Mandate profile
Digital marketing agency buyer profile
Buyer profile: an agency group acquiring performance and digital marketing agencies with retained clients and specialist expertise.
SEO, paid media, paid social, CRO, marketplace, CRM and martech agencies are all in scope.
Mandate profile
Why agency groups buy performance agencies.
- Reference
- AQ-0494
- Sector
- Services
- Region
- UK, US, Europe, Australia
- Last reviewed
Agency groups grow by buying specialist teams with loyal clients and proven results. Performance marketing, paid search, paid social, SEO, CRO and marketing technology agencies are especially sought after, because their work is measurable and their retainers recur.
This profile covers agencies in the UK, US, Europe and Australia with US$500K to US$8M of EBITDA. Agencies with long-standing retained clients, low concentration and a strong team below the founders are the core focus.
Buyers here combine cash, equity rollover and an earn-out, so founders share in the group’s growth. Agencies usually keep their brand and culture inside the group.
Acquisition criteria
What this buyer is looking for.
The buyer values recurring revenue and great people. Five factors shape the search.
Retained clients
Monthly retainers making up most of revenue.
Specialism
Recognised expertise in a channel, platform or vertical.
Partner status
Google, Meta, Amazon, HubSpot or Salesforce partnerships.
Leadership depth
A team that runs the agency day to day.
Healthy margins
Profitable delivery with good utilisation.
Close, but not an exact match? Tell us anyway.
Share an overview
Target financial profile
The numbers this buyer type works to.
Typical ranges for this profile. Businesses outside a range are still assessed on their overall strength.
- EBITDA
- US$500K–US$8M
- Revenue
- Majority retained clients
- Client concentration
- No single client dominating
- Margin
- Healthy, stable margins
- Typical valuation basis
- Multiple of EBITDA
- Consideration
- Cash, equity rollover and earn-out
Deal structure and terms
Upfront
Cash at completion for the majority of value.
Rollover
Founders roll part of their stake into the group.
Earn-out
Linked to profit growth over two to three years.
Brand
Agency brand and culture kept.
What makes a relevant business
Clients on retainer, results on record.
What stands out is an agency clients stay with for years.
All of these are welcome
- Specialist or full-funnel
- B2B or consumer clients
- Founder-led or partner-owned
- Single office or remote
- Any of the listed markets
Client tenure
Long-standing client relationships.
Low concentration
No single client dominating revenue.
Proprietary tools
Dashboards, data or tech you built.
Awards and case studies
Evidence of outstanding results.
Market drivers
What keeps demand strong in performance and digital marketing agencies.
Performance budgets
Clients move spend to measurable channels.
AI in marketing
Agencies with AI expertise win more work.
Group scale
Groups win larger clients with more capabilities.
How it works
You decide what is shared, and when.
Nothing goes to any buyer automatically. Every step after the first happens only if there is potential fit and you are comfortable going further.
- 1
Share an overview
Send a short, non-confidential summary using the form. Anonymous is fine at this stage.
- 2
Acquiry reviews fit
We compare it with this profile and the buyers we work with, and tell you plainly whether there is a match, usually with a few questions.
- 3
Agree what can be disclosed
If there is potential fit, we agree with you what can be shared, and with whom, before anything moves.
- 4
Detailed discussions
Deeper conversations progress under confidentiality arrangements put in place for that discussion.
Submit an opportunity
Think your business could fit AQ-0494?
Tell us a little about it. A short, non-confidential overview is enough, and you can leave the company name out. We review every submission ourselves and reply directly.
AQ-0494 is a mandate profile, not a named buyer. We match your overview against the buyers we work with and tell you honestly whether there is a fit.
- Reviewed by Acquiry, never sent to any buyer automatically
- Anonymous overviews welcome
- Owners and advisers both welcome
FAQ
Before you send anything.
What does this mandate profile describe?
It sets out what a agency group looks for in an acquisition: the target profile, deal size, structure and regions shown above.
What is Acquiry’s role?
Acquiry works on the buy side. Profiles like this one set out the criteria acquirers in this segment use to assess targets.
What does an earn-out look like?
Usually two to three years, tied to profit growth, alongside cash at completion and a stake in the group.
Do founders have to stay?
A transition period is expected; long-term roles are welcome.
Are SEO agencies in scope?
Yes, alongside paid media and CRO agencies.
Do project-based agencies fit?
Retained revenue is preferred; strong project businesses are assessed on merit.
How long is the earn-out?
Usually two to three years.