5.12x ROAS across Black Friday Cyber Monday for an e-commerce brand

Black Friday Cyber Monday is the most competitive window on the e-commerce calendar, with CPMs climbing 40 percent or more and every brand chasing the same shoppers with the same discount messaging. Our client was a challenger brand competing against rivals running ten times their ad budget, so the work had to cut through the noise without getting priced out of its own audience.

The goal was a profitable result, holding ROAS above the brand's target floor while pushing enough volume to make the window worthwhile. We also needed to capture additional conversions from warm traffic in the post-sale extension period.

Built a two-phase Meta Ads plan: a 250 dollars per day main sale campaign followed by a 125 dollars per day five-day extension, using Meta's Andromeda-optimised delivery. Structured cold prospecting CBOs alongside broad Advantage+ shopping campaigns and dedicated retargeting ad sets for pixel visitors, Add to Cart abandoners, and past 180-day purchasers.

Led creative with percentage-off hooks, countdown timers, and urgency-driven UGC video, directing traffic to purpose-built Shopify BFCM collection pages with one-click Shop Pay checkout. Shifted the extension messaging to last chance and extended by popular demand to convert hesitant warm traffic.

Held the campaign above the brand's profitability floor across both phases.