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Case Study: Black Friday Search Campaign for Retail Business 🖤

I had the opportunity to work on a short-term project with Digit Makers, a Canadian retail business, where I wore multiple hats — website designer, SEO wrangler, and Google Ads strategist. The mission? Build a sleek site, boost organic visibility, and launch a conversion-driven campaign that not only thrived but profited. And yes, sales followed like bees to honey. 🍯💰

Ah, Black Friday — the Super Bowl of retail, the caffeine-fueled frenzy of flash sales and frantic scrolling. While shoppers were out there hunting for deals, I was busy hunting for conversions.

Here's how I turned a $70/day PPC budget into a $12,000 CAD profit.

🔍 Campaign Strategy & Market Analysis

Before diving into Google Ads like it’s a pool full of conversions, I kicked things off with a solid round of market recon.

Think of it as PPC espionage — analyzing trends, spying on competitors, and identifying exactly who we needed to charm with our ads.

Armed with data, I created a laser-sharp audience segmentation plan and crafted content tailored to consumer intent and seasonal urgency. My motto? “Don’t just follow the crowd — convert it.”

🛍️ Product & Landing Page Optimization

Together with the team, we nailed down an irresistible discount — the kind that makes people do a double-take and click faster than you can say “limited time only.” I took full control of the landing page (built in WordPress), ensuring both SEO-friendliness and UX magic.

I fine-tuned headers (H1, H2, H3) like a symphony conductor, guiding both Google bots and customers smoothly to our CTA. I made sure every scroll told a story — one that ended in a sale.

And yes, I designed the banner in Canva — sleek, on-brand, and screaming "Black Friday Bargain Alert!" The visuals? On point. The CTA? “Shop Now” (with urgency turned up to 11).

🎯 Google Ads Campaign Setup & Optimization

Enter the Google Ads arena: I set up the campaign using a Maximize ROI bidding strategy. Why settle for ROI when you can have results?

With a budget of just $70/day, I turned each dollar into a little performance machine.

From granular geo-targeting (down to neighborhoods!) to slicing demographics by age and gender, the goal was to reach the right person, at the right time, with the right offer. Peak hours? Targeted. High-traffic windows? Owned

📊 Dynamic Budget Allocation & Performance Tracking

I treated budget allocation like a living, breathing organism. Around 20-25% of it was devoted to benchmarking ads — think of it as R&D in real-time.

Using Google Tag Manager, I tracked every interaction (yes, even that guy who hovered on the CTA but didn’t click). With that data, I doubled down on retargeting and reshaped the user journey for smoother, faster conversions.

Bonus move? A/B testing ad copy and creatives like a mad scientist with a metrics addiction.

🔑 Keyword Strategy & Tools Deployed

I pulled out the heavy hitters — Google Search Console, Google Trends, SEMrush — and built a keyword strategy with buy now energy. I targeted commercial and transactional intent queries that screamed “I’m ready to shop.”

Using exact match keywords, we skipped the window-shoppers and went straight for the cart-happy crowd.

📈 Results That Speak for Themselves

In just 10 business days, this campaign:

✅ Drove 192 % conversions rate
✅ Generated $12,000 CAD in margin
✅ Achieved a CTR over 8% — that's not just above industry average; it's stratospheric 🚀

Heatmap analysis of the landing page confirmed what the numbers said — people weren’t just clicking, they were engaging. The flow worked, the content resonated, and conversions followed.

✨ Key Takeaways

Benchmark Like a Boss: Competitive analysis = sharp targeting = better ROI.
Design for the Click: Strategic landing pages and visuals that match intent drive action.
Budget Smarter, Not Harder: Dynamic allocation and tracking lead to better decisions.
Keyword Kung Fu: Targeting high-intent queries = better quality traffic.
Data-Driven Wins: Analytics + creativity = magic.

Campaign Performance

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