ROAST are the discovery explorers – helping brands get found everywhere discovery happens. We specialise in Media Strategy & Planning, Data & Measurement, Organic Performance, Paid Search & Social, Media Activation and Digital & Traditional Media. ROAST work in collaboration with our sister agency Kitty, Web Design & Development agency. Kitty, deliver best-in-class website experiences and technology-led solutions that drive performance and growth.
ROAST
Gold MemberWe are ROAST. Driving ROAS in the new era of discoverability.
Min. Project Budget:
£5,000+
Min. Monthly Budget:
£5,000+
51-200 Employees
6 Awards
About
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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
Services
AI Marketing
B2B Marketing
Service Expertise
Content Marketing
Service Expertise
Digital Marketing
Digital Strategy
Industry Expertise
Clients
Experian
Rightmove
L&Q
WEX
AJ Bell
The National Lottery
World Courier
Cencora
Hyperoptic
See All (1)
Budgets
Min. project budget
£5,000+
Min. monthly budget
£5,000+
ROAST Reviews
5
Data-driven revenue and acquisition performance partner
ROAST positions itself as a data-driven revenue and acquisition performance partner, combining performance marketing, SEO, and digital media optimization to deliver measurable commercial growth. The agency’s core strength lies in translating channel expertise and analytical rigor into tangible outcomes such as revenue expansion, acquisition efficiency, and sustained visibility growth.Strongest differentiators
Its strongest differentiators are:- Strong performance marketing and SEO integration
- High analytical maturity and data-driven decision-making
- Proven ability to drive revenue growth and acquisition efficiency
- Reliable execution across multi-channel performance environments
- Strong acquisition and revenue acceleration capability
- Limited visible depth in brand experience, trust architecture, and creative differentiation
- Less emphasis on deep conversion system design or infrastructure-level engineering
DAN Perspective
ROAST fits best into the category of “revenue and acquisition performance agencies”, making it a strong choice for organizations seeking scalable growth through performance marketing, SEO, and data-driven campaign optimization.Strategic Depth
Client feedback highlights ROAST’s ability to connect performance marketing, SEO growth, and digital media optimization with measurable outcomes such as revenue expansion, improved organic visibility, increased traffic, engagement gains, and successful product launches.Execution Excellence
Reviews consistently emphasize deep channel expertise, rigorous data analysis, and reliable execution of performance campaigns across acquisition and visibility channels.Speed & Reliability
Clients frequently report proactive communication, structured stakeholder coordination, smooth workflows, and consistent on-time delivery throughout campaign lifecycles.Collaboration Quality
Feedback highlights strong collaboration, responsiveness, and strategic partnership dynamics that support successful long-term engagements.Primary Expertise
Client outcomes strongly associate the agency with performance marketing, SEO-driven acquisition, digital media management, and data-informed campaign optimization.Value Creation Pattern
Reported gains cluster around revenue growth, acquisition efficiency, organic visibility, and campaign-level optimization. Evidence around brand experience, deep conversion systems, or infrastructure ownership remains limited.Price–Performance Balance
While explicit pricing transparency is limited, measurable revenue impact, acquisition efficiency, and sustained SEO growth indicate strong ROI perception.Transparency & Scope Clarity
Client commentary confirms reliable execution and structured coordination, though detailed evidence regarding pricing transparency or contractual flexibility remains limited.Client Satisfaction
Client sentiment is strongly positive, driven by measurable business impact, collaboration quality, and consistent strategic success.Referability
Clients demonstrate a high likelihood of recommending ROAST and continuing long-term partnerships, indicating sustained trust and performance-driven satisfaction.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
- Best Companies To Work For UK #16, London #14 and Marketing & Media Sector #2 2025
- Campaign Best Places to Work Best Places to Work 2025 2025
