Define the advertising scope
Search ads.
Social ads.
Shopping campaigns.
Retargeting.
Landing-page input.
Tracking.
Creative coordination.
Reporting.
Separate ad spend from management cost
The freelancer's fee and the advertising budget are different costs. Make both visible before evaluating the engagement.
Keep account ownership
Advertising accounts, pixels, analytics properties and billing relationships should remain under clear business ownership.
Campaign performance is inseparable from measurement.If conversion tracking is weak, optimization becomes guesswork.
Ask how testing works
Understand how the freelancer changes bids, audiences, keywords, creative or landing pages and how long tests are allowed to run.