Firecrown is a trusted publisher that shepherds heritage enthusiast brands with legacies spanning more than 90 years, including Trains.com and The Space Store. As the company continues to evolve these brands for the digital era, Firecrown partnered with Trivera in 2020 to strengthen paid marketing across multiple properties, leveraging data-driven strategies to increase visibility, engagement, and eCommerce performance.
The Challenge
Firecrown manages a diverse portfolio of niche audiences — from rail enthusiasts to space aficionados. While each brand had a loyal following, the company sought a unified digital marketing strategy to:
- Increase search visibility for both branded and non-branded queries.
- Increase free trial sign-ups for Trains.com digital subscription.
- Drive measurable eCommerce performance for its online stores.
- Equip internal teams with the knowledge and confidence to manage campaigns independently.
The Solution
Trivera developed tailored strategies for each Firecrown brand while maintaining a cohesive, scalable approach to project management, campaign reporting, and performance optimization.Trains.com, FlyingMag.com, & Shop.Trains.com- Created Google Ads for search, Performance Max, Demand Gen, Criteo, and hyperlocal geofencing campaigns.
- Set up complex tracking to measure meaningful interactions spanning 3rd-party providers.
- Reviewed customer and analytics data to guide strategy and early optimizations
- Collaborated with Firecrown’s marketing team to develop digital display ad sets
- Managed campaigns monthly, focusing on maximizing conversions at the lowest CPA
- Delivered ongoing training, reporting, and monthly review meetings through Teamwork for continuous improvement
The Space Store
- Audited existing Google Ads campaigns and provided strategic recommendations based on performance data.
- Established custom reporting to measure key metrics and goal completion.
- Conducted monthly training and consultation sessions to empower Firecrown’s team to manage and optimize campaigns.
- Held mid-month check-ins to review results and make real-time adjustments.
The Results
Through these collaborative efforts, Firecrown’s brands achieved:- Greater ad visibility and engagement across search and display networks.
- Improved efficiency and ROI through data-driven campaign optimization.
- A repeatable framework enabling internal teams to manage campaigns confidently.
- Scalable advertising processes to support ongoing digital growth.
Services Provided
- Paid Search & Display Campaign Management (Google Ads, Criteo).
- Digital Advertising Consultation & Training.
- Campaign Reporting & Monthly Performance Reviews.
- Project & Account Management.
Stats 30 days vs prior year:
- Impressions increased by a wide margin, showing more substantial reach and higher visibility across shopping and search surfaces
- Conversions rose significantly, more than doubling year over year, indicating stronger buyer intent and healthier funnel performance
- Conversion efficiency remained steady despite higher volume, demonstrating stable quality of traffic at scale
- Increased investment translated directly into higher conversion volume, validating the current campaign structure
Stats 30 days vs prior year:
- Impressions grew significantly, expanding brand visibility and reach
- Clicks more than doubled, signaling stronger ad relevance and user engagement
- Conversions increased dramatically, moving from minimal activity to meaningful volume
- Enhanced campaign structure proved effective, producing stronger results even with moderate investment growth
Stats 30 days vs prior year:
- ROAS increased nearly 40 percent, showing a substantial lift in profitability
- Conversion value rose year over year, driven by stronger purchase intent and refined campaign structure
- Slight reduction in impressions paired with higher returns indicates tighter, higher-quality targeting
- Overall efficiency improved with more revenue generated from fewer, more qualified clicks
Trivera has been instrumental in helping us grow our digital marketing ROI across multiple brands. They don’t just manage campaigns, they teach and partner with us to understand the ‘why’ behind every recommendation. That collaboration has made our internal team smarter, more confident, and more effective in optimizing performance long-term.
