We are ROAST. ROAS & Growth Agency, named after our approach to performance media of Return On Ad Spend. We specialise in Media Strategy & Planning, Data & Measurement, Organic Performance, Paid Search & Social, Media Activation and Digital & Traditional Media. Our expertise maximises value from your investment, constantly exploring new ways to drive performance and growth to accelerate revenue for our clients. ROAST work in collaboration with our sister agency Kitty, Web Design & Development, to provide new ways of digital performance. ROAST, ROAS & Growth Agency, and Kitty, Web Design & Development Agency, work in collaboration constantly exploring new ways to drive performance and growth to accelerate revenue for our clients.
ROAST
Gold MemberWe are ROAST. ROAS & Growth Agency, named after our approach to performance media of Return On Ad Spend.
Min. Project Budget:
£5,000+
Min. Monthly Budget:
£5,000+
51-200 Employees
2 Awards
About
- HQ
- OFFICES
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HEADQUARTERS
- ADDRESS: 1st Floor, 53 Frith Street, London, W1D 4SN
- PHONE: ( 44) 020 8102 8500
- E-MAIL: [email protected]
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OFFICE
- ADDRESS: Workshop 17 V&A Waterfront Cape Town South Africa 8002
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OFFICE
- ADDRESS: Runway East 101 Victoria Street Redcliffe Bristol BS1 6PU
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OFFICE
- ADDRESS: WeWork 408 Broadway New York NY 10013
Industry Expertise
Clients
Hyperoptic
Experian
TrueLayer
GoCompare
Refinitiv
Editec
Budgets
Min. project budget
£5,000+
Min. monthly budget
£5,000+
ROAST Reviews
5
Long-Term Partnerships Built on Expertise
Consistent Excellence Over the Years
ROAST is celebrated for its long-standing client relationships, with some partnerships spanning over six years. Clients trust the agency for its deep digital expertise, outstanding performance, and a consistently professional yet personable team.
Knowledgeable, Skilled, and Easy to Work With
Every team member is noted for being not only brilliant at what they do—from SEO to programmatic—but also genuinely lovely to work with. ROAST blends strategic smarts with human connection, making collaboration seamless and enjoyable.
Education & Innovation at the Core
Hands-On Learning Through ROAST Academy
Clients and participants alike praise the ROAST Academy for its real-world focus on key disciplines like PPC, SEO, mobile, and display. The curriculum blends tactical knowledge with psychological insight, making it ideal for newcomers and marketing professionals alike.
A Supportive Learning Environment
From structured sessions to open discussion, the training experience is marked by a positive, engaging, and encouraging atmosphere. ROAST’s commitment to educating future marketers adds depth to their agency brand and impact.
People-First Culture That Drives Results
A Team That Feels Like a Community
Whether through a training session or a project hand-off, interactions with the ROAST team leave a lasting impression. Friendly, helpful, and genuinely enthusiastic about their work, the team brings warmth and professionalism to every engagement.
An Agency Where Passion Shines Through
ROAST’s culture of passion and people-first thinking is evident across all touchpoints. From their TIPi Group roots to their client-facing excellence, the agency continues to be praised not just for what they do—but for how they do it.
Our team has summarized customer reviews to provide you with a concise overview of what people are saying about the agency on various review sites.
Awards
- B Corp Certified We’re proud to have scored 91.1 points (for context the pass mark is 80 points). This score reflects the values and impact that have shaped ROAST. Our commitment to social value isn’t just a box-ticking exercise – it’s part of the fabric of our organisation. 2025
- Best Places To Work Winner of Campaign Best Places to Work 2024 2024
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Case Studies
Improve revenue generated from Demand Gen Paid Media activity and to increase organic visibility for World Courier across relevant generic terms.
Improve revenue generated from Demand Gen Paid Media activity and to increase organic visibility for World Courier across relevant generic terms.
ROAST
Challenge
The main challenge for World Courier when they onboarded was to improve revenue generated from Demand Gen Paid Media activity and to increase organic visibility for World Courier across relevant generic terms.
The Approach
In Year 1, ROAST focused on account re-structures across Google Ads and Microsoft Ads to reduce wasted ad spend on leads that were being disqualified as they were not relevant to World Courier. This led to an instant improvement in ROAS from activity during H2. From an Organic perspective, ROAST were focused on improving the technical foundations of the website to ensure World Courier was primed for growth. This included an overhaul of the site Information Architecture to improve crawlability for search engines and user experience on the website. We then developed a content roadmap to capture generic visibility on highly relevant keywords across Year 2.
