Most marketing agencies in Canada change hands at a multiple of their normalized earnings, typically EBITDA (earnings before interest, taxes, depreciation, and amortization), adjusted for owner add-backs. The multiple itself depends on your size, location, growth trajectory, and how much the business depends on you, the owner.
Marketing agencies are valued on recurring retainer revenue, client retention, and whether the team can deliver without the founder. A base of monthly retainers, long client tenure, and senior staff who own the relationships lift value; project-only revenue, founder-led accounts, and client concentration weigh it down.
Pushes the number up
- Recurring monthly retainers
- Long average client tenure
- Senior staff who own the client relationships
- A diversified client base across industries
Pulls the number down
- Project-only or campaign revenue
- Founder holds the key accounts
- Concentration in a few clients
- High staff turnover
You put in your numbers. We show you two things.
Market data: Sector-specific transaction multiples based on aggregated business transaction reports. Updated quarterly.
Peer benchmarks: Estimates from verified owners in your sector and size range. See what similar businesses are worth, and compare your own expectations against market data and transaction multiples.
Takes about three minutes.
No pitch. No account required. Just your numbers in, and market context out.
Get My InsightsMarketing agencies are valued as a multiple of normalized EBITDA. Retainer revenue, client tenure, staff coverage, and founder dependence all move the number. Clariva shows the benchmark range for your size and province.
Higher for agencies with recurring retainers and senior staff who own the relationships; lower for project-driven, founder-led shops. Enter your numbers to see your range.
Yes. Recurring retainer revenue is more predictable than project work, and agencies that keep clients for years earn stronger multiples than those reliant on one-off campaigns.
No. The estimate is for benchmarking and context only, and does not replace a formal business valuation. For a transaction, work with an M&A advisor or a Chartered Business Valuator (CBV).
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Not financial advice. Clariva is a data aggregation and compilation tool. All ranges shown on this platform are derived from publicly available transaction data and anonymized user submissions, and are provided for informational and benchmarking purposes only. Nothing on this platform constitutes a formal business valuation, financial advice, or a recommendation to buy or sell. Consult a qualified M&A advisor, Chartered Business Valuator (CBV), or legal counsel before making any financial or transactional decisions. Individual data is never shared or sold. Anonymized, aggregated insights may be used for industry research. You can request deletion of your data at any time by emailing tanner@clariva.ca.