The right time to sell a performance marketing agency is often when your revenue is stable, your team can operate independently, and you're not too dependent on a few clients or yourself as an entrepreneur. Good preparation helps you seize market opportunities early and keep the sales process manageable.
Selling or acquiring a performance marketing agency? Make the right choices with a specialist.
Selling or acquiring a performance marketing agency requires choices suited to a sector where results, data, and scalability are paramount. Are you considering selling your performance marketing agency or acquiring another? Then it's essential to work with an advisor who understands how value is created in this market and which factors are decisive for buyers.
Over the years, we've guided numerous acquisitions in the marketing and agency sectors, including transactions with companies like Happy Horizon Group, Strix Group, and Indicia. These projects were often part of a buy-and-build approach, where insight into agencies' revenue models and the dynamics within the sector played a key role. We know the active players in the market, understand the questions they face, and advise you on appropriate transaction terms.
Deals
1000+ entrepreneurs
successfully guided
Market update: what trends and opportunities are there in the performance marketing market?
The performance marketing market has undergone significant development in recent years due to stricter requirements regarding measurability, privacy, and channel choices. With the emergence of new technologies and changing platform regulations, the market is dynamic and competitive. Entrepreneurs in this sector are facing opportunities and new constraints. The following trends are currently playing a key role in the performance marketing market:
Increasing emphasis on first-party data and privacy
Stricter privacy regulations and tracking restrictions are shifting the focus to first-party data, server-side tagging, and better data quality. Companies are increasingly investing in measurement infrastructure and consent processes to reliably manage campaigns. Agencies that have these well-designed and clearly explained build trust and predictability.
Growing economies of scale and buy-and-build in the office sector
In the performance marketing market, scale is increasingly becoming an advantage, for example, for tools, specialized teams, and a broader channel portfolio. Therefore, we see independent agencies increasingly joining larger groups or merging with other specialists, sometimes with the support of investors. It's important for entrepreneurs to determine early on whether collaboration or sale is appropriate for their company's stage.
Specialization within channels and sectors as a distinction
While general services are less distinctive, the value of agencies that demonstrably excel in specific channels or target groups grows. Think of agencies focused on e-commerce growth, B2B lead generation, or marketplaces. This specialization makes performance more explainable and helps establish a clear profile for buyers and investors.
What does this mean for entrepreneurs with a performance marketing agency?
These trends mean that, as an entrepreneur, you must make choices about positioning, scale, and the transferability of your results. For performance marketing agency owners, it's important to determine what role you want to play in a rapidly changing market. Here are some questions to consider:
Do you want to grow? You can scale up faster through strategic partnerships, expanding specializations, or attracting investors.
Are you ready to sell? Market consolidation can offer opportunities, provided you prepare your agency well for due diligence and buyer inquiries.
Do you want to strengthen your position? Investing in data quality, measurability and a clear proposition can improve your competitive position.
Whether you are considering buying, to sell or further development: insight into market movements helps you make realistic choices and determine your route.
Why is sector-specific expertise relevant for performance marketing agencies?
Sector-specific expertise is relevant because the value of a performance marketing agency is strongly linked to measurability, contract structures, and the way results are achieved. Our advisor Rens Knevels, Director M&A and co-owner, specializes in the M&A market for this sector and brings in-depth knowledge and experience to every stage of the process. This offers you a strategic advantage in this market.
In addition, since 2022, we have been an official partner of Dutch Digital Agencies, a platform that brings together the Dutch digital industry. This partnership helps us closely monitor developments within the sector and maintain contact with entrepreneurs and organizations active in the digital arena.
What are the challenges and concerns in the performance marketing market?
The performance marketing market offers growth opportunities, but also faces challenges that impact value, stability, and future-proofing. Furthermore, buying or selling a performance marketing agency requires well-considered decisions, where understanding the risks and preparing for buyer inquiries are crucial. Below are the key challenges and considerations.
Challenges in the sector
Shortage of specialist talent
: Attracting and retaining experienced specialists in SEA, paid social, CRO, and data remains challenging in a competitive job market. This expertise is essential for achieving results, but it also makes agencies vulnerable when knowledge is concentrated among a small number of people.
