Black Friday and Cyber Monday can feel like a gold rush for e-commerce brands. But while everyone is chasing clicks, the real winners are the ones who understand how to build demand early, capture it efficiently, and retain customers long after the sale ends.
If you’re an ecommerce brand doing $100K a month or $500K+ in revenue, your challenge isn’t traffic. It’s profitably scaling without breaking your ROAS. Here’s how I approach BFCM campaigns across Google Ads, Meta Ads, and email to drive predictable, profitable results.
Most “Black Friday” or “Cyber Monday” search terms are expensive and low intent. People using them are browsing, not buying. That’s why we let Google do what it does best. Capture bottom-funnel demand through branded and product-specific search.
Instead of chasing high-CPC BFCM keywords, optimize your existing campaigns with:
Updated promo extensions
Seasonal ad copy that highlights urgency and value
Remarketing lists built from your Meta and email audiences
This keeps your Search and Shopping campaigns efficient while still capitalizing on the surge of interest during the holidays.
Meta Ads are your awareness and demand engine. For clients running strong promotions, we typically increase Meta budgets by 30–50% during BFCM week. The goal is not to sell instantly but to fill the funnel with warm traffic that Google and email can later convert.
What works best:
Video ads that showcase the offer and brand story
Dynamic product carousels for retargeting site visitors
UGC and influencer creative that reinforces trust and urgency
The biggest mistake I see? Brands launching Meta ads the week of Black Friday. By then, you’re too late. You should start warming audiences 2–3 weeks early, so by the time your deals drop, customers are already familiar with your offer.
Email is where your profit lives. It connects all your paid efforts under one system.
Before BFCM:
Send teaser campaigns announcing your biggest sale of the year
Segment your list into VIPs, repeat customers, and browsers
Sync these segments to Meta and Google as custom audiences
During BFCM:
Send one clear promo email per day (no clutter, no over-sending)
Include scarcity-based CTAs like “Ends Tonight” or “Final 6 Hours”
Use real-time automation for cart abandonment and browse recovery
After BFCM:
Send thank-you emails and cross-sell complementary products
Ask for reviews to build social proof before Q1
Reactivate non-buyers with limited “missed the sale” offers
This cycle not only boosts conversion rates but also lowers your overall CPA across paid channels.
For brands spending $10K–$25K a month in paid media, a healthy BFCM approach looks like:
60% Meta Ads (awareness and remarketing)
40% Google Ads (intent and conversion)
Email isn’t a cost center when it comes to ad spend. It’s a profit engine that supports both. Start testing creatives and offers by early November, ramp budgets mid-month, and maintain consistent visuals and messaging across all platforms. Cohesion builds trust, and trust drives clicks.
Clicks and CPCs don’t pay the bills.
Tie your tracking to real revenue outcomes.
Import offline conversions from Shopify or your CRM
Use UTM parameters to measure channel-specific results
Evaluate not just ROAS but customer acquisition cost and LTV
When the dust settles, your best insights will come from understanding which audience segments converted profitably. Not just which campaign got the most clicks.
BFCM is not a weekend; it’s a system.
When your Google, Meta, and email strategies work together, you’re not just chasing sales. You’re building scalable revenue streams that last beyond the holidays.
If you’re ready to scale your ad performance with a predictable 3–5x ROAS and clarity around what’s working, let’s talk. I help e-commerce, auto, and adventure brands turn chaos into confidence. Without wasting ad dollars.
👉 Book a strategy call to prep your brand for BFCM and beyond.