=ai_growth_agent). That lag hits during a period when the account usually needs to recover lost ground.

Salary expectations create another predictable pattern. Most companies want to keep the salary as low as they reasonably can, which makes sense from a budget standpoint but limits the talent pool. A $75,000 budget does not buy the $200,000 specialist. It buys a less seasoned person, roughly the same profile a large agency would staff on the account. Either path, the brand often ends up with someone with under five years of experience running the account.

Turnover risk then resets the clock. When that person leaves at eighteen months with nothing documented, the institutional knowledge leaves with them. [Median employee tenure for workers aged 25–34, the band most paid media specialists sit in, was 3.0 years as of January 2026](https://marketingo.com/blog/in-house-vs-agency-paid-media). Every departure restarts the ramp.

[A deeper breakdown of the in-house vs. agency paid media cost comparison is available here.](https://tower33.com/articles/in-house-vs-agency-paid-media/?utm_term=agency-vs-inhouse-google-ads&utm_campaign=ai_growth_agent)

[See The Full In-House vs Agency Cost Breakdown](https://tower33.com/join-strategy-newsletter/?utm_term=agency-vs-inhouse-google-ads&utm_campaign=ai_growth_agent)

## Where Agencies Genuinely Win And Where They Fall Short

Agencies excel at cross-account pattern recognition. A strategist running twenty accounts in your category sees what works across all of them before you see it in yours. They also bring a specialist bench across creative, design, development, and analytics that a single in-house hire cannot match. Existing infrastructure and processes let them launch faster than a new internal build.

Structural and economic realities create the failure points. At a large agency, the most experienced people rarely run day-to-day campaign work because the economics push them into sales and oversight. Senior talent closes the deal, and a coordinator runs the account. The monthly report fills with impressions and click-through rate, with no revenue line. (CTR is clicks divided by impressions, a useful number that says nothing about whether anyone bought.) Strategy often looks similar across clients. When performance disappoints, the agency points to a completed scope as proof it held up its end, because technically it did.

[The question of who actually runs your account, and why it matters more than the agency’s name, is worth reading before any partner decision.](https://tower33.com/articles/boutique-google-ads-senior-strategist/?utm_term=agency-vs-inhouse-google-ads&utm_campaign=ai_growth_agent)

The result feels familiar to many teams. You pay a meaningful fee, receive junior-level thinking, and end up leading the agency instead of being led by it. The ideas, observations, and follow-ups originate on your side of the table.

## The Hybrid Model With Internal Strategy And External Execution

If the agency failure mode is senior talent disappearing and the in-house failure mode is cost and continuity, the natural move is to combine the strengths of each. The middle path that surfaces most often pairs an in-house team that owns strategy, budget accountability, and internal relationships with an external partner that brings platform depth and execution. This works well when a capable in-house manager feels stretched because paid media is not their core role or their bandwidth and platform depth have hit a ceiling. It breaks down when nobody clearly owns the account.

One underappreciated detail favors this model. Taking over from an in-house manager often goes smoother than expected. Prior hands-on experience with the account speeds up onboarding. Institutional knowledge stays with the account instead of disappearing.

## How To Measure Whether The Switch Actually Worked

The order of measurement matters more than most teams realize. Compare in this sequence: cost per qualified lead, cost per customer, revenue, return on ad spend (ROAS, revenue divided by ad spend), and wasted spend. Lead volume alone creates a misleading scoreboard. A partner or hire can win on volume while losing on quality, and that gap only shows up when you track what happens to leads after they enter the funnel.

The metric distinctions matter here because they measure progressively narrower things. ROAS tells you revenue returned per dollar spent, but it says nothing about whether that revenue came from customers who stayed or from leads that never converted again. CPA and CPL sit one step down. CPA counts any conversion action, and CPL counts any form submission, so both can look healthy while the leads behind them go nowhere. That is why cost per qualified lead and cost per converted lead carry more weight in lead generation. They are the only figures that filter down to people who meet your criteria or actually bought.

