Is it time to bring your Ads in-house?

Hey {{ First Name | Founder }},

I spent years running a performance agency, scaling brands, managing millions in ad spend, and building a team of top-tier marketers.

It was the hardest job I have ever had. In 90% of cases, we truly did an amazing job, but because great talent was so expensive, to deliver a great service it was hard to turn a consistent profit, even when you are in high demand.

The dirty secret is most profitable agencies are profitable because they are cutting corners and not delivering real value to their clients. 😱

The agency model just doesn’t scale well. And now, after working directly with eComm brands on the other side of that relationship, I’ve come to a conclusion:

If you're serious about growth, eventually... you need to take your ads in-house.

😬 Why Agencies Struggle to Deliver Consistently

The agency model is designed for volume, not depth.

You get a few hours of attention a week, split across junior media buyers, overstretched strategists, and cookie-cutter systems. Even good agencies struggle to give brands the proactive, strategic, and deep insight they need to grow consistently.

Here’s what I hear again and again:

• "I have no idea what they’re actually doing."

• "We’re spending, but we’re not scaling."

• "They’re reactive, not strategic."

• "I feel like I’m managing the agency, not the other way around."

Sound familiar?
If you're serious about growth, it might be time to take your ads in-house.

Let me explain.

I’ve worked with countless brands who were spending tens (or hundreds) of thousands a month with agencies… and still had no idea what was really happening in their ad accounts.

Most agencies are only solving one piece of the growth puzzle. But to scale profitably in today’s landscape, you need a team that can handle all four.

🧠 The Four Pillars of In-House Media Buying

If you're thinking of taking performance marketing in-house, here are the four distinct roles you need to solve for:

1. Optimisation
This is what most agencies do. It’s the mechanical side of media buying: loading campaigns, adjusting budgets, launching and killing ads based on performance. Crucial, yes. But far from the full picture.

2. Data Analysis + Customer Journey Optimisation
This goes beyond ROAS. A great media buyer should be looking at conversion rates, AOV, contribution margin, blended CAC, and retention patterns. They're identifying where your funnel is leaking and what’s blocking growth.

3. Creative Strategy
Not just briefing a few ads. This is customer research, hypothesis generation, and campaign planning based on real motivators. It also includes briefing UGC creators or even managing them directly. It’s a thinking role, not just a doing one.

4. Ad Creative Production (Video + Design)
Turning raw footage and strategic briefs into test-ready assets. If you’re spending more than a few thousand a month, you need new creative every single week. This is why many brands work with a freelancer or editor on retainer for this piece.

What Most Agencies Actually Do

Here’s the kicker: most agencies are only doing number one. Maybe part of number two if you’re lucky.

That means you’re paying premium prices for someone to adjust budgets and report on Meta ROAS, while no one is owning strategy, customer insights, or the creative engine that drives real performance.

👏 What an In-House Setup Can Look Like

A high-performing in-house team might include:

• A performance marketer (handling 1 to 3 above)

• A freelance designer or video editor for ongoing creative production

• Strategic support from a consultant or coach to guide direction, industry trends, and keep your team learning

This setup gives you more control, better insight, and faster iteration without losing access to expert input.

🚨 The One Danger of Going In-House

A lot of in-house hires get stuck.
They’re head-down in your brand, disconnected from what’s happening in the industry, unaware of new ad formats, creative trends, or algorithm changes.

That’s why having an external strategist or community to plug into is so valuable. It keeps your in-house team sharp, supported, and scalable.

🎯 Ready to Ditch the Chaos?

I help brands transition their media buying in-house without losing momentum.
From hybrid models to full internal builds, I’ve worked with teams at every stage of this journey.
If you’re thinking about making the switch (or wondering where to start):

https://calendly.com/jessiehealy/coffee_with_jessie

x

Jessie