Ultimate Black Friday Facebook Ads Strategy (30+ Examples)

Billions are made during Black Friday weekend. With nearly a decade of running Facebook ad campaigns, we’ve learned strategies to maximize results, and we can confidently say this is one of the biggest opportunities for eCommerce brands to make their mark.

Competition is fierce—big brands increase their advertising budgets, and CPMs skyrocket. In other words, you must be prepared if you don’t want to be outpaced. We’ve seen time and again that advance preparation can mean the difference between making one hundred thousand and one million.

The pandemic has accelerated eCommerce growth, but it has also increased the number of new brands entering the market. Standing out in all aspects of your brand for Black Friday is essential. With Facebook ads, you need a well-rounded strategy built from the ground up.

After analyzing nearly a decade of Facebook ads data, we found that ad costs doubled over the Black Friday weekend. What does this mean for you? Focus on your warm audiences during the pre–Black Friday period.

Why running Facebook ads during Black Friday?

Advertising on Meta’s Facebook during Black Friday is a strategic move that goes beyond just capitalizing on sales spikes—it’s about maximizing visibility in a crowded digital space. As organic reach diminishes, Meta ads provide a powerful platform to ensure your Black Friday offers stand out, reaching an audience primed to spend.

Shoppers Are Ready to Buy

Black Friday attracts an audience actively hunting for deals. According to the National Retail Federation (NRF), over 130 million U.S. consumers planned to shop on Black Friday in 2023, making it the top shopping day of the year NRF. As online shopping grows, consumers increasingly prefer it for its convenience over in-store crowds. Adobe Analytics reported a 7.5% increase in e-commerce sales on Black Friday in 2023, with total online spending for the day reaching approximately $9.8 billion Adobe. Platforms like Facebook provide brands the reach to connect with these intent-rich audiences, guiding them from discovery to purchase.

Holiday Sales Drive Revenue

For many retailers, Black Friday isn’t just another promotion—it’s a major revenue generator. Mastercard’s SpendingPulse reported a 2.5% YoY increase in retail sales (excluding automotive) during Black Friday, underscoring the event’s impact Mastercard SpendingPulse. This peak shopping day contributes significantly to annual sales, helping brands end the year strong. Meta ads allow brands to capture this high-intent traffic, potentially driving both Black Friday sales and year-end revenue.

Opportunity for Cross-Selling and Upselling

The surge in traffic on Black Friday also offers a great chance to cross-sell and upsell. Salesforce found that order volumes increased by 18% in 2023, though the average order value declined slightly, indicating that shoppers were making more frequent but smaller purchases Salesforce. Leveraging Meta’s dynamic ad formats, brands can display curated product bundles or recommend complementary items at checkout, as brands like Great Jones do effectively. This strategy can boost average order sizes and clear both high-demand and slower-moving inventory, making Facebook ads versatile tools during this critical shopping period.

Engage New and Loyal Audiences Alike

Black Friday is also a key time for attracting new customers. According to Shopify, first-time buyers represented 58% of Black Friday revenue for smaller brands, showing the potential to build customer relationships Shopify. Meta’s targeting tools allow brands to engage lookalike audiences and retarget previous visitors to increase conversions. This approach helps brands connect with consumers who might not have considered them before, creating potential for long-term brand loyalty.

In short, Meta’s Facebook ads offer a robust toolkit for brands to leverage Black Friday’s demand and excitement, making them indispensable for maximizing seasonal impact.

6 quick BFCM Facebook Ads Tips

1. Prioritize Retargeting Warm Audiences

• Why: Warm audiences—those who have visited your website, added items to the cart, or engaged with your content recently—are far more likely to convert. Black Friday is the perfect time to bring these potential customers back with compelling offers.
• How: Run retargeting ads for site visitors and cart abandoners, using clear, time-sensitive messaging to nudge them toward completing their purchase. Include unique incentives like free shipping or exclusive discounts for added persuasion.

2. Start Early with Lead-In Ads

• Why: Starting your Black Friday campaign early helps prime your audience and allows Facebook’s algorithm to optimize before the peak period.
• How: Run teaser ads or email sign-up ads that promise early access to Black Friday deals. You can also run “coming soon” ads to build anticipation and pre-qualify leads who are ready to convert once Black Friday hits.

3. Leverage Dynamic Product Ads (DPAs) for Hyper-Relevant Retargeting

• Why: DPAs automatically show users the products they previously viewed or added to their cart, keeping your brand top of mind and encouraging final purchase decisions.
• How: Set up DPA retargeting ads with clear “Shop Now” CTAs and Black Friday-exclusive deals on relevant products. Use phrases like “Still interested?” or “Hurry! Black Friday offer on your favorites” to create urgency for products the user has already considered.

4. Use Eye-Catching Visuals with Direct Call-to-Action (CTA)

• Why: Black Friday is a high-traffic, competitive ad period, so visuals that immediately capture attention and encourage clicks are essential.
• How: Use bold colors, clear product shots, and straightforward CTAs like “Shop Now,” “Grab the Deal,” or “Limited Time Only.” Avoid cluttered images or overly complex visuals; instead, focus on high-quality shots of best sellers or special collections. Make the discount prominent and irresistible to increase click-through rates.

5. Highlight Customer Reviews or Best Sellers

• Why: Trust is crucial in the fast-paced decision-making environment of Black Friday, and customers are more likely to buy when they see evidence of popular or well-reviewed items.
• How: Feature customer reviews, star ratings, or “Top Pick” labels in your ad creatives to emphasize popular items. Showcase best sellers or bundles, and highlight high ratings, such as “Our Best-Selling [Product] – Loved by Thousands.” Social proof gives hesitant buyers a nudge and reinforces the value of your offer.

6. Use Time-Limited Ads to Drive Urgency

• Why: Time pressure is one of the most effective motivators in Black Friday sales. Urgency drives users to act quickly instead of browsing indefinitely.
• How: Use countdown ads or schedule different deals for specific times, like “Only Available Until Noon” or “Flash Sale Ending Soon.” Time-sensitive messaging helps reduce decision fatigue and encourages immediate action.

