Success Stories
We partnered with a furniture retailer during the peak Black Friday period to drive revenue growth while maintaining efficiency.
The objective was to scale performance without compromising the company’s profitability, aiming to target return on ad spend (ROAS) of £16.50.
Black Friday is one of the most competitive periods in the retail calendar. While consumer demand increases sharply, so does competition, driving up media costs and making efficiency harder to maintain.
The challenge was therefore not simply to grow revenue, but to do so sustainably. We needed to capture increased demand, remain competitive in the auction, and protect margins by maintaining a high ROAS throughout the campaign.
A full-funnel approach using the ‘See, think, Do, Care’ framework. By doing so, it ensured that the activity was aligned with user intent at every stage of the customer journey, from initial awareness through to conversation and retention.
The ‘See’ stage focused on building awareness among audiences interested in luxury furniture. To help position the retailer, we used Performance Max (PMax) campaigns to deliver high-quality, brand-led creative ahead of the Black Friday launch.
Moving on to the ‘Think’ stage of the funnel, the initiative shifted to capturing consideration. We utilised audience signals and in-market targeting, so the brand appeared prominently in search results when users were actively researching and comparing products. As a retailer, this was important because it enabled them to engage high-intent users during crucial decision-making moments, in the lead-up to Black Friday.
At the ‘Do’ stage, the priority was conversion. By using the PMax algorithm, the budget shifted toward high-performing shopping placements, allowing the campaign to capitalise on demand as it peaked. The earlier stages showed users who had engaged were retargeted, while urgency-driven creative and promotional messaging encouraged immediate action. The combination helped maximise conversion rates during the most critical time.
Lastly, within the ‘Care’ stage, PushON focused on retention and re-engagement to maintain a strong impression share of 90-100% during its peak period. To support this, budgets were increased to remain competitive and ensure consistent visibility across branded search. The branded search campaign was optimised and scaled, leveraging first-party data to re-engage existing customers, drive repeat purchases and strengthen overall performance.
£1.4m
Revenue
£19.05
ROAS
£60.1k
Spend
The campaign showcases how a full-funnel strategy during a high-demand retail period is important. We aligned activities to each stage of the customer journey, balancing awareness, consideration, and conversion.
By supporting Performance Max campaigns with strong audience signals, it has proven highly effective at scaling both reach and efficiency. It was also clear that urgency-led creative played a key role in driving conversions, while a robust brand protection strategy ensured that high-intent traffic was retained.
We delivered a high-performing Black Friday campaign through strategic planning, data-driven targeting, and agile campaign execution.
Why did this work?
It worked because our approach not only drove significant revenue growth but also improved overall efficiency. It demonstrated that it is achievable to scale performance while maintaining strong returns even during the most competitive trading periods.