During Year 2, we have been able to capitalise on these improvements with a huge growth in revenue from paid media, up 95% YoY, whilst ROAS has improved by 60%. For Organic Search, we saw a 23% uplift in Opportunities Won in FY25, off the back of 153% increase in Page 1 rankings for generic terms YoY.
Summary
World Courier’s organic visibility has improved significantly, with a 53% uplift in Page 1 generic rankings YoY, now ranking consistently for terms such as “healthcare logistics services”, “medical logistics” and “comparator sourcing”. Meanwhile, Paid Media is driving a huge increase in revenue ( 95%) and ROAS ( 60%) YoY following updates to our account structure, targeting and ad copy.
Client: World Courier, part of Cencora
Industry: Healthcare
Sector Expertise: Pharmaceuticals
Services
Online Advertising
SEO
Maximise local visibility for Hyperoptic through strategic targeting across London regions
Maximise local visibility for Hyperoptic through strategic targeting across London regions
ROAST
Challenge
The main challenge for Hyperoptic was that they are only available in certain locations. This meant that strong content and on-page optimisation was needed to gain an advantage of competitors.
Innovation
In Year 1, we laid the technical foundations – optimising site performance, structure, and crawlability to ensure Hyperoptic was primed for growth. From there, we developed a robust strategy to capture generic visibility, zeroing in on high-volume, high-intent keywords to push Hyperoptic up the rankings.
By Year 2, we shifted gears into content – launching the ‘Explained Hub’, a blog designed to guide users through broadband decisions with clear, informative content. Every article was underpinned by ROAST’s deep SEO and competitor research, identifying where Hyperoptic was losing ground and exactly how to close the gap. This became our blueprint – data-led content creation powered by content gap audits.
Over time, we’ve refined and repeated this process – identifying high-impact topics, producing authoritative content, and reinforcing it with eye-catching, shareable infographics.
Making it Happen
As the partnership matured, so did the strategy. After two years of building authority through technical SEO and broad content, we pivoted to Programmatic SEO – a localisation-led approach designed to drive visibility where it matters most.
This meant creating highly targeted content for specific regions where Hyperoptic’s service is available – starting with London barrows. By aligning our content strategy with geographic availability, we ensured that people searching for broadband in covered areas would find Hyperoptic front and centre.
Summary
Hyperoptic now dominates valuable visibility in the SERPs, consistently ranking for competitive broad terms like ‘fibre broadband’.
Generic Visibility
- Hyperoptic has experienced consistent growth in keyword visibility, with notable gains in high-traffic page-one positions.
Local Strategy
- Average ranking against local keyword set increased from #16 in January 2025 to #11 in August 2025.
- Hyperoptic have increased positions 1 to 3 from 10% of tracked keywords to 25% of tracked keywords within the Local Strategy
Client: Hyperoptic
Industry: Telecommunications
Sector Expertise: Fixed-Line Telephony Providers
Location: , UK
Services
SEO
Technologies: Fibre Optic Broadband
Establishing long term success for Experian within the Money Comparison space through best-practice SEO
Establishing long term success for Experian within the Money Comparison space through best-practice SEO
ROAST
Challenge
When we started working with Experian in 2016, they had enjoyed being the leading Credit Monitoring agency in the UK for many years. The previous year, a new competitor Clearscore had entered the market and started offering part of Experian’s paid credit score product for free. By 2016, their market share had grown considerably, disrupting the established competitor set but also growing the market by driving increased search demand for Credit Monitoring products.
As interest in credit scores started to grow, particularly among a younger audience, Experian needed a strategy to maintain and protect their position as the market leader in Credit Monitoring.
At the same time, they had just launched a new Money Comparison product (credit cards, loans and mortgages), meaning they were forging into an entirely new market against much bigger competitors – namely, the comparison sites such as Compare the Market and MoneySupermarket.
The challenge was twofold: help Experian retain their reputation as the number one Credit Monitoring agency, whilst simultaneously growing their visibility within the Money Comparison space.