- Campaign Best Places to Work The annual list recognises companies across media, marketing and advertising that are creating positive, engaging and supportive working environments, with businesses assessed across employee engagement, leadership, wellbeing and development. For ROAST, the recognition reflects the collaborative culture that sits at the heart of the agency. Across ROAST and sister agency Kitty, specialists work close together to solve business challenges from different perspectives, combining expertise across channels to deliver stronger digital performance for clients. That same connected approach runs internally too. ROAST supports a hybrid way of working that balances collaboration and autonomy, with teams spending at least three days a week together in the agency’s offices in London, Cape Town and New York. Employees also have 10 ‘work anywhere in the world’ days each year’, alongside regular socials, sports teams and company trips that bring people together beyond day-to-day work. ROAST has continued investing in employee development, recognition and wellbeing over the past year, while also reaching a major milestone by becoming B Corp Certified in 2025. This reflects ROAST’s wider commitment to building a positive workplace culture, supporting future talent and making a meaningful impact beyond client work. This recognition reflects the entire ROAST team. Their creativity, commitment and willingness to support one another are what make ROAST such a rewarding place to work. 2026
- Bronze: Best Performance Marketing Agency Judge's Verdict "A values-driven, B Corp-certified agency, they demonstrated credible partnerships, consistent trust, and a commendable commitment to internal development.” "Impressive revenue growth and solid client results." "Impressive revenue growth and solid client results as testament to strong foundations, excellent team welfare, and positioning as a trusted full-service performance partner." 2026
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Platform Expertise
Case Studies
Delivering Commercial Value Against Evolving B2B Search Behaviours
Delivering Commercial Value Against Evolving B2B Search Behaviours
ROAST
The Challenge
How do you reconnect a global B2B brand with high-value audiences as digital research behaviours shift and brand discoverability declines?
While the pharma logistics category grew at 11.7% CAGR, branded search was declining globally. Competitors Marken and Cryoport were losing ground too, as AI-assisted research, LinkedIn and review platforms reshaped how B2B buyers evaluate suppliers. We had to pivot from defending the name to owning the category’s new discoverability path.
The Insight
Search isn’t just Google anymore. B2B buyers are fragmenting across channels – and your brand must show up everywhere that matters.
61% of B2B buyers now find GenAI responses influential in purchase decisions. Share of search is a leading indicator of market share in B2B, and it can be actively influenced through brand-led media investment. High-value audiences cluster in specific regional hubs – Boston’s biotech hub, the UK’s Golden Triangle, Shanghai – enabling metro-level targeting precision. The brief shifted from lead generation to discoverability across the full research journey.
The Solution
ROAST replaced the traditional playbook – branded search and bottom-funnel paid – by building presence across the full research journey, with paid, SEO, social and brand media working as one.
Paid Search across Google and Microsoft Ads was restructured to cut inefficiency and focus spend on high-intent keywords and audience segments. Using GWI and SimilarWeb data, targeting was refined to metro-level clusters. ROAS grew 60% in year one. Technical SEO and a high-intent content roadmap rebuilt organic visibility by category, not just by brand name – Page 1 generic rankings grew 53%.
A brand media campaign across LinkedIn, YouTube, Fierce Pharma, newsletter sponsorships and Acast podcasts rebuilt share of search and mental availability in the channels where buyers research.
The Results
A full-funnel shift – from fragmented channel activity to an integrated discoverability model that doubled paid revenue, rebuilt share of search and earned expansion into new global markets.
- 95% Paid Media revenue year on year
- 60% Return on Ad Spend
- 53% uplift in Page 1 generic keyword rankings
- 4 markets: USA, UK, India, China
“Over the past two years, ROAST effectively doubled revenue from paid media efforts while making advertising spend significantly more efficient. By streamlining our approach and refining the way we target, we’ve made paid media one of World Courier’s highest growth drivers.”
