Home Lighting Brand — +9% budget, +12% revenue, ROAS above 7 all week.
Lighting & HomeUSABlack Friday 2025
Revenue
$37,968
ROAS
7.29
Est. orders
+27%
CTR
1.34%
Yes, we actually enjoyed the auction that week.
The story
Black Friday week is the most expensive auction of the year. A layered campaign structure and a deliberate 9% budget push held ROAS above 7 while orders jumped 27% — $37,968 in revenue from $5,211 in spend during the reporting week alone.
Week over week
Every dollar tracked. Every purchase attributed.
| Metric | 17–23 Nov | 24–30 Nov | Change |
|---|---|---|---|
| Ad spend | $4,762 | $5,211 | +9.4% |
| Revenue | $34,010 | $37,968 | +11.6% |
| Est. orders | ~116 | ~148 | +27% |
| ROAS | 7.14 | 7.29 | +2% |
| CTR | 1.18% | 1.34% | +0.16 pts |
| Avg. CPC | $3.18 | $3.64 | +14.5% |
| Avg. order value | $371.72 | $326.22 | -12.2% |
The structure that held
| Layer | Role |
|---|---|
| Search — brand & product | Demand capture |
| PMax — all products | Always-on scale |
| PMax — Black Friday sale | Seasonal push |
| Country-level campaign | Market control |
Why it worked
Budget increases went into campaigns that were already working — not into new experiments during peak competition.
A dedicated seasonal PMax ran alongside always-on brand and product search, so spend could scale while return stayed stable.
CPC rose 14.5% as the auction heated up; holding ROAS at 7.29 while paying more per click was the real win.
More orders at a lower AOV (326 vs 372) — volume did the work, not basket size.
The bigger picture
Seasonal scaling is a structure problem decided before the season, not a bidding problem solved during it. The 9% push through Black Friday week drove 12% more revenue and about 27% more orders at a stable return.
Next case
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