Innovation
The first step was to put together a business case – an in-depth forecast – of 10,000 keywords in the Money Comparison space assessing competition in the niche product verticals to determine what chance Experian had of gaining market share from established Money Comparison websites.
The business case revealed that there was significant opportunity in the Money Comparison space for SEO, so ROAST devised a long-term strategy. The SEO strategy had a focussed objective which was to increase rankings on longer tail terms to drive improvements on core generics and increase the association between the Experian brand and Money Comparison, both in the eyes of consumers and Google.
We did this firstly by fixing historical technical issues, before focussing on expanding the Money Comparison section of the site. This was done by constructing a clean site architecture from which we could expand and then publishing new content in each of the product verticals to increase our chances of ranking for a variety of high-volume search terms.
At this point, with the site technically sound, we recognised the importance of boosting Experian’s rankings by gaining more backlinks and online citations directed at the Money Comparison section of the site, in order to increase authority on these pages, which were less established than their Credit Monitoring content. Thus, to complement this technical expansion, ROAST in partnership with Experian published regular SEO content campaigns which tied in with search demand peaks over the course of the year and these had the sole aim of increasing brand relevance within Money Comparison. As Experian is a data company at heart, the majority of these SEO campaigns utilised Experian data to generate user interest, engagement and a conversation around the Experian brand in conjunction with subjects like credit cards and loans.
Across a four-year period, we have helped Experian grow visibility within the Money Comparison space, through a long-term SEO strategy which delivered incremental improvements in rankings and conversion rates over time. This strategy has helped to future-proof their performance and identify potential opportunities for further improvements. The success of our strategy is clear in the results.
Summary
The majority of optimisations started going live in 2018, but due to the highly competitive nature of the Money Comparison market, most high-volume keywords started moving onto Page 1 of the SERPs during 2020.
From 2018 to 2019, Experian received a 22% increase in overall Generic clicks and a 15% increase in Money Comparison clicks.
From 2019 to 2020, Experian received a 35% increase in overall Generic clicks and an 89% increase in Money Comparison clicks.
All product categories within Money Comparison saw a YoY increase during 2020:
193% car finance
143% credit cards
82% mortgages
71% energy
9% loans
Therefore, in the two years from 2018 to 2020, the website achieved a 65% uplift in Generic traffic and a 117% increase in Money Comparison clicks.
In addition, the focus on growing Money Comparison was not to the detriment of Experian’s core product offering: credit scores & reports. From 2018 to 2019 we maintained stable traffic from Credit Monitoring keywords while we focussed on Money Comparison, and during 2020, we drove a 63% YoY increase in Credit Monitoring clicks.
As a result of more keywords with higher search volume continually moving onto Page 1 of the SERPs, Experian saw an 18% YoY increase in search visibility during 2019, and a further 20% YoY increase during 2020, far surpassing other Credit Monitoring competitors, and closing the gap with the established Money Comparison websites.
Client: Experian
Industry: Finance
Services
SEO
Collaboration is key as SEO migration helps launch Refinitiv into the world
Collaboration is key as SEO migration helps launch Refinitiv into the world
ROAST
Challenge
When investment giant Blackstone bought out 55% of the Finance and Risk arm of Thomson Reuters in a $17 billion dollar deal the business was reborn with a new name: Refinitiv.
The new brand needed a new site and Thomson Reuters came to us with the task of migrating their vast amount of content to the new domain without it losing its organic rankings.
Innovation
There were two stages to this project, the first was to launch a microsite which announced Refinitiv, and the second was the full launch of the migrated content on the new domain.
With a project of this scale, meticulous organisation was always going to be pivotal for success. So we started out by building a detailed roadmap for each stage and amassing a complete understanding of the URLs hosted on the old domains. This is the key to this project, assessing where impact lies – for ROAST it was ensuring no valuable page in the ecosystem is missed leading to the greatest stability of rankings in a migration project.
We initially focused on a page audit, analysing traffic, conversions and backlinks utilising multiple tools to account for discrepancies in each tools’ data collection methods. This audit allowed us to identify and focus on the most valuable pages and remove low value pages from the old site. The URL structure was also reviewed to make sure all the new components were optimised, ensuring that all the functionality of the old site was not negatively impacted through the transition to the new domain – the consumer should never be left with a poorer experience. Once 1500 redirects had been accurately mapped the migrations were successfully completed in a single afternoon, taking advantage of the lull in traffic on Saturdays.