Several measurement failures can make any comparison meaningless. Total store revenue divided across ad spend can make a losing program look healthy. Campaigns that optimize toward the wrong conversion signal distort bidding. Blended brand and non-brand spend hides where profit really comes from. Attribution gaps from broken or misconfigured tracking erase key steps. [The reporting failures that cost the most money, and are hardest to detect, are worth understanding before you evaluate any performance claim.](https://tower33.com/articles/google-ads-agency-reporting/?utm_term=agency-vs-inhouse-google-ads&utm_campaign=ai_growth_agent)

Benchmarks help with orientation. WordStream’s 2026 Google Ads benchmark study, covering 13,474 US search campaigns from April 2025 through March 2026, reports all-industry medians of 6.64% CTR, $5.42 cost per click, 8.18% conversion rate, and $66.69 cost per lead. Treat these as reference points. Your vertical, funnel, and conversion signal hygiene will move every one of those numbers.

Instead of a table, compare each model on the dimensions that matter most. On cost, a large agency charges a management fee plus media with senior staff on checkpoints only, while a small generalist agency runs a lower retainer with generalist depth. An in-house hire costs $112,500+ fully loaded annually before tools and recruiting, while Tower33 starts at $5,000 per month. On time to launch, large agencies often take weeks to months, small generalists take weeks, an in-house hire needs 90–150 days from search to productivity, and Tower33 launches all new campaign concepts within 30 days. On continuity and product knowledge, large agencies rely on templates, small generalists stay broad but shallow, and in-house depth grows over time but disappears when the person leaves. Tower33 runs a deep-dive kickoff, documents key lessons, and keeps that knowledge with the founder. On reporting and ownership, large agencies lean on impression and CTR stories, small generalists often stay shallow, and in-house reporting can go unchallenged. Tower33 builds reporting to surface what is not working and sends a written report every Wednesday, with the founder running the account day to day.

## A Pre-Switch Diagnostic To Separate Model From Execution

Before changing the model, identify what actually broke. If the problem sits in execution, changing the model simply moves the same issues into a new container. Use this checklist as a quick diagnostic:

- Is conversion tracking clean, and are campaigns optimizing to the right signal, such as purchase to purchase or qualified lead to qualified lead?
- Is there a revenue line in the report, or only impressions, CTR, and CPL?
- Has CPA risen more than 20% over twelve months with no external cause like a new competitor, seasonal shift, or platform change?
- Are you the one leading the relationship, chasing follow-ups, and bringing the observations?
- Did the senior strategist from the pitch disappear after onboarding?
- Is brand spend separated from non-brand spend, or are they blended in a way that makes non-brand look better than it is?
- Is there a nurture path for prospects not ready to buy, or does every campaign ask for a purchase decision on the first touch?

If most of those answers point to execution failures, a new model inherits the same broken foundation, and you end up paying a new partner or hire to work inside the same flawed system. Fix the measurement first, because only then can you tell whether the model was ever the real problem.

[Get The Pre-Switch Diagnostic Checklist By Email](https://tower33.com/join-strategy-newsletter/?utm_term=agency-vs-inhouse-google-ads&utm_campaign=ai_growth_agent)

## Why Tower33 Is The First Call For Mid-Market Google Ads Performance

Tower33 is a boutique, founder-led paid media firm built to serve the underserved middle. Anthony Miller, Founder and Lead Strategist, leads strategy and day-to-day management on every account and joins from the first conversation. He has 15+ years in the discipline and has personally managed hundreds of millions in advertising across hundreds of brands since 2008. There is no handoff. The person who runs the pitch is the person in the account every week.

Before any agreement is signed, Tower33 runs a pre-engagement audit of the existing accounts with real diagnostic observations instead of a generic sales deck. The first thirty days run two tracks at once. Triage means cutting non-converting spend, fixing conversion signals, and correcting bidding. Rebuild means new campaign concepts and media plans, all launched within thirty days. The characteristic first-month pattern is cost down, revenue flat, ROAS up, and CPA down, even before new campaigns have enough data to mature.

Measurement gets rebuilt before performance is judged. That includes conversion signal hygiene, brand and non-brand separation, funnel-stage segmentation, UTM discipline, and server-side tracking to prevent attribution loss. A written report goes out every Wednesday covering the prior Monday through Sunday. A strategy call follows later that week. There is no contractual lock-in. Performance keeps the relationship together.

Tower33 also maintains a bench of long-tenured specialists, including a creative director with 14 years of collaboration, brought in as programs require. Small by design does not mean narrow. It means the founder stays on the account, and the specialists extend his capacity without replacing him. That combination, an owner who stays on the account backed by specialists who extend his reach, directly addresses the continuity problem that the in-house path struggles to solve.

