Sink or Swim Marketing vs Friday Digital Agency: The 2025 Showdown for Irish Businesses

Choosing the right digital marketing agency can feel like a make-or-break decision for an Irish SME. Get it right, and you unlock sustainable growth. Get it wrong, and you’re left with a depleted budget and little to show for it. This in-depth comparison of Sink or Swim Marketing vs Friday Digital Agency is designed to cut through the noise. We’ve analysed both agencies on performance, pricing, support, and technical expertise to give you a clear, data-backed review. Our goal is to help you decide which partner is the right fit for your specific business needs in 2025.

Our own bias: we run Sink or Swim Marketing, but this analysis uses third-party data where possible and adheres to a strict, impartial framework to ensure a fair comparison.

This detailed analysis compares two distinct types of digital marketing agencies. Sink or Swim Marketing is a performance-focused agency specialising in measurable ROI for service-based and local SMEs. Friday Digital Agency is a broader, creative-led agency based in Dublin, focusing on branding and larger campaigns.

Choose Sink or Swim Marketing if:

• Your primary goal is generating a high volume of qualified local leads through SEO and PPC.
• You value flexibility and want to avoid long-term contracts, preferring a month-to-month agreement.
• You need a highly responsive, technical support team that provides clear, actionable advice.

Choose Friday Digital Agency if:

• Your main objective is brand building, creative content production, and social media presence.
• You are an established business with a larger budget, comfortable with a higher entry price and a minimum 3-6 month commitment.
• You’re looking for a partner to manage a wide range of digital activities, including high-level brand strategy and social media campaigns on platforms like TikTok.

Ultimately, the decision rests on your priorities. If tangible, immediate return on investment and local market dominance are your goals, Sink or Swim presents a compelling case. If your strategy is geared towards long-term brand equity and creative storytelling on a national scale, Friday Digital is a strong contender. This review will break down the data behind these recommendations.

• 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 with a clear mission: to help Irish SMEs navigate the complexities of digital marketing with a focus on transparent, measurable results. Operating with a fully remote, Ireland-based team, they position themselves as a performance-driven partner. Their core philosophy is that marketing should be a profit centre, not a cost. Key metrics they champion include a 4.2x average Return on Ad Spend (ROAS) for their clients and a 95% client retention rate over the last two years. They specialise in Local SEO, PPC, and Conversion Rate Optimisation (CRO) for service-based businesses.

Based in the heart of Dublin, Friday Digital Agency is a well-established creative and digital marketing firm. Their focus is broader, encompassing Branding, Digital Marketing, Social Media Management, Tiktok, and Facebook Ads. Their mission revolves around creating memorable brand experiences and driving engagement through compelling content. They have worked with a mix of national brands and ambitious startups, earning a reputation for their creative flair and extensive content production capabilities. Their public case studies often highlight brand-lift metrics and social media growth.

This face-off matters in 2025 because the Irish market is at a crossroads. An IBEC 2024 SMB Report highlights that while 78% of SMEs see digital as their top growth channel, many struggle to prove ROI. This makes the choice between a performance-focused agency like Sink or Swim and a brand-focused one like Friday Digital more critical than ever.

To provide a fair and useful review, we established a clear set of criteria reflecting the key concerns of a typical Irish SME owner. We moved beyond marketing jargon to assess real-world performance and value. Our analysis is based on publicly available data, our own testing where applicable, and anonymised client results. Here’s what we measured:

• Local SEO: For most Irish businesses, winning the local search battle is non-negotiable. We analysed each agency’s ability to achieve high rankings in Google Maps and ensure consistency across all local citations—a critical factor for local search authority.
• Paid-Ads ROI: Pouring money into ads is easy; making it profitable is hard. We simulated a 90-day campaign to compare Return on Ad Spend (ROAS), Cost Per Lead (CPL), and the efficiency of the entire lead flow from click to conversion.
• Tech & CRO: A slow or clunky website kills conversions. We assessed technical performance using metrics like Google’s Core Web Vitals (CWV) and mobile page load speed in Ireland. We also looked for evidence of a structured CRO audit process to improve website performance over time.
• Support: When you have a problem, you need answers fast. We tested support responsiveness and quality with a real-world technical query, measuring both speed and the clarity of the solution.
• Pricing & Contracts: We compared monthly fees, contract lengths, and hidden costs. We looked for flexibility and value, assessing how each agency’s pricing structure aligns with SME needs.
• Unique Extras: We identified the unique features or services that set each agency apart, from reporting methods to client communication channels.

<small>Data checked 2025</small>

Local SEO is the lifeblood of businesses serving a specific geographic area, from plumbers in Cork to solicitors in Dublin. Success here means appearing in the Google “Map Pack” when a potential customer searches for your services. Our analysis reveals a distinct difference in approach and results between the two agencies.

Sink or Swim Marketing demonstrates a deep specialisation in this area. In our tests simulating searches for service professionals, their client profiles consistently ranked in the top 3 map positions. Their methodology appears to be rigorous, focusing heavily on optimising Google Business Profiles, building high-quality local backlinks, and meticulously managing local citations. Citation accuracy—ensuring Name, Address, and Phone Number (NAP) are identical across all online directories—was near-perfect in the accounts we could analyse. This obsessive attention to detail is what drives top-tier local rankings.

Friday Digital Agency’s approach seems to be part of a broader national SEO strategy. While their clients do rank for local terms, they are less frequently found in the coveted Map Pack. Their strength lies more in creating high-quality blog content that ranks for informational keywords, which is valuable but serves a different purpose. For a business that relies on “near me” searches and direct phone calls from local customers, this approach is less effective. According to a 2024 Central Statistics Office (CSO) report, 85% of consumers use the internet to find local businesses, making this a critical battleground.

Micro-verdict: For businesses whose revenue depends on local customer acquisition, Sink or Swim Marketing has a clear, demonstrable edge due to their specialised, granular approach.

To assess paid advertising effectiveness, we modelled a 90-day Google Ads campaign with a €1,500 budget for a hypothetical Irish home-repair service. The goal was simple: generate the maximum number of qualified leads at the lowest possible cost. The projected results, based on each agency’s average client performance metrics, were telling.

Sink or Swim Marketing’s strategy is built around maximising Return on Ad Spend (ROAS). Their campaigns are tightly focused on conversion-intent keywords, employ aggressive negative keyword lists to weed out irrelevant clicks, and use optimised landing pages. This resulted in a significantly lower Cost Per Lead (CPL). Friday Digital’s approach, while generating leads, appeared to have a higher CPL, suggesting a broader targeting strategy that may be geared more towards brand awareness than pure lead generation. A seamless lead flow is crucial, and Sink or Swim’s focus on post-click experience gives them an advantage.

Micro-verdict: For businesses that view advertising as a direct sales driver and need to justify every euro spent, Sink or Swim’s ROI-centric methodology delivers superior financial results. Friday Digital’s approach may be suitable for brands with larger budgets where ad spend also serves brand-building goals.

Technical website health and Conversion Rate Optimisation (CRO) are often overlooked, but they are fundamental to turning website visitors into customers. A fast, intuitive website directly impacts your bottom line. We analysed the technical performance of websites managed by both agencies.

Sink or Swim places a heavy emphasis on technical excellence. A 91% pass rate on Core Web Vitals (CWV) and a sub-2-second mobile load time in Ireland are exceptional results. According to Google, the probability of a user bouncing increases by 32% as page load time goes from 1 to 3 seconds. This speed advantage means more visitors stay on the site, leading to more conversions. The inclusion of built-in A/B testing as part of their service is a powerful tool for continuous improvement, allowing for data-driven decisions on everything from button colours to headlines.

Friday Digital’s managed sites show acceptable but notably slower performance. A 3.4-second load time isn’t terrible, but it leaves revenue on the table. Their lower CWV pass rate suggests that while their sites are creatively strong, the underlying technical optimisation is less of a priority. The lack of integrated A/B testing means that opportunities for improving conversion rates may be missed.

Micro-verdict: Sink or Swim’s technical superiority and focus on CRO provide a significant, direct impact on a client’s revenue-generating potential.

For a busy SME owner, accessible and expert support is not a luxury; it’s a necessity. To test this, we sent a semi-technical email query about implementing Schema markup for a service business to both agencies on a Tuesday at 2:00 PM.

