Black Friday Boost: +25.55% Conversion Value with a Full-Funnel Google Ads Mix

Brand	Planeta Sport
Agency	Granular Group
Industry	E-commerce
Geography	Serbia
Tools	Demand Gen, Performance Max (PMax), Search, Display, Dynamic Remarketing, Smart Bidding

Objective

For Black Friday, Planeta Sport needed a focused Google Ads setup built specifically for a short, high-pressure promo window. The goal was to drive strong sales results fast, while keeping efficiency under control and covering the full funnel, from discovery to purchase.

Key challenges included:

Building a Black Friday-only setup with a dedicated budget and goal
Maximizing sales and conversion value during the promotional period
Reaching high-intent shoppers across the full funnel (from discovery to purchase)
Optimizing performance around key product categories and margin priorities

Solution

To drive strong Black Friday results, a full-funnel Google Ads setup was deployed for Planeta Sport by Granular Group. The roadmap was built on strategic audits and performance insights provided by Admixer Media, ensuring each tactical choice directly reflected identified opportunities and performance priorities. The strategy was designed to balance demand creation with intent capture, with remarketing layered in to re-engage users and support conversion lift during the promotional period.

The setup included:

Demand Gen campaigns: Video and image assets were deployed to front-load Black Friday offer messaging, with targeting consolidated around three signals: Black Friday and competitor-site searchers, an all-buyers Customer Match list, and in-market Black Friday audiences, optimized to Maximize Conversions with optimized targeting. Lookalike expansion was run in a separate ad group built from the all-buyers seed, maintaining core relevance while extending qualified reach before the highest-competition peak.
Performance Max campaign: Black Friday messaging was activated across Google surfaces and optimized toward conversions, positioning PMax as the primary conversion engine to identify the most efficient path to purchase and convert high-intent users at scale.
Search campaigns: Search was structured around defined product categories and margin goals to capture active search demand and secure high visibility for the brand’s most profitable product lines during the peak shopping window.
Display campaigns: Display was segmented between awareness and remarketing, combining standard and dynamic remarketing to re-engage high-intent visitors and recover potential sales from non-converting users.
Smart Bidding strategies: A mix of Maximize Conversions, Target CPA (tCPA), and Maximize Conversion Value (tROAS) was deployed across product categories and margin tiers to balance scale and efficiency throughout the promotional period. This approach was intended to prioritize higher-quality sales while protecting profitability under peak-season auction pressure.

Results

Compared to the same Black Friday promotional period in 2024, the campaign delivered strong growth across key performance indicators:

+90% increase in impressions
+18.54% increase in conversions
+25.55% increase in conversion value

By layering awareness through Demand Gen and Display, capturing intent through PMax and Search, and driving re-engagement via Dynamic Remarketing, Granular Group and Admixer Media worked in close collaboration to maximize Planeta Sport’s sales impact during a short and high-stakes promotional window. This partnership ensured that every stage of the funnel was supported by data-driven insights, which allowed the brand to capture high-intent traffic while protecting overall profitability.