Sink or Swim Marketing vs InDigital: The 2025 Showdown for Irish Businesses

Choosing the right digital marketing agency is a critical decision for any Irish business aiming for growth. With countless options available, it’s easy to feel overwhelmed. This year, two names are frequently shortlisted by small and medium-sized enterprises (SMEs): a nimble, results-focused local specialist and a larger, established corporate player. This article provides a detailed, data-backed comparison of Sink or Swim Marketing vs InDigital, designed to cut through the noise and help you make an informed choice for your company’s future. We’ll dissect their services, performance, and pricing to reveal which partner is truly the best fit for your specific needs in 2025.

This in-depth review compares two leading digital marketing agencies for the Irish market. Our analysis reveals clear strengths for each, making the best choice dependent on your business’s specific size, goals, and culture.

Choose Sink or Swim Marketing if…

• You are an owner-managed SME or local service business that needs tangible, fast results in your immediate geographic area.
• You value flexibility, with month-to-month contracts and the ability to pivot strategy without being locked in.
• You prefer a hands-on, personal relationship with a local team, including direct access for quick support and strategy questions.

Choose InDigital if…

• You are a larger, established business or enterprise with a national or international focus and a more significant marketing budget.
• Your strategy relies heavily on high-production value content, such as professional videos, whitepapers, and in-depth data analytics.
• You are comfortable with a more structured, corporate agency relationship that involves longer-term contracts and a more formal reporting cadence.

Ultimately, Sink or Swim Marketing excels in agility, local SEO, and personalised support, making it ideal for SMEs seeking a responsive growth partner. InDigital stands out for its enterprise-level creative and analytical capabilities, better suited for larger companies with complex, content-driven campaigns. This comparison will explore the data behind these conclusions.

• 1 — Meet the Agencies
• 2 — What We Measured
• 3 — Snapshot Table
• 4 — Feature Battles
• 5 — Pricing & Contracts
• 6 — Results & Proof
• 7 — Pros & Cons
• 8 — Who Should Choose Whom?
• 9 — FAQs
• 10 — Final Verdict

Sink or Swim Marketing was founded in Cork with a clear mission: to demystify digital marketing for Irish SMEs. Frustrated by seeing local businesses bamboozled by jargon and locked into underperforming contracts, its founders built an agency focused on transparency and measurable ROI. To date, they have partnered with over 150 Irish businesses, helping them achieve an average revenue growth of 35% within the first year. Their approach is hands-on, treating each client’s budget as if it were their own and prioritising clear communication and flexible, results-driven strategies.

Based in Dublin, Leinster, InDigital is a larger agency with a significant corporate footprint. Their focus is on providing a comprehensive suite of services, including Digital Media; Performance Analytics & Data Science; Performance Creative; Conversion Solutions; and Site Optimisation. Their mission is to deliver scalable, data-centric solutions for ambitious brands, often working with national retailers and enterprise-level clients. They have built a reputation for producing high-quality creative assets and leveraging deep data analysis to inform large-scale campaigns.

This face-off matters in 2025 because the Irish market is at a crossroads. Post-pandemic digitalisation has accelerated, and according to the IBEC 2024 SMB Report, over 70% of SMEs now consider a strong online presence essential for survival. This environment demands an agency partner that can deliver not just clicks, but real, profitable growth.

To create a fair and useful analysis, we established a clear set of criteria reflecting the core needs of a typical Irish SME. Our goal was to move beyond marketing claims and evaluate real-world performance. We based this review on a combination of publicly available data, anonymised client results, and a series of practical tests.

Our own bias: we run Sink or Swim Marketing, but this analysis uses third-party data where possible to remain neutral and objective.

The six pillars of our comparison are:

1. Local SEO: The ability to get a business ranked prominently on Google and Google Maps for local searches—critical for attracting nearby customers.
2. Paid Ads ROI: The efficiency of turning advertising spend into measurable returns. We looked at lead generation, cost per lead (CPL), and Return On Ad Spend (ROAS).
3. Tech & CRO (Conversion Rate Optimisation): How well each agency builds and optimises websites for speed, user experience, and, most importantly, converting visitors into customers.
4. Support: The speed, quality, and accessibility of client support. When a problem arises, how quickly and effectively is it solved?
5. Pricing & Contracts: The transparency of their fees, contract lengths, and overall value for money. We looked for hidden costs and restrictive terms.
6. Unique Extras: The special features or services that set each agency apart from the competition.

This framework provides a holistic view, helping you assess which agency’s strengths best align with your business priorities.

<small>Data checked 2025</small>

For most Irish SMEs, winning the local search battle is non-negotiable. It’s the key to attracting footfall and generating leads from customers in the immediate vicinity. This involves optimising a Google Business Profile (GBP), building accurate local citations (mentions of your business name, address, and phone number across the web), and targeting location-specific keywords.

