By Jack Walker, Managing Director of OptiModo Marketing · Updated October 2026
When a business decides to take marketing seriously, the first question is usually whether to hire someone or use an agency. Here is an honest comparison of the costs, the strengths of each, and how to decide.
The real cost of an in-house marketer
The salary is only part of it. When you hire, you also pay for:
- Employer costs, including National Insurance and pension contributions.
- Software and tools for ads, SEO, design, scheduling and reporting.
- Recruitment, whether through an agency fee or your own time.
- Training to keep up with platforms that change every few months.
- Holiday and sickness, when marketing stops unless someone covers.
And one person rarely has expert-level skills in paid ads, SEO, content and analytics at the same time.
Agency vs in-house at a glance
| Marketing agency | In-house marketer | |
|---|---|---|
| Monthly cost | A fixed fee, often £500 to £3,000 | Salary plus employer costs, tools and training |
| Skills | A team of specialists | Usually one generalist |
| Getting started | Within weeks | Months of recruitment and onboarding |
| Cover | Work continues during holidays | Stops when they are away |
| Flexibility | Scale up or down monthly | Fixed cost, harder to change |
| Knowledge of your business | Builds over time | Deep and day-to-day |
When an agency is the right choice
- You want results from paid ads, SEO or social media without building a team.
- You need specialist skills quickly, without months of recruitment.
- You want to scale spend up or down month to month.
When in-house is the right choice
- You need someone on site every day for events, internal communications and sales support.
- You have the budget for a team rather than one person.
- Your product is highly technical and needs constant input from inside the business.
The hybrid option
Many growing businesses keep one marketer in-house for day-to-day work and use an agency for specialist channels like Google Ads, LinkedIn and SEO. It gives you local knowledge and expert execution without hiring a full team.
What to look for in an agency
- Published prices, so you know the cost before you talk.
- Case studies with real numbers, not just logos.
- No long contracts, so they have to keep earning your business.
- Reporting on leads and sales, not impressions and likes.
That is exactly how we work. See our published prices, our case studies, or read how much digital marketing costs in the UK.
Agency vs in-house: frequently asked questions
Is it cheaper to hire a marketing agency or an in-house marketer?
For most small and medium-sized businesses, an agency is cheaper. A full-time marketer costs a salary plus employer costs, tools and training, while an agency gives you a team of specialists for a monthly fee.
How much does a marketing agency cost per month in the UK?
Most UK businesses spend £500 to £3,000 a month with an agency, depending on the services. Our ads management starts from £450 a month, SEO from £550 and social media from £219.
When should a business hire in-house instead?
When marketing needs daily, hands-on attention across many areas, such as events, internal communications and sales support, and the budget allows a full team rather than one person.
Can we use an agency alongside an in-house marketer?
Yes. Many businesses keep a marketer in-house for day-to-day work and use an agency for specialist skills like paid ads and SEO.
Weighing up your options?
Book a free strategy call. We will give you an honest view on whether an agency, in-house or both is right for your business.