This project involved a sports apparel and event-hosting brand that had been online for years but struggled to achieve meaningful growth. Despite consistent traffic, sales remained stagnant and previous ad efforts failed to scale profitably. For Black Friday Week 2025, the brand wanted a focused strategy to test Meta ads using dedicated landing pages instead of sending traffic to generic product or category pages.
The brand’s existing WooCommerce setup was not built for paid scaling. Users landed on broad pages with too many options, unclear offers, and weak purchase momentum. Black Friday added time pressure, meaning there was no room for experimentation during the sale window. The challenge was to create pages that could convert cold traffic quickly while increasing order value during a high-intent sales period.
With experience handling time-sensitive campaigns, the approach focused on isolated conversion environments. Instead of redesigning the entire store, three separate landing pages were created, each with a unique layout and messaging angle aligned to different ad creatives. The focus was on urgency, clarity, and reducing decision fatigue while maximizing cart value through smart offer structuring.
The process started by defining three distinct landing page objectives based on audience intent and ad messaging. Each page was designed with a different layout to avoid creative fatigue and allow performance comparison.
Product hierarchy was simplified, CTAs were made unmissable, and key reassurance elements were positioned close to action points.
Upsell and bundle apps were integrated to introduce relevant add-ons and bundled offers directly within the purchase flow, increasing average order value without relying on deep discounts.
All pages were optimized for mobile traffic, which formed the majority of Meta ad clicks.
and
drag
The final setup delivered three conversion-focused landing pages built specifically for Meta ad traffic during Black Friday Week 2025. The combination of focused layouts, clear offers, urgency-driven messaging, and smart upsell and bundle integrations resulted in faster decision-making and higher cart values.
Within the first month, the campaign achieved up to 3x ROAS, validating the landing-page-led approach and allowing the brand to scale spend with confidence.
We had tried ads before, but this was the first time the website actually supported the campaign. The landing pages felt intentional, the offers made sense, and the upsells genuinely increased order value. Black Friday finally worked for us, and the ROAS spoke for itself.