– Diogo Valente, Director of Performance Marketing, World Courier
Client: World Courier
Industry: Healthcare
Sector Expertise: Pharmaceuticals
Services
Content Marketing
Digital Marketing
SEO
Technologies: Paid Media, SEO, Content, Brand Activation
Completed: Jan 2028
Driving pharma discoverability through strategic brand investment
Driving pharma discoverability through strategic brand investment
ROAST
The Challenge
How do you build a globally recognised brand in a fragmented industry, while engaging niche decision-makers at scale?
Following a major rebrand, Cencora needed to be seen, remembered and preferred by the decision-makers who matter. But in a world where B2B buying journeys are self-directed and audiences span pharma-specific and mainstream channels, traditional awareness tactics fall short. Cencora needed a new model of brand building – rooted in discoverability and relevance, not reach.
The Insight
Discoverability isn’t just about showing up – it’s about showing up in the right context, at the right moment, to the right audience.
ROAST identified that high-value pharma audiences in Mid-to-Large Pharma and Emerging Biotech were active around major industry events, consuming a mix of trusted trade media and mainstream digital platforms, and receptive to high-quality video and contextual placements – but resistant to broad, generic digital advertising. The opportunity wasn’t mass awareness. It was precision-driven visibility that could translate directly into long-term consideration.
The Solution
ROAST designed a three-wave campaign engineered to build visibility, then familiarity, then relevance. Precision over reach, at every stage.
Wave 1 launched Cencora at scale: high-impact OOH around JPMorgan Healthcare Conference, premium sponsorships with STAT, Fierce Pharma and Endpoints, and broad YouTube, LinkedIn and programmatic coverage. 35M impressions – Cencora entered the market with authority, not noise.
Wave 2 moved to video storytelling to build familiarity. We targeted senior R&D, Commercial and Strategy decision-makers, contextualised around ISPOR and BIO. 5.2M YouTube views at 73% completion – significantly above B2B benchmarks.
Wave 3 tightened to ABM retargeting and Blis geo-retargeting of conference attendees from JPM, BIO, ISPOR and Asembia. 37,000 post-event clicks via geo-retargeting – conference audiences re-engaged with precision. CTRs hit 1.23% in Montreal and 1.02% in Barcelona. Each wave built on the last.
The Results
Cencora needed to be seen by the right people, in the right context, at the right moment – and the awareness data confirmed it worked.
Significant uplift in unaided awareness confirmed against a pre-campaign baseline across large pharma and emerging biotech.
- 35M impressions – authority, not noise
- 5.7M total video views
- 160K engagements
- 4x retargeting CTRs vs industry benchmarks
“We made significant gains in top-of-mind awareness among both large pharma and emerging pharma segments – benchmarked against a baseline study done before the campaign launched.”
– Rose Herring, Vice President of Marketing, Cencora
Client: Cencora
Industry: Healthcare
Sector Expertise: Pharmaceuticals
Location: , USA
Services
B2B Marketing
Digital Marketing
Digital Strategy
Technologies: Brand Media, OOH, Programmatic, ABM
Completed: Jan 2028
Future-proofing a Financial Giant: Sustaining Performance from SEO to AI Overviews
Future-proofing a Financial Giant: Sustaining Performance from SEO to AI Overviews
ROAST
The Challenge
How do you stay discoverable when the search landscape never stops moving?
When ROAST began working with Experian in late 2016, the brand was losing ground in its core Credit Monitoring rankings. While the immediate priority was recovery, it was never the real ambition. The goal was to build a resilient organic growth engine that could defend core rankings, expand into new verticals and stay visible as search evolved – across SEO, AI and content.
The Insight
Great SEO isn’t one strategy. Over eight years, ROAST helped Experian maintain discoverability through every shift in search.
That meant knowing when to defend, when to expand and when to rebuild – and having the partnership depth to act on each call fast. No algorithm update, competitor move or platform change would derail an account built on compounding authority.
The Solution
A long-term organic growth partnership – combining tactical wins with structural innovation across three distinct phases.
ROAST started by resolving internal cannibalisation, improving schema markup and growing Featured Snippet ownership. The Credit Score Map – an evergreen campaign built on proprietary Experian data – rebuilt topical authority and earned natural links at scale. Organic sessions grew 58% year-on-year.
