The Challenge

Peace Collective was driving strong BFCM traffic through Meta and Instagram but had never tapped Google Search. This meant they were reaching people who were browsing — and completely missing the people who were actively searching to buy. During Black Friday, when purchase intent peaks, leaving Google Search off the table was costing them significant revenue.

What We Did

We activated Google Search ads for BFCM as a deliberate complement to their existing social strategy. The goal wasn’t to replace what was working — it was to capture demand that social ads can’t reach: buyers who already know what they want and are searching for it.

We structured the Google campaigns to target high-intent, brand-adjacent and category keywords — the queries that people type when they’re ready to buy, not just browsing. The campaigns were timed to the BFCM promotional calendar, with bid strategies aggressive enough to win competitive placements during peak traffic windows.

The social spend continued doing its job building desire and driving consideration. Search captured those buyers at the moment of decision. The combination created a more complete funnel than either channel could achieve alone.

This single channel addition — without increasing social spend — drove a 20% increase in year-over-year Black Friday revenue.

The Results

• 20% YoY Black Friday revenue growth — driven by adding a single new channel
• 4x ROAS via Google Search — strong return from a previously untapped source
• 50% YoY Instagram/Facebook traffic growth — social continued scaling in parallel
• ~$250K in tracked additional Black Friday revenue

The Takeaway

If you’re running social ads but not Google Search, you’re capturing consideration but missing conversion. During high-intent periods like BFCM, Search is where buyers go to finalize decisions — and it’s often the highest-ROAS channel you’re not running.