High dependency on platforms
: Changes on platforms like Google, Meta, or various marketplaces can directly impact campaigns, margins, and daily operations. This requires a flexible strategy and the ability to quickly adapt to changing rules.
Complexity of measurements and attribution
: Stricter privacy regulations, cookieless developments, and various attribution models are making it more difficult to consistently measure and substantiate results. This increases the need for clear choices in tools, measurement methods, and reporting.
Rising customer expectations
: Besides growth, customers also expect greater transparency, predictability, and clear accountability for choices and costs. This requires clear communication, consistent reporting, and well-designed processes.
Points to consider when buying or selling a performance marketing agency
Customer concentration and contract structures
: A healthy customer base and clear contract agreements regarding terms, rates, and notice periods reduce risks for buyers. This contributes to stable and predictable revenue.
Team and knowledge assurance
: The value of a performance marketing agency often lies in its people, knowledge, and working methods. Therefore, documenting processes and safeguarding expertise are crucial for continuity and transferability.
Process and reporting standards
: A consistent approach to reporting, tools, and quality control makes performance more transparent and comparable. This helps buyers evaluate results and assess risks.
Diversification in channels
: Less reliance on a single channel or platform reduces the impact of external changes. Diversification across multiple channels makes the agency more resilient and attractive in an acquisition process.
Preparing for the exit
: A well-prepared exit with a clear plan and well-organized documentation ensures a smooth process. This increases the room for negotiation and contributes to a smooth sales process.
With the right preparation, these concerns can be turned into improvements that will make your agency better. make marketable. Whether you're looking to buy, sell, strengthen your position, or seek financing for growth, a structured approach helps you make well-considered choices. Contact us for professional advice and tailored guidance.
Full support with the purchase or sale of your performance marketing agency
Full support for the buy or selling a performance marketing agency is important because in one process strategic, financial and legal Choices converge. A successful transaction requires structure, discretion, and an approach aligned with your goals. With our expertise in the agency market, we offer guidance tailored to the practices of performance marketing agencies.
We support you throughout the entire process, from valuation and preparation to negotiations and finalization. We help you gather the right information and clearly structure the terms and conditions.
Curious about your options? Contact us for a no-obligation consultation and discover how we can support you in buying or selling your performance marketing agency.
FAQs
Frequently Asked Questions: Selling a Performance Marketing Agency
When is the right time to sell a performance marketing agency?
What factors make a performance marketing agency attractive to buyers?
A performance marketing agency is attractive to buyers when it offers predictable results, long-term client relationships, a well-organized team, and clear processes for campaign management and reporting. A clear specialization or focus within specific channels can also enhance its value.
How do I properly prepare my performance marketing agency for a sales process?
You can prepare your performance marketing agency well for a sales process by organizing your financials, gaining insight into client contracts, and mitigating risks such as client concentration or reliance on a single platform. Clearly defining processes and responsibilities within the team also helps.
What is the average lead time for a sales process for a performance marketing agency?
The average sales process for a performance marketing agency typically takes between six and twelve months. This period allows for preparation, valuation, approaching interested parties, and finalizing agreements. We provide structure and discretion throughout the process.
What is Match Plan's role in selling a performance marketing agency?
Match Plan's role in selling a performance marketing agency is to independently guide you through every step of the process, from valuation and preparation to negotiations and closing. Match Plan helps provide structure, identify risks, and ensure the sales process aligns with the dynamics of the marketing and agency industry.
Meet our sector specialists without any obligation.
Contact
Please fill in your contact details and we will contact you as soon as possible.
"""*"" indicates required fields
Telephone
Would you prefer to contact us directly by telephone?
Then you can call +31 85 013 00 75.
- Over 30 years of experience
- 100% independent advice
- 1000+ entrepreneurs guided
No obligation Advice
Over 30 years of experience
Please feel free to contact us
advisors for an introduction.
✔ Business sale
✔ Company takeover
✔ Acquisition financing
✔ Independent assessment