As the category stabilised, ROAST expanded Experian’s organic footprint into loans, credit cards and mortgages – 47 new pages targeting high-intent queries competitors hadn’t yet owned. When AI Overviews arrived, Experian was already structured to capture them. Content had been optimised for long tail and conversational queries, and GenAI discoverability enhancements had been applied across platform migrations.
The Results
From Google AI Overviews to App Stores – ROAST delivered unified discoverability across the multi-platform search journey, moving Experian from reactive recovery to proactive dominance.
- 58% YoY uplift in Credit Monitoring organic sessions (2019 vs 2018)
- 325,000 organic clicks from Marketplace content
- 108,000 clicks from new informational articles
- 1,000 AI Overview placements owned (May 2025)
“Since working with ROAST we have seen our SEO performance continue to improve over time. We have improved our rankings in multiple verticals, ultimately leading to improved customer acquisition and business revenue. They have also helped improve the technical health of our website to a point where we are now in a very strong position.”
– Patrick Smith, Senior Digital Marketing Manager, Experian
Client: Experian
Industry: Finance
Location: London, UK
Services
Content Marketing
Digital Marketing
SEO
Completed: Jun 2026
The Winning Search Strategy: #1 for Every Term, Every Launch, Eight Years Running
The Winning Search Strategy: #1 for Every Term, Every Launch, Eight Years Running
ROAST
The Challenge
How do you defend top search rankings when everyone else has a financial incentive to outrank you?
For The National Lottery, a wrong result in a featured snippet isn’t an SEO problem – it’s a trust crisis. Affiliates targeted brand terms. International operators chased UK search demand. Players relying on accurate, real-time results after every draw needed the official answer to surface first, every time. Speed and accuracy weren’t operational targets. They were brand essentials.
The Insight
Winning in search for a national institution isn’t just about rankings. It’s about visibility, accuracy and responsiveness – in that order.
Any ground ceded to an affiliate takes real time and cost to recover. Featured snippets could surface incorrect results from third-party sites if not actively monitored. And every new product launch needed to reach #1 immediately without disrupting existing rankings. The strategy had to be technical, intelligence-led and built for precision at scale.
The Solution
ROAST built a proactive SEO engine to ensure trusted discoverability – protecting real-time draw results from affiliate misinformation.
ROAST strengthened site architecture so dynamic results pages ranked reliably, then built bespoke monitoring technology tracking thousands of key phrases daily – identifying when incorrect results surfaced from third parties and working directly with Google to correct them within hours of each draw. Accurate results, every time, minutes after draws.
For every new game – Dream Numbers, Set for Life and others – ROAST provided structural and content optimisation recommendations that secured Position #1 quickly, without cannibalising existing ranking equity. Launch visibility was immediate and reliable, eight years running.
The Results
Across eight years, ROAST delivered sustained organic dominance: every product launch at #1, every draw result accurate within minutes, every tracked competitor outranked.
The partnership lasted until Camelot’s licence ended – a search presence built on visibility, accuracy and trust, sustained across nearly a decade.
- #1 across all brand terms – held for 8 years#
- #1 at launch for every new game
- 100% of tracked key phrases outranking competitors
- Mins accurate results snippets after every draw
Client: The National Lottery
Industry: Gaming
Location: , UK
Services
Content Marketing
Digital Marketing
SEO
Completed: Jan 2026
Engineering Discoverability to Help People Find the Homes They Need
Engineering Discoverability to Help People Find the Homes They Need
ROAST
The Challenge
How do you outrank Rightmove and Zoopla when you don’t have their budget?
Shared ownership and affordable housing are widely misunderstood, which means they’re also widely unsearched. L&Q didn’t just need rankings. They had to address a discoverability gap by ensuring that homes could easily be found by those who need them most.