Black Friday Facebook Ads Strategies

Summary

Pre-Black Friday Campaign

• Start early with lead-in ads to build anticipation and prime your audience.
• Use teaser ads or email sign-up ads to promise early access to deals.
• Run “coming soon” ads to build anticipation and pre-qualify leads.

Retargeting

• Prioritize retargeting warm audiences (website visitors, cart abandoners, engaged users).
• Run retargeting ads with clear, time-sensitive messaging and unique incentives.
• Leverage Dynamic Product Ads (DPAs) for hyper-relevant retargeting.

Creative and Messaging

• Use eye-catching visuals with direct call-to-action (CTA).
• Highlight customer reviews or best sellers to build trust.
• Use time-limited ads to drive urgency.
• Create a compelling offer (e.g., discounts, bundles, BOGO deals).

Targeting and Audience Building

• Target custom audiences (email list, website visitors, social media engagers).
• Use broad audiences and lookalike audiences strategically.
• Build strong custom audiences well in advance.

Technical Considerations

• Accelerate budget delivery to maximize ad exposure.
• Use Facebook ad automation rules to optimize performance.
• Test and optimize your ad creatives and offers.
• Consider using Google Ads alongside Facebook Ads for a comprehensive approach.
• Avoid major edits to your ads during the peak period.
• Double-check ad copy and images for accuracy.
• Adjust your ad account spending limit to accommodate increased budget.

Additional Tips

• Leverage social proof to increase credibility and trust.
• Consider using influencer marketing to amplify your message.
• Analyze your campaign performance and make adjustments as needed.
• Plan for post-Black Friday sales and holiday promotions.

Strategy #1 – Pre Black Friday Campaign

As mentioned earlier, Black Friday Facebook ads tend not to perform well over the actual weekend. CPMs double, meaning you pay twice as much to reach the same audience due to tougher competition and larger budgets from other brands.

This is why we recommend running Facebook ads year-round. Doing so allows you to build custom audiences such as:

• Website visitors
• Facebook engagement
• Instagram engagement
• Video views
• Customers

These audiences are likely to be your best performers during the BFCM weekend and the lead-up period. Here’s a graph showing the rise in Facebook CPM during BFCM weekend in 2020.cebook CPM during the month BFCM weekend in 2023.

This is why we recommend starting your BFCM campaign on November 1st, giving you over three weeks to capitalize on momentum. While you should still advertise during the BFCM weekend, consider lowering your budgets (and expectations) due to high costs.

Here’s a concise breakdown:

• Anticipation: Begin two weeks before November to build excitement and grow your email list. Have you tried Facebook lead generation ads? This could be an ideal time to experiment.
• Pre-Black Friday (Nov 1–Black Friday): Keep spending to drive ROAS and prepare your Black Friday promotions, such as gift guides or bundles.
• Black Friday Weekend (BFCM): Focus on custom audiences (email list, clients, website visitors, and social media engagers) with a steep discount automatically applied at checkout.
• Pre-Holiday (Post-BFCM–Dec 23): Refresh promotions with BOGO offers, Christmas gift packages, or other creative ideas.
• Holiday (Christmas–New Year’s Eve): Drop clearance sales and New Year’s resolution deals (don’t forget Boxing Day in Canada).

As you can see, planning your BFCM Facebook ads campaign starts well before the actual weekend. We suggest creating a game plan on paper, whether a sketch, spreadsheet, or Google Doc, so you have a roadmap. Many shoppers are browsing for deals and likely won’t buy without a compelling offer.

Budget for BFCM Facebook Ads in 2024: We recommend a minimum of $25 per day, ideally over $100 per day. With current costs around $50 per conversion, too little budget will lead to inconsistent sales. To exit the learning phase, consider a more aggressive approach.

If you’re curious about how much Facebook ads cost, we recommend checking out our detailed article. To give you a quick overview, Facebook’s ad cost system operates on a bidding model: you bid for impressions, so the highest bidder gets access to the best-quality impressions and, ultimately, more sales. This is why ad costs tend to surge dramatically over the BFCM weekend—large brands set very high bids, often leaving smaller brands with lower-quality impressions. To avoid these higher costs and limited reach, we strongly recommend building up your custom audiences well in advance.

What about Facebook ads for Cyber Monday? While Black Friday typically gets the most attention, we suggest keeping a similar approach for Cyber Monday. The key difference is to include visuals with a “last chance” or “final day” angle. Many shoppers still have items left in their carts or haven’t finished their holiday shopping, so a sense of urgency can really drive those final sales. Adding urgency to your Facebook ads at this stage can help you capture last-minute purchases from undecided customers.

Strategy #2 – Target Wisely

You’ve created your big-picture roadmap, but now the question remains: “Who should I target?” Should you be reaching out to everyone, even friends and family? It’s natural to feel a bit uncertain here—let us clarify. One thing you shouldn’t do is narrow your targeting too much. Interest-based audiences will be heavily saturated and costly during this time. Instead, aim to cast the widest net possible among your audiences.

Custom Audiences

Your custom audiences represent your:

• Email list
• Website visitors
• Instagram engagers
• Facebook engagers
• Followers
• Video viewers
• Add to carts
• Purchases
• Checkouts initiated
• Viewed Contents

Our Recommendation: If the total of these audiences is less than 50,000 people, group them together and extend the timeframes to between 180 and 365 days. You might be thinking, “iOS 14+ really impacted my custom audiences; they’re much smaller now.” You’re likely right, which is why we suggest grouping them together. The strategy here is to download your email list from your CRM and upload it to Facebook. Ideally, do this every month throughout the year, but it’s especially important right before your BFCM Facebook ads campaign.

That said, Facebook has improved its tracking with the Facebook Conversions API, which enhances ad tracking and reporting accuracy. Additionally, we recommend using UTM tags in each of your URLs to capture data for social channel, campaign name, ad set name, and ad name.

Remember, these are audiences you’ve built from prior campaign data, which is why we advocate running ads before Black Friday. Strong custom audiences lead to better results. Also, make sure to validate your email list before uploading it to Facebook to ensure higher match rates.

