Career case study
Naturisimo: using product economics to sharpen Black Friday Performance Max.
During Ed Jones’s agency career before founding Edify Digital, he worked on Black Friday performance strategy for Naturisimo, using product labels, margin-led Performance Max structures and promotional timing to increase conversion value while supporting stock priorities.
Career case study — work from Ed Jones’s agency career before founding Edify Digital.
Services: Ecommerce Performance · Paid Search & Performance
Results at a glance
A sharper Black Friday.
- +22%
- Conversion value YoY
- +26%
- Higher ROAS
- vs other non-brand activity
- 63%
- Click volume via PMax
The challenge.
Drive as many conversions as possible at the strongest achievable ROAS while also supporting the business in reducing overstock during Black Friday.
The approach.
Margin-led Performance Max
Campaigns split around different margin and return requirements.
Overstock and reseller-sale groups
Kept separate from other activity.
Catch All campaign
Maintained alongside the split structure.
Negative labels
Products not included in the sale were negative-labelled.
November budget weighting
Separate group types
Product, sale, no-asset and asset groups.
EDM-aligned product pushes
Product pushes aligned with EDM timing.
What the work demonstrated.
The Naturisimo work showed how ecommerce automation becomes more commercially useful when product margin, inventory priorities and promotional timing are built directly into campaign structure.
Related services
The services behind this work.
Next step
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