They needed visibility built around what buyers actually search for – by region, by scheme, by life stage – content that explains shared ownership well enough to turn curious users into qualified enquiries, the speed to capture demand surges before competitors move and a partner who goes beyond the ranking to fix the conversion journey too.
The Insight
When you’re marketing affordability, visibility must be built around user intent – not just page rankings.
ROAST recognised that discoverability and education were inseparable. Before someone could enquire about a development, they needed to understand the scheme. That insight shaped everything – from content architecture to how ROAST monitored search trends and reacted when media coverage shifted demand overnight.
The Solution
ROAST’s SEO strategy linked informational content to conversion at every stage, across hundreds of developments and a shifting portfolio.
ROAST built and optimised hundreds of regional landing pages across the UK – from Chelmsford to Kew – each targeting the precise queries buyers in that local market were using. Alongside the local infrastructure, ROAST built authority on Shared Ownership and London Living Rent terms before they became contested.
When the Evening Standard featured London Living Rent in September 2024, L&Q was already ranking #1–2. Pre-emptive positioning, not reactive.
When performance dipped despite strong rankings, ROAST went beyond the brief to find out why – diagnosing CTA friction that was costing conversions and recommending UX fixes that brought rankings and enquiries back into alignment. Made shared ownership and LLR findable to buyers who didn’t know how to search for them.
The Results
Over four years, ROAST helped L&Q outrank Rightmove, Zoopla and private developers for the queries that drive real enquiries – without their budgets.
Our partnership built discoverability to reach the people affordable housing is built for, outranking competitors with far larger budgets by knowing exactly what those buyers searched for.
- 52.1% MoM growth in generic clicks (Sept 2024)
- #1 ranking for ‘London living rent properties’ queries
- #15 average keyword ranking vs #30 for all tracked competitors
- 36% MoM increase in organic impressions following press coverage
- 300% YoY conversions in key developments
- 200% YoY conversions at Hayes Village
Client: L&Q
Industry: Real Estate
Sector Expertise: Affordable & Workforce Housing
Location: , UK
Services
Digital Marketing
SEO
UX Design
Completed: Jan 2026
The Performance Engine: 916% Paid Leads vs Global AI-Powered Content Infrastructure
The Performance Engine: 916% Paid Leads vs Global AI-Powered Content Infrastructure
ROAST
The Challenge
How do you generate leads in markets where nobody knows you exist?
WEX needed leads fast – but the deeper problem was structural. Poor organic visibility in key B2B categories meant the brand was invisible at the research stage, before any paid activity could reach buyers. Fragmented paid structures drove up cost without driving qualified demand. Limited in-house content production meant the gap was widening.
More than a media optimisation brief, this was a marketing infrastructure rebuild.
The Insight
To succeed in the era of discoverability, you need more than budget. You need infrastructure.
In B2B, search is where trust is built before a buyer ever clicks an ad – and WEX wasn’t showing up where buyers were researching. Propping up performance with paid spend alone would never solve the underlying discoverability gap.
The Solution
ROAST built WEX a global discoverability infrastructure: an AI-powered content engine designed to scale visibility in global markets where WEX was once invisible.
ROAST created a proprietary AI content pipeline producing search-optimised articles at speed, with close human editorial oversight aligned to high-intent B2B keywords. Alongside this, Paid Search across EMEA was restructured from broad, inefficient campaigns to high-intent targeting by market, product and business type – delivering a 916% increase in leads and a 97% reduction in Cost Per Lead in seven months.
In the Netherlands, an integrated brand campaign combined CTV, YouTube, Meta video, out-of-home near key fuel routes and a Sparta Rotterdam sponsorship. Brand consideration grew 30% and branded search doubled year-on-year. Performance and brand worked together, not in silos.
The Results
Success in EMEA led to ROAST being appointed to scale this discoverability infrastructure across APAC and North America.
What began as a regional performance fix became a global growth model.
