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Home / Case Studies / Appliance City – Black Friday

Record-Breaking Black Friday: 29% Increase in overall website sales

Name: The Digital Maze
Address: First Floor, Gleneagles House, Vernon Gate, Derby, DE1 1UP, GB
Telephone: 0800 368 5479

Appliance City – Black Friday

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The Client

Appliance City is one of the UK’s largest independent appliance retailers, specialising in leading kitchen and household brands. Operating for over 35 years from their Nottinghamshire headquarters and showroom, they serve customers nationwide through both their physical store and a high-volume e-commerce platform.

The Challenge

The client needed to dominate the hyper-competitive Black Friday sales window. The primary challenge was to increase brand visibility and achieve a record year-over-year (YoY) revenue increase while navigating a massive surge in consumer search volume and aggressive competitor activity.

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+28% Growth in Black Friday revenue from PPC specifically

+29% Increase in overall website sales

Ready to grow your revenue with paid advertising?

Whether you’re looking to scale your lead generation, improve your ad performance, or convert more clicks into customers, we can help.

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The Solution

Our strategic partnership began by laying a strong foundation for digital success: we executed a full business rebrand and implemented a tailored, high-performance website to ensure an outstanding online user experience. With the modern platform ready to handle peak traffic and conversions, we then focused on a dual-channel strategy to dominate the Black Friday sales period:

Search Engine Optimisation

Early Content Activation: Optimised core Black Friday landing pages and supporting content weeks in advance.
Technical & On-Page Refinements: Focused on improving page speed, mobile experience, and keyword relevance to drive better organic rankings for high-intent ‘Black Friday’ terms.

Pay-Per-Click

Budget Front-Loading: Strategically increased budgets during peak buying days/times. Granular Campaign Segmentation: Created highly specific ad groups for key brands, categories, and deal types. Shopping Feed Optimisation: Ensured product feeds were flawless and included Black Friday promotions via Google Merchant Center, driving maximum ROAS.

Why Choose The Digital Maze as Your Paid Media Marketing Agency?

Paid Marketing That Puts Your Brand Centre Stage

Our PPC team can help you unlock the true potential of paid search. We’ll help you craft a strategy that is both data-driven combined with a spark of creativity – delivering a pay-per-click campaign that draws in website traffic.

We’ll take the time to understand your business goals, brand, and customer acquisition process to create the right paid media strategy for you. From keyword research and bidding to working with our copy and design experts on landing pages and ads, our award-winning team will improve your paid media campaigns.