Timing: Use your custom audiences during both your BFCM and holiday promotions for maximum impact.

Broad Audiences

While it may seem counterintuitive, avoiding interest-based targeting remains one of the best Facebook ad strategies in 2023. This approach emphasizes the importance of your ad creative over targeting. The reality is that campaigns rarely fail due to poor targeting—more often, they fall short because the ad creative doesn’t resonate. We have plenty of Black Friday Facebook ad examples here, but if you’re looking for even more inspiration, check out our article on Facebook ad examples.

Timing: We recommend using broad audiences throughout every stage of your campaign.

Lookalike Audiences

Anyone starting to run Facebook ads often becomes enamored with the concept of lookalike audiences. The idea of targeting an audience similar to your existing customers sounds appealing—who wouldn’t want that? Many believe that creating an audience as closely aligned with their buyers as possible will lead to better performance. However, in reality, lookalike audiences rarely outperform broad audiences. In fact, the most effective audiences are often the broadest ones, typically at the 10% level.

Timing: We recommend utilizing lookalike audiences for your pre-BFCM Facebook ads campaign and throughout the pre-holiday period.

Hot Tips 🌶️

Make sure to create all your campaigns and creatives at least 2-3 days before you launch them. You can schedule them to start on a future date. This approach allows Facebook to review your creatives in advance, enabling them to run immediately without delays.

Additionally, monitor your results more closely as you approach the BFCM weekend. Your Facebook ad performance may decline sharply after Cyber Monday and can already slow down on Black Friday. By gradually lowering your budgets, you can save a significant amount of money.

Strategy #3 – Freshen Up Your Creatives

With limited targeting capabilities, there’s a stronger emphasis on Facebook ad creatives. This is your opportunity to tell your story, showcase your products, and attract new customers. In fact, compelling ad creatives are likely the number one reason people decide whether or not to purchase your product.

We recommend immersing yourself in inspiration from past Black Friday creatives to understand what truly resonates with audiences. It’s essential to adapt these ideas to fit your brand and ensure your approach is unique. There’s no other way to achieve success.

One creative idea is to design the words “Black Friday” into an enamel pin. Custom pins can be found in various products or places, such as tourist souvenir shops or on the clothing of fashion trendsetters. Clear and attractive pins can also enhance your corporate image and boost your market competitiveness. Additionally, they can emphasize the cultural concepts your company associates with its products, hinting at quality and prompting customers to think of your brand as soon as they see the pins.

What we’ve learned over the years is that you need to have a promotion. It can be a bundle or a straightforward discount, but it must be enticing. Be sure to mention “Black Friday” in your promotions, as customers are actively searching for that term.

There are many Facebook ad formats you can utilize for your Black Friday creatives. In fact, we recommend running them all. Variety is your greatest ally when it comes to Facebook ad creatives. Here are a few interesting formats to consider:

• In-Feed Video ads: you could have some influencer content talking about your product or some lifestyle video shots of live action by using free Black Friday video templates.
• In-Feed Image ads: the most standard – we recommend lifestyle shots or graphic design over simple white background images.
• Carousel ads: get creative and showcase your products attributes or a variety of products.
• Instant Experience: share your promotion on your best sellers.
• Catalogue ads: let Facebook show your products dynamically in a carousel with a strong BFCM messaging.
• Slideshow ads: group your products or unique selling propositions over sweet Facebook ads images.

Hot Tips 🌶️

Be sure to create a story and use a square format for your ads to ensure they look good when using automatic placements. This applies to all your creatives, although some may work better in a square format alone, so evaluate each on a case-by-case basis.

Keep your design focused, conveying only one message at a time. During the holidays, it’s common for most of your ads to highlight a discount. However, we still recommend running regular ads simultaneously to keep the momentum going.

Regarding A/B testing, remember to factor your budget into your A/B tests. We recommend spending twice your cost per acquisition (CPA) on each creative. For example, if your usual CPA is $40 per sale, you should allocate $80 for each creative. Plan your Facebook ad creatives accordingly to maximize effectiveness.

Strategy #4 – Make an offer they can’t refuse

When it comes to your offer, it must be enticing enough to compete with all the other brands. While your brand may be superior and your products preferred, a mere 5% discount simply won’t cut it. We recommend offering at least 20% off sitewide if you want a chance to be profitable.

Get creative with your offer! It could be a bundle, a discount on specific products, or a straightforward sitewide offer. The goal is to create something that resonates with your audience and excites them when they see your Facebook ad. If you’ve never tested offers before, we suggest running two different types of promotions. This way, you can learn what performs best for next year.

As a final warning, it’s crucial to test your offer before publishing it. There have been numerous instances where the offer on the website didn’t work properly. If your offer fails to function, you risk losing sales and potentially alienating customers. That’s why we typically recommend automating the discounts on your Black Friday deals to ensure they apply automatically at checkout.

For example, you might offer up to 60% off on selected products that are difficult to sell. This could make your ad compelling with the enticing headline of “up to 60% off.” At the same time, it allows you to maintain products with just 20% off. This strategy is what big brands often employ, and we believe it’s one of the best offers you can make.

Strategy #5 – Accelerate budget delivery

The worst thing that can happen is for your Facebook ad to be stuck in review while Black Friday is underway. You need to accelerate your Facebook ad delivery, which is a strategy that allows you to spend your budget as quickly as possible.

Keep in mind that you won’t be able to use this approach alongside Campaign Budget Optimization campaigns, as you will need to set a bid cap. The reason for this is straightforward: Facebook needs to know how you want to allocate your funds. By setting a bid cap, you ensure that you don’t overspend per purchase and remain within your budget.

We also recommend combining accelerated ad delivery with Facebook ad automation rules. One of the most effective rules is to turn off underperforming ads. For example, consider disabling ads that have spent $100 without conversions or those with a return on ad spend (ROAS) below 1 in the last 24 hours.

While you’re at it, take a moment to check your ad account spending limit. The last thing you want is for all your ads to be paused unexpectedly. We don’t recommend setting an ad account spending limit, as it becomes unnecessary if you’re actively monitoring your Facebook ads. This limit represents the total amount you want your ad account to spend over its lifetime. The best remedy is to watch your ads daily, ensuring you avoid any unpleasant surprises along the way.

