Professional Cleaning Equipment Retailer

Scaling Black Friday Success With Strategy

Our client is one of the UK's leading suppliers of professional cleaning equipment, providing products for both DTC customers and B2B businesses. Their extensive range includes pressure washers, generators, cleaning machinery and complete business start-up packages.

With many products representing a significant investment, customers typically have longer consideration journeys compared to traditional eCommerce purchases. This meant the focus was not simply on driving more traffic, but attracting high-quality users who were more likely to convert into valuable purchases.

Working across Paid Social and PPC, our goal was to maximise Black Friday demand, scale revenue, and maintain strong efficiency during one of the most competitive periods of the year.

Paid Social

PPC

Scale Black Friday Revenue

Increase visibility and capture increased demand during the year's biggest retail period while maintaining profitability.

Drive Higher-Quality Traffic

Improve campaign efficiency by reaching audiences with stronger purchase intent across both Google Ads and Meta.

Increase Return On Ad Spend

Maximise revenue growth while protecting ROAS across both channels.

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The Brief

Black Friday presented a significant growth opportunity, but with high-value products and longer purchase journeys, the strategy needed to prioritise quality over volume.

We sought out to develop a full-funnel paid media approach across Google Ads and Meta, combining high-intent search campaigns with creative-led social activity to attract, nurture and convert valuable customers.

Strategy

We scaled Google Ads activity to capture customers actively searching for professional equipment, using campaign optimisation, improved bidding strategies and a stronger account structure to increase efficiency.

Alongside this, Meta was used to drive awareness, consideration and conversions across both consumer and trade audiences. Through creative testing, audience optimisation and continuous refinement, we improved traffic quality while maintaining cost control.

The combination of both channels allowed us to increase reach, drive higher-value purchases and maximise Black Friday performance.

Our Results...

£639,620

combined conversion value generated

109.7%

increase in Google conversion value

Google ROAS increased from

7.07x to
‍12.04x

94.8%
increase

in Meta conversion value

Meta ROAS increased from

7.65x to 13.49x

Outcome

By combining a data-led PPC strategy with creative-focused Paid Social campaigns, we successfully scaled Black Friday performance while maintaining profitability.

The campaign demonstrated how a considered approach to paid media can help premium eCommerce brands drive significant revenue growth, even when customers require more time and research before converting.

Campaign Highlights

£639,620 combined conversion value
Google ROAS increased from 7.07x to 12.04x
Meta ROAS increased from 7.65x to 13.49x
Conversion value almost doubled across both advertising platforms
Higher average order values helped maximise profitability throughout the Black Friday period

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Looking to Scale Your eCommerce Performance?

Whether you're preparing for Black Friday or looking to grow revenue throughout the year, our paid media specialists build data-led strategies that deliver measurable commercial results.

From Google Ads and Meta advertising to full-funnel performance marketing, we help ambitious eCommerce brands scale profitably through intelligent campaign strategy, creative testing and continuous optimisation.

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