Black Friday 2025: Your Go-To Meta Ads Strategy

Black Friday is the Super Bowl of eCommerce, and Meta is still the main arena.

It’s crowded, brutal, and insanely expensive to get wrong. But with the right ad strategy, it’s also your best shot at turning Q4 into a record-breaking win.

In this piece, I’ll show you how to make sure you’re one of the brands that gets it right.

Your Black Friday Meta Ads Checklist

The brands that crush BFCM don’t wing it. They prep every lever inside Meta ahead of time.

Here’s the checklist I use to keep my BFCM campaigns running without hiccups.

1. Lock in your offer calendar: Finalize your Black Friday promos and map out every key seasonal moment in Q4, so you’re not scrambling when it counts.
2. Prepare your creatives early: Get all your ads designed, edited, and ready before November. You’ll need volume and variety to avoid creative fatigue.
3. Align paid + owned channels: Make sure all your marketing channels (Meta, TikTok, email/SMS, etc.) tell the same story. Consistency wins trust (and sales).
4. Pause non-holiday onsite offers: Turn off any pop-ups, banners, and discounts unrelated to your BFCM promos so they don’t compete with your seasonal offers.
5. Build and schedule campaigns in advance: Meta’s review process gets much slower during BFCM. Pre-build and schedule your campaigns a few days early so your ads are approved and ready to go when the rush hits.
6. Test your tracking setup: Confirm browser + CAPI events are firing, and review your event match quality for accuracy and improvements.
7. Double-check your billing: If your primary payment fails, Meta can pause delivery or even disable your ad account until it’s fixed (You don’t want that happening in Q4). Make sure your primary card has enough balance and add a backup card to avoid disruptions.
8. Set higher daily budgets: Start Black Friday with budgets set above what you actually plan to spend. It’s easier to scale down during the day than to raise budgets and hope Meta catches up.

Ad Account Setup & Structure

Aside from your evergreen campaigns (which should stay live), you’ll need campaigns designed specifically for Black Friday.

Here’s the structure I recommend for eCommerce brands that want to scale aggressively this BFCM season (based on what’s worked in the last season).

Camp 1: Advantage+ Shopping Campaign

• Why this campaign: This campaign leans on Meta’s machine learning to hunt down your best buyers across placements without manual intervention.
• Budget allocation: 40% of your ad budget
• Objective: Sales
• Conversion location: Website and shop
• Attribution setting: 7-day click, 1-day view
• Bid strategy: Highest volume (no cost cap)
• Audience segments: Engaged audiences (site visitors + social engagers) + existing customers (via CRM/pixel import)

Camp 2: Prospecting CBO Campaign

• Why this campaign: If you want to break past your competition in Q4, this is where the heavy lifting happens. CBO ensures Meta pushes budget into your best-performing ad sets while you still control targeting.
• Budget allocation: 40% of your ad budget
• Campaign type: Manual sales campaign
• Advantage campaign budget: ON (CBO is non-negotiable here)
• Bid strategy: Highest volume
• Ad Sets:

  • Ad Set 1: Broad
  • Ad Set 2-4: Proven Interests