The challenges of launching a new brand were addressed through a number of crucial factors; a clear roadmap, frequent communication and a good relationship with the client to deliver the project with the impeccable standards required. Weekly meetings with the team ensured we stayed on track, and both sides were always open to make suggestions and changes. The excellent results are an example of what happens when SEO best practices and years of experience are combined with excellent communication between agency and client.
For a migration of this magnitude; in terms of volume of pages, command of rankings and strength of previous brand name; we would expect organic visibility to initially decrease. Immediately after the migration Refinitiv branded searches increased from interest in the new billion dollar deal and launch of the new brand. Following initial interest, focus increased to include the Refinitiv products and Perspectives articles. With search engine optimisations over time this has led to increases in Organic Visibility beyond pre-migration rankings.
Comparing to pre-migration Thomson Reuters metrics and using a day from each period to calculate Organic Visibility and monthly averages to calculate Impressions and Clicks, we see encouraging results across these key organic metrics.
Summary
Factoring in:
- the change in brand, with the new entity roughly a fifth the size of the original
- the key product (Eikon) has a bigger brand awareness than the new brand to date
Client Testimonial
Collaborative, proactive and results focussed – the ROAST team really are a pleasure to work with, so much so we have now extended our focus to include the wider Refinitiv properties including international properties.
James Rowland, Director of Digital Optimisation, Refinitiv
Industry: Finance
Services
SEO
Paid media to drive increase in first time deposits.
Paid media to drive increase in first time deposits.
ROAST
Editec/GOAT Interactive is a market-leading provider of online sportsbooks and casinos, operating across over 20 African markets in partnership with the PremierBet brand. ROAST commenced its collaboration with Editec in February 2021, initially focusing on paid social marketing via Meta Ads. Following immediate improvements in results, ROAST’s remit expanded to include a significant brand campaign for Euro 2020 (held in 2021) and subsequently, Paid Search activities from September 2021. Initially, performance was evaluated based on the cost per first-time deposit (FTD). However, ROAST quickly adapted to working with the client’s CRM database, shifting optimization efforts towards achieving higher Net Gaming Revenue (NGR).
Challenge
Upon ROAST’s engagement, Editec had an overarching target of $10 per FTD across all markets. For some markets, the actual cost per FTD was 3x higher than this arbitrary target. ROAST’s core challenge was to optimise paid social activities to significantly reduce the cost per FTD, thereby driving more sustainable user acquisition.
Solution
ROAST initiated its approach by conducting a comprehensive audit of Editec’s paid social accounts. This audit aimed to identify which assets and offers were most effective in driving acquisition.
Key improvements included:
- Enhanced Tracking: Implementing more granular tracking tags to allow for detailed monitoring of ad performance.
- Live Reporting Dashboards: Developing real-time dashboards to provide improved oversight of performance. These enhancements enabled ROAST to deliver more frequent updates on the NGR and CPFTD performance of each promotion, alongside detailed reporting on conversion drop-off points from sign-ups to first-time deposits. Throughout the engagement, ROAST led Editec’s paid media planning and implementation across all digital channels, executing numerous successful campaigns.
Results
- Editec Social: ROAST managed Paid Social for Editec for two years, achieving a 56% increase in First Time Deposits (YoY) and a 95% increase in average revenue per active user. This activity has since concluded due to changes in local legislation.
- Editec Search: ROAST have continued to drive an impressive Return on Ad Spend (ROAS) of over 800% since launch in 2022, whilst scaling the account spend from $5,000 per month to over $60,000 per month by Q4 2024. This significant improvement is largely attributed to the successful launch of new campaigns targeting competitor and generic search terms.
Client: Editec
Industry: Gaming
Services
Online Advertising
PPC
Building automation tools for the in-house team of a major financial services comparison website
Building automation tools for the in-house team of a major financial services comparison website
ROAST
Challenge
The objective of the Automation project for GoCompare was to streamline the efforts of a major comparison website’s in house PPC team. ROAST created bespoke tools, a system of automated alerts and real-time dashboard which made it easier for them to manage their various google ads accounts. The project was launched to save the client time and money, whilst trialling a new service for ROAST.