Strategy #6 – Scaling your Black Friday Facebook Ads

Before we dive into scaling strategies, it’s essential to discuss budgeting. Finding the right budget can make or break your Facebook ads strategy, primarily because spreading yourself too thin can hinder your effectiveness.

You need to allocate a minimum budget per creative; we recommend setting aside twice your cost per acquisition (CPA) for each creative. For example, if you typically pay $20 per purchase, then each creative should have a total budget of $40.

Additionally, it can be beneficial to plan your budget in accordance with the Black Friday periods:

• Anticipation: Allocate roughly 5% of your Facebook ad budget during this phase.
• Pre-Black Friday: Spend the majority of your budget here, approximately 80%.
• Black Friday: Aim to spend close to 5% of your overall budget on this day.
• Pre-Holiday: As you slow down from Black Friday, allocate around 5% of your budget during this period.
• Holiday: Continuing this trend, recommend spending another 5% of your budget during the holiday season.

Scaling vertically is quite straightforward; you simply increase your budget by following these rules:

• 10% increase if results are good.
• 20% increase if results are very good.
• 30% increase if results are outstanding.

You might not always be able to scale up. In fact, some campaigns may perform well initially and then stop delivering results. In these situations, downscaling follows similar rules to those for scaling up, with slight modifications. You can simply take the 10% rule and apply the reverse effect by “reducing the budget by 10%.”

Not enough budget available? If you have a limited Facebook ads budget (less than $2,000), focus on testing fewer creatives. You must be more selective with your creative formats. For instance, consider utilizing a dynamic product catalog ad to showcase all your products during this period.

Advertising with more than $10,000? At this stage, you can begin planning multiple creatives, but you may want to concentrate on one or two audiences. Your creatives will have the most impact on your results, especially since you likely already know your best-performing Facebook ads audience.

More than $100,000 to spend? You will need to plan your campaigns around 3-5 audiences and incorporate a variety of different creatives. Your goal here should be to get creative with the number of creatives you have available. We also recommend allocating more budget during your anticipation period to prepare your clients for your BFCM sales.

Some people prefer to segment their audience by retargeting and prospecting. We don’t recommend this—since iOS 14, retargeting audiences have shrunk. Our advice is to use custom audiences only if you have a substantial budget of $100,000 or more. The budget split you choose is based on your preferences, but we have found that a 30% retargeting and 70% prospecting split is the most effective.

What about automations for scaling my Facebook ads? With high budgets come great responsibilities that a human might struggle to manage alone. Facebook ads rules can be incredibly useful for turning off low performers quickly before they spend too much of your budget. You can also receive notifications when rules are applied to stay informed. Here are our favorite rules:

• Safe side: Turn off ads when you’ve spent your CPA without achieving a purchase.
• Aggressive downsizing: Drop your budget by 10% every 12 hours if your ROAS is lower than 2.
• Hourly scaling: Increase your budget by 10% every hour if ROAS exceeds expectations.
• Daily scaling: Increase your budget by 10% every day if ROAS is performing well according to your goals.

Strategy #7 – Leverage social proof

The most common tactic is to reuse the post ID of an ad you’ve already created. In some cases, we first launch an engagement ad to build up likes and comments, then convert it into an existing post and use its ID in a separate conversion campaign. This way, we retain all social proof, making the product appear more popular.

This approach is particularly useful for new brands, as high engagement can lend credibility and create a sense of popularity. For established brands, however, we’ve found it has less impact. The reasoning is that new brands benefit more from the perception that an ad has been running long enough to accumulate significant engagement—something most ads lack.

When possible, you can even use a popular organic post. Simply select “use existing post” when setting up your Facebook ad and add a URL destination. The psychology here is similar: the engagement shows the ad has traction and, implicitly, longevity.

Strategy #8 – Facebook & Google Black Friday activity

Should you advertise on Facebook or Google in 2024? Most business owners we speak with already have a preference. Our advice? Advertise on both platforms—they complement each other. Typically, Facebook ads generate visibility, while Google ads can retarget that audience for conversions.

Each platform offers unique advantages. Google ads help you reach people actively searching for your product, capturing high-intent leads, though this depends on search volume. Facebook, on the other hand, provides robust targeting and creative options, allowing you to attract new customers and build brand visibility cost-effectively.

Since we’ve covered your Black Friday strategy for Facebook ads, let’s dive into your Google ads. For maximum BFCM revenue, we recommend setting up at least the following campaigns:

• Search Campaign: Set up separate ad groups for:
• Brand Keywords: Target your own brand name.
• Competitor Keywords: Capture interest from those searching for competitors.
• Generic Keywords: Cover broad terms related to your product.
• Alternatively, consider a Dynamic Search Ad group to automatically match relevant searches.
• Performance Max Campaign: Complete all asset fields to maximize reach across Display, Search, Gmail, YouTube, and Shopping. This campaign type is especially effective for eCommerce brands.

Make sure your ad copy, visuals, and messaging are consistent with your Facebook ads. Your brand should feel like a single persona, with each message working together cohesively. Inconsistent messaging can lead to confusion, making it harder for potential clients to recognize you. Don’t hesitate to reuse effective ad copy across platforms; recycling proven messaging between Facebook and Google reinforces your brand’s voice and can streamline your efforts.

Strategy #9 – Black Friday Facebook ads basics

The first rule is to avoid major edits to your ads during BFCM. Changing targeting or creative elements can reset the learning phase, a period when Facebook optimizes ad delivery to reach users most likely to convert. Since the learning phase can take time, making adjustments during BFCM could waste valuable days.

The second rule is to double-check ad copy and images before launch. Ensure your copy is typo-free and that images have minimal text. Small details like these can have a significant impact on ad performance.

The third rule is to adjust your ad account spending limit. If you plan to increase ad spend during BFCM, make sure your limit is high enough to keep your top-performing ads running without interruptions.

