Guide · Updated 4 October 2026

How to get marketing agency clients without ads

Source: RSW/US, 2025 Survey Report, Rolling Into 2026.

1. Referrals: the best source, and the least reliable

“While 75% cite referrals as their best lead source, RSW/US warns that relying on them is unsustainable.”

Two years earlier, RSW/US found referrals the number one new business generator at 69%, with business from existing clients at 50% and networking at 46% (RSW/US). Ask for referrals on a schedule, after a win, not when the pipeline is empty.

2. Partner referrals

Partners are agencies or freelancers who serve the same clients without competing: a web developer for a paid-media agency, a PR firm for a content shop. In Promethean Research's survey of agency leaders, partner referrals scored 3.0 out of 5 for revenue, third of 34 tactics, and 53% of leaders put effort into them (Promethean Research).

3. Outbound email

The channel you can turn on without an audience or an ad budget. Instantly's 2026 benchmark puts the average reply rate at 3.43%, with top performers above 10%, and 58% of replies come from the first email while follow-ups add the other 42% (Instantly). See our cold email guide for agencies for the sender rules and benchmarks.

4. LinkedIn outreach

“The response rate for the shortest InMails is 22% higher than the average response rate for all InMails.”

Keep messages short, specific to the owner, and about their clients, not your services.

5. Case studies

B2B marketers rate case studies and customer stories the second most effective content type at 53%, behind video at 58% (Content Marketing Institute, 2025). One real result, with the client's permission, does more work in a cold email than any claim.

Putting it together

Referrals and partners bring the best clients but arrive on their own schedule. Outbound email and LinkedIn fill the gaps on yours. Case studies make every one of them convert better. Most small agencies stall on the outbound piece, because it is a daily job: lists, inboxes, copy, follow-up and replies.

NULLTOUCH runs that piece for marketing agencies in the US and Canada, from inboxes set up in the agency's name, and puts the calls on the agency's calendar. The guarantee is 15 booked calls in 60 days, or a full refund. The 60 days start at your first send, and it holds when you approve your targeting and emails within 48h and take the booked calls.

Questions

How can a marketing agency get clients without ads?

Through referrals, partner referrals, outbound email, LinkedIn outreach and case studies. In RSW/US's 2025 survey, 75% of firms cite referrals as their best lead source, but RSW/US warns that relying on them is unsustainable, so most agencies add outbound email as the channel they control.

Are referrals enough to grow an agency?

Rarely. RSW/US's 2025 survey found 93% of marketing services and professional services firms say their growth engine is not strong enough, even though referrals are their best source.

Does LinkedIn outreach work for agencies?

Short messages work best. LinkedIn's own data shows the shortest InMails get a response rate 22% higher than the average for all InMails.