Win-Back Mode Drives 2,293% ROAS for AW Gifts Italy's Black Friday Campaign

About The Client

AW Gifts Italy is a B2B wholesale brand supplying giftware, home fragrance, aromatherapy, bath & body, and lifestyle products to retailers across Italy.

The brand supports physical stores and online resellers by providing ready-to-sell products designed for seasonal retail demand, where promotions and timing play a critical role in purchase decisions.

Campaign Objective

The objective of the campaign was to maximise purchases and revenue during the Black Friday period while maintaining strong efficiency.

The Strategy

The campaign strategy was built around Performance Max using Win-Back Mode as the primary driver, supported by focused Black Friday Google Ads tactics.

Win-Back Mode was prioritised first because Black Friday is a period when lapsed customers actively wait for strong promotions. These users already knew the brand and had previous purchase intent, making them more likely to convert quickly within a short promotional window. By bidding more aggressively for inactive past customers, the campaign focused on efficiency rather than broad acquisition.

To reinforce this approach, the following Black Friday Google Ads tactics were applied:

1. Promotion Extensions

Used to highlight limited-time Black Friday offers with clear start and end dates, improving visibility and urgency directly in search results.

2. Gradual Bid Adjustments

tROAS and tCPA targets were adjusted carefully 1–2 days before Black Friday to avoid learning instability during peak traffic.

3. Pinned Black Friday Headlines

Promotional headlines were pinned to secondary positions (H2) to maximise discount visibility while protecting Quality Score.

5. Enhanced Description Assets

Additional Black Friday context was added and pinned to D2 for better message control during the campaign window.

Result

The strategy delivered clear improvements across key Google Ads performance signals.

By aligning bidding and lifecycle targeting with Black Friday demand, Google’s automation was able to prioritise higher-intent users more effectively. As a result, purchases increased by 25.22%, reaching 103.80 transactions, while the purchase rate improved by 74.16% to 6.61%, signalling a significant uplift in conversion efficiency at the account level.

In parallel, the campaign maintained a strong Actual ROAS of 2,227.76%, representing a 121.76% increase compared to the previous period. This indicates that the bidding strategy successfully balanced volume and efficiency, allowing Performance Max to scale conversions without sacrificing return.

Overall, the results highlight how a Win-Back focused Performance Max setup, supported by Black Friday-specific Google Ads optimisations, can effectively leverage Google’s automation and real-time signals to maximise performance during short, high-intensity seasonal peaks – without the need for aggressive budget expansion.

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