When people hear Acquisition.com, they often think about Alex and Leila Hormozi and the impressive portfolio of companies they’ve scaled. But what many people are curious about is what Acquisition.com portfolio company marketing actually looks like in practice — and whether those companies ever work with outside partners or agencies.
One question I hear more often now is: “Do Acquisition.com portfolio companies work with outside marketing agencies?”
The short answer is yes — and I know because I’ve had the chance to partner with one for the last 18 months. In fact, some might even describe that role as acting like an Acquisition.com marketing agency in support of the portfolio company.
Acquisition.com Portfolio Company Revealed at $100M Money Models Launch
During the live launch of Alex Hormozi’s book, $100M Money Models, something unexpected happened.
In the middle of the event, Alex shared a case study featuring IBC Global and specifically called them out as one of his portfolio companies, a company I’ve been working with for the past 18 months.
Up until that point, I could say I worked with IBC Global. But I couldn’t publicly share that they were an Acquisition.com portfolio company, because the ownership list hadn’t been made public.
That changed during the book launch. And for the first time, I could share it too.
It was a surreal moment seeing a client I know well spotlighted in one of the biggest business launches of the year.
What It’s Like Working on Acquisition.com Portfolio Company Marketing
The truth? Working with an Acquisition.com portfolio company feels a lot like working with any other client, with one small difference.
I always copy their portfolio manager on my updates and performance reports. At different points in our engagement, that portfolio manager would also join calls to review results and provide input.
From time to time my client would mention that they'd have their bigger meeting with the Acquisition.com team, and sometimes come back with thoughts and ideas, but ultimately my client had the decision-making power to do what they wanted to.
Experiences Working With Acquisition.com Marketing Directors
I also worked with another client who was actively in Acquisition.com’s pipeline to be invested in. On occasion, I joined calls with their marketing director, where I was pulled in to share up-to-date stats, answer questions, and brainstorm ideas. Ultimately, my client backed out of that deal, but it gave me even more direct exposure to how Acquisition.com evaluates growth and marketing. In fact, that same client appeared in the background of one of the Zoom call videos that was shown during Alex’s launch event — making it even more surreal when I realized two of my clients were on the same slide.
And outside of client work, I’ve even had the chance to be mentored by Paul Nunez, and become friends with Tobias Alan — two of their former marketing directors, and architects behind the launch strategies for both $100M Leads and $100M Money Models.
All of this to say: while it looks glamorous from the outside, in practice it’s about the same things every great client relationship requires: clarity, testing, communication, and accountability. For companies looking for an Acquisition.com marketing agency, these are the same principles I bring to every engagement.
Paid Ads Strategy in Acquisition.com Portfolio Company Marketing
IBC Global is one of my longest-standing clients, and together we’ve tested, iterated, and refined their advertising strategy.
When we started, they hadn’t run anything in Google Ads for over two years. We launched a fresh search campaign, this time with their CRM connected to Google Ads as part of my Lead Quality Framework. That connection allowed us to optimize not just for leads, but for MQLs and SQLs, which made a huge difference. Within a few months, search was performing well — bringing their SQL cost down close to the $250–$300 range.
After building that foundation, we transitioned to a YouTube-first strategy. The goal wasn’t just lower costs but to grow their channel, lean into what was already working organically, and amplify it with paid. When we began, their YouTube channel had under 30,000 subscribers, now they are just about to pass 40,000. Paid ads not only helped us achieve results similar to what we saw on search, but also accelerated organic results and fueled channel growth at a faster pace.
The results:
- Cost per SQL dropped from $1,000–$1,500 down to around $250.
- Organic lift improved because people saw IBC on social and then searched them out directly.
- Paid and organic began reinforcing each other, creating compounding momentum.
Why Paid Ads and Organic Marketing Work Better Together
Too many businesses separate organic and paid marketing into silos. But the real power comes when you align the two.
That’s the playbook we ran with IBC Global, and it’s one any company can learn from: take what’s already working organically, then scale it with ads. It’s also a core approach I apply when businesses reach out looking for guidance from an Acquisition.com marketing agency perspective.
Final Thoughts: Acquisition.com Portfolio Company Marketing (and How Agencies Fit In)
If you’ve ever wondered whether Acquisition.com portfolio companies work with outside marketing agencies, the answer is yes.
And if you’ve ever wondered what Acquisition.com portfolio company marketing looks like up close, this case study with IBC Global shows how powerful it can be to align paid and organic together.
For companies looking for guidance from an experienced partner — whether you call it portfolio company marketing support or an Acquisition.com marketing agency approach — the lesson is clear: when you build strategy on top of existing strengths, you can lower acquisition costs and unlock stronger organic growth at the same time.
About the author
Kyle Rutledge
Owner
I’m Kyle, founder of Gradari, a paid ads lead generation agency that helps B2B and SaaS companies stop wasting budget on low-quality leads and start building systems that actually drive growth.