Brave Bison strengthens digital marketing portfolio with £3.5m Builtvisible acquisition

Brave Bison Group plc (LSE: BBSN) has announced a definitive agreement to acquire Builtvisible Holdings Limited, a UK-based performance marketing agency specialising in organic search strategies. The deal, valued at up to £3.5 million, represents the company’s second major acquisition of 2025, following its January purchase of Engage Digital Partners. By integrating Builtvisible into its operations, Brave Bison aims to strengthen its SEO-driven marketing expertise and enhance its ability to deliver data-driven digital advertising solutions to a growing portfolio of global clients.

The acquisition comes amid rapid changes in digital marketing, where artificial intelligence is reshaping search engine optimisation (SEO) and performance marketing. As companies adapt to AI-powered search algorithms, demand for specialist SEO expertise is increasing. The addition of Builtvisible, which has developed a strong reputation for organic performance strategies, is expected to position Brave Bison as a more competitive player in the evolving digital landscape.

Why is Builtvisible a strategic acquisition for Brave Bison?

Founded in 2009, Builtvisible has spent over a decade refining organic search strategies that help brands enhance their search engine visibility without relying on paid advertising. The agency has worked with major brands such as Aviva, Avis, Icelandair, Specsavers, and Very Group, establishing itself as a leader in SEO-led performance marketing.

With the acquisition, Brave Bison expands its capabilities in organic search, complementing its existing digital media and advertising services. The deal will bring 35 new professionals into Brave Bison’s team, further strengthening its search engine optimisation and content marketing expertise.

The move aligns with a broader trend in the digital marketing industry, where brands are shifting budgets from traditional paid media to SEO-focused strategies as advertising costs on platforms such as Google Ads and Facebook Ads continue to rise. By acquiring Builtvisible, Brave Bison is positioning itself as a key provider of AI-driven search and content strategies, helping businesses adapt to the next phase of digital customer acquisition.

What are the financial terms of the Builtvisible acquisition?

Brave Bison has structured the £3.5 million deal in a way that balances upfront investment with performance-based incentives. The initial cash consideration of £1.5 million will be paid upon completion, while an additional £1.0 million will be deferred over the next 18 months. A further £0.5 million in contingent payments will be tied to performance targets, ensuring that the acquisition delivers measurable results.

Additionally, key members of Builtvisible’s leadership team have been granted nil-paid options for 20.85 million new shares in Brave Bison, valued at approximately £0.5 million based on the current share price of 2.6 pence. These shares will vest in 2028, contingent on performance conditions and continued employment with the Group.

Despite Builtvisible reporting unaudited net assets of -£0.5 million, its financial performance remains stable, with £4.1 million in revenue and £0.3 million in adjusted EBITDA for the 12-month period ending December 31, 2024. Brave Bison anticipates that the acquisition will be accretive in the current financial year, meaning it is expected to positively impact earnings.

How does this acquisition align with Brave Bison’s growth strategy?

Brave Bison has been pursuing an aggressive expansion strategy, acquiring specialist agencies that complement its digital marketing and technology services. The company’s acquisition of Engage Digital Partners in January 2025 marked a significant step into sports marketing, and the addition of Builtvisible further broadens its performance marketing expertise.

Chairman Oliver Green emphasised the importance of adapting to the AI-driven changes in digital media, stating that search engine marketing and digital media buying are becoming increasingly complex. The integration of Builtvisible’s SEO expertise will allow Brave Bison to offer more advanced digital marketing solutions, ensuring clients stay ahead in a rapidly evolving marketplace.

Brave Bison’s strategy reflects a wider industry shift towards performance-driven digital advertising, where companies are investing in data-led content marketing and search visibility rather than relying solely on paid media campaigns. As AI-powered search algorithms continue to reshape Google rankings and ecommerce discovery, businesses need more sophisticated SEO strategies to maintain visibility.

What does the Builtvisible acquisition mean for investors?

Brave Bison is a publicly traded company on the London Stock Exchange (LSE: BBSN). The market reaction to the Builtvisible acquisition will depend on how effectively Brave Bison integrates the agency and realises revenue synergies.

Currently, Brave Bison’s stock price stands at 2.45 GBp, reflecting a 2% decline from the previous trading day. Over the past 12 months, the stock has fluctuated between 1.91 GBp and 2.95 GBp, indicating moderate volatility.

While some analysts estimate a 12-month price target of 4.79 GBp, representing a potential upside of over 90%, Brave Bison faces challenges related to declining revenue and earnings. Current forecasts suggest that annual revenue may decline by 27.9%, with earnings contracting by 46.1% per year.

Despite these concerns, the Builtvisible acquisition could provide a pathway to long-term growth by strengthening Brave Bison’s position in AI-powered performance marketing. Investors may adopt a cautious ‘hold’ approach, awaiting clear evidence of integration success before making further investment decisions.

What’s next for Brave Bison’s expansion?

The acquisition of Builtvisible is part of Brave Bison’s broader expansion strategy, with the company signalling that further acquisitions could be on the horizon. The Group’s strong balance sheet and ability to identify specialist marketing agencies that align with its technology-driven approach suggest that it will continue pursuing strategic deals in the coming months.

As AI continues to redefine digital advertising, search engine optimisation, and performance marketing, Brave Bison is positioning itself at the forefront of industry transformation. The integration of Builtvisible into its operations will be a key test of its ability to leverage SEO expertise, AI-driven analytics, and content marketing to drive sustainable growth.

For now, the company’s focus will be on seamlessly integrating Builtvisible, optimising its newly expanded SEO capabilities, and delivering profitable growth in an increasingly AI-dominated digital marketing landscape.