The Q4 strategy combined structural optimizations, a consistent creative refresh, and data-driven budget management.

On Google Ads, the general Performance Max campaign was split into three category-specific campaigns for Clothes, Bags, and Jewellery, enabling higher relevance and more precise control. Separate Black Friday campaigns were equipped with custom labels, promotions, and new audience signals. Branded Search was expanded with a seasonal keyword set, achieving a ROAS of 40.25 during peak days. Budgets were significantly increased during the most critical periods, while underperforming display campaigns were paused.

On Meta Ads, the focus was on the combination of targeted creative updates and precise audience targeting. The creative strategy was further developed based on best practices and brand-specific data, while remarketing and conversion campaigns deliberately highlighted discounted products only. A particularly effective element was a pre-Black-Friday lead campaign, which generated low-cost first-touch leads and successfully converted them into high-intent customers during the peak phase. In addition, Advantage Shopping Campaigns (ASC) with variable creatives and specific audience signals were used, significantly increasing channel efficiency.

The advantage of this setup: precise micro-targeting, highly seasonal creatives, and maximum flexibility during peak phases.