Let’s take a deep dive into how we helped Dona Jo achieve their best BF/CM ever...
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Google Ads Restructure:
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Our campaigns were optimised at the product level, focusing on individual product performance. Prioritisation was based on revenue generation and ROAS, ensuring resources were allocated to the highest-performing products and segments.
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Meta Ads Restructure:

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We utilised Motion (creative analytics software) to analyse the top-performing ads from previous BFCM years, pulling together a report with key metrics such as ROAS, and Conversion Value,with Thumb-stop Ratios which would indicate the best creatives to use for this year's campaign.
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We adjusted our TOF cost caps to $55 on our underperforming TA-ROAS Campaigns, to allow these to spend more to get more conversions. We also built out another Dynamic Collection Ad and another DPA Carousel in our Retargeting Campaign to reduce Creative fatigue during this period, as we had made the decision to increase spending on retargeting existing customers over Black Friday.
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On BFCM, we capitalised on an opportunity in the account after reviewing the best-performing product IDs. We quickly pivoted by adding in a new style of Polka Dot Creatives into a segmented BFCM Campaign to provide a massive opportunity for increased spend and revenue. The Polka Dot Skirts and our UGC Creatives performed incredibly well over BFCM.
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Cross-Channel & Client Internal Comms Alignment:

Consistent messaging and product focus were executed across Meta and Google Ads. Meta campaigns were strategically leveraged to build awareness and engagement through creative storytelling.
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Google Ads campaigns were designed to capture high-intent audiences and drive conversions. We were kept well informed about the client's profitability levels from a manufacturing perspective, their return rate and other in-house operating costs to help us calculate the daily revenue and ROAS we have to collectively achieve to keep the business afloat and be able to scale profitably.
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Performance Focus:
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By combining awareness-driven efforts from Meta with conversion-focused Google Ads, we maximised the customer journey from engagement to purchase. Data-driven optimisations ensured that campaign spending prioritised profitability and efficiency.

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Results: ROAS increased by 95% YoY, New Customer ROAS (NC-ROAS) grew by 133%, and YoY Profitability surged by 128% YoY. This collaborative approach across platforms delivered outstanding results, driving significant improvements in profitability and return on ad spend within a short time frame.

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