Sell My Lead Generation Business – AI-Powered Brokerage & Valuation
Thinking of an exit? Get a data-driven valuation, a buyer-ready package, and a confidential process designed for performance marketing & lead gen operators.
How Much Is My Lead Generation Business Worth?
Short answer: Valuation ≈ Annual Net Profit (SDE) × market multiple, adjusted for client retention, lead quality, channel dependence, compliance, attribution integrity, margins, and concentration risk.
Valuation, in brief (5 steps)
- Choose method: SDE multiple for most lead gen firms; EBITDA for larger, systemised operators.
- Normalise metrics: monthly revenue by client/channel, gross margin per lead, refunds/chargebacks, add‑backs.
- Benchmark with comps: niche, GEO, channel mix (SEO/SEM/paid social/calls), seasonality, retainers vs CPL/CPA.
- Adjust for risk: top‑client & channel concentration, consent/logs (TCPA/GDPR), data rights, deliverability.
- Run scenarios: base / upside / de‑risked (e.g., client diversification, RPM/CPL uplift, ops SOPs) to set a defensible range.
Lead Gen Valuation Multiples in 2025 (Indicative)
Ranges vary by size, quality, and buyer type. Treat these as directional bands, not guarantees.
| Profile | Basis | Indicative Range* |
|---|---|---|
| Owner‑operated, <$500k annual profit | SDE multiple | ~2.0×–3.5× SDE |
| $500k–$2m annual profit, steady growth | SDE multiple | ~3.0×–4.5× SDE |
| $2m+ annual profit, platform‑like operation | EBITDA multiple | ~4.0×–6.5× EBITDA |
*Illustrative bands only; actual outcomes depend on growth, retention, margins, compliance, risk, buyer type, and market conditions.
How We Value Lead Gen: Retention, CPL/CAC, Lead Quality, Concentration
| Driver | Strong Signal | Effect on Multiple |
|---|---|---|
| Revenue Growth | Consistent MoM growth with signed pipeline | Higher (durability of growth) |
| Client Retention / NRR | Retainer renewals; low churn; upsells | Higher (predictable cash flows) |
| Unit Economics | High gross margin/lead; stable CPL/CAC | Higher (efficient delivery) |
| Lead Quality | High SQL/MQL rates; low refunds/chargebacks | Higher (true value delivery) |
| Concentration Risk | No client or channel > 20% revenue | Higher (lower volatility) |
| Compliance & Data | Consent logs, DPA/processing records, clean lists | Higher (smoother diligence) |
SDE vs EBITDA for Lead Gen: Which One Matters?
Smaller, founder‑led firms are commonly priced on SDE (profit + reasonable owner compensation + normalised add‑backs). Larger, process‑driven operators trend to EBITDA. We compute both and align to the likely buyer pool.
How our AI model improves the valuation
- Maps your metrics to live comps (niche, GEO, pricing model, retention, margin).
- Runs sensitivity on CPL, refund rate, client diversification, and ops efficiencies to show multiple uplift.
- Ranks buyer fit (agency networks, PE roll‑ups, strategic brands) to indicate likely price/structure scenarios.
What to prepare (faster valuation)
- Last 24 months P&L/BS; revenue by client/channel; refunds/chargebacks; add‑backs.
- Attribution exports: ad platforms, call‑tracking/UTM, CRM closed‑won by source; lead quality/SQL rates.
- Pricing & contracts: retainers vs CPL/CPA, SLAs, cancellation terms, non‑solicit/non‑compete clauses.
- Compliance pack: consent mechanisms, DPA/processor agreements, privacy policy, opt‑out logs.
- Ops: SOPs, team/contractors, tech stack (landing pages, dialers, CRMs), vendor list.
Quick answers:
Revenue or profit? Mostly profit (SDE). Revenue multiples appear in larger, diversified platforms.
What lifts multiples fastest? Better retention, lower refunds, reduced concentration, airtight compliance, and documented SOPs.
Proof buyers want? Third‑party verified attribution and consent, stable margins, repeatable delivery.