Innovation
The project was split into two stages: the first stage was to create bespoke tools to audit the google ads accounts, and the second stage was to create a system of automated alerts to monitor key metrics.
The key thrust behind the project was simplification – streamlining the process of managing cumbersome accounts.
With usability front of mind, the first step was to create a dashboard which could easily visualise the current health of a google ads account. This dashboard gave an overview of the client’s 14 accounts at MCC level with top level metrics split out by device and could be filtered by:
- Ad extension coverage
- Historical quality score
- Audience and targeting scores
This software provided actionable insights for the team on which ad groups were missing any of the above. This was done by providing a google sheet export of any ad groups that did not meet the thresholds in the script that analyses all the data.
The second stage was to create automated email alerts that would tell the team when there had been significant CTR changes, CPC changes, impression share changes, CPA changes (split by desktop and mobile), quality score changes or average position changes.
Summary
The automation service saves the client team on average 250 hours per week (based on how long it would take to manually pull and analyse all the reports the script does) and thus has given room for the team to focus on overarching campaign strategy.
Secondarily, and most significantly, the tool became an effective business tool. By alerting the team to changes in key metrics, the team was able to identify change in the market from competition and raise this internally with GoCompare’s Product Team. The Product Team were able to adjust pricing quickly and feedback to media divisions in GoCompare allowing them to roll out a more competitive message to the market, reducing the impact of competition by protecting key traffic and conversion metrics.
The client was so happy with our work that they have referred My Voucher Codes to us, with whom we have now commenced working.
Client: GoCompare
Industry: Finance
Location: , UK
Services
PPC
Driving up digital performance to drive down carbon emission.
Driving up digital performance to drive down carbon emission.
ROAST
CarbonChain asked ROAST to help reposition them as the leading supplier of data and accounting for emissions caused by businesses. Their structed sustainability standards and frameworks help industry to understand emissions from their supply chain and take actions to reduce them.
Client Challenge
ROAST’s task was to ensure that CarbonChain were visible to those businesses searching for these solutions. As the critical starting point for researchers, ensuring that the brand was optimised for Google was the paramount task.
Solution
Audience research allowed us to understand both the research and the buying journey. This ensured we were focusing on those search terms that would deliver marketing qualified leads for the sales team to follow-up. An extensive competitor review also established what the competition were focused on, what we could learn from that as well as the gaps that would indicate opportunities for us to exploit. Ultimately, we took an integrated approach to performance marketing, focusing on both health and growth tactics:
Health: Technical SEO, based on a full audit, which prioritised the amends that would have the biggest impact in the long, medium and short term –
Growth: Content gap analysis drove thought leadership pieces that we collaborated with client experts to ensure CarbonChain was being ranked by Google for relevant search terms.
We generated different types of content for different purposes:
Hero: long-term, strategic, thought leadership pieces to build overall authority and for use in digital PR and link acquisition
Hub: brand and trend led content that is ever-green with lasting relevance and potential for links.
Hygeine: blog and expert comment from the team that targets specific search terms – Integrated: By working with paid search teams we were able to take a holistic view of the search journey and maximise the impact of both channels on the digital journey.
Integrated:
- By working with paid search teams we were able to take a holistic view of the search journey and maximise the impact of both channels on the digital journey.
Results
Our approach delivered amazing results over a sustained period of time:
- Increased in brand clicks of 162% YoY
- Increase in generic clicks of 1,987% YoY
- Increase of organic traffic of 193% over 2 years
Industry: IT & Technology
Sector Expertise: SaaS
Services
SEO
Technologies: We're building a SaaS tool that enables companies in highly polluting industries to track their supply chain carbon emissions.
Optimising the National Lottery for Search.
Optimising the National Lottery for Search.
ROAST
Camelot and ROAST worked in partnership for over 7 years, focusing on improving Share Of Search, protecting brand rankings and snippet optimisation across the organic search results.
Challenge
While Camelot were the official operator of the National Lottery many affiliate websites, publishers and lotteries from around the world have competing websites. The key challenges for ROAST was, how can organic rankings be protected across both brand and generic key phrases?
As Google evolved and more featured snippets appeared on Camelot key phrases, the challenge was to track these snippets and provide relevant content to insure factually correct information, such as results, appeared.
New products were launched, such as Dream Numbers and Set for Life, the challenge was to rank quickly before competition and not disturb existing ranking pages.
