Creative Marketing
    Guide for agency owners

    Marketing Agency Valuation: What Is My Agency Worth?

    A UK marketing agency is usually valued as a multiple of its adjusted annual profit (EBITDA). The multiple is higher when most revenue is recurring retainers, no client exceeds a large share of income, margins are healthy and the agency can run without its founder.

    Apply confidentially – 3 minutes

    Start with adjusted profit

    Valuation starts from EBITDA, adjusted to remove one-off and personal costs and to add a market-rate salary for the owner if they are not paid one. This is the profit a buyer would actually inherit.

    What raises the multiple

    Recurring retainer revenue, multi-year client relationships, a spread of clients across sectors, documented processes, a capable second tier of management, and growth in the last two years.

    What lowers the multiple

    Project-only revenue, one or two clients making up most income, the founder holding every relationship, declining revenue, or contracts that end on change of ownership.

    Considering selling your agency?

    Confidential. No obligation. Reply within 2 working days.

    Apply confidentially – 3 minutes

    Revenue mix matters more than size

    A smaller agency with dependable retainers often attracts a better multiple than a larger one living on one-off projects, because the buyer is paying for predictable future profit.

    Get an informal view

    Creative Marketing Group gives founders a confidential, no-obligation view of how a buyer would look at their agency. Apply in about three minutes.

    Our acquisition track record

    Creative Marketing Group has acquired five UK agencies since 2023.

    1. Websites by Diane · Web design studio
      Announcement
    2. Autus · Web and digital agency
      Announcement
    3. Butternut Web · Web design agency
      Announcement
    4. Media Orb (M5 Solutions Ltd) · Digital media agency
      Announcement
    5. Digital Moves Marketing Ltd · Digital marketing agency
      Announcement

    Questions agency owners ask about selling

    How is a marketing agency valued?

    Most agencies are valued as a multiple of adjusted annual profit (EBITDA). The multiple rises with recurring retainer revenue, low client concentration, documented processes and a team that can run without the founder, and falls when revenue is project-based or tied to one person.

    What deal structures do you offer?

    Full acquisitions, partial buyouts, client book purchases and mergers. Payment can be upfront, deferred or partly linked to performance (an earn-out), depending on what suits you.

    Can I stay involved after the sale?

    You can. Some founders exit fully after a handover period; others stay on in a leadership or specialist role. The structure is agreed with you.

    How do I start?

    Complete the short, confidential application at creativemarketingltd.co.uk/acquisitions/apply. It takes about three minutes and there is no obligation.

    Guides for agency owners

    Agency AcquisitionsHow to Sell a Marketing AgencyThe Acquisition ProcessSell Your Digital AgencySell Your Marketing AgencySell Your Website AgencySell Your Design AgencySell Your Social Media AgencySell Your AI Agency
    Thinking of selling?

    Start a confidential application

    Tell us a little about your agency. Kasim and the acquisitions team review every application personally.

    Apply confidentially – 3 minutes

    Confidential. No obligation. Reply within 2 working days.