Multiples are ratios used to compare potential investments that investors may be considering. Some typical EBITDA multiples are:  EBITDA compared to sales EBITDA compared to sales, general, and administrative (SG&A) expenses EBITDA compared to research and development (R&D) expenses To know if an EBITDA multiple is good, you must look at it compared to other similar types of businesses. For example, an average EBITDA/sales margin for the advertising industry is 17.39%, meaning that EBITDA is 17.39% of sales. This is a measure of profitability; a higher EBITDA/sales multiple than average means a company is more profitable.