- 916% Paid Search leads (Dec 2023 – Jul 2024)
- -97% reduction in Cost Per Lead
- 1,487 new SERP features from AI content engine (Jan–Jul 2024)
- 714 Top 10 keyword rankings (Jan–Jul 2024)
- 30% brand consideration uplift, Netherlands
- 14% awareness lift, Netherlands
“ROAST’s expertise has been instrumental in guiding WEX through EMEA’s digital marketing challenges. Their commitment to integrated and smart solutions has significantly contributed to our commercial business targets. On top of this, they’re also a really nice bunch of people to work with.”
– Joren Herremans, Senior Manager, Digital Marketing – Global CoE, WEX
Client: WEX
Industry: Finance
Sector Expertise: Finance Software
Location: , Europe
Services
AI Marketing
B2B Marketing
Content Marketing
Digital Marketing
Online Advertising
PPC
Technologies: Paid Search, SEO, AI-Powered Content, Brand Activation
Completed: Jan 2026
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
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.
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
Smart OOH Strategy Powers the Launch of Flash Kitchen Roll
Smart OOH Strategy Powers the Launch of Flash Kitchen Roll
ROAST
The Challenge
As with the evolution of any successful product or service, a gap in the market revealed an exciting opportunity for our client, Navigator Tissues. For years, consumers had seen the same familiar kitchen roll brands dominate the shelves, unchanged, uninspired, and ready for disruption. The time was right for something fresh.
Recognising this, the client united Navigator Tissues, known for their expertise in kitchen roll production, and consumer goods powerhouse P&G, owners of the iconic Flash brand. The result was a strategic partnership to launch a new generation of high-quality kitchen roll. Introducing Flash Kitchen Roll.
With the product ready to roll out, the client turned to ROAST after speaking with several competitor agencies. While others offered competent plans, ROAST saw the opportunity to go further, delivering smarter, leaner, and more impactful results within a tight budget.
To make a splash for a new product backed by a name consumers already know and trust, Out of Home was the medium of choice. While the Flash brand was well established, the kitchen roll was new. Our objective was to let the public know that a household favourite was branching out, bringing trusted quality into a new category with the reliability people already associate with Flash.
The Insight
Kitchen roll is a “big shop” purchase. It is bulky, usually bought in supermarkets rather than convenience stores, and most often chosen by homemakers during the weekly grocery run. That meant timing and location mattered. If we could reach people close to major supermarkets, right before they shopped, we could influence consideration at the moment it counted.
The Solution
ROAST recommended Out of Home as the lead channel to create impact quickly and efficiently for a new-to-category product with strong brand recognition.
Our insights team attended customer research groups and used the qualitative findings to shape the strategy, then executed OOH with two key advantages:
Precise geographic targeting: We focused on the North East and the Midlands, chosen for audience behaviour and strong brand potential.
Smart proximity planning: We placed OOH sites near major supermarkets to reach shoppers immediately before their weekly “big shop,” ensuring Flash Kitchen Roll was top of mind at the point of decision.
The Outcome
The campaign performance gave the client confidence to invest in further media activity, including a radio campaign delivered in partnership with Global and voiced by actor and comedian Hugh Dennis.
We treated radio as a natural extension of the product’s usage moments: people listen while cleaning, folding laundry, and doing everyday chores, which aligned perfectly with when kitchen roll is used. The campaign ran across the Global network, layered with regional targeting through local stations and DAX Global’s digital streaming services, reaching listeners in real time, in their own homes.
Client: Flash
Industry: FMCG
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Open Positions
Paid Media Director
The role The Paid Media Director’s primary function is to support the day-to-day management and...
Paid Media Director
The role
The Paid Media Director’s primary function is to support the day-to-day management and ongoing development of ROAST’s portfolio of paid media clients.
Bringing an in-depth knowledge of digital media platforms, including Search, Social and Programmatic, this role will be responsible for the daily contact and client strategy for US paid media clients.
The key output from the role will be working closely with UK based Senior Account Managers with activation, strategy and planning for execution of high-performance media campaigns.
