bikesworld

BikersWorld operates in a highly competitive motorcycle gear market, where Black Friday is consistently the most important commercial period of the year. Demand is high, competition is intense, and performance margins can shift very quickly.

This case focuses on November performance, with particular emphasis on Black Friday activity, benchmarked year-over-year against the previous season.

The objective was not simply to increase spend, but to turn a more aggressive Black Friday investment into measurable growth and efficiency gains.

Awards

The Challenge

Black Friday performance came with a clear set of challenges:

  • Significantly increased investment during peak demand
  • Multiple product categories and brands that required separate messaging
  • The need to scale without sacrificing efficiency
  • High pressure on both Meta and Google Ads to absorb demand fast

The core goal was to outperform last year’s Black Friday results, not only in revenue, but also in overall account efficiency.

Our Approach

Strategy & Execution

Meta Ads – Category-Focused & Audience-Aware

On Meta, the strategy moved away from generic Black Friday messaging and focused on category-level communication.

Separate creatives and messaging were developed for:

  • Helmets
  • Apparel
  • HJC
  • Nexx
  • Revit
  • Virage
  • Generic Black Friday offers

This allowed campaigns to match user intent more accurately and avoid creative fatigue during peak activity.

Campaign Structure

  • Black Friday activity was executed through Advantage+ Shopping campaigns, optimized for conversion value
  • A full mix of creatives was used (banners, feed, video) to fully cover placements and formats
  • Budget was scaled dynamically to follow demand without overexposing individual audiences

Audience Strategy (Meta)

Audience performance showed a clear shift compared to the previous year:

  • New audiences responded strongly, confirming that Black Friday activity was effective not only for reactivating existing users, but also for acquiring new customers
  • Existing audiences reacted even more intensively, reinforcing the strength of brand trust and purchase intent during promotional periods
  • Age-based analysis highlighted 35–44 as the strongest-performing segment, consistently delivering higher-quality traffic and stronger purchase behavior compared to other age groups

The overall audience mix proved more balanced and more scalable than the previous year.

Google Ads – Capturing High-Intent Demand

On Google Ads, the focus was on capturing demand efficiently during the Black Friday surge.

Key actions included:

  • Launch of a dedicated Black Friday Performance Max setup, driving traffic to a centralized landing page featuring discounted products
  • Refresh of existing asset groups with:
    • Black Friday visuals
    • Promotional messaging
    • Category-specific assets aligned with Meta activity
  • Activation of promotions and sitelinks to maximize visibility and click-through rates

This allowed Google to distribute spend dynamically across Search, Shopping, Display, and YouTube based on real-time demand signals.

Results

(Year-over-Year Comparison)

Meta Ads

Compared to the same period of the previous year, Meta Ads performance in November — with a strong emphasis on Black Friday activity — showed a clear step change in scale and efficiency:

  • +100% increase in website purchases
  • +154.3% increase in revenue generated through Meta Ads
  • +136.6% increase in overall ROAS
  • Despite higher investment during Black Friday, efficiency improved significantly, proving that the increased budget was absorbed effectively

The shift to category-based creatives and Advantage+ campaigns resulted in stronger delivery, better audience response, and more consistent performance compared to last year.

Google Ads

Google Ads performance also recorded strong year-over-year growth during November:

  • +191.7% increase in total conversions
  • +117.2% increase in total conversion value
  • +104.9% increase in ROAS
  • –23.7% decrease in average CPC, indicating improved efficiency despite increased demand

 

 

key takeaway

Performance Max played a key role in capturing Black Friday demand across multiple networks, while updated creatives, promotions, and sitelinks helped improve visibility and click-through rates compared to the previous year.