Scalability School BFCM Recap & Tactics To Pull Forward
This bonus BFCM episode is a full debrief on what actually worked over Black Friday/Cyber Monday with real numbers, not theory. Zach Stuck comes out of paternity leave to break down his most recent Twitter "Beef" on why most Google agencies have their incentives completely misaligned (especially when they're charging % of spend on branded search). He also goes over how his team engineered a BFCM weekend that drove huge revenue without torching margin.
We walk through this offer that took hourly revenue from ~$50k to $142k and then again to $172k while still holding around 9x MER. We cover the exact structure of the offer, how it affected AOV, and why time-boxing the offer beat running a gift-with-purchase the entire weekend. You'll also hear how they built daily and hourly pacing models out of Shopify and ad platform data so they knew by midday whether they were ahead, behind, or needed to push harder.
From there, we get into the channel and creative side: how much budget actually went into BFCM-specific ads vs evergreen, the retention structure that printed 10x+ ROAS and the specific ad concepts that spent over Black Friday and held strong through Cyber Monday. We even talk about total amount of emails and sms messages that went out on Black Friday alone, and why the list didn't revolt.
If you're a media buyer or e-com operator looking to turn BFCM from "hope and vibes" into a repeatable system, this episode is basically the playbook you'd normally only get inside a private Slack group (like the Foxwell Founders Community).
Key Takeaways:
- What actually happens when you time-box an offer to a single hour on Black Friday.
- How many emails and texts you can really send on Black Friday before you burn your list
- The importance of building a BFCM pacing sheet to know if you're behind and need to push.
- How much budget actually went into BFCM-specific creative vs evergreen ads.
- What a "creative diversity" roadmap for BFCM actually looks like in practice.
- How you can structure a Meta retention campaign that prints a 10x+ ROAS without lying to yourself (or clients) about incrementality.
- How to let creative do the targeting and still keep accounts manageable through the BFCM chaos
- The specific BFCM ad concepts that actually spent $90k+ and worked.
To connect with Andrew Foxwell send an email Andrew@foxwelldigital.com
To connect with Brad Ploch send him a DM at https://x.com/brad_ploch
To connect with Zach Stuck send him a DM at https://x.com/zachmstuck
Learn More about the Foxwell Founders Community at https://foxwellfounders.com/
Learn more about Andromeda and GEM as Andrew breaks them down on the Perpetual Traffic Podcast. https://www.foxwelldigital.com/blog/the-new-meta-gem-era-how-andromeda-creative-diversification-amp-organic-signals-are-reshaping-performance-marketing