Agency Growth Statistics for 2026: Revenue Growth, Client Acquisition, Retention, Pricing, and AI Adoption

In 2026, agency growth is not a single metric, it is a composite outcome shaped by revenue trajectory, client retention rates, pricing discipline, service mix, technology adoption, and the competitive dynamics between independents and global holding companies. The data compiled in recently published industry reports paints a nuanced picture: some agencies are thriving, others are contracting, and the factors separating the two groups are increasingly measurable.

The headline figures are instructive. Among more than 300 agencies studied in one benchmark analysis, 74% grew revenue in the most recent reporting period and 49% increased revenue by 25% or more. Yet among the major holding companies, combined organic growth averaged only 2.0% in 2024 a figure that masks stark divergence between Publicis, which posted strong gains, and WPP, which recorded negative like-for-like growth. Among digital agencies specifically, overall growth stabilized at 4.6% in 2024, but large agencies with 50 or more employees experienced their first recorded contractions.

The structural drivers of agency growth have shifted. Referrals remain the dominant lead source for most smaller agencies, but they create a ceiling for growth. Paid media is the service category most identified by agency leaders as holding the greatest 2025 growth opportunity, displacing SEO and web design from their previous top positions. New business sales remains the single most commonly cited pipeline challenge, identified by 69.6% of agency respondents in a 2025 survey. And pricing strategies are evolving: 68% of agencies that raised rates in 2024 reported improved profitability with minimal client loss.

This article compiles more than 60 agency growth statistics drawn from primary surveys, first-party platform data, financial disclosures, and published research reports within the last two years. Data spans revenue growth rates by agency size, new business acquisition, client retention, pricing benchmarks, service expansion trends, AI adoption effects, and regional and global holding company performance.

Scope and Methodology

Includes only publicly available agency growth statistics relevant for 2026.
Based on the latest figures published within the last two years.
Sources include primary research surveys, first-party platform data, institutional studies, public financial disclosures, and industry reports.
Each statistic is listed separately with its original source and study context.
No estimates, forecasts, interpretations, or recommendations are included.

Key Agency Growth Statistics for 2026

74% of agencies grew revenue in the most recent full year measured, and 49% increased revenue by 25% or more, based on a 2025 benchmark study of 300-plus agencies by Predictable Profits.
Digital agency growth stabilized at 4.6% overall in 2024, but medium agencies (25–49 FTE) and large agencies (50+ FTE) experienced their first recorded contractions since tracking began in 2015, based on the State of Digital Services 2025 joint report by The Bureau and Promethean Research, published by PRWeb.
Worldwide organic growth for five major agency holding companies WPP, Publicis, Omnicom, Interpublic, and Dentsu averaged 2.0% in 2024, based on the Ad Age Agency Report 2025 published by Ad Age.
Studio-sized digital agencies (fewer than 10 FTE) rebounded closer to their long-term average growth rates in 2024 after a difficult 2023, while small agencies (10–24 FTE) saw slow but steady gains, based on the State of Digital Services 2025 report by The Bureau and Promethean Research via PRWeb.
67% of agencies aimed for 25% or more revenue growth in 2025, based on a 2025 benchmark study of 300-plus agencies by Predictable Profits.
73% of marketing agencies predicted revenue growth in 2024, down 8 percentage points from 2023’s predictions, based on the 2024 Marketing Agency Benchmarks Report of 251 agency leaders by AgencyAnalytics.
36% of agencies reported their sales pipeline had improved over the prior year in 2025, 39% said it was about the same, and one in four said it had worsened, based on a 2025 survey of 376 agency respondents conducted between September and October 2025 by SparkToro and Paddy Moogan.
Large digital agencies (50 or more FTE) historically grow 31% faster than average (studio, small, and medium-sized shops), based on analysis of agencies tracked since 2015 from the 2024 Digital Agency Industry Report by Promethean Research.
The average growth rate of digital agencies from 2015 to 2020 was 13%, spiked to 25% in 2021, then returned to approximately 15% in 2022 before hitting its lowest recorded level in 2023, based on the 2024 Digital Agency Industry Report by Promethean Research.
84% of agency leaders in a 2025 study reported being optimistic about their future, based on a 2025 benchmark study of 300-plus agencies by Predictable Profits.
81% of agency owners surveyed in 2023 predicted revenue expansion by 2025, with 67% anticipating significant expansion of 25% or higher, based on the 2023 Agency Benchmarks Revenue and Channel Insights survey by AgencyAnalytics.
79.2% of marketing teams expected at least a slight increase in 2026 budgets over 2025, with 21.2% expecting a significant increase and only 6% expecting a decrease, based on the HubSpot State of Marketing Report 2026 surveying more than 1,500 global marketers, published at HubSpot.

