Case Study

The Shutters Department

+253%

increase in Google Ads conversions YoY

+13%

increase in Meta Ads conversion value YoY

+37%

increase in overall revenue YoY

Overview:

By combining strategic timing, strong creative, and data-driven optimisations across Meta and Google, The Shutters Department achieved their most successful BFCM campaign since 2021. The results not only exceeded year-on-year performance goals but also set a new benchmark for what’s possible with a well-executed, full-funnel digital strategy. With a 37% increase in revenue and major gains in ROAS, this campaign proved the power of building momentum early, leveraging urgency, and staying agile throughout the sale period.

WebSavvy | The Shutters Department | Testimonial

Our Work

THE CHALLENGE:

BFCM 2024 marked a critical opportunity for The Shutters Department to push the boundaries of their paid performance marketing. With ambitious growth targets set, the objective was clear: drive stronger results than any previous Black Friday campaign.

We aimed to not only increase return on ad spend, but also significantly boost overall revenue through both Google and Meta platforms. The promotional period was strategically mapped out, with hype beginning on November 3rd, the sale officially launching on November 7th, and wrapping up on November 30th.

To deliver the best results possible, we needed to warm up mid-funnel audiences, build anticipation, and then keep the momentum going throughout the sale period.

THE APPROACH:

To build anticipation and ensure a strong start to the sale, we kicked things off with hype ads across Meta and Google starting November 3rd. These ads were designed to spark interest and engagement within our mid-funnel audience, making sure we had a primed and ready pipeline as soon as the sale went live. By showcasing teasers of upcoming deals, using bold creatives and punchy messaging, we were able to re-engage past website visitors and warm leads effectively.

Once the sale launched, we switched gears to focus on urgency and scarcity. Drawing on proven FOMO-driven tactics, we ran a mix of dynamic and static ads across platforms with messaging like “Biggest savings ever”, and “Our sale of the year”. This approach helped sustain momentum and conversions throughout the month, especially during key peak periods such as the final week of the campaign.

On Google Ads, we capitalised on high-intent search terms and ensured optimal visibility through aggressive bidding on top-performing keywords. Meta ads were tailored for retargeting and conversion-focused creative, ensuring continuity and relevance across the customer journey.

THE RESULTS:
Google Ads: