Black Friday 2023.
8.81x ROAS.
Before Letheio
Generic Ads, Weak Returns
After Letheio
Precise, Profitable, Record-Breaking
8.81x ROAS · 61 purchases · 554 add-to-cart sessions — all from a single Black Friday 2023 Meta campaign
The Challenge
Black Friday is the most competitive window of the year for retail. The store had run promotions before — but broad targeting and generic creative left significant revenue on the table.
No Audience Precision
Campaigns targeted wide, unqualified audiences with no segmentation by purchase intent, watch category, or past behaviour.
Weak Funnel Conversion
High content view numbers but almost no checkout completions — the mid-funnel was broken and leaking high-intent shoppers.
Undifferentiated Creative
Standard product shots with no Black Friday angle, no price-anchoring, and no dynamic creative testing to find what converts.
The Methodology
How we hit 8.81x
Intent-Based Segmentation
Mapped audiences into three tiers — past buyers, high-intent browsers, and cold lookalikes — each with dedicated budget and bid strategy.
Watch-First Creative
Built 14 ad variations anchored in Black Friday urgency: countdown angles, price-anchoring, and lifestyle shots matched to specific watch categories.
Full-Funnel Architecture
Deployed awareness, consideration, and checkout-retargeting campaigns in parallel, preventing budget from being wasted on top-of-funnel alone.
Hourly Live Optimisation
Monitored ROAS, CPA, and checkout rates every hour during the campaign window — cutting losers fast and doubling down on proven winners.
Cart Recovery at Scale
Dedicated retargeting layer converted the 207 checkout-initiated sessions, recovering high-value shoppers who had reached payment but not completed.
Related Services
We expected a good Black Friday. We didn't expect 8x. Letheio built something we can now repeat every year.