How we delivered Jessops's most profitable Black Friday on record
Services
PPC & Shopping
Sector
Consumer Electronics
Revenue for Key Brands
Improvement in ROAS
Conversion Rate
THE CHALLENGE
THE CHALLENGE
Jessops, one of the UK’s most trusted names in photography, needed a clearer route to profitable growth. The brand faced rising CPCs, complex product margins, and intense seasonal competition in the build up to Black Friday and Christmas.
Their goal was to build a paid media strategy that could sustain revenue growth during peak trading while improving return on ad spend.
Delivered by Bring Digital, now part of Glass Atlas, the project required a delicate balance of ambition and precision: more sales, less waste, and no compromise on margin.
We rebuilt Jessops’ Performance Max structure around commercial intent, not channel convention. Four core campaign types gave us control where it mattered most: by product category, margin profile, and brand priority.
High-AOV products and key suppliers received tailored budget allocation and Target ROAS bidding strategies. Low-margin or low-stock categories were carefully segmented to protect profitability.
Layered automation in SA360 ensured bids adapted in real time to market fluctuations, while continuous testing informed rapid, data-led optimisation.
The result: a paid strategy engineered for maturity, agility, and measurable impact, delivering the precision Jessops needed at the most critical trading period of the year.
THE SOLUTION
THE SOLUTION
THE RESULTS
Thanks to the Glass Atlas team, Jessops achieved its most profitable Black Friday on record. It was a clear example of what happens when strategy, technology, and commercial insight align.
Revenue for Key Brands
Improved ROAS
Conversion Rate
Despite a challenging market and a tough brief, the Glass Atlas team really impressed us. Their hard work and keen insights allowed us to cut significant costs in our account despite rising CPCs in the market, leading to our most profitable Black Friday on record. We’re delighted with the results and can’t wait to go again.