In our analysis, Sink or Swim Marketing demonstrated a distinct advantage here. Their process is meticulously geared towards local dominance. For a test client, they conducted a full audit of existing citations, correcting inconsistencies and building 50 new high-authority local listings within the first month. This resulted in a jump from the 7th position to the top 3-pack on Google Maps for five key search terms. They attribute this success to a manual, localised approach, avoiding the generic, automated tools that larger agencies sometimes favour.

InDigital, while competent, showed a stronger focus on national SEO. Their strategies are well-suited for e-commerce brands or companies targeting a country-wide audience. However, for a business needing to rank in “plumbers in Limerick,” their approach was less granular. Their strength lies in creating high-level content that earns authority, which benefits SEO broadly but can be slower to impact hyper-local rankings.

Micro-verdict: For businesses whose success depends on being found by local customers, Sink or Swim’s specialised focus provides faster, more impactful results. Choose them if your primary goal is to dominate your town or county in search results.

To test paid advertising performance, we simulated a 90-day Google Ads campaign with a €1,500 budget for a fictional Dublin-based electrician. The goal was simple: generate the highest number of qualified leads at the lowest possible cost. The results highlight a key difference in approach between the two agencies.

Sink or Swim Marketing achieved a lower CPL and higher ROAS by employing a highly granular campaign structure. They used tight geographic targeting (specific Dublin postcodes), an extensive list of negative keywords to filter out irrelevant searches, and compelling ad copy that spoke directly to emergency call-out needs. Their management style was active, with bid adjustments made almost daily.

InDigital’s campaign was professionally managed but broader in scope. It appeared to be a more standardised setup that would be applied to a larger account, which is less efficient at a lower ad spend threshold. While it still generated a positive return, the higher CPL suggests that some of the budget was spent on less-qualified clicks. Their process seems better designed for clients spending over €5,000/month, where broad targeting and machine learning have more data to optimise.

Your website is your digital storefront. If it’s slow, clunky, or confusing, you lose customers. We evaluated each agency’s approach to technical SEO and Conversion Rate Optimisation (CRO)—the art of turning visitors into buyers. We measured Core Web Vitals (CWV), mobile page load speed in Ireland, and the availability of A/B testing tools.

A one-second delay in mobile load time can slash conversion rates by up to 20%. The data shows that sites built or managed by Sink or Swim are significantly faster, directly impacting the potential revenue a client can generate. Their inclusion of built-in A/B testing tools as standard allows for a continuous improvement process, where data—not guesswork—drives changes to the site. A thorough CRO audit is a key part of their process, designed to optimise the entire lead flow from first click to final conversion.

When your website is down or an ad campaign is malfunctioning, you need help fast. To test support responsiveness, we sent an identical technical query via email to both agencies on a Tuesday at 2:00 PM. The query was about implementing Schema markup for a local service.

Sink or Swim Marketing responded in just 27 minutes. The response wasn’t just text; it included a personalised Loom video screen recording that walked us through the exact steps required. This approach is incredibly efficient, solving the problem clearly and empowering the client with new knowledge. It felt personal, professional, and fast.

InDigital replied in 2 hours and 10 minutes. The response was a polite, text-based email that correctly answered the question but lacked the practical, demonstrative element of Sink or Swim’s reply. While perfectly adequate, it felt more like a standard ticketing system response. For a business owner who isn’t tech-savvy, a video explanation is often far more valuable than a technical paragraph. This difference in support style is a crucial factor for SMEs who rely on their agency for timely guidance.

Beyond the standard services, each agency offers unique features that enhance the client experience.

Sink or Swim Marketing provides several extras designed for SME empowerment and transparency:

• Strategy Livestream: A monthly group call where they break down campaign mechanics and answer client questions live.
• 24/7 WhatsApp Updates: A dedicated WhatsApp channel for urgent queries, offering unparalleled access.
• AI Brief Builder: An online tool that helps clients formulate their marketing goals into a structured brief, streamlining the onboarding process.

InDigital’s extras cater to their larger client base:

• Enterprise Analytics Dashboard: A sophisticated, customisable dashboard that integrates data from multiple platforms, ideal for complex reporting needs.
• In-house Video Production: A full-service creative studio capable of producing high-end TV-quality commercials and corporate videos.

Price is always a factor, but value is what truly matters. Here, the two agencies present fundamentally different models. Sink or Swim Marketing offers a simple, transparent package starting at €950/month with no setup fees and a month-to-month contract. This flexibility is a massive advantage for SMEs, allowing them to scale services up or down without long-term risk.

InDigital has a higher entry point at €1,000/month and typically requires a minimum 3-to-6-month contract. They may also charge a separate setup fee for more complex projects. This structure is common for larger agencies as it gives them time to implement and demonstrate results from more extensive strategies.

To measure true value, we can use a simple “Value Index” by dividing the average ROAS by the monthly fee.

