Founded in 2018 by Nick Banik, Mad Leads is a trailblazing, fully remote boutique agency that has revolutionized the paid media landscape. With a business model built on 100% retainer-based engagements, Mad Leads specializes in managing and scaling profitable paid media campaigns for a global mix of B2B and B2C clients, including high-profile names like Booster Apps and ServiceTitan. Their lean operation, combined with an experienced remote workforce, has positioned Mad Leads as a scalable entity with a reputation for delivering substantial returns on investment.

Inside the Enterprise: Who Is Mad Leads?

Mad Leads differentiates itself in the digital agency space with its pioneering approach to remote work and its exclusive focus on paid media, setting a benchmark for operational efficiency and specialized expertise. This fully remote agency capitalizes on the talents of an experienced team dispersed globally, ensuring round-the-clock innovation and client service. Their unique model not only reduces overhead costs but also empowers them to attract top talent worldwide, enabling Mad Leads to deliver unparalleled paid media strategies that drive measurable results for their diverse clientele.

Founder’s Motive: The Why Behind the Sale

Nick Banik’s entrepreneurial journey led him to establish Mad Leads as a response to the inefficiencies and limitations he observed within traditional agency models. However, with his passion veering towards new entrepreneurial interests and his involvement in the agency reduced, Nick sought a buyer who could continue to nurture the agency’s growth, ensure the team’s development, and maintain the high level of service that Mad Leads’ clients had come to expect.

Founder’s Vision: Criteria for the Perfect Acquisition Fit

Nick’s ideal buyer was not just any agency but one that shared Mad Leads’ values of innovation, transparency, and a non-micromanaged culture. He envisioned a partner that either sought to integrate paid media into their service offerings or one looking to elevate their existing paid media services to enterprise levels. This buyer would need to appreciate Mad Leads’ unique culture, offering growth opportunities for the team and maintaining the boutique agency’s ethos.

Setting the Stage: Preparing Mad Leads for Acquisition

Mad Leads was positioned for acquisition with a compelling narrative of growth, innovation, and successful client partnerships. The agency’s focus on scalable paid media solutions, combined with a robust client base and efficient operational processes, made it an attractive prospect for buyers looking to expand into or enhance their paid media capabilities.

Attracting Suitors: Strategic Marketing of Mad Leads for Acquisition

Merge embarked on a mission to find the perfect home for Mad Leads, leveraging their extensive network and industry expertise. By showcasing Mad Leads’ specialization in paid media, strong client relationships, and a dedicated team ready for larger-scale projects, Merge attracted interest from multiple potential buyers, creating a competitive environment that reflected Mad Leads’ value in the market.

Sealing the Deal: Perfect Matchmaking with the Ideal Buyer

The search culminated in identifying Locomotive Agency as the ideal partner for Mad Leads. Locomotive, a North Carolina-based SEO agency known for its technical expertise and commitment to long-term client success, was looking to diversify into paid media. This strategic alignment and shared values made Locomotive the perfect cultural and operational match for Mad Leads.

Unlocking Synergies: Positive Impacts Post-Transaction

The acquisition by Locomotive Agency opened new doors for Mad Leads, enabling the agency to tap into Locomotive’s resources, broaden its service offerings, and reach new heights in paid media management. For Locomotive, the acquisition brought Mad Leads’ expertise in-house, complementing their SEO services and facilitating a comprehensive digital marketing solution for clients. This synergy not only promised growth for both agencies but also ensured continued innovation and success in the digital marketing space.

Finding a New Home: The Merge Difference

This process, facilitated by Merge’s adept matchmaking, not only honored Mad Leads’ legacy of innovation and client service but also fostered synergies that propelled both entities to new heights in the digital marketing landscape, highlighting the transformative impact of shared values and complementary strengths in acquisitions.