The fourth rule is to stick to character limits. Keep headlines under 25 characters and link descriptions under 30 to avoid truncation. Also, consider the text-to-image ratio. While Facebook has removed its “20% text” rule, ads with less text still tend to perform better.

Finally, remember that organic reach on Facebook is declining. With over 2.7 billion monthly users, running paid ads is essential to reach your audience effectively and connect with potential customers at key moments.

Some easy-to-overlook mistakes for your Facebook ads include:

• Not targeting effectively due to an undefined target persona, including key demographics and psychographics.
• Relying on a limited strategy that isn’t multichannel and uses a funnel that isn’t optimized for conversions.
• Overusing discounts; instead, get creative with offers like BOGO deals, bundles, or exclusive packages.
• Skipping campaign planning, which can lead to missing critical elements that boost success. A solid Black Friday campaign requires attention to multiple factors: copy, creative, audience, structure, multichannel approach, offers, and an optimized funnel.

Common BFCM Facebook ads issues

1. Ad Rejections and Compliance Issues

• Problem: Facebook tightens its ad review policies around Black Friday, so ads with overly aggressive language or exaggerated claims (“Best deal ever!” or “Only for a limited time!”) can get flagged.
• Solution: Stick to ad language that sounds enticing but doesn’t violate Facebook’s advertising policies. Avoid clickbait phrases, use precise wording, and double-check Facebook’s current guidelines.

2. Increased CPMs and Cost-Per-Click

• Problem: The competition is fierce, leading to significantly higher costs. CPMs (cost per 1,000 impressions) can double or triple during Black Friday.
• Solution: Plan your ad budget accordingly to account for increased costs. Starting your campaign early in November can help spread out ad spend and avoid peak rates. Experimenting with different audiences and placements (like Instagram Stories or Reels) can also yield better ROI.

3. Ad Fatigue Due to Overlapping Audiences

• Problem: Because of the increased volume of ads, users might see the same or similar ads repeatedly, leading to ad fatigue and decreased engagement.
• Solution: Refresh creatives frequently and consider setting up multiple ad sets with different visuals and messages. You can also use dynamic creative optimization to test different combinations of copy, visuals, and headlines.

4. Limited or Slowed Approval Times

• Problem: Facebook’s approval process can be slower during this period due to the surge in ads.
• Solution: Schedule ads in advance to give them time to go through the review process. For any high-priority campaigns, allow a 24-48 hour buffer before they’re scheduled to go live.

5. Poor Retargeting Strategy

• Problem: Many brands focus only on cold audiences during Black Friday and forget to nurture the warm leads who have already shown interest.
• Solution: Set up retargeting campaigns for people who visited your website, added items to the cart, or engaged with your social media in recent weeks. Offer special incentives to convert these warm leads, such as exclusive early access or limited-time discounts.

6. Insufficient Testing and Rushed Creatives

• Problem: In a rush to get ads out, creatives and messaging can feel generic or be poorly tested, leading to lower engagement and conversions.
• Solution: Conduct A/B testing on ad elements well before Black Friday. This helps you identify what resonates best with your audience so you can deploy top-performing variations on the actual sale day.

7. Landing Page Mismatch

• Problem: Users click on Black Friday ads expecting a specific deal or landing page but get redirected to generic pages, creating confusion or frustration.
• Solution: Ensure that your ad copy aligns perfectly with the landing page. Consider using dedicated Black Friday landing pages that clearly showcase the deal or product mentioned in the ad.

8. Delayed or Glitchy Pixel Tracking

• Problem: With high volumes of traffic, Facebook’s tracking can sometimes lag, leading to delays in reporting results and optimizing ad delivery.
• Solution: Regularly check that your pixel is working correctly, especially if you’re using dynamic or retargeting ads. It’s also worth exploring alternatives like server-side tracking to improve reliability.

9. Limited Inventory for Promoted Products

• Problem: Running out of stock on Black Friday can cause customer frustration and negatively impact your brand reputation.
• Solution: Ensure you have adequate stock of the items you’re promoting. If stock is limited, consider setting up notifications for items that sell out or directing people to similar products.

10. Overly Aggressive Discounting Hurts ROAS

• Problem: Deep discounts can draw clicks but often reduce your return on ad spend (ROAS) if profit margins get too thin.
• Solution: Highlight benefits beyond discounts, like exclusive access, unique products, or bundles, to preserve some margin.

How to set up your Black Friday Facebook ads campaign

Before launching your Black Friday Facebook ads campaign, it’s essential to conduct a basic checkup. Use this simple, step-by-step list to ensure you’re starting on the right foot:

1. Verify that discounts are functioning correctly on your website.
2. Finalize your campaign structure.
3. Ensure ad creatives and copy are prepared.
4. Confirm that the Facebook pixel is firing properly.

Once that’s verified, click the “Create Campaign” button in your Ads Manager. In the first step, select the following options if your goal is to drive sales:

• Campaign Objective: Sales
• Campaign Budget Optimization: Turned on
• Daily Budget: $25 minimum
• Date: Select a start and end date
• Recommendation: Have only one campaign with multiple ad sets inside

At the ad set level, you will want to have at least one ad set with no interest targeting your specified location and another with custom audiences. We also recommend using automatic placements unless you have specific creatives for each placement.

For your ads, aim to have at least 3 creatives per ad set. This will help you identify the top-performing ad and ensure you don’t miss out on valuable opportunities. We’ve shared a variety of Facebook ad creative ideas, and you’ll find examples later in this article. Here’s a simple formula to follow: carousel ad, emoji in your copy, and a clear value proposition.

Optimizing Facebook ads

Analyzing your Facebook ads campaign is crucial. You need to focus on the right metrics and understand them to make informed decisions. Data begins with questions, and those questions should align with your goals. For example, if your goal is to achieve the highest ROAS, your question will be, “Which ad generates the highest ROAS?”

