DIY vs. Done-for-You: Should You Learn Facebook Ads Yourself or Hire an Expert?

As an online coach, one of the most critical decisions you'll face on your journey to scale is whether to master Facebook ads yourself or hire an expert to handle them for you. After helping dozens of coaches generate consistent leads and scale their businesses through paid advertising, I've seen firsthand the benefits and pitfalls of both approaches.

The Case for Learning Ads Yourself

As a business owner, having a fundamental understanding of marketing—especially paid advertising—is non-negotiable. You don't need to know every technical detail, but you should understand the key performance indicators (KPIs) that determine whether your campaigns are successful.

When does the DIY approach make the most sense?

If you're generating consistent five-figure revenue and can allocate $500-1,000 per month to advertising, this is an excellent time to learn the basics. This is exactly how I started—and how many of our clients begin their paid advertising journey.

The DIY approach allows you to:

1. Build a foundation of knowledge about what works for your specific audience

2. Test messaging and offers without breaking the bank

3. Develop an eye for what's working so you can better direct future experts

However, there's a significant learning curve. As I've discovered from auditing dozens of accounts, many coaches waste thousands of dollars "figuring it out" with little to show for their investment. They often follow contradictory advice, running traffic campaigns when lead generation campaigns would be more appropriate, or focusing on the wrong metrics entirely.

When to Bring in the Experts

As your business grows and your time becomes more valuable, outsourcing makes increasing sense. But be careful—not all Facebook ads experts are created equal.

The biggest mistake I see coaches make is hiring someone who doesn't understand their niche. An ads manager might be brilliant at scaling e-commerce stores but completely lost when creating campaigns for coaching webinars or workshops.

Here's how to spot a good ads manager:

1. Look for niche expertise – Do they work specifically with coaches or service-based businesses?

2. Review their case studies – Are they getting results for businesses similar to yours?

3. Assess their strategic thinking – Can they articulate a clear strategy for your specific business model, not just set up campaigns?

Remember that even the best agencies don't have 100% success with every campaign. The difference is that experienced managers know how to test thoughtfully rather than throwing spaghetti at the wall.

The Hybrid Approach: The Best of Both Worlds

After years of running campaigns for coaches at various stages, I've found the most successful approach is actually a hybrid one:

1. Learn the fundamentals yourself – Understand what the metrics mean and what constitutes a successful campaign for your business model

2. Start with small DIY campaigns – Get your initial leads flowing while testing messaging

3. Bring in experts when you're ready to scale – Once you've proven your concept and are converting consistently

This approach ensures you're not completely in the dark when working with experts. You'll know enough to ask the right questions and evaluate performance accurately.