A freelancer can be a strong fit for a defined specialty
A skilled designer, videographer, copywriter or ads specialist can be efficient when the business already knows what it needs and can manage the rest of the project.
An agency or consultancy can coordinate several disciplines
When website work, search, creative, advertising and analytics need to move together, one accountable team can reduce hand-offs and conflicting decisions.
The trade-off is usually a broader scope and a higher management cost.
Check the actual people and work
Ask who will do the work, what similar projects they have completed, who owns the accounts and how communication works.
A large logo on a proposal does not tell you who will be responsible day to day.
Protect continuity
Make sure domains, ad accounts, analytics and business profiles stay under the business's control. If the relationship ends, the company should be able to continue operating.
