Highly performant Black Friday Facebook Ads campaigns


Niche: Home & Garden

Period: 13.11.2020-15.11.2020 [Black Friday]

Goal: Non-Specific

Campaign Optimization: Conversions*

Conversion Event: Purchase**

We used Campaign Budget Optimisation (CBO)*** Campaign Budget Optimisation (CBO)***

We want to kick off a new content series in the LeadLion universe of Performance Marketing. We want our approached topics to be as applied as possible, so we’ll look at concrete examples from the campaigns we already implemented. So, we’ll start the series with a recent Case Study. In focus we have a simple, yet highly efficient strategy for important ecommerce events, like Black Friday.

The client is from the Home & Garden niche and approached us with a Black Friday campaign brief consisting of 3 intense sales days, during 13-15 November. We weren’t given a specific goal from the client, but we knew we had to bring the best results in the budget given by them. The whole budget was 3000 RON for the 3 days of sales. Also worth mentioning is that this budget is split 50/50 for Facebook & Google, which translates into 1500 RON Facebook & 1500 RON Google, adică so 500 RON/day.

With the set budget and a campaign duration in place, as well as the discounts associated with the promoted items, we began working on the strategy.

Our Strategy

We decided to follow a very simple strategy, because our in depth experience has proven time and time again that these work best.

We started segmenting the total audience, as it follows:

  1. Existing Clients;
  2. Warm Traffic, except for buyers from the Facebook pixel;
  3. Cold Traffic (people who never interacted with the brand before).

In the next sections, we will show how we decided to target each category of the audience.

  1. For existing clients, we set up an e-mailing campaign, as we already have their data in our database (name, surname, email etc.). In this way, we don’t need to use our budget to inform them of the promotion, maximising our ROI.
  2. For Remarketing, we created in advance custom audiences, split in the following manner:
  • Visitors of the categories on the website;
  • Facebook Engagement;
  • View Content;
  • Add To Carts;
  • Purchase.

Which were segmented like this:

We grouped the Category Visitors together with the Facebook Engagement Audience and we excluded the View Content audience. We took this decision in order for the ads to only reach the people who never saw a specific product, but interacted with our brand one way or another.

ATC-PURE: We targeted only the people who added products in the cart, but never finished the purchase. This traffic segment is considered warmer than the others.

VC-ATC: This audience consists of all the people who visited a product on the website, but never added an item in the cart.

The results of the campaign are:

In these 3 days of intensive sales, we invested 875.29 RON with a ROAS (Return on Adspend) of 54.91 and we managed to sell a total of 48,064.60 RON

  1. The Cold Traffic campaign had the strategic insight to benefit from the heightened interest for shopping of our potential clients in November and to bring new traffic on our site, so we can retarget them in the following months.

The campaign structure looked like this:

We used Lookalike audiences for View Content and AddToCart, because these 2 audiences we had sufficient data on pixel, so we can have a Lookalike as powerful as possible. At the same time, these 2 audiences are quite low in our sales funnel, meaning that there are very close to purchasing. If we had a more generous budget for this campaign, we could have tested many more audiences and reach an even bigger awareness.

Out of these audiences, we excluded all buyers in the last 180 days, but also the ViewContent audience from the last 30 days. This action was based on our decision to target only new clients who never interacted with our brand.

As we expected, the results weren’t as spectacular as those we achieved in the Remarketing campaign. But our efforts were profitable.

We invested 905,10 RONwith a ROAS of 8.21 and there were sales of 7,430.85 lei in these 3 days.


Overall, the Facebook results look like this:

Total investment: 1,780.39 RON

Total amount of sales: 55,495.45 RON

Total ROAS: 31,37


*We optimised for Conversions, because these were the most important for our client. Facebook is a really good tool for these type of results and helps us obtain them. If, instead, we would have optimised everything for Traffic, for example, we wouldn’t have had the same results, as Facebook offered us Traffic which wouldn’t have been qualified enough to purchase a product.

**This is the event for which we want to optimise the AdSet level. We are interested solely in Purchases. This is the result we want from Facebook.

***We chose Campaign Budget Optimization because we had enough data in the account to make sure Facebook will take the best decision possible in redirecting the budget where it knows it can offer us the most sales, at the lowest cost. Still, we took control and added a Minimum Spend Limit to each Adset. This guaranteed us that each AdSet will spend at least 40 RON. The rest of the budget will be allotted by Facebook how the algorithm considers it’s the most efficient. In this way, we gave equal opportunities to each AdSet to spend at least 40 RON.

Important mention: The Google Ads were implemented on the same strategy.




Cumulated, our efforts had the following results:

Sales of 145,225.40 RON

Conversion Rate: 2,71%

AOV: 628,68

Transactions: 231

But, the most important result is that we have a happy client, for which we can’t wait to develop and implement new successful strategies. We hope you found this first Case Study interesting and stay tuned for other LeadLion best practices.


BOGDAN – Facebook Ads Specialist

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