Revenue Boosted for Haircare eCommerce in Italy – Black Friday Campaign Case Study

How we scaled Facebook Ads and Google Ads for a haircare eCommerce brand expanding to the Italian Market during the Black Friday.

+117%

Revenue

+169%

Traffic

+128%

Transactions

About the Client

The client is a young haircare Shopify eCommerce brand based in US, providing high-quality hairstyle products for a female audience. The company is fast growing, and at this stage of their business, flexibility was one of the main requirements they were looking for in a partner able to support their market internationalization in Italy.

Industry:

Beauty

Market:

Italy

Platform:

Shopify

Business Model:

Ecommerce

Service:

PPC

Website:

Challenge

The main goal was to consolidate the brand’s presence in the Italian market and reach an ambitious revenue target during the Black Friday period. Conscious of the high level of competition in the niche, the client needed a multi-channel strategy to get the most out of the budget available across Google Ads and Facebook Ads platforms. The execution of the strategy required a particular focus on ad copywriting messages and visual creativities addressing specific micro-target segments.

Solution

The campaign strategy was designed to expand reach across multiple networks, positioning the brand as a top-quality yet approachable provider, while maintaining message consistency and full visibility throughout the customer journey.

1. Multi-Network Presence on Google Ads
To strengthen brand perception and capture users across different touchpoints, we activated campaigns on several Google networks:

Search Network: Targeted high-intent queries to drive direct conversions.
Shopping Campaigns: Showcased products visually to reinforce quality and trust.
Display & YouTube Networks: Prioritized visual storytelling to enhance brand awareness and familiarity.
This full-funnel presence ensured consistent exposure and message reinforcement at every stage of user interaction.

2. Meta Ads Integration for Promotion & Retargeting
In parallel, we launched campaigns on Facebook and Instagram focused on driving conversions during the Black Friday sale:

Promotional Focus: Highlighted limited-time offers to stimulate purchase intent.
Remarketing Activation: Enabled all remarketing audiences to re-engage past visitors and cart abandoners.
Cross-Channel Synergy: Ensured creative and message alignment with Google Ads for cohesive user experiences and stronger performance across both ecosystems.

3. Custom Tracking & Performance Insights
To monitor user behavior and optimize cross-channel impact, we developed a custom analytics framework:

Customer Journey Metrics: Created tailored indicators to measure engagement and interaction across each network.
Looker Studio Dashboard: Built a custom reporting dashboard for both client and internal teams, providing real-time insights and data-driven decision-making.

This multi-network, insight-driven strategy successfully combined brand building with conversion efficiency – ensuring maximum visibility, consistent messaging, and measurable business impact across all channels.

Results

In just one month, we scaled the eCommerce traffic by +169%, increasing the revenue by +117% and the number of transactions by +128%. We achieved the revenue target by hitting very narrow audiences that could ensure a good return on the budget invested. On the other hand, we reached a significant share of the market at a very low cost per interaction, nurturing email marketing lists and overall establishing a relevant position for our client among the competitors.

+117%

Revenue

+169%

Traffic

+128%

Transactions

“They have an excellent strategy to improve the audience. They made themselves available whenever We needed, and that was a pleasure. They did a great job and worked very fast. I am glad that I found Midsummer Agency. They’re doing an exceptional job.”

Filippo C. & Grant R. – Founders

Services

PPC MANAGEMENT: Facebook Ads, Instagram Ads, Google Search, Google Shopping, Display, YouTube, Retargeting, Microsoft Ads, Product Feed Management