Are Digital Marketing Agencies Profitable in 2023?

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As someone who has spent a decade working in the digital marketing industry, I’ve often been asked: “Are digital marketing agencies still profitable in 2023?” It’s a fair question that many people are likely to ask if they’re considering starting their own digital marketing agency.

The short answer is yes, digital marketing agencies can be profitable. However, the profitability of a digital marketing agency depends on several factors, such as competition, pricing, and overhead costs. In this blog post, I’ll explore the lucrativeness of digital marketing agencies in more detail, providing context about the industry’s growth and examining key factors that impact revenues.

Digital Marketing Agency Business: Industry Trends in Southeast Asia and Australia

First, let’s take a closer look at the digital marketing industry itself. According to a report by Market Research Future, the global digital marketing market is expected to grow at a compound annual growth rate of 21.2% from 2022 to 2030. This growth is driven by several factors, including the increasing use of mobile devices, the rise of social media, and the growing importance of search engine optimisation (SEO) and content marketing. 

It’s not just the global market that’s experiencing such growth. Here in Singapore, the digital marketing industry is also expanding at a rapid pace. According to Statista, the country’s ad spending in digital marketing is projected to reach US$ 2.17 billion  by 2027, with Search advertising as the largest segment with a market volume of US$ 935 million . 

With such growth projections, it’s no wonder many are considering starting a digital marketing agency. But before diving in headfirst, it’s essential to consider the potential profitability of such a venture. 

Full-Service Agency vs Specialised Agency 

One crucial consideration when starting a digital marketing agency is whether to offer full-service or specialised services. Full-service agencies typically offer a wide range of offerings, such as SEO, social media management, PPC advertising, content marketing, and website design and development. 

On the other hand, specialised agencies typically focus on one or two specific services, such as SEO or social media management. 

Think of it this way: a full-service agency is like a buffet, with a wide variety of dishes to choose from. In contrast, a specialised agency is like a fine dining restaurant, where the chef focuses on creating one or two exceptional dishes. 

So which type of agency is more profitable? Well, it depends on a few factors. Full-service agencies have the advantage of being able to offer a broader range of services to their clients, which can translate into higher revenue. However, they also have higher overhead costs, as they need to maintain larger teams with diverse skills. Specialised agencies, on the other hand, can operate with smaller teams and lower overhead costs, but they may miss out on potential revenue streams by not offering a full suite of services. 

To help you decide which type of agency is right for you, let’s take a closer look at the differences between full-service and specialised agencies. 

Take a look at the table below for a quick comparison: 

FactorsFull-Service AgencySpecialized Agency
Range of ServicesBroad range of servicesSpecialised services in one or a few areas
Overhead CostsHigher due to larger teamsLower due to smaller teams
Revenue StreamsMultiple streams from different servicesFewer streams from limited services
CompetitionHigher competition due to broader servicesLower competition due to specialised services

Of course, these are just generalisations, and every agency is unique. As you weigh the pros and cons of each type of agency, keep in mind your own strengths and interests, as well as the needs of your target market. Ultimately, the most profitable agency is one that can provide exceptional value to its clients, no matter what type of services it offers. 

How do digital marketing agencies make money? 

Here comes the age-old question. When it comes to pricing models, there’s no one-size-fits-all solution for agencies to generate revenue. However, in my experience, a retainer pricing model tends to be the better option. Retainer fees involve a fixed monthly fee for a predetermined set of services, such as social media management, SEO optimisation, and content creation. This approach allows agencies to plan their resources better and provides clients with a predictable budget for their marketing needs. 

While project-based fees are charged on a per-project basis, they’re generally higher than retainer fees. This model works well for clients who have specific projects or campaigns they want to execute. It’s more sensible for agencies with financial prudence and a solid client acquisition system in place. Nonetheless, one pricing model that we advise against is the percentage of ad spend fees. 

Charging a percentage of the client’s total ad spend can be a red flag for some clients, who may perceive it as an agency trying to milk as much money as they can, rather than providing the best service possible. This can put the agency’s expertise into question, especially if they fail to deliver the desired results despite charging 10% of the client’s ad spend. The key is to find a pricing model that works for both the agency and the client, one that ensures transparency, predictability, and fairness. 

Factors Why Digital Marketing Agencies Are Not Profitable 

#1 Competition 

One of the biggest factors that can impact the profitability of a digital marketing agency is competition. And let me tell you; it’s a crowded market out there. With so many agencies vying for the same clients, standing out from the crowd can be tough. But don’t just take my word for it. 

Hackalogy Blog - Are Digital Marketing Agencies Profitable - A pie chart that displays the percentage of Digital Marketing Agencies in Singapore. 31.7% Full-Service Digital Marketing Firms (483), 19.5% Search Engine Optimization (298), 17.3% Social Media Marketing (264), 8.9% Content Marketing (136), 11.2% Branding (171), 6.1% Search Engine Marketing (93) and 5.3% Advertising (81).

According to Clutch, there are currently 483 digital marketing firms in Singapore, with SEO being the most common service offered at 298 firms, followed by social media marketing at 264, content marketing at 136, branding at 171, search engine marketing at 93, and advertising at 81. That’s a lot of competition.

As someone who has been in the digital marketing industry for years, I have seen firsthand how cutthroat the competition can be. It’s not easy to start a digital marketing agency in 2023 and only a few agencies have lasted until today. That’s why it’s crucial to learn from someone who has been in the business for years and has successfully done business with clients to help you build a digital marketing agency that is unique and can stand out in the market. 

