🎯 Introduction: Selling the Sellers

What do marketing agencies do? They help other businesses grow. But here’s the twist: in 2025, more buyers are starting to see agencies as the growth story themselves.

Canadian marketing agencies are lean, asset-light, and often built on long-term client retainers. Whether it’s SEO, social, web design, or branding, these businesses offer recurring revenue, flexible operations, and scalable services without needing warehouses or storefronts.

What’s that elephant in the room? Oh yeah, the emergence of A.I. is scaring a lot of owners in the space who are worried their agencies are ready to get replaced.

So, is buying a marketing agency in Canada still a smart move? Let’s take a closer look.

SPONSORED

Curious about buying a business? Got questions?

Join Breakwater M&A’s free Buyer Office Hours on June 25th at 10:00 AM PST | 1:00 PM EST.

We’ll be answering your questions live — and unveiling a few exclusive deals you won’t want to miss. 👀

Reserve your spot for free HERE

INDUSTRY BREAKDOWN

📈 Industry Breakdown: Creative, Profitable, and Predictable

The Market:
The Canadian marketing industry is worth an estimated $15 billion, with 25,000+ agencies operating nationwide. Most are small (fewer than 20 staff) and work with SMEs, startups, or mid-market firms.

What They Do:

• Digital marketing (SEO, PPC, email, social)

• Branding and creative strategy

• Web design & development

• Content marketing

• PR and influencer partnerships

Why Buyers Like It:

• Recurring retainers = predictable revenue

• Remote-first = low overhead

• Systems and SOPs = scalable service

• Niching down = higher margins

Margins & Multiples:

• Net margins: 15–30%

• Valuation: 2.5x–4x SDE (more for niche or systemized agencies)

Want to learn more about Marketing Agencies? Read a full deep dive HERE 

Search Tips For Buying a Marketing Agency

Where to Look

• BizBuySell

• BusinessesForSale.com

• Axial

• VillageWellth

• SMB.co

✅ Buy Signals: What to Look For in a Skincare Clinic Deal

• 12+ month retainers with repeat clients

• Clear SOPs and team responsibilities

• CRM and project management tools in place

• Inbound leads, not just referrals

• No single client makes up more than 20% of revenue

🚨 Warning Signs: Red Flags to Watch Out For

• Project-based revenue only, no recurring contracts

• Owner handles all sales and delivery

• High churn or lapsed client accounts

• No tech stack or reporting systems

• No documentation of services or client onboarding

• The agency’s core revenue is work that is easily replaceable with A.I. such as copywriting.

📜 Common Deal Structures

• Asset Purchase: Most common - includes client contracts, systems, and brand

• Stock Purchase: Sometimes used for agencies with IP or legacy contracts

• Owner Financing: Occasionally available for solo-run agencies

• Earn-Outs: Tied to client retention post-sale, especially if the seller handled key accounts

💡 Final Thoughts: Should You Buy a Canadian Marketing Agency?

If you’re looking for a low-capex, high-margin, scalable service business, marketing agencies check a lot of boxes. Especially if the agency has systems, a team, and a steady book of retainer clients.

The best deals?

• Niche agencies (SaaS, healthcare, e-com, etc.)

• Retainer-heavy revenue

• Documented delivery processes

• Owner not essential to day-to-day work

DEAL REVIEW

Established B2B Digital Marketing and Communications Agency

Our Hot Take 🔥

Green Flags 🟢

• Established Client Base with High Retention – The agency has long-term global clients and strong customer retention, indicating trust, consistent performance, and recurring revenue.

• Specialized Niche in Technology Sector – Focusing on B2B tech marketing allows the agency to position itself as an expert in a growing, high-value industry with consistent demand.

• Remote, Scalable Operation – The virtual office model and international team provide flexibility, low overhead, and scalability without being tied to physical infrastructure.

Red Flags 🔴

• Owner-Dependent Legacy – With the founder having built the business over 27 years, some relationships or processes may be deeply tied to them, making the transition sensitive.

• Home-Based Nature – While cost-effective, being home-based might limit perception of scale or professionalism in the eyes of certain larger corporate clients.

• Staff Coordination Across Time Zones – Managing a global team across multiple time zones may pose operational challenges, especially for a buyer without experience in remote team leadership.

THANK YOU

Loving our newsletter? Share the love! 💌 Send it to your friends, family, or enemies - we don’t judge! 🫶🏼

See you next time!