Emily leads the FX content team, along with strategy, implementation, and evaluation for WebFX’s key revenue channels. She holds an M.S. in digital marketing, and her work has been featured by Social Media Today, Campaign Monitor, Reader’s Digest, and more. In her free time, she enjoys hiking, road trips, and exploring new cities. @emcarter16
From boutique firms to full-scale enterprise agencies, today’s marketing landscape offers a wide range of options for businesses of all sizes.
Both large and small agencies can deliver results, but the best fit depends on your goals, budget, communication style, and how hands-on you want your team to be. Whether you’re looking for hyper-personalized service or enterprise-level scalability, knowing what each agency type brings to the table can make all the difference.
In this post, we’ll break down the key differences between big and small digital marketing agencies (including the pros and cons of each) and help you decide which is the right match for your business.
Expert insights from
Trevin ShireyVP of Marketing
“Fit really matters when it comes to finding the right agency for your business, and agency size is a huge part of that. Be honest about what matters most to your business during the season you are in. Expertise? Communication? Capabilities? Price? Size can play into all of these factors.”
Large vs. small marketing agencies: Key differences
When comparing big and small digital marketing agencies, the differences go beyond headcount. From team structure to service scope, each type of agency brings its own strengths and limitations.
Here’s a quick look at how large and small agencies typically stack up:
Access to teams of specialists in every discipline
Small team managing account
Tech Stack & Tools
Robust tools and proprietary platforms (like RevenueCloudFX)
May use off-the-shelf or third-party tools
Customization
Processes can be templated, but scalable
Highly personalized strategies and agile campaign changes
Scalability
Built to handle high volume and rapid scaling
May be limited in capacity for very large or fast-scaling clients
Pricing
Higher retainers, often with longer-term contracts
Typically “cheaper” services with option to pay per project
Pros and cons of big vs. small agencies
Every agency has strengths and limitations. Use the tables below to compare the typical pros and cons of working with large and small digital marketing firms so you can choose the model that best fits your goals, budget, and expectations.
Big digital marketing agencies
Pros
Cons
Access to specialists in SEO, CRO, video, analytics, and more
Higher costs and minimum commitments
Scalable for large budgets and enterprise clients
Less personal service — clients may feel like a number
Established processes and proven performance track records
Potentially slower communication due to internal silos
Robust tools, tech stacks, and top-tier partnerships
Small digital marketing agencies
Pros
Cons
Direct access to founders or executive team
Limited capacity — may struggle with fast scaling
Shorter approval chains may enable faster changes
Fewer in-house resources or channel specialists
More personalized strategies and attention
May lack experience with enterprise systems and complex compliance
May be more affordable for small or mid-sized businesses. Caution: Beware of agencies advertising “cheap” or “guaranteed” results.
Large or small: Which type of marketing agency is best for you?
Not sure which agency model fits your business best?
Use the chart below to see how different types of companies typically align with large or small marketing agencies:
Business Type
Recommended Agency Size
Why It Works
Enterprise or Multi-Location
Large Agency
Offers national reach, advanced reporting, and cross-channel scalability
Local or Niche Businesses
Small Agency
Provides industry-specific insight and nimble strategy adjustments
Fast-Growing Startups
Depends on Growth Stage
May begin with small agency flexibility, then scale into a larger agency model
B2B Companies
Large Agency
Experienced with complex funnels, ABM, CRM integration, and longer sales cycles
Hyperlocal Businesses
Small Agency
Delivers strong community ties and local SEO optimization
Questions to ask before choosing a marketing agency
The right agency isn’t always the biggest or the closest. It’s the one that aligns with your goals, resources, and working style.
Best for budgets of $2,500–$5K+/month. Offers robust teams, advanced tools, and scalable execution.
More cost-effective for modest budgets. Provides high-touch service without excess overhead.
2. How quickly do you need to scale?
Built for speed and scale with the ability to manage multi-channel campaigns efficiently.
Offers flexibility but may hit bandwidth limits when fast, large-scale growth is required.
3. Do you value specialization or personalization more?
Excels in specialization with SEO experts, paid media managers, developers, and more.
Excels in personalization, offering direct strategist access and close collaboration.
4. Are you looking for one-time projects or ongoing strategy?
Ideal for ongoing strategy, long-term ROI, and integrated marketing efforts.
Great for short-term or one-off projects like redesigns, local SEO, or seasonal campaigns.
Why WebFX offers the best of both worlds
At WebFX, we believe you shouldn’t have to choose between big-agency resources and small-agency relationships. That’s why we’ve built a model that gives you both.
As a top digital marketing agency with 500+ in-house experts, we offer the scale, technology, and cross-channel expertise to drive real business growth. From award-winning SEO and PPC specialists to developers, CRO strategists, and marketing automation pros, our team works together to deliver faster, smarter results, backed by over $10 billion in revenue generated for clients.
But unlike traditional large firms, we haven’t lost the personal touch. Every WebFX client is matched with a dedicated account manager and a handpicked strategy team who get to know your business inside and out.
You’ll have direct access to experts (not layers of red tape), proactive performance check-ins, and ongoing recommendations tailored to your goals.
Proprietary marketing tech like RevenueCloudFX for real-time ROI tracking
Dedicated team and custom approach combines personal relationships with expert execution
Seamless collaboration and transparent communication
Dedicated team structure that combines personal relationships with expert execution
Seamless collaboration and transparent communication
Whether you’re a growing local business or an enterprise brand with multi-location needs, WebFX offers the firepower of a big agency with the feel of a small one.
Sometimes, yes. Large agencies have higher overhead and often charge higher retainers. However, they may also deliver more value through tech, team, and results.
Results depend on strategy, communication, and fit. A larger agency can outperform a smaller one if they’re a better match (and vice versa).
Still deciding? Let’s find the right fit together
Whether you’re leaning toward a big-agency approach or value the personal touch of a boutique team, the best choice is the one aligned with your goals. At WebFX, we offer the best of both worlds.
With 500+ in-house experts, proprietary marketing tech, and a client-first team structure, we deliver the scale, strategy, and results of a large agency with the transparency and relationship-driven service of a small one.
Want to talk through your goals? Get in touch with a WebFX strategist today for a personalized consultation and see how we can build a digital marketing plan that fits your business like a glove.
Craft a tailored online marketing strategy! Utilize our free Internet marketing calculator for a custom plan based on your location, reach, timeframe, and budget.
Craft a tailored online marketing strategy! Utilize our free Internet marketing calculator for a custom plan based on your location, reach, timeframe, and budget.
Emily leads the FX content team, along with strategy, implementation, and evaluation for WebFX’s key revenue channels. She holds an M.S. in digital marketing, and her work has been featured by Social Media Today, Campaign Monitor, Reader’s Digest, and more. In her free time, she enjoys hiking, road trips, and exploring new cities.@emcarter16