[Read Anthony’s Weekly Account Notes](https://tower33.com/join-strategy-newsletter/?utm_term=agency-vs-inhouse-google-ads&utm_campaign=ai_growth_agent)

## Vetting Questions For Agencies And In-House Hires

Whichever path you choose, and whether or not it is Tower33, the vetting questions stay the same because the failure modes look similar on both sides.

On strategy and accountability:

- Walk me through a recommendation you made that did not work out. What did you learn and what changed?
- Which campaign drove the most revenue for a client in our category last quarter? Walk me through the strategy.
- Can you show me an actual report from a current client?

On team structure and continuity:

- Who specifically will be on my account? What is their experience level, and how long have they been at the firm?
- What does handoff look like if someone leaves?

On transparency and ownership:

- Will I have owner-level access to all ad accounts from day one?
- What happens to the account if we part ways?

Any hesitation on account ownership signals a structural problem. The final filter is simple. Ask whether this person told you anything you did not already know and whether they pushed back on anything or agreed with everything. A great paid media partner challenges assumptions instead of echoing them.

## Conclusion And Next Steps

Agency versus in-house Google Ads performance comes down to execution, measurement integrity, and who is actually in the account, rather than the model on the org chart. The practical next steps are straightforward. Audit your conversion tracking and confirm campaigns are optimizing to the right signal. Separate brand and non-brand spend. Put a revenue line in the report. Run the pre-switch diagnostic above. Compare structures on cost per qualified lead and cost per customer instead of lead volume alone.

If you are at the point where the current model has run out of road, [this guide on making the right call after a bad paid media partner](https://tower33.com/agency-consultant-or-in-house-how-to-make-the-right-call-after-a-bad-paid-media-partner/?utm_term=agency-vs-inhouse-google-ads&utm_campaign=ai_growth_agent) is a useful next read. The Tower33 strategy newsletter, one email, one idea, once per week, shares observations from 15+ years managing hundreds of millions in paid media and includes the Media Methodology E-book, *A Methodology for Paid Media Success*, free when you sign up.

[Get The Media Methodology E-Book](https://tower33.com/join-strategy-newsletter/?utm_term=agency-vs-inhouse-google-ads&utm_campaign=ai_growth_agent)

## Frequently Asked Questions

### Which Delivers Better Google Ads Performance, An Agency Or An In-House Hire?

Neither model reliably outperforms the other on its own. Execution drives performance, including audience understanding, campaign structure, creative, landing pages, and measurement, regardless of whether the person running the account sits inside or outside the company. The more useful question is whether the execution is senior, accountable, and built on clean measurement. A junior in-house hire and a junior agency staffer tend to produce similar results for similar reasons. The model is a container, and the person inside it and the goals they optimize toward decide the outcome.

### Why Do Companies Move Google Ads In-House, And When Does That Make Sense?

Most companies move in-house because they want more control, feel frustrated with agency reporting that does not connect to revenue, or believe in-house will be cheaper. Moving in-house makes sense when spend is high enough to justify a senior hire, existing internal infrastructure supports them, campaign needs stay stable enough for one person to own, and prior agency failures came from a partner never learning the business deeply enough. It usually fails when a generalist gets hired because they cost less, when management overhead is underestimated, or when the hire leaves at eighteen months with nothing documented.

### What Is The Main Disadvantage Of An In-House Advertising Setup?

The most underestimated disadvantage is the timeline cost. Hiring a senior in-house specialist takes 60–90 days to recruit and another 30–60 days to onboard, which means 90–150 days in total before full productivity during a period when you likely need to recover lost ground. Continuity risk follows close behind. When the hire leaves, institutional knowledge about the account, the audience, and the performance history leaves with them, and the ramp clock resets. Depth is the third challenge. A single in-house hire covers one primary skill set, and the disciplines a real paid media program requires, such as creative, analytics, landing page improvement, and tracking infrastructure, rarely stack cleanly in one person.

### What Does An In-House Google Ads Hire Really Cost Once Everything Is Counted?

As covered above, the fully loaded cost of a median-level hire lands around $112,500 per year before tools and recruiting. Once you add tooling, a recruiting fee, and pay during the unproductive ramp period, year one clears $150,000 for a median-level hire. After one-time costs fall away, ongoing loaded cost settles to roughly $9,400 per month in year two, before you factor in the 90–150 days of degraded campaign performance while the seat is open and the new hire learns the business.

