Performance marketing has become one of the most powerful levers for growth. But while brands may understand the value of performance marketing strategies focused on measurable results like clicks, conversions and ROI they often overlook a key variable in the success of these strategies: the freelance marketing consultant they hire.

At first glance, it may seem that performance marketing is a standardised process. There are clear metrics, established platforms (Google Ads, Meta, TikTok, LinkedIn), and common goals like lowering customer acquisition costs or increasing conversion rates. However, the execution, optimisation and creativity behind a performance strategy are far from one-size-fits-all and they can vary dramatically depending on the consultant driving the campaign.

So, does the freelance marketing consultant you hire really make a difference? The short answer: Absolutely. And here’s why.

Different Consultants Bring Different Strengths

Every freelance marketing consultant has their own toolkit of strengths, based on their background, experience and sector knowledge.

Some may specialise in eCommerce performance marketing, with deep expertise in scaling paid campaigns for online retailers. Others might shine in B2B lead generation, where LinkedIn Ads and account-based marketing come into play. There are also those who excel in creative performance, blending high-converting copy with bold visuals to boost engagement.

The consultant you choose will inevitably shape your strategy based on what they know best. This isn’t a flaw—it’s a feature. The key is to match your goals with a consultant who has proven experience in achieving similar outcomes.

Want to understand the qualities that make a great freelance marketing consultant? Read our blog: What Makes a Great Remote Freelance Marketing Consultant?

Platform Proficiency Dictates Strategic Direction

Not all performance marketers are generalists. Some consultants have in-depth platform knowledge, whether it’s Meta Business Suite, TikTok Ads Manager, or Google Ads. That expertise will naturally influence their strategic approach.

For example, a Google Ads specialist may propose a strategy focused on Search, Shopping and Performance Max campaigns, prioritising intent-based traffic. Meanwhile, a social-first freelancer might lean into discovery-based advertising on platforms like Instagram and TikTok, pairing strong creative with broader targeting.

This divergence in platform knowledge leads to fundamentally different routes to the same goal growth. The difference is in how quickly and efficiently that growth is achieved.

Creative Strategy is Not Universal

Performance marketing isn’t just about data; it’s about communication. Great freelance consultants understand how messaging, design and user journey work together to drive conversions.

However, not all consultants approach creative strategy in the same way. One might swear by iterative testing and rapid creative cycles, while another prefers to invest time up front in building a single, polished concept. Some focus heavily on ad copy and messaging hierarchies, others prioritise thumb-stopping visuals.

This divergence affects:

• The kind of assets you need

• The testing methodology

• How quickly campaigns can scale

In short, a consultant’s creative philosophy will shape not just what your ads look like, but how effectively they convert.

Strategic Approach is Influenced by Past Wins (and Losses)

Like any strategist, freelancers are guided by their past experiences. If a consultant has seen incredible results using a particular funnel, they’ll be inclined to replicate that success. Conversely, if something hasn’t worked in the past, they may avoid it even if it might suit your brand.

This can be both beneficial and limiting.

A seasoned freelancer brings battle-tested tactics, cutting down your learning curve. But it’s also important that they remain open to experimentation and don’t apply a rigid template across all clients.

That’s why transparency, curiosity, and adaptability are crucial qualities to look for in a freelance marketing consultant.

Consultant Personality Impacts Execution

Performance marketing is analytical by nature but it’s also collaborative. The consultant you hire will be in close conversation with you or your internal team. Their communication style, responsiveness, and ability to interpret feedback can make or break your campaigns.

Two consultants with the same technical ability can deliver very different results based solely on:

• How they report on performance

• How frequently they test and adapt

• Whether they challenge your assumptions—or blindly follow direction

Ultimately, it’s not just about what the consultant does, but how they work.

So, What’s the Takeaway?

Performance marketing is not a plug-and-play discipline. It’s a dynamic ecosystem of data, platforms, creativity and people. And like any strategy, it’s only as strong as the person leading it.

When you hire a freelance marketing consultant, you’re not just outsourcing tasks you’re shaping your strategy around their expertise, philosophy and approach.

That’s why it’s so important to choose your freelancer wisely. At Roocruit, we specialise in connecting startups and scaleups with part-time freelance marketing pros who align with your goals, your industry and your growth stage. We don’t just fill gaps we build momentum.

Curious about whether you need a growth marketer, a generalist, or a creative strategist? Explore our related post: Growth Marketer vs Marketing Generalist: Who Do You Really Need?

Performance marketing isn’t a static checklist it’s a living, evolving process. And the freelance marketing consultant you bring on board can drastically alter its trajectory. So yes, the strategy does change depending on who you hire and in the right hands, that change can be the very thing that unlocks your next stage of growth.