Here’s a list of our favorite metrics to track:

• Cost per Result: The cost per purchase you are paying, depending on the goal of your campaign.
• Cost per Link Click: The amount of money you are paying to get a link click.
• Click-Through Rate (CTR): The percentage of people who clicked on your ad per 1,000 impressions.
• Impressions: The total number of times your ad was shown, not unique views.
• Return on Ad Spend (ROAS): Your revenue divided by your ad spend.
• Conversion Value: The total revenue generated from your campaign.
• Add-to-Cart: When someone clicks on your ad and adds a product to their cart on your website.
• Frequency: The average number of times people saw your ad.

Overall, it’s important to understand what each metric means and create your own set of rules for optimization. There’s no one-size-fits-all approach, but we always recommend analyzing in two steps. The first step is to assess the micro metrics (clicks and add-to-carts), and the second step is to evaluate the revenue metrics (ROAS, conversion value).

Here’s an example of an optimization strategy you could use:

• Turn off ads if they have a bad CPC after spending $10.
• Turn off ads if they don’t have an add-to-cart after spending $15.
• Turn off ads if they don’t have a purchase after spending $50.
• Turn off ads if their ROAS is below 2x after spending $200.

A few BFCM Facebook ads suggestions

How do you improve the results of your Facebook ads Black Friday campaign? This is the question we ask ourselves every time. While you could increase your budget or expand your audience size, our recommendation for scaling is to start early and break the Black Friday season into distinct segments. This approach helps you budget effectively and ensures you’re spending more when results are strong.

Many agencies are big proponents of custom audiences, claiming that Black Friday is all about targeting warm audiences. However, we don’t fully agree with this. These same agencies often focus on optimizing for “view content” rather than purchases or leads. While these campaigns can work on a large scale, the buildup is often too costly to deliver meaningful results.

Period	Spending	ROAS	Revenue
Anticipation	$4,568.11	2.10	$9,593.03
Pre Black Friday	$134,022.20	3.59	$481,139.70
BFCM Week End	$30,301.02	2.99	$90,600.05
Pre Holiday	$6,748.19	1.99	$13,428.90
Holiday	$10,022.95	2.38	$23,854.62
Total	$185,662.47	3.33	$618,616.30

The lead-to-email marketing Facebook ads strategy is another effective approach. You can create image ads with the goal of generating leads and, when Black Friday arrives, send them an email to encourage a purchase. To assess the profitability of this strategy, we recommend calculating your revenue per subscriber (RPS). For example, if you made $100,000 in sales during the BFCM weekend from a list of 10,000 subscribers, your RPS would be $10. This means you’re willing to acquire leads for no more than $10 each.

One final piece of advice: we recommend using automatic placements, campaign budget optimization, and dynamic ads. Leveraging Facebook’s Power 5 can significantly boost your final ROAS.

Black Friday Facebook Ads Examples

#1 – Black Rooster

Here’s what we can learn from this Black Friday Facebook ad example:

Keep your ad creative simple, featuring “Black Friday” and the discount percentage prominently.

The ad copy is straightforward, highlighting the brand’s unique selling point (USP) with clarity. The creative aligns seamlessly with the brand’s identity (logo, colors, and fonts), weaving a cohesive story that feels authentic and compelling.

#2 – Whiteknuckler

Whiteknuckler made a strong impact with this Black Friday Facebook ad example. For eCommerce brands, it’s essential to keep the product front and center while maintaining a clean, simple branding and tagline.

We also recommend using a single emoji that truly captures your brand’s essence—the aim is to build brand recognition. Do you know which emoji represents your brand?

#3 – The Mellow Dog

Thinking about how to make your Black Friday Facebook ad copy stand out? This ad succeeds by using social proof (star rating), a compelling discount (60%), and a relatable product image (dog on a bed).

However, the design could use improvement: the testimonial on a plain white background and inconsistent ad copy fonts detract from the overall look. Plus, there are too many emojis, making the ad feel cluttered rather than unique and authentic.

#4 – DIFF

Creating a strong Black Friday Facebook ad is straightforward: use a bold image and a substantial discount. The best eCommerce ads feature high-quality visuals—vibrant colors and sharp, clear product images.

They also stick to a single, focused message per creative—this is key. This type of ad is ideal for warm audiences; they’re primarily interested in spotting a big discount and being reminded of the brand’s appeal.

#5 – Spoke

This Spoke Facebook ad creative says it all: a clear 20% discount without text cluttering the image. The ad copy zeroes in on the discount and Black Friday—no extra messaging, keeping it simple for easy engagement.

While 20% isn’t a huge discount, the 100-day trial period adds value and appeal. Remember, you can always get creative with your Black Friday offer to make it stand out.

#6 – DIFF 2

This is a great example of using user-generated content (UGC) in Black Friday Facebook ads. Pairing a promotion with the authenticity of UGC provides compelling social proof.

What’s key here is the clear visibility of the offer—no lengthy copy needed. In fact, we recommend maintaining consistent messaging across the headline, copy, image, and description for maximum impact.

#7 – Ivory Ella

Ivory Ella frequently runs Facebook ad offers during Black Friday, with this carousel ad highlighting a VIP discount on their best-selling product. Offering discounts on popular products tends to be more effective than on less popular items, as it attracts more interest.

In addition, though not shown here, Ivory Ella also runs mystery box offers. These can be an excellent Black Friday strategy if you have smaller products, as they increase average order value (AOV) while delivering great value to customers who are new to the brand.

#8 – Target

When it comes to Facebook advertising—especially for Black Friday—creativity is key. Take this idea, for example: a cute dog, excited about Black Friday deals, eagerly “delivers” them to its owner. The clever twist? The dog is branded with Target’s logo and colors, ensuring instant brand recognition. This small but effective touch makes the ad both memorable and unmistakably tied to the brand.

#9 – Dollar Shave Club

Humor isn’t necessary if it doesn’t align with your brand’s voice. Dollar Shave Club, for instance, consistently uses humor in their content, making it a natural fit for their ads. What matters most is representing your brand authentically and creatively. In our experience, true creativity stems from a brand’s genuine identity—when it’s real, it resonates.

#10 – JackThreads

This ad checks all the essential boxes for Black Friday Facebook ads. Keep the product front and center, and use clear, straightforward messaging in both your copy and visuals. If you’re offering a substantial discount, like 60% off, make sure it’s prominently displayed in multiple areas of the ad for maximum impact.