### When Does It Make Sense To Move Google Ads In-House Versus Keeping A Partner?

Spend level acts as a proxy rather than the deciding factor. The real test is whether the organization has the surrounding infrastructure, including a CRM, optimized landing pages, a nurture system, and accurate conversion tracking, that makes paid media compound. The $500K versus $1M example above illustrates this clearly. In-house becomes defensible when spend is consistently above $150,000 per month, the team has the depth to support a senior specialist, and the failure mode of prior agency relationships centered on a partner never learning the business, instead of weak execution or broken measurement.

### What Is The Hybrid Model And Who Owns The Account In It?

The hybrid model pairs an internal strategy owner, someone who holds budget accountability, internal relationships, and brand context, with an external partner who brings platform depth and execution. This setup works when the in-house person is capable but stretched or when the team has reached the ceiling of its bandwidth or platform expertise. It fails when ownership is ambiguous and nobody clearly holds the account. The clearest sign of a failing hybrid is that neither side can answer the question of who would notice first if conversion tracking broke tomorrow. If the answer is the agency, measurement still lives outside the organization regardless of the org chart.

### How Do We Measure Whether Switching Improved Performance?

Use the sequence above, starting with cost per qualified lead, then cost per customer, revenue, ROAS, and wasted spend. Lead volume alone does not tell you whether the switch worked. Before any comparison is meaningful, measurement has to be clean. That means conversion tracking rebuilt to the right signal, brand and non-brand spend separated, campaigns segmented by funnel stage, and attribution gaps closed with server-side tracking. Comparing results before and after a switch without fixing measurement first compares two versions of the same broken scoreboard.

### How Long Until We Would See Results After A Change?

The first month focuses on triage and rebuild running at the same time. Non-converting spend gets cut, foundational tracking and optimization problems are corrected, and new campaign concepts are developed and launched within thirty days or less. The characteristic first-month pattern is cost down, revenue flat, ROAS up, and CPA down, driven by stopping waste rather than spending more. Meaningful performance data from new campaign structures typically emerges within 60–90 days. By comparison, an in-house hire takes 90–150 days from search to full productivity.

## What to Read Next

- [In-House vs Agency Paid Media Management: Which Wins](https://tower33.com/articles/in-house-vs-agency-paid-media/)
- [Best Agency for Google Ads Management: Build Your Shortlist](https://tower33.com/articles/best-google-ads-management-agency/)
- [Boutique Google Ads Agency: Who Actually Runs Your Account?](https://tower33.com/articles/boutique-google-ads-senior-strategist/)
- [Choosing the Right Google Shopping Agency for Your Brand](https://tower33.com/articles/best-google-shopping-agency-guide/)
- [Google Ads Reporting: What Your Agency Isn’t Showing You](https://tower33.com/articles/google-ads-agency-reporting/)

---

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      - **Text:** Neither model reliably outperforms the other on its own. Execution drives performance, including audience understanding, campaign structure, creative, landing pages, and measurement, regardless of whether the person running the account sits inside or outside the company. The more useful question is whether the execution is senior, accountable, and built on clean measurement. A junior in-house hire and a junior agency staffer tend to produce similar results for similar reasons. The model is a container, and the person inside it and the goals they optimize toward decide the outcome.
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      - **Text:** Most companies move in-house because they want more control, feel frustrated with agency reporting that does not connect to revenue, or believe in-house will be cheaper. Moving in-house makes sense when spend is high enough to justify a senior hire, existing internal infrastructure supports them, campaign needs stay stable enough for one person to own, and prior agency failures came from a partner never learning the business deeply enough. It usually fails when a generalist gets hired because they cost less, when management overhead is underestimated, or when the hire leaves at eighteen months with nothing documented.
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      - **Text:** The most underestimated disadvantage is the timeline cost. Hiring a senior in-house specialist takes 60–90 days to recruit and another 30–60 days to onboard, which means 90–150 days in total before full productivity during a period when you likely need to recover lost ground. Continuity risk follows close behind. When the hire leaves, institutional knowledge about the account, the audience, and the performance history leaves with them, and the ramp clock resets. Depth is the third challenge. A single in-house hire covers one primary skill set, and the disciplines a real paid media program requires, such as creative, analytics, landing page improvement, and tracking infrastructure, rarely stack cleanly in one person.
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    - **Name:** What Does An In-House Google Ads Hire Really Cost Once Everything Is Counted?
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      - **Text:** As covered above, the fully loaded cost of a median-level hire lands around $112,500 per year before tools and recruiting. Once you add tooling, a recruiting fee, and pay during the unproductive ramp period, year one clears $150,000 for a median-level hire. After one-time costs fall away, ongoing loaded cost settles to roughly $9,400 per month in year two, before you factor in the 90–150 days of degraded campaign performance while the seat is open and the new hire learns the business.
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    - **Name:** When Does It Make Sense To Move Google Ads In-House Versus Keeping A Partner?
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      - **Text:** Spend level acts as a proxy rather than the deciding factor. The real test is whether the organization has the surrounding infrastructure, including a CRM, optimized landing pages, a nurture system, and accurate conversion tracking, that makes paid media compound. The $500K versus $1M example above illustrates this clearly. In-house becomes defensible when spend is consistently above $150,000 per month, the team has the depth to support a senior specialist, and the failure mode of prior agency relationships centered on a partner never learning the business, instead of weak execution or broken measurement.
    **Question:**

