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The Creative Agency Financial Playbook

Benchmarks, metrics, and levers for agencies between $500K and $10M
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Table of Contents
01
The Creative Agency Equation
02
Pillar 1: Efficient Growth
03
Pillar 2: Profitable Clients (GPM)
04
Pillar 3: Net Profit
05
Pillar 4: Cash Flow
06
Putting It All Together
07
Case Study: $325K Net Profit Added
08
Book a Consultation

The Creative Agency Equation

Every creative agency faces hundreds of small moments each year. Some are risks, some are opportunities. After years of working with creative agencies across the US, Australia, and New Zealand, we have identified four financial pillars that determine which agencies grow sustainably and which ones struggle.
Pillar 1
Visory Insights
Adding new revenue in a sustainable way
Pillar 2
Profitable Clients
How much money you make or lose on each client
Pillar 3
Net Profit
What you keep after all costs
Pillar 4
Cash Flow
The lifeblood of your business

Where This Comes From

These are not theoretical benchmarks pulled from a textbook. They come from working hands-on with hundreds of creative agencies.
Developed by Dev Bijlani and Jordan Bevans at Visory.
Jordan is a CPA with 15+ years of experience who scaled a $50M business unit from 2% to 40% EBITDA margin.

How to Read This Playbook

We organize agencies into three tiers based on revenue. Use the tier closest to your agency to find the most relevant benchmarks.
tier
Revenue
Headcount
Stage
tier 1
tier 2
tier 3
$500K - $1.5M
$1.5M - $5M
$5M - $10M
4 - 10
10 - 25
25 - 50
Founder-led
Building management
Scaling operations

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