5 Ways To Maximise Paid Media Campaigns This Black Friday
It’s nearly time for one of the busiest shopping periods of the year: Black Friday.
With many businesses competing for attention, running the right paid media campaigns can be the difference between getting lost in the noise and driving sales. These paid campaigns help deliver results on the day itself and in the weeks leading up to the event.
About Black Friday
When is Black Friday 2025?
Black Friday is on Friday 28th November 2025.
How long does Black Friday last?
Black Friday now spans several weeks after traditionally being a single-day sales event. Many retailers begin deals in early November, continuing through to Cyber Monday.
This popular sales event has changed how brands should approach paid search campaigns. Instead of planning for one day, businesses must plan for the entire month of November, balancing budgets and ensuring visibility at the right moments.
5 Tips For Boosting Your Black Friday Paid Campaigns
Being well prepared for Black Friday 2025 is important for building awareness, capturing intent, and making sure your brand is front of mind when shoppers are ready to buy. Especially since early deals are already being announced.
Here are five useful tips to help your paid campaigns succeed:
Reflect on last year’s Black Friday event
A successful campaign starts with looking back. Perhaps last Black Friday wasn’t successful for you, or perhaps you’d like to repeat your success this year.
Analysing previous Black Friday campaign data is key to being prepared. Did you run out of budget early? Which deals performed best?
Assessing conversion rates, return on ad spend (ROAS) and click-through rate (CTR), and more, can help you determine what works and what doesn’t work for your business.
Our advice
If you’re unsure what offers to promote, analyse deals that your competitors were running last year. Take inspiration from what has worked well in the past.
Think ahead and launch early
With Black Friday no longer just a single day event, demand builds gradually in the lead up. Don’t leave campaign launches until the last minute!
Shoppers are already looking for deals well in advance, not just on the day. Early exposure can help increase brand visibility during the research stage and can drive stronger results later.
Preparing ahead of time involves choosing the right products and offers, creating creative copy, and making sure your landing pages and tracking are set up. You will also need time to set a clear budget, objectives, and KPIs for your new strategy.
Our advice
Increase your budgets a few weeks before Black Friday to capture early interest, as shoppers research and prepare.
Plan for November, not just the main event
More and more businesses now have deals advertised throughout the whole of November, not just on Black Friday. To stay competitive, brands must think beyond Black Friday itself and think about it as Black Friday week, or extending to Cyber Monday.
Brands can benefit from planning in advance and making sure they are ready come November 1st. With paid media campaigns, you want to create awareness early to spark customer interest, then create urgency closer to the event for generating sales.
Our advice
Consider launching deals throughout the month of November as other brands will be doing the same!
Use clear and urgent offer creatives
On Black Friday, customers only really care about finding the best deals. To get your products in front of them, make sure your ad creative is both clear and includes a sense of urgency.
Fear of missing out (FOMO) can make limited products feel more compelling and drive more urgency for shoppers to make a purchase.
Make ads clear:
Use bold titles
Use simple calls-to-action
Make your Black Friday offer prominent in your ads
Make ads urgent:
Use deadlines to encourage sales (‘Ending Soon’, ‘Ending Midnight’)
Consider using countdown timers to highlight the limited time remaining
Show ‘low stock’ and ‘popular’ items to make shoppers feel like they need to act fast
Our advice
It’s best to keep your offers very simple and clear – potential customers scrolling through product feeds need to quickly understand it.
Monitor & adjust your paid campaigns in real-time
Even the best-planned campaigns need live optimisation. On Black Friday itself, be prepared to shift budgets between campaigns/channels as performance evolves or quickly pause underperforming keywords.
You might even want to try adjusting bids and creatives based on what’s working, and keep an eye on ad fatigue as competition heats up.
This agility can be the difference between wasted spend and maximised ROI and is often where expert PPC management adds the most value.
Our advice
Regularly monitoring your campaigns will help you quickly spot any problems. What might be initially working well, might start underperforming later on.
Insights from our Paid Media expert
With Black Friday 2025 just around the corner, our PPC team is preparing for the event. Our Head of Paid, Paul Taylor, has discovered what works and what doesn’t for Black Friday campaigns throughout 12 years of working in PPC.
“With more and more advertisers launching Black Friday sales early, we strategised how to use the quiet period prior to Black Friday to our clients advantage.“
“Utilising social media, we launched a campaign for a client in 2024 to promote early access to the Black Friday sales for users who signed up to the newsletters.
The result was a mass increase of newsletter sign-ups and an increase in the LTV of a customer, by turning what could have been one-off sales on Black Friday to potential future sales via email marketing.“
PPC Support for your Paid Campaigns
With Black Friday around the corner, now is the perfect time to get your campaigns ready. Paid search campaigns are one of the most effective ways to cut through the noise.
Want to make the most out of Black Friday this year? Contact us today for your FREE consultation.
