How do they compare on cost?
| In-house media buyer | Done-for-you agency | |
|---|---|---|
| Monthly cost | About $19,900 fully loaded for a US marketing manager at the median | Roughly $2,500 to $10,000 a month for small and mid-sized scopes |
| Plus ad spend | Yes | Yes |
| Ramp-up | Hiring and onboarding time | Faster, if the scope is clear |
| What you also pay for | Management, tools, holiday and sick cover | Setup fee where there's a build |
The in-house figure uses the US Bureau of Labor Statistics' median annual wage for marketing managers, $166,790, divided by 0.7 because benefits run about 30% of total compensation in private industry. Agency ranges come from published price guides. Both are in our cost breakdown. A junior hire costs less, but someone senior has to direct them, and that's usually the owner.
How do they compare on coverage?
Media buying is one skill in a system that also needs creative volume, landing pages, lead qualification, follow-up and reporting. A single in-house hire typically covers one or two of these well.
| Skill needed | In-house media buyer | Agency system |
|---|---|---|
| Campaign management | Strong | Strong |
| Creative and video | Limited | Included in scope, if the agency does it |
| Landing pages and funnel | Depends | Included in scope, if the agency does it |
| Follow-up and reporting | Depends | Included in scope, if the agency does it |
"If the agency does it" matters. Confirm each in writing. See what a scope should list.
When does an in-house media buyer win?
- Ad spend is large enough that a full-time specialist is a small share of it.
- Paid media is your main growth channel and you want same-day control.
- You already have creative, page and follow-up capacity around them.
- You have a marketing lead who can direct and evaluate them.
When does a done-for-you agency win?
- You spend around $5,000 a month and can't justify a full-time hire.
- The leaks are outside media buying: creative, trust, follow-up, tracking.
- You want a system delivered, not a person to manage.
Is there a third option?
Yes: both. A common setup is an in-house owner who coordinates, plus an agency that supplies creative, testing, follow-up and reporting. AI Video Systems is built to sit alongside a media buyer, adding video content, warm-audience retargeting and revenue-feedback reporting rather than replacing them. It works with established service businesses spending $5,000 or more a month on ads. Book A Free Call and the call maps what your setup covers and what it lacks.
Sources
- U.S. Bureau of Labor Statistics, Advertising, Promotions, and Marketing Managers and Employer Costs for Employee Compensation.
- Clicks Geek, Marketing Agency Retainer Pricing 2026.
