Meta Ads — Full-Funnel BFCM Strategy
A November sales calendar stacked with flash sales and BFCM meant one account structure had to carry the whole month without cannibalizing itself.
Meta Ads — Full-Funnel BFCM Strategy
3.71x
ROAS (vs. 2.5x target)
+48%
Above ROAS Target
767
Total Purchases
~15%
Revenue From Retargeting
The Problem
The client set an aggressive target of 2.5x ROAS across a November packed with overlapping sale events — weekend flash sales, then Black Friday and Cyber Monday back to back — with a meaningful budget behind every event.
The Objective
Beat the 2.5x ROAS target while using every major November sale moment (weekend flash sales up to 25% off, plus BFCM) without the campaigns competing against each other for the same audiences.
The Strategy
Built a full-funnel account structure with dedicated prospecting and retargeting campaigns for each individual sale event, so budget pacing and creative could be tuned per moment instead of running one blunt always-on campaign.
Layered 1% lookalike audiences of 30-day and 180-day purchasers alongside broad targeting to compare cold-audience efficiency against seed-audience precision.
Used broad targeting specifically during BFCM to maximize new-customer acquisition volume, while dedicated retargeting caught abandoned-cart traffic across the whole month.
The Execution
Launched individual campaigns for each November sale event plus a standalone BFCM push.
Retargeting to abandoned carts ran continuously alongside the event campaigns.
Broad audience prospecting scaled hardest during the BFCM window to capture the seasonal demand spike.
The Impact
Closed the month at 3.71x ROAS against a 2.5x target, with strong reach and impression efficiency across every campaign type tested.