Separately, the role will also act as a support function for the launch of our US services, which will include a wide variety of tasks including office administration, new business, partner relationships and recruitment.
Requirements
Responsibilities
Paid Media
Be the local representative of ROAST paid media for our US-based client set, attending client meetings, developing client relationships, responding to questions and queries.
Work closely with UK Senior Account Managers and Department Leads to ensure all accounts have a performance strategy.
Contribute to wider client planning workflows
Responding to briefs with the support of other ROAST media teams
Regular review and assessment of tools, partners and technologies that will help improve quality and effectiveness
Guide marketing strategies based on local knowledge of customer needs and US specific landscapes.
Collaborate with creative and content teams to ensure ad content is as relevant as possible for the market.
Lead day-to-day communication with US clients where required.
Future line management of junior staff as the team expands.
Growth & New Business
Support the new business process for US-based leads, including support on initial calls, taking of briefs and presenting of responses.
To work with the Departmental Heads across a range of tasks to further the scale, capabilities and quality of the ROAST offering, including:Recruitment
Training plans
New business (both preparation and attendance)
Media supplier relationships
Produce marketing material including case study writing and blog posts
Develop collateral for team growth in the US to ensure smooth onboarding of both clients and new team members.
Experience
At least 5 years of working in PPC delivery (if in a mixed channel role, at least 60% of time on PPC)
A proven track record of:delivering projects and results for clients with monthly budgets of $100,000
achieving business targets (sales and revenue volume, CPA, ROI, ROAS)
developing junior team members
leading 3rd party bid management tools
leading onsite analytics packages
bringing efficiency to client activity in terms of both performance and resource levels
Experience of executing campaigns within other Paid Media channels beneficial.
Skills
Strong understanding of wider digital channels and environment, including organic search.
Ability to work and succeed in a fast-paced environment
Ability to independently research news stories, industry developments or opportunities and relay these to the wider business and clients.
Highly organised with an acute attention to detail
Exceptional level of English, both written and spoken
Strong numerical and analytical capabilities, including use and creation of Excel formulae and macros
Capabilities with Google Ads scripts or Java beneficial
Additional language capabilities beneficial
Perks & Benefits
Working at ROAST
Location: Phoenix, AZ
Annual Leave: 20 vacation days in addition to bank holidays, plus Christmas Eve and New Year’s Eve off
Benefits
Hybrid working arrangements
Additional 2 weeks ‘work from anywhere in the world’
Health insurance
401K with company contribution
Active company social life organised by a staff committee
Lots of opportunity for involvement in CSR, sustainability and charity initiatives
Training, including supplier sessions (e.g. Google), industry bodies (e.g. IAB), external trainers
Opportunities to learn about other digital marketing disciplines
Our hybrid-working model allows you some variety on your place of work, offering you the chance to work from home where possible. You will be expected to attend the office in line with our company policy. All staff liaise closely with their line manager to manage their time appropriately and according to their work and team requirements.
We are an equal opportunities employer.
At ROAST, we take pride in creating a diverse, equitable and inclusive environment where everyone is welcome and their contributions are valued. When we recruit, hire, train, promote or engage in any other employment practice, we are committed to being an inclusive employer regardless of race, religion, gender identity, sexual orientation, national origin, age, socioeconomic status, medical condition or disability, or any other protected status.
If you have a disability we would be happy to discuss reasonable adjustments to the job with you.
Please note that we will only accept applications from candidates who are legally entitled to work in the USA.
Please beware of scams online or from individuals claiming to represent us. A ROAST employee will never solicit candidates through a non-Roast email address or phone number / WhatsApp. Please refuse any request that asks you to provide payment to participate in the hiring process.
Apply Now
Employer
ROAST
Employment Type
Full-Time
Department
Marketing
Location
USA, Phoenix
Expected Start Date
Negotiable
Experience
5-7 years
Posted
18 May 2026