Hiring One Expert for Both Paid Ads and Paid Social
In a perfect world, every business would have a full digital team—one expert for Google Ads, another for Meta, a creative strategist, a CRO specialist, and a data analyst on top.
But in today’s economic reality, where marketing budgets are tighter and teams are leaner, efficiency matters more than ever. That’s where hiring a versatile Paid Media expert—someone skilled in both Paid Ads (Search, Display, YouTube) and Paid Social (Meta, TikTok, LinkedIn)—can be a game-changer.
1. One Hire, Multiple Skills
When budgets are constrained, hiring a “unicorn” marketer who understands the nuances of both performance marketing and creative social strategy can offer unmatched value. These professionals:
Understand how to allocate budgets across platforms based on ROI
Can spot cross-channel trends and use those insights to optimise faster
Bring an agile mindset to campaign testing and scaling
Reduce onboarding and communication overhead
Instead of managing multiple freelancers or agencies, you get one central brain driving your ad strategy.
2. Smarter Cross-Channel Strategies
A dual-skilled expert can look at your entire funnel holistically, from awareness on TikTok to intent on Google Search. This bird’s-eye view enables better decisions, such as:
Retargeting social traffic with search campaigns
Using top-performing search terms to inspire social ad copy
Aligning messaging and visuals across all paid platforms
This synergy is harder to achieve when responsibilities are split between siloed specialists.
3. Significant Cost Savings
Hiring separate experts (or agencies) for each platform quickly adds up. By consolidating roles:
You save on overhead costs
Reduce software and tool duplication
Avoid duplicated effort in reporting and analysis
Streamline your communication and approvals process
And the bonus? A single expert is often more invested in your business as a whole, not just their channel.
4. Great Fit for Small to Medium-Sized Businesses
Not every business is ready for a full in-house team. For startups and growing companies, a hybrid paid media expert offers:
Faster decision-making
Less red tape
More accountability
The ability to test and iterate across platforms without juggling multiple people
This kind of lean execution can be the difference between growth and stagnation.
So, Should You Hire One or Two?
It comes down to your goals, your budget, and the complexity of your campaigns. However, for many businesses—especially in 2025—hiring a strategic all-rounder who can manage both paid ads and paid social media could be the most efficient, high-impact decision you can make.
Check out my previous post on why you SHOULDN’T hire one PPC and Social Specialist here.