Revenue Growth by Agency Size and Type

Studio shops (0–9 FTE) and small agencies (10–24 FTE) grew at approximately 12–15% per year from 2015 to 2023, while large agencies (50+ FTE) grew 31% faster than this average before their 2024 contraction, based on the 2024 Digital Agency Industry Report by Promethean Research.
8-figure agencies maintain profit margins of 25% to 32%, while 7-figure agencies average 18% to 22%, based on a 2025 benchmark study of 300-plus agencies by Predictable Profits.
Niche agencies report gross margins of 40% to 75% compared to generalist agencies due to higher fees and streamlined repeatable processes, based on a 2025 benchmark study of 300-plus agencies by Predictable Profits.
8-figure agencies retain 92% of clients annually versus 78% for 7-figure agencies, a difference attributed to structured account management and dedicated client success teams, based on a 2025 benchmark study of 300-plus agencies by Predictable Profits.
73% of 8-figure agencies keep at least six months of operating expenses in reserve, compared to just 31% of 7-figure agencies, based on a 2025 benchmark study of 300-plus agencies by Predictable Profits.
Revenue per employee for digital agencies averaged USD 172,000 per full-time employee in 2023, a figure that has trended upward since tracking began in 2015, based on the 2024 Digital Agency Industry Report by Promethean Research.
U.S. agencies generated an estimated USD 62 billion in revenue in 2025, equating to roughly USD 220,000 in revenue per employee, up 11% from 2019, based on AdAge Agency Report 2024 data cited in a 2025 analysis by Marketing Scoop.
Omnicom’s full-year 2025 revenue totaled USD 17.27 billion, up 10.1% overall and 9.3% on a constant dollar basis, following the close of the IPG acquisition, based on Omnicom’s 2025 earnings statement reported by PR Week.
Publicis Groupe reported Q1 2025 revenue growth of 9.4%, supported by EUR 300 million in AI investment, based on Q1 2025 earnings reported via Mordor Intelligence.
WPP reported negative full-year 2024 like-for-like growth of -3.3%, in contrast to Publicis (Q3 growth 5.8%) and Omnicom (Q3 growth 6.5%) during the same period, based on Q3 2024 earnings analysis by More About Advertising.

New Business and Client Acquisition Statistics

69.6% of agency respondents identified new business sales as the most challenging aspect of their sales pipeline in 2025, based on a 2025 survey cited in a marketing agency statistics compilation by My Codeless Website.
Nearly half of marketing agency leaders said referrals and word of mouth are the best ways for agencies to land new clients, based on the 2024 Marketing Agency Industry Insights survey by AgencyAnalytics.
In a typical digital agency, the majority of leads and revenue derive from referrals, but referral-reliance limits the ability to break through the 30–50 employee growth plateau, based on the 2024 Digital Agency Industry Report by Promethean Research.
Decision timelines for new agency client commitments lengthened in 2025, with more agencies reporting timelines of 7–8 weeks and 12 or more weeks compared to 2024, based on a 2025 survey of 376 agency respondents by SparkToro and Paddy Moogan.
46.9% of agency respondents identified revenue growth as a top sales pipeline challenge, and 40.5% cited adapting services to market trends, in 2025, based on a survey cited in a 2025 agency statistics compilation by My Codeless Website.
Customer acquisition costs have increased 60% over the past five years across industries, based on multiple industry studies cited in a 2025 customer acquisition cost benchmarks compilation by Genesis Growth.
62% of clients that were not upsold within the first three months churned within two years, based on the 2023 Agency Insights Report by Vendasta.