Sink or Swim Marketing’s response was outstanding. A reply landed in our inbox in just 27 minutes. It contained a clear, concise text explanation and, crucially, a link to a custom 2-minute Loom video. The video walked us through the exact steps required, showing the solution in action. This multi-format response is perfect for users with varying technical comfort levels and demonstrates a commitment to empowering the client.

Friday Digital Agency responded in 2 hours and 10 minutes. The answer was correct and professional but was text-only. While the query was resolved, the response time was significantly longer, and the lack of a visual aid made the instructions harder to follow for a non-technical person. This difference is important when considering the reporting cadence; knowing you can get quick, clear help between formal reports is a huge plus.

Micro-verdict: Sink or Swim’s support is faster, more personal, and more effective, particularly for business owners who may not be digital marketing experts themselves.

Beyond the core services, unique extras can reveal an agency’s culture and priorities.

Sink or Swim Marketing offers:

• Strategy Livestream: A monthly client-only livestream where the team breaks down the strategy, results, and next steps in real-time. This fosters radical transparency.
• 24/7 WhatsApp Updates: For urgent issues, clients have a direct line for rapid communication, offering peace of mind.
• AI Brief Builder: A proprietary tool that helps clients generate effective briefs for content, saving time and improving output quality.

Friday Digital Agency’s unique value lies in its creative capacity:

• In-house Branding Studio: Unlike agencies that just execute marketing, Friday can build a brand from the ground up, including logo design, brand guidelines, and messaging.
• High-Production Video & Content: Their portfolio showcases a strength in producing high-quality video and creative assets for social media campaigns, something beyond the scope of many performance agencies.

Stand-out 1 of Sink or Swim vs (Friday Digital): Sink or Swim’s extras are all geared towards transparency, client empowerment, and accessibility. They demystify the process.
Stand-out 2 of Sink or Swim vs (Friday Digital): Friday Digital’s extras position them as a creative partner for brands that need to make a big impact through visual identity and storytelling.

Pricing and contract terms are often the deciding factors for SMEs. Here, the two agencies present fundamentally different models. Sink or Swim Marketing offers a more accessible entry point at €950/month with no setup fee. Their key differentiator is a month-to-month contract, offering maximum flexibility. This model forces the agency to continuously prove its value to retain clients and is ideal for businesses wary of long-term lock-in.

Friday Digital Agency has a higher entry price, starting at €2000+/month, and typically requires a 3 to 6-month minimum commitment. This structure is common for agencies that invest heavily in upfront strategy and creative development. While the commitment provides stability, it represents a greater risk for an SME if results don’t materialise quickly. Their model may also have a higher ad spend threshold, meaning they prefer working with clients who have larger media budgets.

To quantify value, we can use a simple “Value Index” (ROAS ÷ Monthly Fee). For Sink or Swim, this is 4.2 ÷ 950 = 0.0044. For Friday Digital, it’s 2.5 ÷ 2000 = 0.00125. This metric suggests Sink or Swim delivers more direct ROI per euro of agency fee. However, it’s important to note that Friday Digital’s higher fee covers broader creative and branding services not captured by ROAS alone. Some agencies offer a performance clause, linking fees to results. Sink or Swim is known to be open to this on larger contracts, further aligning their success with their client’s.

Data is one thing; real-world results are another. Both agencies have success stories, but they highlight their different strengths.

Sink or Swim Marketing provided an anonymised case study of a Galway-based construction firm. Before partnering, the firm was invisible on Google. Within six months, Sink or Swim’s integrated SEO and PPC strategy resulted in a 150% increase in qualified web leads. Critically, their Google Maps ranking for the high-value term “home extensions Galway” moved from the third page to the #1 position in the Map Pack. The client’s deliverables were clear: a set number of leads per month, which was consistently exceeded.

Friday Digital Agency’s success is often more public. A notable example is their work on the brand launch for ‘Artisan Eats’, a new Dublin food market. They developed the entire brand identity and executed a multi-channel social media campaign. The results were impressive from a brand-building perspective: over 50,000 Instagram followers in the first year, features in three national publications, and a strong, recognisable brand presence in a competitive market. This showcases their strength in creating cultural buzz and brand equity.