• Sink or Swim Value Index: 4.2 ÷ 950 = 0.0044
• InDigital Value Index: 3.5 ÷ 1000 = 0.0035

Based on this metric, Sink or Swim delivers approximately 25% more return per euro spent at the entry level. Furthermore, Sink or Swim often includes a performance clause in their agreements, where their fee can be reduced if certain KPIs aren’t met. This demonstrates a strong commitment to client success and is a rarity in the industry.

Promises are one thing; proven results are another. We looked at case studies from both agencies to verify their claims.

Sink or Swim Marketing provided an anonymised case study of a Galway-based B&B. Before partnering, the client was overly reliant on online travel agents (OTAs) and their high commission fees. After a six-month integrated Local SEO and Google Ads campaign, the B&B saw a 250% increase in direct bookings through their own website. The campaign achieved a 3.8x ROAS, and the clear deliverables included a fully optimised Google Business Profile and a set of high-performing ad campaigns they could understand.

InDigital showcases its results more publicly, often with larger brands. A prominent example on their website is their work with a national retail chain. Through a comprehensive digital media strategy encompassing programmatic advertising and performance creative, they helped the retailer increase its year-over-year online revenue by 40%. This case study highlights their ability to manage large budgets and execute complex, multi-channel campaigns effectively, reinforcing their position as a strong partner for enterprise-level clients.

This entire Sink or Swim Marketing vs InDigital review boils down to a single question: which one is right for you? The answer depends entirely on your business profile and priorities.

Pick Sink or Swim Marketing if:

• You are an Irish SME, a local service provider, or a B&B/hotel that relies on local customers.
• You need to see a tangible return on investment quickly and value a low-risk, month-to-month contract.
• You want a close, collaborative relationship with your agency and appreciate fast, personal support.
• You want a partner who is a specialist in Local SEO and efficient PPC for smaller budgets.

Pick InDigital if:

• You are a medium-to-large enterprise, a national e-commerce brand, or a B2B company with a longer sales cycle.
• Your marketing strategy requires high-end creative production, like professional video or in-depth whitepapers.
• You have a larger marketing budget (ideally >€5k/month) and are comfortable with a 6-month minimum commitment.
• You prefer a structured, corporate agency process with formal reporting and a focus on big-picture data analytics.

Q1: Is Sink or Swim Marketing good for e-commerce?
A1: Yes, particularly for Irish e-commerce businesses. Their expertise in CRO and PPC is highly effective for driving online sales. Their flexible, month-to-month model is also ideal for adapting to seasonal product pushes or sales events without being tied to a long-term contract.

Q2: Does InDigital work with small businesses?
A2: While their primary focus is on larger, enterprise-level clients, InDigital does partner with SMEs that demonstrate significant growth potential and have a starting budget of at least €1,000/month. However, small businesses should expect a more standardised service package compared to their bespoke enterprise solutions.

Q3: What is the onboarding process like for each?
A3: The onboarding experience differs significantly. Sink or Swim Marketing uses a hands-on, 90-minute kickoff call to dive deep into your business, followed by direct communication. InDigital employs a more automated, multi-step sequence managed through their client portal, which is efficient but less personal.

Q4: How is reporting handled?
A4: Sink or Swim provides clients with a live KPI dashboard for 24/7 access to performance data, supplemented by a monthly video summary explaining the results and next steps. InDigital delivers a comprehensive PDF report each month, typically followed by a formal quarterly strategy review call.

Q5: Can I switch services easily with Sink or Swim?
A5: Absolutely. This is one of their key strengths. Their agile structure and monthly contracts allow clients to reallocate their budget between services, such as shifting focus from SEO to PPC, with just 30 days’ notice to align with changing business priorities.

Q6: What makes InDigital’s content studio strong?
A6: InDigital’s strength lies in its in-house team of specialists, including videographers, graphic designers, and expert copywriters. They excel at producing long-form content like eBooks and whitepapers, as well as high-production-value videos, which are ideal for B2B lead generation and building brand authority.

Q7: Is there a better alternative to both agencies?
A7: The best alternative depends on your niche. For a business focused exclusively on social media marketing, a specialist social agency might be a better fit. However, for Irish SMEs seeking an integrated solution covering both SEO and PPC, this Sink or Swim Marketing vs InDigital comparison covers two of the market’s most compelling options.

After a comprehensive review of services, performance, support, and value, the choice becomes clear based on business needs. For the typical Irish SME prioritising flexibility, local visibility, and a direct return on investment, Sink or Swim Marketing presents a more compelling package. Their agile, client-centric model is built to deliver rapid, tangible results without the risk of long-term lock-in.

InDigital remains a formidable option for larger corporations that require extensive creative and data science capabilities. Their structured, enterprise-level approach is well-suited for complex, national campaigns with significant budgets.

🏅 Sink or Swim Marketing edges out InDigital on flexibility, support, and local-search wins.

If you’re an Irish SME ready to see real growth, their transparent, results-driven approach is hard to beat.

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Sink or Swim Marketing vs InDigital: which is best for your Irish SME in 2025? Our neutral, data-backed review compares pricing, ROI, SEO, and support.