Client Retention and Churn Statistics

Retainer-based agencies achieve 2.3 times better client retention than project-based agencies, with 18% versus 42% annual churn rates respectively, based on a 2025 analysis of client retention patterns by Focus Digital.
Full-service agencies maintain the lowest churn rate at approximately 25% annually, while PPC agencies experience the highest at 49%, based on a 2025 analysis of marketing agency churn by Focus Digital.
Retainer clients stay with agencies for an average of 56 months, compared to just 24 months for project-based clients, based on a 2025 analysis of client lifespan across engagement models by Focus Digital.
81% of agency leaders agreed that strong client relationships are the biggest factor in retaining accounts, ranking above effective communication (67%) and campaign performance (49%), based on the 2025 Marketing Agency Benchmarks Report of 220-plus agencies by AgencyAnalytics.
Large agencies with 51 or more employees maintain 15% annual churn versus 32% for agencies with 1 to 10 employees, based on a 2025 analysis by Focus Digital.
The first 90 days represent peak churn risk, with retainer-based agencies losing approximately 8% of clients in months 1 to 6, based on a 2025 temporal churn analysis by Focus Digital.
Agencies that regularly report on meaningful outcome metrics retain clients 40% longer than those focusing only on activity metrics, based on analysis cited in an agency retainer pricing guide by Monetizely.
26% of agencies reported headcount growth in 2025, a slight increase from 22% in 2024, based on a 2025 survey of 376 agency respondents by SparkToro and Paddy Moogan.

Pricing and Revenue Model Statistics

65% of digital agencies priced services in the USD 150 to USD 224 per hour range in 2024, with 30% specifically pricing in the USD 175 to USD 199 range, based on the 2024 Digital Agency Industry Report by Promethean Research.
Only 22% of agency leaders reported increasing their hourly rate from 2023 to 2024, almost half the number that raised rates from 2022 to 2023, based on the 2024 Digital Agency Industry Report by Promethean Research.
68% of agencies that raised prices in 2024 reported improved profitability with minimal client turnover, based on a survey of 251 agency leaders by AgencyAnalytics.
53% of SEO agencies surveyed preferred monthly retainers over all other pricing models, and 80% listed monthly retainers along with other models as favorites, based on a 2025 pricing survey of 260 agencies conducted by SE Ranking.
64% of SEO agencies charge below USD 1,000 per month for retainers, with 30% charging below USD 500 per month; only 13% charge USD 2,000 to USD 5,000 per month, based on a 2025 pricing survey of 260 agencies by SE Ranking.
Over 70% of agencies with 25 or more employees charge over USD 1,000 in monthly retainers, over USD 100 per hour, and over USD 2,000 per project, based on a 2025 pricing survey of 260 agencies by SE Ranking.
About 38% of agencies prefer retainer-based pricing, while fewer than 20% offer fixed-fee pricing, fewer still charge mixed or hourly rates, and only approximately 5% use performance-based pricing, based on a Databox survey of marketing agency owners cited in a 2025 pricing guide by Databox.
28% of agencies preferred to price using a mix of retainer fees, time and materials pricing, and fixed bid pricing, based on the 2025 report by Promethean Research cited in an inbound agency pricing guide by Madison Marketing.
Value-based pricing increases agency profitability by 70% compared to hourly billing, based on Pricing Creativity by Blair Enns, cited in an agency retainer pricing guide by Monetizely.

