The aim of the paper was to compare the cost-effectiveness of the most commonly applied types of synchronization protocols (Ovsynch, Presynch and Double Ovsynch) used in dairy cows in comparison with an individual approach to reproductive management, which is based mainly on intensive estrus detection, prevention and ultrasonographic examination (USG). Model calculations of the cost of synchronization protocols were based on the individual protocol schemes, the recommended amount of hormonal products to be applied, their cost and the labour costs associated with reproductive management. The cost of a strategy applying an individual reproductive management approach was based on the real costs of a specific farm where complete reproductive and animal health records are kept over a long period of time. Despite the fact that the strategy applying the individual reproduction management approach is more expensive in terms of farmer’s labour costs and cost of services (USG) compared to synchronization protocols, the two strategic approaches are comparable at the level of total costs. The results suggest that the individual reproduction management approach could be a suitable alternative to synchronization protocols applied in intensive dairy cattle farms, which, if adequate management is chosen, could provide the desired reproductive outcomes at comparable costs.