Innovation
ROAST’s approach was to improve the website’s technical foundations to allow Google to crawl, index and rank the site effectively. In addition, we provided on-site content optimisation recommendations and reporting, highlighting performance as well as their impact against external factors.
Alongside focusing directly on the Camelot brand, ROAST have developed bespoke technology solutions to closely monitor direct competitors paid media and organic peformance, to understand changes in competitor behaviour, strategy and spend, which Camelot can adopt, counter or optimise to retain and grow share of search holistically.
Our solutions and recommendations around site structure, content optimisation and schema allowed new pages to rank quicklly as new products were launched ensuring position one rankings across all brand terms.
Using daily ranking software and thousands of key phrases, we were able to identify feature snippets appearing with any incorrect results data. Using technical changes to the website and communication with Google we were able to rectify the results in a matter of hours.
Results
Through our extended relationship with Camelot we built up a deep understanding of the lottery landscape and the main factors impacting performance. This relationship only ended when Camelot lost the license to run the National Lottery, however during our tenure we are proud to have delivered some incredible results:
- Position #1 rankings across all existing brand terms and new product terms
- Ensuring all snippet information remained correct minutes after lottery results were published
- Outranking all competitors across 100% of key phrases
Client: Camelot
Industry: Gaming
Location: , UK
Services
SEO
Boring is the new sexy.
Boring is the new sexy.
ROAST
In the fast moving, often unpredictable, world of crypto-currencies, Bitstamp set out to convert the crypto-curious into confident traders. But let’s be honest, the market comes with its fair share of risks, scepticism and a reputation that isn’t always spotless. While the opportunities for success are undeniably high, the pitfalls can be just as steep. That’s why we needed to do so much more than simply attract attention – we had to build trust. Our mission? To prove to traders that Bitstamp are the rock-solid, time-tested investment partner that customers can rely on to navigate the highs and lows of crypto currency, with confidence.
Challenge
In a market full of complexity and uncertainty, we needed to cut through the noise and prove that crypto trading doesn’t have to be intimidating. The ultimate goal? Get people to download the app, begin trading with confidence and witness for themselves why Bitstamp is the smart choice for a seamless and secure trading experience.
Solution
Proudly Boring. Powerfully trustworthy.
We focused on showcasing Bitstamp’s robust nature – fast price updates, guaranteed uptimes, and an intuitive experience for traders of all levels. While these features and functionality may not sound revolutionary, our insight was clear – in a volatile, high-risk market, boring is exactly what people crave. That’s why our core proposition was simple – Bitstamp takes care of the boring but essential stuff, so traders can focus on what really matters: making smart trades and maximising their assets, easily. To bring this to life, we created a hero video asset featuring a delightfully dull yet reassuring character who hand-holds viewers through how Bitstamp makes crypto seamless – and as boring as possible. With dry, self-deprecating humour that cuts through the hype-generated noise of the crypto world, the ad doesn’t just reassure users – it makes them smile. And as we know, positive emotion is a powerful driver of action.
A Data-Driven, High-Impact Activation
With a tight budget and a need to prove our strategy, we began small, but smart. Our Media Intelligence team conducted extensive audience and competitor research across all key European markets. This analysis pointed us towards Portugal – home to a highly engaged, English-speaking crypto audience. The team were able to identify media channels which indexed highly for this crypto-curious target audience to maximise reach and efficiency in Portugal. From there, we built a high-frequency, targeted campaign to drive awareness and, ultimately, conversions. We also needed to navigate the tricky challenge of limitations that local crypto legislation and platform restrictions had on our media choices. Ultimately, we had to work even harder to identify high-indexing display partners who were able to accept the advertising. Our approach was laser-focused across four key tactics:
- Video-first branding: launching with high-impact video ads which drove engagement and awareness, intentionally targeting mobile users for seamless app downloads.
- Harnessing podcast power: Host-read ads and audio spots on the Acast Podcast Network reinforced credibility and trust.
- Precision targeting: Video display and social ads on X ensured multiple touchpoints
- Conversion capture: Apple Search Ads caught and converted demand, ensuring every engaged user had an easy path to download.Results
Exceeding expectations is never boring.
By leveraging highly targeted media placements and a compelling creative concept, we transformed boring into a competitive advantage – building trust, confidence and long-term loyalty in an industry that needs it most.
