A general e-commerce offer (mixed electronics/home goods catalog) run into Poland across the Black Friday window — 2,100 confirmed orders over 6 days, $0.89 average CPA on an order-confirmation model.
The task
By the start, the advertiser had confirmed demand but no controllable volume. The task was to run a general e-commerce offer (mixed electronics/home goods catalog) through the Black Friday window in Poland and generate order volume within a matter of days.
We worked the "E-commerce" vertical in the Poland market. Payment model — CPA per confirmed order, main sources — mobile placements.
How we did it
We built the buy around four decisions.
- Built the pre-landing entirely around urgency mechanics — a countdown timer, an "X people are viewing this offer right now" counter, limited-stock messaging.
- Checked every limited-stock claim against actual inventory instead of making them up — Polish consumer protection enforcement has noticeably tightened around fake scarcity in recent years.
- Ran traffic almost entirely through mobile placements (91% of spend).
- Rotated creatives on a strict two-day cycle instead of the usual campaign schedule.
What went wrong
Not everything went according to plan. During the Black Friday window the audience is simultaneously exposed to a huge volume of ads from every brand — creative fatigue sets in faster than during a normal campaign period, and fake limited-stock claims risk breaching regulatory requirements.
Rotated creatives on a strict two-day cycle instead of the usual schedule and checked every scarcity message against actual warehouse stock — this preserved both audience trust and regulatory compliance.
The result
Once stabilized, the campaign held the following numbers. Over the six days: orders — 2,100, cpa — $0.89.
2,100 confirmed orders over 6 days at an average CPA of $0.89; the average order value skewed toward cheaper catalog items in the first two days, then shifted to pricier items as the week progressed.
What we took away
- Urgency mechanics in the creative must be tied to actual inventory — not just for ethical reasons but regulatory ones too.
- Black Friday isn't a single flat demand curve: average order composition shifts over the course of the sale window, and this should be factored into inventory planning.
These numbers belong to one specific setup, geo, and buying period. Economics will differ on another offer or in another season — we always recalculate them before launch.