#11 – Ray Ban

A simple rule of thumb: keep it simple, but add one standout element. In this case, the ad uses plenty of yellow space, a clear discount percentage, and a stylish Black Friday mention in a dreamy font—effective and eye-catching. As with all our ads, the key is focusing on the messaging. It’s the most important part to make an impact.

#12 – Roborock

Scarcity, a massive discount, and branded colors are a winning combination for BFCM Facebook ads. Along with these three elements, featuring the product and brand logo seals the deal, driving sales. Remember, your ad doesn’t need to be a work of art—it just needs to be focused and effective.

#13 – Satoshi

This is a simple ad that almost feels like a stock image, but with a strong BFCM mention and discount. What makes this BFCM Facebook ad stand out is the clean, crisp image. It’s so straightforward that it sparks curiosity—making you want to know more. When you overload your ads with too much, you lose that sense of intrigue and impact.

#14 – Fashion Nova

Don’t be afraid to be provocative in your marketing if it aligns with your brand. Remember, standing for something is key to attracting customers. And just to emphasize: if it’s your biggest F’n sale ever, make sure that discount takes center stage in your BFCM Facebook ad campaign.

#15 – Pretty Little Thing

Can there be a better offer for your Facebook ad campaign? 90% off with an extra 20% off is hard to beat. Make sure your brand colors pop with bold, attention-grabbing text—your message should be crystal clear. As a fashion brand, it’s also smart to use models that reflect your target demographic, helping customers visualize themselves with your products.

#16 – Nike

The advantage of strong branding is that people instantly recognize your colors, fonts, and logo from a mile away. This BFCM Facebook ad is a perfect example: it presents a simple offer with a strong call-to-action. Not every brand can pull off such a short message, but your ads should aim for the clarity and directness of Nike’s—short, simple, and unmistakable.

#17 – Yankee Candle

What makes this Black Friday Facebook ad effective? It taps into the Christmas theme, perfectly aligning with their products—candles. From the carefully chosen emoji to the imagery, it creates a compelling, emotional story. Your offer is only as strong as the emotions you evoke in your customers, so building that emotional connection is key to driving sales.

#18 – Best Buy

I firmly believe most people don’t need to read the entire ad. Just seeing the image with “Cyber Monday starts now” is enough to grab attention and prompt them to check out the sale. Show people what they want to see, and don’t try to play them—keep it direct and to the point.

#19 – Titan Fitness

For fitness equipment ads, it’s crucial to include motivating images that strike the right balance—realistic enough to resonate, but aspirational enough to inspire. The deal will get people thinking about buying, but it’s the powerful, aspirational image that ultimately drives the purchase decision. Make sure your visuals make customers envision themselves achieving their goals.

#20 – Tommy Hilfiger

This Facebook ad from Tommy Hilfiger in Morocco stands out, especially because we believe creativity knows no borders. The ad incorporates a “street style” vibe, and the offer is well-presented. However, the call-to-action could be stronger. While the locations are highlighted, it would be more effective to invite people to visit in a clearer, more direct way. A more compelling CTA could drive better engagement and action.

#21 – Lululemon

This Black Friday Facebook ad from Lululemon is simple yet impactful. The clean, minimalistic image highlights the product, complemented by a strong offer. What stands out is the added touch of “consider your weekend, energized,” which perfectly aligns with their health and fitness brand. The key takeaway: advertising is in the details, and authenticity makes all the difference.

#22 – Elementor

When it comes to SaaS advertising on Facebook, it’s all about offering discounts and flexible plans. You want to entice new users to sign up, as the pain of switching can be a significant barrier. Elementor takes advantage of this by offering hefty discounts year-round, including during Black Friday. They don’t reinvent the wheel—most of their creatives follow a similar structure with minor tweaks, ensuring consistency and brand recognition while driving conversions.

#23 – Ralph Lauren

Ralph Lauren always nails that luxury plaid vibe, and this Black Friday ad is no exception. A solid discount combined with stylish creative and copy makes it stand out. The image choice here is key—there’s a striking contrast between the white and dark navy blue, which draws the eye and adds sophistication. People often overlook it, but selecting the right image can be the most important element of your Black Friday Facebook ad. It sets the tone and grabs attention.

#24 – Levi’s

Levi’s nails it with a simple yet effective approach: a jeans background, a clear logo, and a groovy Black Friday font. The strategy is straightforward—members get access to the sale. While you might lose some less-engaged shoppers, you’ll attract a highly motivated and eager audience. The Buy One, Get One (BOGO) offer is also a great tactic for fashion brands, as customers often want to buy multiple items, boosting both sales and customer satisfaction.

#25 – North Face

“Never stop exploring” paired with 40% off is a solid message, and while we’re big fans of Facebook carousel ads, a still image featuring multiple products works just as well. It gives customers the feeling of having options and puts them in the shopping mindset. The only downside to this ad is the excessive use of text and conditions—it’s better to save those for the website’s landing page, keeping the ad itself clean and focused.

#26 – Calvin Klein

Let’s dive into Cyber Monday Facebook ads, starting with Calvin Klein. What stands out here is the strategy: they don’t mention the discount upfront—it’s only revealed in the ad copy. This works well, as Cyber Monday alone is enough to spark curiosity and get people to read more. The “today only” scarcity adds urgency, and the simple background in the image is a smart choice. Empty space in the creative draws people in, keeping the focus on the message and the offer without distractions.

#27 – Petal & Pup

Back to the discount, with a final-hour scarcity twist—this is a less “product-focused” Facebook ad from Petal & Pup. They wisely center the message on the 50% off, making it a strong choice for retargeting. This approach works best for warm audiences who are already familiar with the brand, as cold audiences may not know what’s being offered. The ad copy is crisp and to the point, which is exactly what we want—it keeps the focus on the urgency of the deal without unnecessary distractions.

