Chapter 01
Engineered, not hoped for
Four coordinated decisions that compounded across the month.
What drove the lift
- 1
Expanded Demand Gen with creative segmentation
Scaled Demand Gen by separating formats instead of bundling them. Image-only campaigns and video-only campaigns. Each format optimised independently around sale messaging, urgency cues, and clear offer framing. Cleaner learning, stronger engagement.
- 2
Duplicated winning campaigns intentionally
Rather than introducing new variables, duplicated top-performing campaigns. Preserved winning structures, signals, and settings. Expanded reach without destabilising performance. Reinforced proven systems instead of resetting learning.
- 3
Launched a BFCM-specific PMax build
Sale-driven creative assets, urgency-based messaging, dedicated asset groups aligned to seasonal intent. Isolated promotional traffic from evergreen campaigns to prevent learning pollution.
- 4
Scaled budgets with data, not emotion
Budget increases were not applied evenly. Driven by product-level performance, audience behaviour patterns, and campaign-level efficiency trends. Spend pushed where data supported it, restrained where it didn't.