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Marketing Agency Valuation Calculator
Enter your agency's revenue and profit to see a realistic range. If you bill media through the agency, use net revenue rather than gross billings.
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How this valuation is worked out
Agencies are priced on earnings, with retainer revenue valued far above project work. Buyers strip pass-through media spend out of revenue, then look at client concentration, contract notice periods and how much of the business runs through the founder.
A worked example
An agency with $2.4M of net revenue, 70% on retainers, no client above 15%, and $520K of adjusted earnings with a managing director in place. At 3.5–4× that is roughly $1.8M–$2.1M, often with part tied to client retention.
Multiple ranges reviewed September 2026, based on offers buyers in our network are making today. They are a guide, not a quote — see how the process works.
What moves your number
- Retainer versus project mix and average client tenure
- Client concentration and contract notice periods
- Net revenue after pass-through media and production costs
- Whether the founder still wins and services the work
Want the full picture? How to Sell a Marketing Agency
Common questions
Should I use gross billings or net revenue?
Net revenue. Buyers exclude media and production pass-throughs, because those dollars carry little margin and inflate apparent size.
How much does one big client hurt?
A lot. When a single client is a large share of revenue, buyers either lower the multiple or move more of the price into an earnout.
Will I have to stay on after the sale?
Often yes. Agency deals commonly include a transition period so relationships move across, and an earnout tied to client retention.