Agency takeover before BFCM: November sales +63% year over year
Commentary byROASArchiveOur analysis, not theirsAfter @runtraffic took over an ecommerce brand's Meta and Google ads, November sales were up 63% on the year before.
The post doesn't say what the agency changed.
It compares two Novembers, so many things besides the ads could have changed.
- November sales: +63% compared with the same month a year earlier.
- Not shared: ad spend, ROAS, or whether the extra sales came from ads.
- Sales here likely means total store sales, which ads alone do not drive.
The change
Before
The previous November, before the takeover. How the account was set up then is not shared.
After
@runtraffic's agency took over the brand's Google and Facebook ads and ran them through Black Friday and Cyber Monday. The post says the agency barely ran Facebook ads, and what it changed in the account is not shared.
Our reading: why it likely worked
Our interpretation, not the advertiser's claim.
- Black Friday rewards accounts that have budget and creative ready before demand peaks, which a fresh set of hands often prepares.
- A year-over-year jump also reflects the brand's growth, new products and offers, not just the agency's work.
- Without spend figures, +63% sales could come with a much bigger rise in ad spend.
Caveats: This is a year-over-year before/after on one account, with no control and no spend shown. The source is the agency reporting its own client result.
How to run this in your account
- Hypothesis
- If we rebuild the campaign structure on Meta and Google well before BFCM, then November sales will grow because the account is ready to spend into peak demand.
- Primary metric
- Revenue
- Guardrails
- Marketing efficiency ratio (revenue / total ad spend)
- New customer rate
- Profit after ad spend
- Who should try it
- Ecommerce brands whose biggest month is November and whose setup has not changed in a while. It's a weak fit if the change lands days before Black Friday with no time to learn.
Questions
When should a new agency take over before Black Friday?
This entry doesn't give the start date. In general, earlier is safer, since new campaigns need time to learn before peak spend.
Is a year-over-year sales increase proof the ads worked?
No. The +63% here compares two Novembers, and brand growth, pricing and stock can all move sales.
Spend and ROAS would be needed to judge the ads.