Agency vs in-house: what should marketing really cost?
Hiring a marketer, briefing a generalist agency or working with a sector specialist? Here's an honest, side-by-side look at what each option really costs, and what you actually get for the money.
Show costs for
Blue Cactus Digital
Setup: Low, no lock-in
Often heavily offset by the free Google Ad Grant
Typical marketing agency
Setup: £1,000 – £3,000
Rarely charity-specialist; Ad Grant often out of scope
In-house hire
Setup: Recruitment + tools
One salaried marketer, plus software, pension & NI
Illustrative UK market ranges only. In-house figures reflect a single marketer's salary plus employer National Insurance, pension, software and training. Your real numbers depend on scope and seniority.
What you actually get
| Feature | Blue Cactus Digital | Typical marketing agency | In-house hire |
|---|---|---|---|
| Health, care & charity specialists | |||
| Google Ad Grant setup & management | |||
| Whole team (strategy, ads, design, content) | |||
| No long lock-in contracts | |||
| No recruitment, pension or NI costs | |||
| Scales up or down with your budget | |||
| Covers holiday & sickness gaps | |||
| Tools & software included |
The hidden cost of hiring in-house
A single marketer's headline salary is only part of the story. Add employer National Insurance, pension, software subscriptions, training and holiday cover and the true cost is often 25–35% higher, for one person's skill set. A specialist team gives you strategy, ads, design and content for a comparable monthly figure, with none of the recruitment risk.
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FAQS
Is an agency or an in-house marketer cheaper?
For most charities and care technology companies, a specialist agency works out cheaper than a full in-house hire once you add salary, pension, National Insurance, software and training. You also get a whole team, not one person, for a similar or lower monthly cost.
Why are you often cheaper than a typical agency?
We specialise in health, care and charity marketing, so we do not spend time (or your money) learning your sector. We also keep overheads lean, avoid long lock-in contracts, and, for charities, lean heavily on the free Google Ad Grant to stretch every pound.
Do these prices include the Google Ad Grant?
Eligible charities can claim up to $10,000 (about £8,000) a month in free Google Search ads through the Ad Grant. We set it up and manage it as part of your plan, which can dramatically reduce your effective marketing cost.
How do I get an exact price?
Every organisation is different, so take our quick 3-minute quiz for a free, personalised marketing plan with an indicative quote tailored to your sector, goals and budget.
Get a tailored quote in 3 minutes
See exactly what a specialist plan would cost for your organisation, with a free, personalised marketing plan.