The Challenge
Best of British Beer
In 2024, Best of British Beer invested £32,000 across Google Ads and Meta, achieving a blended ROAS of 5.01.
The objective for 2025 was to increase spend while maintaining performance. Scaling investment without reducing efficiency required a more defined audience and campaign structure.
The Approach
Best of British Beer
I-COM developed a paid media strategy focused on controlled scaling across Google and Meta. Two core audiences were targeted: beer enthusiasts purchasing for themselves, and gift buyers, driven by discovery and occasion-based intent.
The budget increased to £53,000, supported by audience segmentation and a product-led campaign structure. The strategy weighted the budget toward gift-led audiences, as gift purchases are less frequency-bound and more responsive to discovery-led media.
We employed the following strategies:
- Audience targeting based on first-party data, product feed segmentation, Meta’s lookalike audiences from high-value purchasers, and gift-focused cohorts.
- Product feeds structured to support the two distinct intents, ensuring messaging, formats and product selection were aligned with self-purchase or gifting behaviour.
- Spending increased incrementally across the year, allowing campaigns to stabilise at higher spend levels well ahead of Q4.
The Results
Best of British Beer
The increased investment delivered sustained growth while maintaining efficiency, meeting the campaign objective to increase paid media volume in 2025 while maintaining the 2024 ROAS benchmark of £5.00.
The success of this campaign was recognised at the UK Paid Media Awards, with I-COM honoured as a finalist at the 2026 awards.
- Paid media spend increased from £32,000 to £51,000
- Blended ROAS increased from 5.01 to 5.03
- +252% increase in paid media revenue YoY
- +252% increase in paid budget YoY
- +0.2% increase in ROAS YoY
- +252%
- Increase in paid budget YoY
- +0.2%
- Increase in ROAS YoY
- +252%
- Increase in Revenue YoY
Having worked with a few marketing companies on various projects, we can wholeheartedly say I-COM are very different. The team you meet will be the team who deliver your services. They are dependable, highly knowledgeable and a pleasure to work with.We have worked with I-COM for over 10 years and they have supported and helped to drive our growth. We've just had the best Q4 ever and they played a large part in that.
Gill Sherwin, Co-Founder - Best of British Beer
Digital Marketing Specialists
We are I-COM
Formed in 2005, we have grown to be one of Manchester's largest independent digital marketing agencies.
With a large in-house team of specialists we provide a range of digital services including web design, web development, digital marketing, SEO, branding, content marketing, PR and outreach, social media marketing and paid search marketing, we cover every digital marketing need you may have. Call on 0161 402 3170 or use the contact form to get in touch.