    - **Name:** What Is The Hybrid Model And Who Owns The Account In It?
      **Answer:**

      - **Text:** The hybrid model pairs an internal strategy owner, someone who holds budget accountability, internal relationships, and brand context, with an external partner who brings platform depth and execution. This setup works when the in-house person is capable but stretched or when the team has reached the ceiling of its bandwidth or platform expertise. It fails when ownership is ambiguous and nobody clearly holds the account. The clearest sign of a failing hybrid is that neither side can answer the question of who would notice first if conversion tracking broke tomorrow. If the answer is the agency, measurement still lives outside the organization regardless of the org chart.
    **Question:**

    - **Name:** How Do We Measure Whether Switching Improved Performance?
      **Answer:**

      - **Text:** Use the sequence above, starting with cost per qualified lead, then cost per customer, revenue, ROAS, and wasted spend. Lead volume alone does not tell you whether the switch worked. Before any comparison is meaningful, measurement has to be clean. That means conversion tracking rebuilt to the right signal, brand and non-brand spend separated, campaigns segmented by funnel stage, and attribution gaps closed with server-side tracking. Comparing results before and after a switch without fixing measurement first compares two versions of the same broken scoreboard.
    **Question:**

    - **Name:** How Long Until We Would See Results After A Change?
      **Answer:**

      - **Text:** The first month focuses on triage and rebuild running at the same time. Non-converting spend gets cut, foundational tracking and optimization problems are corrected, and new campaign concepts are developed and launched within thirty days or less. The characteristic first-month pattern is cost down, revenue flat, ROAS up, and CPA down, driven by stopping waste rather than spending more. Meaningful performance data from new campaign structures typically emerges within 60–90 days. By comparison, an in-house hire takes 90–150 days from search to full productivity.

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  - **Description:** Agency or in-house Google Ads? Tower33 breaks down the real costs, trade-offs, and what actually drives performance. Get clarity before you switch.
  - **DateModified:** 2026-11-01T14:02:41.148Z
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    - **Name:** Anthony Miller
    - **JobTitle:** Founder
    - **Description:** 20+ years in customer acquisition, digital marketing, search, social, analytics, and technology.Anthony has worked with hundreds of brands, managed hundreds of millions in ad spend, and founded both Tower33 and Travel Outside. Today, he works with select partners building and running customer acquisition ad programs through strategy, and hands-on management.
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      - **Name:** Tower 33
      - **Url:** https://tower33.com/
    **Organization:**

    - **Name:** Tower33
    - **Url:** https://tower33.com


---

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## Citations

- [Wellness Campaign Optimization Tips: A Nine-Step Triage](https://tower33.com/articles/wellness-campaign-optimization-tips/)
- [Destination Advertising Strategies: A Practitioner’s Guide](https://tower33.com/articles/destination-advertising-strategies-guide/)
- [Optimizing Ad Copy for Paid Media Conversions](https://tower33.com/articles/optimize-ad-copy-paid-conversions/)
- [Paid Media Management Services: What You’re Buying](https://tower33.com/articles/paid-media-management-services-guide/)
- [Paid Media ROI: The Formula, Inputs, and Spreadsheet](https://tower33.com/articles/paid-media-roi-calculation-formula/)

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