#28 – Kiehl’s

If you offer custom gift boxes, we highly recommend promoting them in your Facebook ads during the holidays. The ad’s creative is highly focused with a strong emphasis on “biggest sale of the year” and “50% off.” This creates clear messaging that drives attention. While not all brands do this, we believe adding your logo to the creative helps strengthen brand recognition and gives the ad a more polished, professional feel.

#29 – Brooklinen

It’s a bit risky, but skipping product images in your Facebook ads can sometimes work wonders, especially for retargeting audiences. To make this approach effective, you need to deeply understand your audience and craft a message that resonates with them. Brooklinen executed this strategy with an entire campaign of similar creatives, showcasing the power of a cohesive marketing strategy across all channels. Consistency in messaging builds recognition and keeps the campaign aligned, making a stronger impact.

#30 – MeUndies

Popping colors, a funky font, and an offer-first message perfectly align with the MeUndies brand. This Facebook ad works well because it’s cohesive and stays true to their brand identity. As mentioned earlier, this approach is ideal for retargeting people who are already familiar with your brand. On Cyber Monday, it’s important to use custom audiences rather than cold traffic, as the CPM (cost per thousand impressions) will likely be higher, making your budget less efficient.

Want to maximize your Black Friday Facebook ads?

With all this information, you’re well-equipped to tackle the Black Friday season. The key is to plan every part of your strategy ahead of time. Often, the best time for sales is a bit earlier than Black Friday, and don’t forget to factor in the time it takes to build your Facebook custom audiences.

When it comes to creatives, make sure to stay true to your brand while being innovative. The basic rule is to focus on one clear message, showcase your product well, and highlight your discount, especially if you’re promoting Black Friday deals. Once you have that, it’s time to create your campaigns and optimize them daily. Don’t get discouraged by a slow day—always assess performance over a minimum 7-day window.

If you need help with your Black Friday Facebook ads campaign, don’t hesitate to reach out. With experience managing 160+ brands, we’ve got plenty of ideas to help you grow, faster.

Black Friday Facebook Ads FAQ

1. Preparing for Black Friday Ads on Facebook

• How do I prepare for Black Friday ads on Facebook?
  Start by deciding on the ad type (e.g., discounts, limited-time deals) and develop engaging visuals and copy. Set a clear budget and define your audience profile for targeted outreach. Testing ads and monitoring performance in real-time can also ensure success.
• What types of Black Friday ads should I consider?
  Facebook offers several options: carousel ads for product highlights, video ads for storytelling, and collection ads for an interactive experience. Choose formats that fit your brand and audience best.
• How much budget should I allocate for Black Friday ads on Facebook?
  Consider your overall marketing goals and set a daily budget for each campaign, focusing on both ROAS (return on ad spend) and staying within limits.

2. Timing and Launching Ads

• When should I start advertising for Black Friday?
  Many experts recommend starting at least two weeks in advance to build awareness and retarget interested customers. Running ads during the entire Black Friday weekend, including Cyber Monday, can also capture additional sales.
• Is it worth running ads on Black Friday itself?
  Yes, Black Friday is one of the highest-converting days. However, if your goal is brand awareness or your budget is limited, consider spreading ads across the broader season.

3. Targeting and Audience Segmentation

• How can I target the right audience for Black Friday?
  Use custom audiences based on website visitors, email lists, or past buyers. Lookalike audiences can also help reach new but relevant customers.
• Should I focus more on new or returning customers?
  Both. For new customer acquisition, try lookalike audiences; for returning customers, use retargeting and highlight loyalty incentives or exclusive deals.

4. Content and Creative Strategy

• What makes a successful Black Friday ad on Facebook?
  Use attention-grabbing visuals, holiday-specific themes, and clear calls to action. Emphasize the urgency with limited-time offers and include countdowns or “low stock” indicators if possible.
• Should I use video or images for Black Friday ads?
  Video ads often perform well for storytelling, while carousel and image ads are effective for showcasing multiple products or a focused deal. Testing both formats can reveal what resonates best.

5. Budgeting and Bidding Strategy

• How much should I bid for Black Friday ads on Facebook?
  Bids often rise due to increased competition. Consider using automatic bidding to stay competitive while monitoring ROAS and scaling up successful ads if your budget allows.
• Is there a way to optimize my budget throughout the Black Friday weekend?
  Yes, try to increase budgets or bids during peak times (e.g., Thanksgiving evening and Black Friday morning) and lower them during slower times. Facebook’s automated rules can help with real-time budget adjustments.

6. Measuring and Optimizing Performance

• What are the key metrics to track for Black Friday ads?
  Focus on metrics like click-through rate (CTR), conversion rate, cost per acquisition (CPA), and ROAS. Monitoring these helps optimize ad performance in real time.
• How can I optimize my ads for Black Friday success?
  Split-test different visuals, copy, and audiences. Adjust targeting and budgets based on early performance indicators to maximize results throughout the campaign.

7. Ad Competition and Fatigue

• How can I make my Black Friday ads stand out?
  Use bold, holiday-themed designs and emphasize unique offers like bundles or exclusive discounts. High-quality visuals and clear messaging can help capture attention in a crowded ad space.
• What if my ads suffer from ad fatigue?
  Refresh ad creatives frequently, especially if you’re running long campaigns. Testing different formats, placements, and using Facebook’s automated ad rotation can help prevent fatigue.

8. Compliance and Ad Policy

• Are there specific ad policies for Black Friday on Facebook?
  Facebook generally enforces standard policies, but ensure any offers are clear and avoid misleading claims. Always disclose terms for discounts or limited-time offers.
• How can I make sure my ads comply with Facebook’s rules?
  Follow Facebook’s Ad Policy guidelines for promotions, especially regarding claims, transparency, and ensuring that discounts are genuine and well-documented.

9. Retargeting and Post-Black Friday Strategy

• How do I retarget Black Friday shoppers for Cyber Monday?
  Use retargeting to reach visitors who didn’t convert on Black Friday. Highlight new deals or limited stock for Cyber Monday to encourage them to return.
• How can I turn Black Friday shoppers into repeat customers?
  Consider post-Black Friday email follow-ups with thank-you notes, future discounts, or new product announcements. Use retargeting ads for holiday campaigns to build loyalty.