+90%
increase in impressions
Black Friday Success: +25.55% Conversion Value
About Planeta Sport
Planeta Sport is one of Serbia’s largest sports retail chains, with 110+ stores across 62 cities. The brand focuses on making well-known global brands accessible to a wide range of shoppers, from active athletes to everyday consumers, and regularly runs promotions with extra benefits for Planeta Sport club members.
Challenge
The Challenge
For Black Friday, Planeta Sport needed a focused Google Ads setup built specifically for a short, high-pressure promo window. The goal was to drive strong sales results fast, while keeping efficiency under control and covering the full funnel, from discovery to purchase.
Key challenges included:
- Building a Black Friday-only setup with a dedicated budget and goal
- Maximizing sales and conversion value during the promotional period
- Reaching high-intent shoppers across the full funnel (from discovery to purchase)
- Optimizing performance around key product categories and margin priorities
Stagnating Conversion Value
Complex Full-Funnel Journey
Low Volume of High-Margin Sales
Strategy
The Approach
To drive strong Black Friday results, a full-funnel Google Ads setup was deployed for Planeta Sport by Granular Group. The roadmap was built on strategic audits and performance insights provided by Admixer Media, ensuring each tactical choice directly reflected identified opportunities and performance priorities. The strategy was designed to balance demand creation with intent capture, with remarketing layered in to re-engage users and support conversion lift during the promotional period.
The setup included:
- Demand Gen campaigns: Video and image assets were deployed to front-load Black Friday offer messaging, with targeting consolidated around three signals: Black Friday and competitor-site searchers, an all-buyers Customer Match list, and in-market Black Friday audiences, optimized to Maximize Conversions with optimized targeting. Lookalike expansion was run in a separate ad group built from the all-buyers seed, maintaining core relevance while extending qualified reach before the highest-competition peak.
- Performance Max campaign: Black Friday messaging was activated across Google surfaces and optimized toward conversions, positioning PMax as the primary conversion engine to identify the most efficient path to purchase and convert high-intent users at scale.
- Search campaigns: Search was structured around defined product categories and margin goals to capture active search demand and secure high visibility for the brand’s most profitable product lines during the peak shopping window.
- Display campaigns: Display was segmented between awareness and remarketing, combining standard and dynamic remarketing to re-engage high-intent visitors and recover potential sales from non-converting users.
- Smart Bidding strategies: A mix of Maximize Conversions, Target CPA (tCPA), and Maximize Conversion Value (tROAS) was deployed across product categories and margin tiers to balance scale and efficiency throughout the promotional period. This approach was intended to prioritize higher-quality sales while protecting profitability under peak-season auction pressure.
Tools & Technologies
Success
The Results
Compared to the previous Black Friday promotional period, the campaign delivered substantial growth across all key performance indicators. By implementing a sophisticated full-funnel strategy, Granular Group and Admixer Media successfully maximized Planeta Sport’s sales impact during this high-stakes promotional window.
The strategy focused on layering awareness through Demand Gen and Display while simultaneously capturing intent via Performance Max and Search. By integrating Dynamic Remarketing to drive re-engagement, the partnership ensured every stage of the funnel was optimized for conversion. This data-driven approach allowed the brand to significantly scale its sales volume and total conversion value while maintaining overall profitability.
+18.54%
increase in conversions
+25.55%
increase in conversion value
“Together with our partner agency Granular, supported by consultations with our partner Admixer Media, we developed a clear Black Friday strategy and aligned campaigns across Google Ads to cover both demand creation and intent capture. By running Demand Gen, Performance Max and Search in tandem, we delivered significant growth in Planeta Sport’s online sales and revenue through consistent execution.
Jelena Rakovac
Performance Marketing Specialist, Planeta Sport
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