01
The brief
A brand selling balls, training equipment and apparel for team sports online. Black Friday is one of its biggest trading periods.
I supported its Black Friday / Cyber Monday (BFCM) 2024 paid campaigns and its ongoing SEO. Across all campaigns from 20 November to 2 December 2024, Google Ads recorded $21,606.45 in revenue at a ROAS of 29.
02
What made it hard
- Concentrating spend into a short BFCM window.
- Keeping organic visibility growing outside the sale period.
03
How I approached it
- A BFCM campaign plan across Google Ads and Meta, run against a written measurement plan.
- Organic product and category optimisation; Search Console monitoring and on-page recommendations.
04
What I did
How I solved it: Peak-season paid media with a clear measurement plan.
- For Black Friday / Cyber Monday I ran paid media against a written measurement plan and a BFCM performance workbook.
- Then I reported channel results for the peak window (20 Nov – 2 Dec 2024 in the campaign files).
- Planned and reported the BFCM campaigns in Google Ads and Meta Ads.
- Monitored SEO in Search Console and made on-page recommendations.
05
The numbers
| Metric | Value | Source and period |
|---|---|---|
| Google Ads revenue / ROAS, all campaigns | $21,606.45 / 29x | Client BFCM report; 20 Nov – 2 Dec 2024 |
| Google Ads BFCM-window revenue / ROAS | $10,401 / 21.29x | Same report; 25 Nov – 2 Dec 2024 |
| Meta Ads ROAS | 18x | Same report; 28 Nov – 2 Dec 2024 |
| Search Console clicks (3 months) | 2.55K → 3.13K (+23%) | GSC; last 3 months 2025 vs same period 2024 |
| Search Console impressions (3 months) | 160K → 164K (+2.5%) | Same |
The two Google Ads rows cover overlapping windows; the second is the narrower BFCM period. Ad spend is not stated in the report.