Through integrated planning and smart activation, we didn’t just meet our campaign targets – we shattered them:
- 37m ad impressions delivered a high frequency of exposure for our audience to the campaign message
- The message clearly landed, generating a CTR of 5.57% which is significantly higher than industry averages
- Utilising client Portugal CRM data, the campaign drove a 23x increase in first-time installs and 129% increase in verified users
- Mostly importantly the campaign drove 5,330 new downloads and customers for Bitstamp in Portugal.
- The success of this campaign means that this strategy is being rolled out across primary European territories during the course of 2025.
We’re proud to have delivered a highly successful and impactful campaign by thinking outside of the box and tapping into human insights that spark real behavioural change. By being boring as well as smart we were able to stand out and drive huge gains for the client. Ultimately, evoking trust, amongst a notoriously sceptical target audience.
Client: Bitstamp
Industry: Finance
Services
Digital Strategy
To improve AJ Bell's organic visibility with their priority products of ISA and Pensions.
To improve AJ Bell's organic visibility with their priority products of ISA and Pensions.
ROAST
Challenge
Knowing the importance of content was key for this project and delivering the results required. ROAST achieved this by highlighting the opportunity for new informational and resource content on the site through thorough content gap analyses. As a result, we were able to achieve drastic improvements in overall traffic to AJ Bell’s site, with some of these new suggested pages becoming the main traffic driving pages to the site.
ROAST recognised the opportunity for new content, not only for increasing AJ Bell’s overall traffic levels but also as a great way to build on AJ Bell’s E.E.A.T – particularly authority signals. By improving AJ Bell’s authority signals through new and relevant content, this allowed us to highlight to Google and users that AJ Bell is the destination for investing searches.
Innovation
Investing may not be a fun topic; however, it does need to be informative and for the ‘DIY Investor’, they are keen to stay in the know.
Therefore, our making it happen came through our 2-step content process.
Step 1: Optimisation
- We kicked off by fine-tuning AJ Bell’s existing content to boost its visibility on the search engine results pages (SERP). By refining the page copy to better align with search intent and enhancing keyword targeting, we transformed these web pages into powerful magnets for search traffic.
Step 2: Creation
- ROAST sprang into action by crafting fresh content pages tailored to the keyword categories pinpointed in the content gap analysis. This strategic move quickly boosted AJ Bell’s visibility and traffic, offering the fastest route to success. Leveraging insights from competitor research and untapped keyword opportunities, as shown in the results.
Results
The new web pages created by ROAST have resulted in over 39,200 clicks to AJ Bell’s site (March 2023 – March 2024). As a result of AJ Bell continuing to hold strong ranking positions for these new pages, we can continuously drive significant traffic to the website.
As an example of this, ROAST created one new page, designed to target high search volume term “ISA vs SIPP” / “ISA v SIPP” (1,300 av. Monthly searches) which led to AJ Bell ranking position 2 in the SERP (current position) and driving over 7,740 additional clicks over the last 16 months.
Client: AJ Bell
Industry: Finance
Sector Expertise: Investment Management
Services
SEO
Entering New Global Markets
Entering New Global Markets
ROAST
Challenge
TrueLayer are Europe’s leading open banking platform with a very strong growth trajectory. TrueLayer came to ROAST at the beginning of 2021 with the following key business objectives of:
- Entering new markets globally with a European focus.
- Market penetration and growing market share became the primary objectives to establish a foothold ahead of competitors.
Campaign activation was therefore highly targeted to achieve this while maintaining the ability to service qualified leads driven by Google Ads.
Innovation
The strategy was to enter the larger European markets first to grow awareness and uptake within the industry, given the larger populations and economies combined with market research prior to launch, this provided a larger potential client base for TrueLayer’s expansion plans. Campaigns were rolled out across Germany, Spain and France as a priority to build traction in larger European markets, later followed by Sweden, Netherlands, and Ireland which were identified also as potential high value regions.
As Truelayer were looking to generate leads in new markets, with which they could take internally to nurture and grow into a client portfolio, a substantial part of our activity was aimed to drive leads. ROAST aimed to use a fully data driven approach and understand the user flow to conversion. Within our lead driving campaigns, we optimised beyond just a form submission, using integrated HubSpot data to drive valuable, qualified customers.
