THE FOUNDER’S GUIDE TO WORKING WITH FREELANCERS

If you’re an early-stage founder, you’ve probably worked with at least one freelancer who overpromised and underdelivered… but more likely you’ve worked with five.

It’s one of the most frustrating parts of building a brand. You’re moving fast, you need help, and everyone online is calling themselves an expert. But the reality is this: the same job, at the same cost, can give you completely different results depending on who you hire.

I’ve learned this the hard way.

Not everyone who says they’re an expert is one

Last year, I hired a prominent ads agency to run our Meta and Google campaigns. They said they specialised in both. They were expensive, but we assumed we’d get what we paid for.

We didn’t.

Months went by and our Google ROAS was awful. We questioned the targeting, the strategy, the copy, the structure, and eventually our very brand. The agency told us everything was working fine, and we kept burning through budget with nothing to show for it.

Eventually we cut ties. We churned through another agency that somehow did an even worse job. Then we finally hired a proper expert, based on a recommendation from our Fractional CMO, Beth Chapman. Less than a quarter of the cost.

Within weeks, the results spoke for themselves. With the same spend, our revenue is up 4X and it has stayed there since we made the hire.

The only thing that changed was who was behind the work.

So how do you hire well?

The best thing you can do is ask someone you trust for a recommendation. A mentor, a CMO, a founder who’s actually built something that works. Someone who has hired a lot of freelancers and knows what good looks like.

If it’s for an ads hire, ask what results they delivered. You want to hear specifics. That they doubled revenue. That they halved CAC. That they ran structured A/B tests. That they made a clear, measurable difference.

You can’t guarantee every hire will be a win, but this will save you a lot of wasted time and money.

1. Ask for proof, not credentials
Case studies matter more than claims. Ask for recent results from a business like yours. If they can’t show real outcomes, walk away.

2. Start small and test
Never hand over the full budget upfront. Start with a trial or a contained scope. See how they communicate, how they work, and whether they deliver.

3. Be clear about the outcome
Don’t just ask someone to run ads or build a strategy. Be specific about what success looks like. You want your CAC to be one third of your AOV in order to scale. Make sure they understand that too.

4. Trust your gut
If something feels off, it probably is. Don’t be afraid to move on quickly.

These decisions can make or break you, so don’t waste money on people who aren’t performing. The truth is, there’s a lot more noise than talent out there. Don’t assume your hire is good enough. Ask what others are achieving and compare. Results matter.

Final thoughts

Freelancers are essential when you’re building lean. But outsourcing doesn’t mean handing over responsibility. You still need to know what good looks like, and whether you’re actually getting it.

The right hire can change your whole business. The wrong one will drain your time and budget while convincing you it’s working.

This is where the right support makes a difference. I work directly with founders to make smarter hiring decisions, and I’ve built a trusted network of expert freelancers across marketing, sourcing, e-com, creative, and growth. People who actually deliver.

I’m not just here to advise. I’ve learned this the hard way.

Hiring well isn’t about spending more. It’s about spending better.