Unprecedented Growth in Orders on Black Friday and During Winter Sale for the OSTRIV Clothing Store

We achieved the best sales results of the year by optimizing Google Ads campaigns in preparation for the winter sale.

About OSTRIV

OSTRIV is a multi-brand store offering clothing, footwear, and accessories, known for its carefully curated selection and attention to detail. The store’s concept is to provide customers with timeless, high-quality pieces that carry history and character. Collections in OSTRIV feature both iconic global brands and emerging trendsetters. The store stands out with its unique atmosphere, where everything — from product selection to customer service — is designed with care and precision.

Preparing for Black Friday

Black Friday is a strategically crucial period for OSTRIV as competition reaches its peak while opportunities for sales growth expand significantly.

This year’s goal was ambitious:

• Achieve record-breaking order growth (surpassing last year’s results).
• Optimize advertising campaigns for the winter sales season.

Key challenges

• High competition and increasing ad costs.
• Need to quickly adapt strategies to shifting user behavior.
• Limited time to prepare and launch advertising campaigns.

How We Achieved Record Sales: Step-by-Step Strategy

1. Data analysis and campaign optimization

We conducted an in-depth analysis of past performance to identify:

• Top-performing brands and product categories.
• Most effective audience segments.
• Highest-converting ad formats.

This allowed us to create dedicated campaigns for the most popular categories and reallocate the budget in their favor. The result? An instant boost in orders for best-selling products.

Additionally, we optimized the Google Merchant Center product feed by updating product titles to align better with search queries and grouping products by type. These changes increased CTR and attracted a more engaged audience.

2. Leveraging Performance Max and display campaigns

To maximize audience reach, we:

• Used Performance Max to target both new and returning visitors.
• Launched display ads to expand visibility and tested different ad formats.
• Added promotional extensions with limited-time discounts, creating urgency and accelerating purchase decisions.

3. Flexible budget management

To maintain consistent performance and avoid fluctuations, we:

• Gradually increased budgets.
• Used the “Maximize Conversions” strategy for optimal budget allocation.
• Adjusted target CPA dynamically, balancing sales volume and profitability. This prevented overspending while ensuring steady growth in key performance metrics.

Results

• +97% orders compared to the previous Black Friday.

• 97% increase in average order value.

• 39% decrease in cost per conversion.

Seamless transition to the winter sale

Building on the momentum of Black Friday, we optimized our approach for the winter sale. We adapted creatives and maintained increased budgets for the most effective campaigns. This ensured a smooth transition into the seasonal promotions without losing order volume.

As seen in the conversion trend graph, Black Friday acted as a strong launchpad for consistent sales growth throughout the season. We successfully “rode the wave” and sustained it for the entire period.

After achieving strong performance during Black Friday, we managed to maintain conversion costs at an optimal level throughout the winter sale.

Wrapping Up

This case study demonstrates that a holistic approach to advertising campaigns, including in-depth data analysis, feed optimization, flexible budget management, and strategic adjustments, can drive record-breaking results, even during a highly competitive period.

By leveraging these strategies, we not only achieved a record-breaking surge in orders during Black Friday but also built a strong foundation for a successful winter sale season.