Client Overview

This specialty apparel eCommerce brand boasts a strong technological foundation and an experienced team getting ready for an expansion. Their leadership is committed to scaling to the top of their niche—unafraid to test, pivot, and refine strategies to drive results. ROImonks thrives in such agile environments, making our collaboration a true synergy that accelerates growth and fosters ongoing success.

The Challenge

We faced the challenge of increasing November’s revenue by at least 75%, despite the client’s exceptional performance the previous year—November alone had delivered a 284% jump above the monthly average. Achieving this ambitious target required a carefully planned, data-driven strategy.

The Strategy

First, we planned the website banners by outlining how many would be used, for which categories and brands, how they would look, and what messages they would include. We made sure everything followed the client’s discount structure.

Next, we mapped out all the Meta campaigns. We focused on key product categories and brands, while leaving room to increase spending on categories that needed extra support.

We then created the briefs for two campaign types—Conversions and Catalogue Sales. For Conversions, we matched the ads to the website banners, ensuring a consistent look across channels. For Catalogue Sales, we used an advanced Enhanced DPA strategy. We started by adjusting our usual templates to include a clear “BLACK FRIDAY” message, original and discounted prices, urgency cues, and product images with brand logos. We also built a simpler template using the same background from our banners and Conversions ads, plus the “BLACK FRIDAY” headline and both prices. To add variety, we requested a few short videos from the client’s creators.

In Google, we wrote promotional headlines, sitelinks, and promotion extensions for all relevant ad groups, making sure the copy matched both keywords and the overall theme. We also launched a campaign targeting competitor brand keywords just before November. This approach let us fine-tune Target ROAS at the campaign level to boost the client’s Absolute Top Impression share, aiming to appear first on the SERP. This is critical during November, when demand can double and the top spot drives the highest returns.

Now that the strategy is ready, it’s time for execution.

Execution

Scheduling: To make the most of every moment, we aligned all Meta campaigns, DPA templates, and Google Ads updates to launch the instant the discounts went live, matching the client’s own schedule.

Real-Time Measurement: We continuously tracked performance, making multiple budget adjustments each day and refining product sets, Target ROAS, and seasonality adjustments to drive maximum revenue.

Results

Seven days into the promotion, the client requested a budget reduction because they couldn’t keep up with the surge in orders. We had been on track to surpass the previous year’s total revenue in just one month, but overwhelming their fulfillment capacity could cause long-term issues. Instead, we took a strategic approach to lowering budgets, favoring underperforming categories over the top seller. The client valued balanced growth across all categories, so by focusing on the areas that needed extra attention, we could acquire new customers now and nurture them throughout the coming year. Here are the metrics:

In just one month, orders surged by 242.59%, and revenue rose by 205.55%, despite spending 38.7% less on ads than initially planned.

Key Takeaways for your eCommerce Business

This case study highlights several lessons that can help your eCommerce business grow, especially during high-demand periods like November. Here’s what you can take away:

The results of this campaign demonstrate how a focused, data-driven strategy can turn even high-pressure sales periods into record-breaking opportunities.

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