The foundations of the campaign were built from existing UK Google Search campaigns, this provided the strongest opportunities to begin expansion into these new territories, while setting a performance baseline to incrementally build activity. Entering a new market can spark a high degree of competition with existing market leaders, therefore maintaining brand presence became the basis of the launch activity. By optimising towards Marketing Qualified Leads across large parts of our activity, we ensured that we were driving leads that would lead to true business growth.
Our approach to reach these objectives was supported in different areas by some of our own proprietary technology. ROAST has a custom Natural Language Processing tool to review competitor messaging in bulk, ranked against behavioural biases. These biases are built upon Google’s own study into the Messy Middle. This proprietary tech allows competitor ad research at scale, providing detail on where there are gaps in messaging that could help our client stand apart. It also provides opportunities to test what is the most common messaging being used by competitors, and if there are specific trends being used by others.
Results
For the lead generation campaigns, the blended target Cost per MQL has been achieved since activity was expanded in January 2022, and improved upon historical campaigns in 2021 which were driving these leads at a much higher cost.
Pure volume of leads is not a true reflection of performance, by gearing our campaigns to optimise towards MQL, we ensured we drove leads that would develop true business growth.
With a strong foundation in Google Ads we achieved 161% of total lead targets in Q1, and 113% of targets in Q2.
Client Testimonial
Since working with ROAST, we have seen our numbers doubled quarter on quarter. We continue to see very positive results since then and this is a testament to work of the team!
Amanda Wharton, Digital Marketing Lead
Client: TrueLayer
Industry: Finance
Sector Expertise: Banking
Location: , Europe
Services
B2B Marketing
Online Advertising
Relaunching a much loved gaming brand
Relaunching a much loved gaming brand
ROAST
Playtech, a global leader in online gambling technology, engaged ROAST in April 2025 to spearhead the UK relaunch of Mr Green, a multi award-winning casino brand recently acquired by the consumer arm of the business.
Alongside this, Playtech sought a trusted partner to take over paid media strategy and execution for its core consumer portfolio of The Sun brands: Sun Bingo, Sun Vegas, and the Fabulous brands.
By June 2025, ROAST was appointed to lead all paid acquisition activity across both Mr.Green & The Sun brands — balancing the challenge of growing an established portfolio while successfully launching a new product into a crowded, compliance-heavy market.
Challenge
The client’s challenge was two pronged:
Relaunch Mr Green into a saturated and fiercely competitive UK casino market.
Strengthen performance across the existing Sun brands while launching into the app market.
ROAST recognised a need for a strong foundational planning and account reviews to ensure the brands had the best chance for success in both the web and app landscape.
Solution
Recognising the critical need for strong structural foundations, ROAST implemented a rigorous onboarding and audit process across both brand portfolios. This began with a complete ground-up build for Mr Green, allowing us to implement best practice from day one including; tailored account structures, precision audience segmentation, and conversion-focused creative frameworks. The approach was rooted in audience-first thinking. Using unbiased insights and intent-based keyword research, ROAST developed a data-led media plan that aligned with user behaviour and the wider regulatory environment. Channel selection was carefully curated to support both the soft-launch activity and the soon full-scale roll-out — ensuring visibility, driving acquisition, and maintaining compliance at all stages. For the existing Sun Game accounts, ROAST conducted a full audit to assess performance, uncover inefficiencies, and identify structural issues. This revealed inconsistencies in setup, lack of adherence to platform best practices, and significant budget wastage — all of which are in the process of being swiftly addressed to restore performance and reduce cost per acquisition.
Results
In the first two months of soft-launch activity for Mr Green, ROAST successfully delivered over 2.2 million targeted impressions. Of those who clicked through, 3% went on to make a first-time deposit, resulting in a cost per acquisition (CPA) of £65. This strong early performance highlights the effectiveness of our data-led planning, channel strategy, and conversion-focused execution.
Please note: ROAST is still within the onboarding phase for The Sun brands, and performance data is not yet available for reporting.
Client Testimonial
“ROAST stood out as the agency best suited to tackle our unique challenges. We’re confident that together we can unlock the full potential of Mr Green UK in today’s fast moving landscape.”
Mark Henderson, Chief Commercial Officer
Client: Playtech
Industry: Gaming
Location: , UK
Services
Digital Marketing
Online Advertising
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