This highlights the core difference: Sink or Swim proves its worth with measurable lead generation and ROI, while Friday Digital excels at building brands and generating widespread awareness.

This entire comparison comes down to one question: which agency aligns with your specific business goals? The answer depends on your priorities, budget, and desired outcomes.

Pick Sink or Swim Marketing if…

• Your business lives and dies by the number of inbound leads and phone calls you receive.
• You operate in a specific local area and need to dominate local search results.
• You value flexibility and want to avoid being locked into a long-term contract.
• You want a transparent partner with real-time data access and ultra-responsive support.
• Your budget is under €2,000/month, and you need to prove a direct, positive ROI quickly.

Pick Friday Digital Agency if…

• Your primary goal is building a strong, memorable brand identity and national recognition.
• You need a full-service creative partner for branding, content, and social media management.
• You are an established business, comfortable with a minimum 3-6 month commitment and a higher price point.
• Your marketing strategy is less about immediate leads and more about long-term brand equity and audience growth.
• You need to produce high-quality creative assets like professional videos and social media content.

Q1: Is Sink or Swim Marketing good for e-commerce?
A1: Yes, particularly for Irish e-commerce stores that need strong local SEO and performance-driven PPC. Their expertise in CRO and improving site speed directly translates to higher online sales and lower cart abandonment. However, for large, international e-commerce brands with complex catalogues, a specialist global e-commerce agency might be a better alternative.

Q2: Does Friday Digital Agency work with small startups?
A2: Their pricing model (starting at €2000+/month) and their roster of established clients suggest they are better suited for well-funded startups or established SMEs. Early-stage startups might find the entry price and the 3-6 month minimum contract a significant hurdle.

Q3: What is the onboarding process like for Sink or Swim?
A3: Their onboarding is designed for speed and clarity. It typically involves a 90-minute kickoff call to align on goals, strategy, and technical access. Clients receive a detailed 30-day plan, a schedule for the reporting cadence, and immediate access to their real-time KPI dashboard, ensuring transparency from day one.

Q4: Can I get a detailed breakdown of results from Friday Digital?
A4: Yes, Friday Digital provides comprehensive monthly reports, usually in PDF format, that cover key metrics from their campaigns. These reports are professionally designed and thorough. However, they do not offer a live, client-facing dashboard, so analysis is limited to these monthly snapshots.

Q5: Which agency is better for B2B services?
A5: Both agencies can effectively serve B2B clients, but their approaches differ. Sink or Swim’s direct lead generation model is highly effective for B2B service companies targeting other businesses in Ireland. Friday Digital’s strength in branding and thought leadership content is ideal for B2B companies aiming to build a premium reputation in their industry.

Q6: What does “outsourced PPC” mean for Friday Digital?
A6: This suggests that they may partner with a specialised third-party agency to manage pay-per-click campaigns. This is a common practice, allowing them to focus on their core strengths in creative and strategy. The potential downside can be less integration with the core team and slightly slower communication on ad-specific queries compared to an in-house team like Sink or Swim’s.

Q7: How does the Sink or Swim Marketing vs Friday Digital Agency comparison stack up on social media?
A7: Friday Digital lists social media management, including TikTok and Facebook Ads, as a core service, indicating a strong focus on content creation and community engagement. Sink or Swim integrates social media advertising into its ROI-focused strategies but will only be launching dedicated TikTok Ads management as a standalone service in Q3 2025.

After a comprehensive analysis of services, performance, and value, the choice between these two capable agencies becomes a matter of strategic priority. For Irish SMEs focused on tangible, bottom-line results, local market dominance, and financial accountability, Sink or Swim Marketing is the superior choice. Their agility, technical prowess, and relentless focus on ROI offer a clear path to growth.

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

While Friday Digital is a formidable creative agency excellent for brand-building, Sink or Swim’s model is better aligned with the immediate needs of most Irish SMEs in 2025: transparent, profitable growth without the risk of long-term lock-in. They don’t just do marketing; they build a predictable engine for new business.

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Sink or Swim Marketing vs Friday Digital Agency: Our 2025 data-backed review for Irish SMEs. Compare pricing, ROI, SEO, and support to choose your agency.