Paid advertising on Facebook, Instagram and Google Ads is a crucial driver of growth for businesses of all sizes. However, managing these platforms effectively demands specialised expertise in audience targeting, bid strategies, creative development and performance analysis. Hiring a skilled freelancer can provide flexibility, cost-efficiency and access to niche talent without the overheads of a full-time employee.

Freelance platforms like Upwork offer vast pools of vetted professionals, while niche marketplaces and matching services such as RooCruit help you find skilled part-time marketers in just minutes. Before diving in, it’s essential to follow a structured hiring process to ensure you select the right specialist for your campaign objectives.

Define Your Campaign Goals and Budget

The first step in hiring any marketing freelancer is to crystal-clear your goals. Are you aiming to drive brand awareness, generate leads, boost e-commerce sales or retarget past visitors? Each objective demands a different approach to ad format, bidding strategy and success metrics.

Equally important is setting a realistic budget. According to HubSpot, outlining your monthly ad spend and expected return on investment (ROI) lays the groundwork for negotiating rates with freelancers and aligning on scope. Clear financial parameters help freelancers propose achievable strategies, avoiding scope creep and unexpected costs.

Identify Required Skills and Certifications

Facebook and Instagram advertising (Meta Ads) requires familiarity with Meta Business Manager, Audience Insights, the Meta Pixel and ad policy compliance. Look for professionals holding Meta Certified Digital Marketing Associate credentials, which signal proficiency in campaign setup, audience segmentation and optimisation.

Similarly, Google Ads specialists should have Google Ads Certifications (Search, Display, Shopping or Video) from the Google Skillshop. Certified freelancers demonstrate competence in keyword research, quality score management and conversion tracking. Their portfolios should include examples of Performance Max, Search and Display campaigns across various industries.

For further reading on specific services offered by digital marketing freelancers, see Which Services do Freelance Digital Marketers Offer?

Search on the Right Platforms

To access top-tier talent, start with generalist marketplaces like Upwork, where Google Ads experts typically charge between $15 and $40 per hour.

For more tailored matches, consider RooCruit’s blog resource on working remotely as a Google Ads specialist, which provides insights into the expectations and skillsets of successful remote marketers: How to work as a remote Google Ads marketing specialist. RooCruit’s platform specialises in part-time, flexible engagements, making it ideal for businesses seeking 10–20 hours per week of dedicated support.

Evaluate Portfolios and Case Studies

Once you’ve shortlisted candidates, scrutinise their past work. A strong Facebook Ads portfolio will showcase examples of high-converting creatives, A/B test results and ROAS improvements. WordStream recommends reviewing actual ad copy and split-testing outcomes to gauge a freelancer’s creative and analytical skills.

For Google Ads, ask to see campaign snapshots highlighting keyword research strategy, bid adjustments, and conversion tracking implementations. Look for freelancers who can demonstrate improvements in Quality Score, click-through rate (CTR) and conversion rate over time. Detailed case studies often reveal the depth of their strategic approach and problem-solving capabilities.

Conduct Structured Interviews and Skills Tests

A formal interview helps assess communication style, industry knowledge and cultural fit. Prepare questions around:

• Campaign Strategy: “How would you structure a Facebook Ads funnel for a new e-commerce product?”

• Ad Optimisation: “Describe a time you improved ROAS by more than 20% through bid adjustments.”

• Reporting: “Which KPIs do you prioritise in a weekly performance report?”

To verify practical skills, consider assigning a short paid task, such as auditing an existing campaign or creating a mock ad set with audience targeting and budget recommendations. This hands-on test can reveal how the freelancer analyses data and translates insights into action.

Negotiate Rates and Define a Contract

Once you’ve chosen a candidate, negotiate a rate that reflects their experience and the complexity of your campaign. Hourly rates for mid-level specialists typically range from £20–£35 per hour in the UK market, while top-tier experts may charge £40+ per hour.

Draft a clear contract detailing:

• Scope of Work: Deliverables, platforms, campaign types

• Payment Terms: Hourly vs fixed-price, invoicing schedule

• Performance Metrics: Agreed KPIs, reporting frequency

• Confidentiality and Data Access: Account permissions, asset ownership

A solid agreement ensures alignment on expectations and protects both parties in case of disputes.

Onboard, Collaborate and Monitor Performance

Effective onboarding involves granting account access (Facebook Business Manager, Google Ads MCC), sharing brand guidelines, and clarifying your approval process for creatives and budgets. Establish a weekly reporting cadence with concise dashboards highlighting spend, impressions, clicks, conversions and cost per acquisition (CPA).

Use collaboration tools like Trello, Asana or Slack to centralise communication, share campaign assets and track progress. Encourage regular check-ins to review results and iterate on strategy. As HubSpot advises, proactive collaboration and transparent metrics foster trust and continuous improvement.

Closing thoughts

Hiring a freelancer for Facebook/Instagram and Google Ads campaigns can unlock specialised expertise and scalability without the commitment of a full-time hire. By defining clear goals and budgets, identifying key skills, leveraging the right platforms, rigorously evaluating candidates, and maintaining structured collaboration, you’ll position your campaigns for success.

Continuous monitoring and optimisation, backed by transparent reporting, ensures that your freelancer remains accountable to your objectives. With the wealth of talent available on platforms like Upwork and matching services such as RooCruit, businesses can confidently tap into global expertise and achieve measurable growth through paid advertising.