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// Mission Brief
REC-001
● Peak season closedE-commercePaid MediaFile N°002

Peak-season sales up +85% at a lower cost per sale.

A peak-season Google Ads programme for Parfium.bg, delivered in partnership with our agency partner Marketise Me. Sales grew +65% on Black Friday and +85% over Christmas, with ROAS up 45%.

>>StatusTARGETS EXCEEDED

// Mission Data
META
ClientParfium.bg
SectorE-commerce
DurationPeak Season
ChannelsGoogle Ads
PartnerMarketise Me
StatusTargets exceeded
// Live Counter
VERIFIED OUTPUT
Black Friday
↑+65%
Christmas
↑+85%
BF CPA
↓−25%
ROAS
↑+45%
// Objective.log
§ 01 — PROBLEM
Problem statement · priority 01

>Parfium.bg needed to maximise sales during Black Friday and Christmas while improving data collection so Google Ads could optimise on the right signals. The brief was to grow turnover without sacrificing ROAS in the most competitive weeks of the year.

PP.01High competition during the holiday season
PP.02Pressure to grow turnover while keeping CPA low and ROAS high
PP.03Need for tailored seasonal ad optimisation by category
PP.04Data collection gaps making smart bidding less effective
Objective · priority 01

>>Grow Black Friday and Christmas turnover without sacrificing ROAS, and fix data collection so smart bidding optimises on the right signals.

// Target Asset
IMG-01
Parfium.bg campaign visual
Acquired
// Parfium.bgCase visual
// Peak-Season Lift
PLOT-002 · BLACK FRIDAY + CHRISTMAS
Christmas sales growth
+85%
Black Friday sales
+65%
Christmas sales
+85%
ROAS improvement
+45%
Black Friday CPA
−25%
Christmas CPA
−20%
Bar lengths reflect verified % change · CPA bars are reductionsSource · Google Ads reporting · cross-verified with Marketise Me
// Phase Log
§ 02 — METHODOLOGY

Four phases. One peak season.

Total duration · peak season
φ1Closed
Week 1-2
Audit & Analysis
✓Analyzed historical campaign performance and seasonality patterns
✓Identified tracking gaps causing 40% data loss
✓Mapped customer purchase journey and key touchpoints
✓Reviewed competitor strategies during peak seasons
✓Assessed product feed quality and optimization opportunities
φ2Closed
Week 3-4
Tracking Implementation
✓Implemented enhanced e-commerce tracking
✓Set up server-side tracking for improved accuracy
✓Created custom audiences based on purchase behavior
✓Built comprehensive attribution model
✓Established real-time reporting dashboard
φ3Closed
Week 5-6
Campaign Restructure
✓Restructured campaigns by product category and intent
✓Implemented smart bidding with seasonality adjustments
✓Created dedicated Black Friday and Christmas campaigns
✓Built remarketing sequences for cart abandoners
✓Optimized shopping feed with promotional messaging
φ4Closed
Black Friday & Christmas
Peak Season Execution
✓Sales grew +65% during Black Friday week
✓Sales grew +85% across the Christmas window
✓CPA dropped -25% on Black Friday and -20% over Christmas
✓ROAS climbed +45% across the peak season
✓Bidding strategies tuned daily based on real-time performance
T0 · auditPeak season · closed
φ1
φ2
φ3
φ4
// Countermeasures
§ 03 — THREE-VECTOR STACK
V.01Active
01

Clean Conversion Data

Fixed data collection and tracking so Google Ads could optimise on the right signals, premium fragrances and gift sets were the top-performing categories surfaced by the data.

↦ Server-side tracking
V.02Active
02

Tuned Bidding Strategy

Bidding strategies tuned for high-intent shoppers, with automated account changes and precise targeting tailored to the competitive holiday season.

↦ Smart bidding
V.03Active
03

Seasonal Campaign Structure

Dedicated Black Friday and Christmas campaigns by funnel stage, with focused ad spend on high-demand categories.

↦ BF + XMAS splits
// Results Console
§ 04 — VERIFIED OUTPUT

Peak season delivered.

ReferencePARFIUM-BG · FILE 002
M.01 · Black Friday SalesLive
+65%
Year on year
M.02 · Christmas SalesLive
+85%
Year on year
M.03 · Black Friday CPALive
−25%
XMAS CPA −20%
M.04 · ROASLive
+45%
Across peak season
// Comms Log
§ 05 — CHRONOLOGICAL RECORD
W00>Brief received. Grow peak-season turnover without losing ROAS.···
W01>Deep dive into the existing campaigns and tracking setup.···
W03>Complete overhaul of conversion tracking and data collection.···
W05>Strategic campaign rebuild for peak-season performance.···
BF>Black Friday sales +65% · CPA −25%.···
XMAS>Christmas sales +85% · CPA −20% · ROAS +45%. Closed.●●●
END OF LOG.
// Transmission-In
SRC: Parfium.bg / E-COMMERCE
PB
Incoming · verified source
“The peak-season results have completely changed how we plan Black Friday and Christmas. A reliable partner that delivers on the numbers that matter.”
E-commerce ManagerParfium.bg· in partnership with Marketise Me
// Await Next Brief
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// What you get
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