It’s not enough to offer the same services as everyone else. You need to differentiate yourself from your competitors by offering distinct services, delivering exceptional results, and providing top-notch customer service. By focusing on long-term relationships and providing  high-quality service, you can set yourself apart from the competition and establish your reputation as a trustworthy and reliable partner for your clients. 

#2 Pricing Models 

Pricing is another crucial factor that can impact the profitability of a digital marketing agency. Setting your rates too low can be tempting, but it can also make it difficult to sustain your business over the long term. On the other hand, charging too much can price you out of the market and make it difficult to win new business. 

It’s important to strike a balance between affordability and profitability. One way to do this is to offer different pricing tiers based on the scope of work and the level of service provided. This allows clients to choose the option that best fits their needs and budget while still providing you with a healthy profit margin. 

#3 Overhead Costs 

Overhead costs are another major factor impacting an agency’s profitability. From rent to utilities to office supplies, the cost of running a physical office can add up quickly. When my agency first started out, we were faced with the challenge of finding affordable office space that wouldn’t eat into our profits. After some research, we decided to co-rent an office with another business to share the costs. Not only did this solution save us money, but it also allowed us to network with other professionals in the space. 

If you’re starting a new agency, you can save on overhead costs in several ways. One option is to consider a shared office space or co-working space. These spaces offer affordable rental rates and often include amenities such as high-speed internet, printing services, and meeting rooms. Another option is to consider a virtual office. With a virtual office, you can have a professional address and phone number without the cost of a physical office space. This option is particularly useful if you’re just starting out and don’t need an office to work from every day. 

Here are a few virtual offices you can choose from in Singapore: 


That being said, we do believe that having a physical office is still better than having none at all. While it may be tempting to forgo having a physical office, having a proper address communicates that you’re a legitimate business and not just a fly-by-night operation. Additionally, having a physical office can help attract larger clients who are looking for an established agency to work with. In the end, it’s important to weigh the costs and benefits of different options and find a solution that works best for your agency’s needs and budget. 

#4 Service Delivery Quality 

Another factor that affects the profitability of digital marketing agencies is the skill set needed for service delivery. When we started out, we focused on building our competencies in SEO and paid advertising. This helped us save money on outsourcing and also gave us more control over the quality of work delivered to our clients. We also found that having these skills in-house made us more attractive to potential clients as we could offer a comprehensive range of services. 

According to a survey conducted by HubSpot, one of the biggest challenges faced by digital marketing agencies is finding and retaining top talent. This is where having in-house skills can be advantageous as it reduces the reliance on external contractors and freelancers. It’s important to invest in the training and development of your team to ensure that they have the skills needed to provide quality service to your clients. By doing so, you can not only improve the profitability of your agency but also enhance the satisfaction of your clients. Read more about how you can build a high-performing digital marketing team

How To Make Your Digital Marketing Agency Profitable 

Now that we have discussed the various factors that can impact the profitability of a digital marketing agency, let’s dive into how we can make it profitable. Having worked in the industry for a considerable amount of time, I can say that building strong, long-term relationships with clients is one of the most effective ways to ensure profitability. 

Your agency’s success is directly tied to your clients’ success

Hendry Goh

It’s important to understand that your agency’s success is directly tied to your clients’ success. By providing exceptional service and exceeding  expectations, you retain clients and attract new ones through referrals and positive reviews. In fact, according to a research done by Harvard Business Review, acquiring a new customer can be up to 25 times more expensive than retaining an existing one. This highlights the importance of prioritising client retention and satisfaction as a key part of your agency’s growth strategy. 

Acquiring a new customer can be up to 25 times more expensive than retaining an existing one.

Harvard Business Review

In my experience, investing in building long-term relationships with clients has been crucial to the growth and success of my agency. By taking the time to understand their unique business goals and needs and providing tailored solutions that meet those needs, we’ve created a sense of trust and loyalty that has kept our clients coming back for more. This has not only helped us maintain a steady revenue stream but has also allowed us to expand our service offerings and take on more complex projects, further boosting our profitability. 

If you’re looking to build a profitable digital marketing agency, I highly recommend focusing on client relationships and delivering exceptional service. This may require investing more time and resources upfront, but the long-term benefits in terms of client retention, referrals, and profitability are well worth it. And if you want to learn more about how to build a successful agency, consider joining our Agency Accelerator program, where you can learn from experienced industry professionals and gain the skills and knowledge you need to succeed.


As I wrap up this blog post, I can’t help but think back to the early days of starting my own digital marketing agency. It was a daunting task, and there were times when I wondered if it would ever be profitable. But with hard work, dedication, and a focus on building long-term relationships by providing top-notch service, my agency was able to thrive. 

I truly believe that digital marketing agencies can be profitable in 2023 and beyond, but it takes more than just following the latest trends and tactics. It takes a unique perspective, a willingness to adapt to changing circumstances, and a commitment to providing exceptional value to your clients. 

That’s why I’m excited to offer our Agency Accelerator Programme to those who are looking to start their own digital marketing agency. This unique coaching programme offers a more personal and practical approach to learning.  Participants get coached by 7-figure digital marketing agency directors (including myself), giving them insider knowledge and insights they wouldn’t get from a textbook. It’s an investment in your agency’s growth, as well as your own. Moreover, it can set you up for long-term success in the profitable world of digital marketing. 

So, as you think about the future of digital marketing agencies, remember that profitability is within reach. With the right mindset, strategies, and support, you can create a thriving agency that not only supports your own financial goals but also helps your clients achieve their business objectives.