What’s the ONE costly mistake nearly every business makes before hiring a paid media agency? The answer? Waiting until it’s too late. When is really the right time to hire an agency?
In this episode of Paid Media for the Rest of Us, April Borovskaya breaks down the turning point where running ads yourself or even with a freelancer no longer cuts it. If your monthly ad spend has hit $3,000 or more, or you’re managing more than a single platform like Google Ads, you may be ready for the expertise of a full-scale agency.
April explains how the right agency can transform your marketing with unified strategies, creative assets, and access to advanced tools like AI-driven SEO, CTV placements, and livestream integrations. But she also makes it clear: not every agency is created equal. She shares the red flags like poor transparency and vague reporting as well as the green flags, such as proactive optimization, flexibility, and treating your business like a true partnership.
You’ll also get practical advice on what to ask before signing a contract, from Google Partner status to industry-specific experience. Whether you’re curious about AI SEO, CTV, or just tired of juggling campaigns solo, this episode arms you with the tools to make the right call.
Key Takeaways
Why $3,000/month is the tipping point for hiring an agency
How agencies add value beyond freelancers (think creative, strategy, and analytics)
The risks of relying only on Google’s algorithm for small business ads
Red flags: vague reporting, cookie‑cutter strategies, and pressure to overspend
Green flags: transparency, proactive optimization, and industry‑specific expertise
How AI, CTV, and new tools are reshaping paid media
Must-ask questions when interviewing agencies (and why local expertise matters)
In This Episode
[00] Introduction & episode overview
[01:24] When to hire an agency vs. freelancer or DIY
[02:47] Benefits of agency partnership
[03:57] Agencies help identify the right channels
[07:56] Red flags and agency evaluation
[09:17] What makes a good agency stand out
[10:41] Vetting agencies: strategy vs. execution
[12:07] The role of strategists and account managers
[14:50] Adapting to changing strategies and channels
[16:09] Understanding the marketing funnel
[18:29] Key questions to ask agencies
[21:18] Communication between strategist and executor
[22:36] Transparency in metrics and reporting
[23:59] Budgeting approaches and reporting metrics
[26:16] CPA, ROAS, and holding agencies accountable
[27:34] Agency innovation and use of AI
[32:07] Proactivity, optimization, and flexibility
[33:24] Seasonality and budget flexibility
[35:56] When to move on from an agency
[38:38] Episode wrap-up and final thoughts
Notable Quotes
[02:01] "A good point to go with a marketing agency is when you're spending about $3,000 in paid media and up. Businesses that are investing at least $3,000 are awesome candidates for agencies." — April Borovskaya
[15:52] "Find an agency that is looking for not only what's working now and really highlighting that and fixing and tweaking little things in your campaign that aren't working, but make sure that they are looking forward to new opportunities for you." — April Borovskaya
[30:55] "A good agency should always be transparent with you. You should feel good about not just a numbers game but about an experience game." — April Borovskaya
[33:59] "An agency is a true partner and not just a service provider. They should be responsive and engaging in your business overall growth." — April Borovskaya
[36:46] "If you're looking to move agency supported paid media channels in house, make sure it's because you have brought somebody on. And I don't mean chief marketing officer, I mean paid media strategist." — April Borovskaya
Resources and Links
Paid Media for the Rest of Us
Podcast Link
April Borovskaya