Media agency or ad agency: what’s the difference, and which one does your business need
An ad agency is responsible for the idea, the message and the creative. A media agency is responsible for where to advertise, how much to invest and how to measure: it plans, buys and manages advertising on Google, Meta, TikTok and native. A business that advertises mainly online and wants leads or sales needs a good media agency first, and can get the creative from an ad agency, a social agency or an in-house team.
The difference in one sentence
An ad agency decides what to say. A media agency decides where, to whom, how much and at what price. In the past most businesses worked with one ad agency that did everything. Today, as most of the budget moves to Google and Meta, the media part is what decides whether advertising is profitable.
What an ad agency does
- Brand strategy, message and creative concept
- Copy, design, videos and ads
- Campaigns for TV, billboards and radio
What a media agency does
- Media planning: splitting the budget across channels, audiences and periods
- Media buying: setting up and managing campaigns on Google, Facebook and Instagram, TikTok, Taboola and Outbrain
- Measurement: pixels, GA4 and a CRM connection, to know what a customer costs
- Ongoing optimization: moving budget to what brings results, and stopping what doesn’t
What your business needs
| Your situation | What fits |
|---|---|
| You advertise mainly on Google and Meta, and want leads or sales | A media agency, with creative from a social agency or an in-house team |
| You’re launching a new brand and want broad awareness | An ad agency, alongside a media agency for the digital buying |
| You advertise on TV, radio and billboards | An ad agency and a media agency that also buys traditional media |
| An ad budget under ₪5,000 a month | A freelance campaign manager, or self-management with guidance |
What a media agency costs
A media agency charges a management fee, separate from the ad budget that goes directly to Google and Meta. The three common models are a fixed monthly retainer, a percentage of the media budget, or a combination of the two. Here we detailed the prices and pricing models.
How to choose a recommended media agency
- Who will actually manage the account? At big agencies the account is usually handed to a junior team after signing. Ask by name who will be in the account every day.
- How is success measured? A good media agency talks about cost per customer, ROAS and profit, not just impressions and clicks.
- Whose accounts are they? The ad accounts, pixels and data should be owned by you.
- What does the report look like? Ask for a sample. A good report says what happened, why, and what happens now.
- Do they have clients like you? Ask to speak with an existing client from a similar field.
We listed all the checks in the guide to choosing an agency. If you’re looking for a boutique media agency with a senior manager on every account, this is how we work.
Want to know where you stand? We’ll check the numbers against your account, free of charge.
Get a fit checkFrequently asked questions
What’s the difference between a media agency and an ad agency?
An ad agency is responsible for the idea, the message and the creative. A media agency is responsible for planning, buying and managing advertising: where to advertise, how much to invest and how to measure.
Do you need both an ad agency and a media agency?
Not always. A business that advertises mainly online can work with a media agency, and get the creative from a social agency or an in-house team. Big brands that also advertise on TV usually work with both.
What is a boutique media agency?
A small media agency where a senior manager handles every account personally, instead of a junior team. The advantage is personal attention and experience, and the downside is a limited number of clients.
What’s the minimum budget to work with a media agency?
Most media agencies work with ad budgets of several thousand shekels a month and up. We work with businesses that invest ₪10,000 a month or more in advertising.
Founder of SMOLANSKI Media. 14 years in advertising management, 10 of them at Israel’s leading media and advertising agencies.
Related services: Google campaign management · Facebook and Instagram campaign management
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