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Expert Answer • 2 min read

How much should I spend on Black Friday ads?

As an e-commerce business owner preparing for Black Friday, I'm struggling to determine the right ad budget. I want to maximize my return on ad spend (ROAS) without overspending or missing out on critical holiday sales opportunities. My biggest concerns are understanding how much other businesses in my industry are spending, what percentage of my total revenue I should allocate to advertising, and how to create a strategic budget that delivers measurable results during this high-competition shopping period.
Muhammed Tüfekyapan

Muhammed Tüfekyapan

Founder & CEO

2 min

TL;DR - Quick Answer

Allocate 10-20% of projected Black Friday revenue to advertising, with a recommended starting budget of 1-3x your daily average ad spend. Monitor performance hourly, be prepared to scale successful campaigns quickly, and maintain a target ROAS of 3:1 or higher.

Complete Expert Analysis

Strategic Black Friday Ad Budgeting Framework

Effective Black Friday advertising requires a data-driven, flexible approach that balances investment with precise performance tracking.

Budget Calculation Strategies

Business SizeDaily Ad SpendBlack Friday MultiplierTotal Budget Range
Small ($0-50K/month)$50-2002-3x$300-600
Medium ($50K-250K/month)$200-5003-5x$600-2,500
Large ($250K+/month)$500-20005-7x$2,500-14,000

Revenue Percentage Allocation

Conservative Approach

  • •10% of projected Black Friday revenue
  • •Lower risk, slower scaling
  • •Recommended for first-time advertisers

Aggressive Approach

  • •20% of projected Black Friday revenue
  • •Higher risk, faster scaling potential
  • •Recommended for established brands

Performance Tracking Metrics

ROAS
Return on Ad Spend
CPC
Cost per Click
CVR
Conversion Rate
AOV
Average Order Value

Recommended Campaign Structure

1. Pre-Black Friday Warm-Up

Allocate 20% of budget to build audience, test creatives

2. Peak Day Campaigns

Reserve 60% of budget for Black Friday and Cyber Monday

3. Retargeting

Dedicate 20% to retargeting cart abandoners and past customers

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Muhammed Tüfekyapan

Muhammed Tüfekyapan

Founder & CEO of Growth Suite

With over a decade of experience in e-commerce optimization, Muhammed founded Growth Suite to help Shopify merchants maximize their conversion rates through intelligent behavior tracking and personalized offers. His expertise in growth strategies and conversion optimization has helped thousands of online stores increase their revenue.

E-commerce Expert Shopify Partner Growth Strategist

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