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Read the storyRevenue Boosted for Black Friday Fashion eCommerce – PPC Campaign Case Study
How we increased YoY sales during the Black Friday week with performance max campaigns for a high-end women’s fashion retailer
PPC
About the client
Our client is a luxury fashion store based in the US. They have four physical boutiques in the major cities and an e-commerce shop, investing $30K monthly in Google Ads Campaigns. The eCommerce store sells the most famous fashion brands from all over the world.
The challenge
The challenge was to scale the account during Black Friday week. Considering that luxury brands are competitive on Google, especially during seasonality, we expected a very high cost per click (CPC) and consequently higher costs and lower return on ad spend (ROAS).
Our solution
To prepare for the peak shopping season, we refined the account structure and optimized budgets to maximize performance during Black Friday week. The approach combined budget reallocation, campaign restructuring, and creative personalization to ensure efficient spend and stronger conversion outcomes.
Market Analysis and Budget Reallocation
After conducting an in-depth market and performance analysis, we reduced ad spend during the first two weeks of November by pausing all non-performing segments.
- Geographic Optimization: Ran a detailed geo-performance analysis and paused 12 underperforming locations to concentrate spend on top-performing areas.
- Brand Prioritization: Focused the strategy and budget on the Top 25 brands, each with an Average Order Value (AOV) of around $700, ensuring higher efficiency and stronger return potential.
- Budget Preservation: This selective optimization allowed us to reserve additional budget for the high-converting Black Friday week.
Performance Max Campaign Deployment
We launched new Performance Max (PMax) campaigns featuring high-quality display creatives, replacing traditional search campaigns that used brand names as keywords.
This approach enabled us to promote branded products effectively without competing directly with the brands on the search network, reducing CPCs and improving reach through richer visual placements.
Audience Segmentation and Creative Personalization
We segmented audiences based on their purchase funnel stage and developed promotion-oriented creatives and ad copy tailored to each segment.
- Top-funnel users: Engaged with awareness-focused assets.
- Mid-funnel users: Targeted with consideration and product education messaging.
- Bottom-funnel users: Served urgency-driven promotions to maximize conversions.
This structured, data-led approach optimized campaign efficiency, preserved budget for peak performance, and elevated brand visibility during the Black Friday period.
The results
Revenue on Google Ads was 157% higher than the previous year, despite the investment staying the same at $30K for the entire month. The eCommerce conversion rate was 201% higher because our audience lists were well-defined. In fact, despite the traffic being stable, the number of purchases went up by 186%. Also, the ROAS was significantly higher: 1143% compared to 333% in the previous year. We were also able to control the CPC, which decreased by 12%.
+157%
Revenue
+201%
Conversion Rate
+186%
Transactions
Services
PPC MANAGEMENT: Budget optimization, Google Shopping, Product Feed Management, Search Campaigns, Performance Max Campaigns.
The Midsummer Team has worked in synergy with our eCommerce department, achieving an amazing return on ad spend using the previous year’s data to smash the market. We are very happy of the results and overall performance of this year Black Friday strategy. Sophia – Ecommerce Marketing Manager
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