Holiday & Black Friday Ads: How To Maximize Performance

As a digital marketer, sometimes it feels like Black Friday season matters even more for us than actual shoppers. While brands spend weeks refining strategy, creative, and targeting, consumers are simply browsing their feeds for the deals that resonate the most. Each year, we find ourselves asking the same questions: how do we position ourselves better than last year? And how do we maximize ad performance during the busiest, most competitive season in digital advertising?

We know the things to look out for: CPMs spike, feeds are feeling saturated, and competitors are ramping up their sales earlier than before.

So, how can your brand cut through the noise and make the most of every dollar during the busiest ad season of the year? Let’s look at four different strategies to help you take on Black Friday.

4 Strategies to Maximize Black Friday Performance

Black Friday shoppers don’t behave the same way they did even two years ago. No one camps out outside of Best Buy or Target at 3 a.m. anymore. This time, they shop weeks in advance, or they wake up on Black Friday and scroll while they drink their morning coffee. They get more time to compare prices, add things to their cart or remove them, and think through their decisions longer. 

This means your brand needs to be visible earlier, and stay top of mind longer, so the shopper has more time to decide amongst you and your competitors. Winning Black Friday now requires planning around the full pre-BFCM discovery cycle, not just the holiday itself.

1. Start With Data

Before making any big strategy decisions, take a deep look at what worked and what didn’t during last year’s Black Friday push. Which creatives drove the lowest CPAs? Which audiences gave you the strongest ROAS? Did your offers really resonate with shoppers, or fall flat?

Using historical performance as your roadmap helps you avoid guesswork, refine your messaging, and focus your budget on where it’s most likely to pay off.

We recommend running awareness campaigns in early November to build retargeting lists, test creative variations, and closely monitor performance. This early activity helps you enter the high-cost window with stronger data and more efficient campaigns.

You can even tease upcoming deals or offer “early access” to create anticipation without fully revealing your promotions.

1. Lead With Value, Not Just Discounts

Sure, it’s easy to slap “SALE” on a bunch of ads and let it run free, but it takes more strategy than that.

But think of it like this: Black Friday brings them in. Your message keeps them coming back.

Consumers are flooded with promotions in November, and basic “20% off” messages aren’t good enough to stand out. Instead, brands that highlight real value with bundles, exclusives, limited-edition products, or time-sensitive perks are what see conversion rates.

Your ad should clearly answer: Why should shoppers choose you over everyone else running a sale right now? When the value is unmistakable, your brand wins attention before discount fatigue sets in.

1. Optimize Your Creative and Platform Strategy

Strong ad creative is your best defense against rising ad costs.

This season, short-form videos, carousel ads, and authentic UGC-style content tend to outperform heavily branded assets. Consumers want to see the product in action, not just read about it.

A few quick creative tips:

• Test multiple hooks or visuals early to identify what resonates.
• Use motion and captions to grab scrollers’ attention.
• Rotate new ad versions every 1-2 weeks to avoid creative fatigue

Yes, run conversion-driven offers during Black Friday weekend, but also use storytelling ads that highlight your brand’s value, customer experience, or mission. These brand-focused campaigns keep your cost per result from rising too sharply and help nurture audiences into loyal customers beyond the holiday rush.

1. Don’t Forget the Post-Holiday Opportunity

While most advertisers hit pause after Christmas, smart marketers keep going.

Late December and early January bring lower CPMs and less competition, which means it’s often the best time to re-engage holiday traffic, promote gift card redemptions, or launch new year-themed campaigns.

If you’re already thinking about how to start 2026 with momentum, this is where the groundwork begins.

The Bottom Line

Winning Black Friday and the holiday season isn’t about spending the most; it’s about spending strategically. By planning early, keeping creative at the forefront, and using data to guide decisions, your brand can reach the right people at the right time and turn a crowded season into your biggest opportunity of the year.

Need Help Planning Your 2026 Strategy?

Black Friday might be the biggest sale weekend of the year, but your long-term success depends on having a strategy that stays consistent after sales end. Whether you need sharper creative, stronger audience targeting, or a full-channel approach, our team is here to help!