Service Expansion and Diversification Statistics

42% of agencies planned to broaden their service offerings in 2025 as a primary growth lever, based on a 2025 benchmark study of 300-plus agencies by Predictable Profits.
Paid advertising was voted by 68% of agency leaders as the most promising channel for 2025, a significant shift from the prior year when SEO and web design shared the top position, based on the 2025 Marketing Agency Benchmarks Report of 220-plus agencies by AgencyAnalytics.
89% of agency leaders named paid advertising as their core service for 2025, based on the 2025 Marketing Agency Benchmarks Report of 220-plus agencies by AgencyAnalytics.
SEO and website design and maintenance tied as the top services provided by agencies in 2024, followed by PPC (77%) and social media marketing (75%), based on the 2024 Marketing Agency Benchmarks survey of 251 agency leaders by AgencyAnalytics.
65% of Instagram was cited as the leading social platform by agency leaders for the second consecutive year in 2025, based on the 2025 Marketing Agency Benchmarks Report by AgencyAnalytics.
The top tasks proving most challenging for in-house execution at client companies website design and development, SEO/SEM, and content creation remain the highest-demand services outsourced to agencies, based on the 2023 Vendasta Agency Insights Report published by Vendasta.
Influencer marketing (24%) and social media (21%) were identified as the top channels agencies planned to double down on for growth in 2025, based on a 2025 benchmark study of 300-plus agencies by Predictable Profits.

AI Adoption and Productivity Statistics

89% of agencies in the 2025 benchmark study used AI tools for efficiency gains, with documented productivity increases of up to 49%, based on a 2025 benchmark study of 300-plus agencies by Predictable Profits.
Nearly 77% of marketing agencies reported AI adoption in 2024, holding steady from 2023, and 86% of agency leaders predicted a further surge in usage, based on the 2024 Marketing Agency Benchmarks Report of 251 agency leaders by AgencyAnalytics.
73% of agency leaders agreed that AI will indefinitely change the agency landscape, based on the 2025 Marketing Agency Benchmarks Report of 220-plus agencies by AgencyAnalytics.
53% of agency owners agreed that AI posed a credible threat to the agency business model in 2025, up from 44% in 2024, based on a survey of 376 agency respondents by SparkToro and Paddy Moogan.
66% of agency owners agreed that junior team members may have fewer career opportunities in the future due to AI automation, with only 22% disagreeing, based on a 2025 survey of 376 agency respondents by SparkToro and Paddy Moogan.
Agencies using AI for content creation saw a savings of 3 hours per piece of content and 2.5 hours per day overall, based on the 2024 HubSpot State of Marketing Report published at HubSpot.
73% of marketing agency executives from the United States and Canada identified AI-personalization as the most important trend affecting the sector in 2025, based on a February 2025 survey cited in a marketing agency statistics compilation by My Codeless Website.
34% of agency owners listed economic uncertainty as a top business concern and 25% listed the rise of AI tools as a top concern, based on the 2023 AgencyAnalytics Benchmarks Survey of 121 agencies, published by AgencyAnalytics.

Workforce and Operational Growth Statistics

The majority of marketing agencies have 1 to 5 full-time employees, corresponding to the growth and establishment phase of the digital agency life cycle, based on the 2025 Marketing Agency Benchmarks Report by AgencyAnalytics.
The average employee at a digital agency is expected to bill 25 hours per week and work 13 additional hours on non-billable tasks, for a total weekly commitment of 38 hours, based on the 2024 Digital Agency Industry Report by Promethean Research.
Between 2019 and 2022, salaries at digital agencies rose 25% to 35% for most positions; by 2024, salary growth had cooled to low double digits for operations and developer roles, based on the 2024 Digital Agency Industry Report by Promethean Research.
8-figure agencies invest USD 7,500 per employee per year in training versus lower averages at 7-figure agencies, and larger agencies achieve staff tenures of 3.4 years versus 2.1 years at smaller firms, based on a 2025 benchmark study of 300-plus agencies by Predictable Profits.
U.S. agency employment increased by 5% from 2020 to 2025, reaching approximately 282,000 jobs, based on AdAge Agency Report 2024 data cited in a 2025 analysis by Marketing Scoop.
55.5% of marketing agencies globally operated in a fully remote working environment in 2024, while 26.6% preferred a hybrid setup and only 4.6% reported full-time in-office arrangements, based on a 2025 agency statistics compilation by My Codeless Website.

References

‍

Subscribe to our newsletter

Occasionally, we send you a really good curation of profitable niche ideas, marketing advice, no-code, growth tactics, strategy tear-dows & some of the most interesting internet-hustle stories.

Thank You.
Your submission has been received.
Now please head over to your email inbox and confirm your subscription to start receiving the newsletter.

Oops!
Something went wrong. Please try again.