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Expert Answer • 1 min read

Should I increase ad spend on Black Friday?

As an e-commerce business owner preparing for Black Friday, I'm wrestling with whether increasing my advertising budget will actually translate into meaningful revenue growth. I've seen mixed results in previous years, with some campaigns delivering incredible returns while others burned through cash without proportional sales increases. I need a strategic approach that helps me understand when, how, and how much to invest in Black Friday advertising to maximize my return on ad spend (ROAS) without unnecessarily inflating my marketing costs.
Muhammed Tüfekyapan

Muhammed Tüfekyapan

Founder & CEO

1 min

TL;DR - Quick Answer

Yes, increase ad spend on Black Friday, but strategically. Increase budget 2-3x on your best-performing campaigns from pre-BFCM warm-up, not on new untested campaigns. Have your budget increase ready 48 hours in advance to avoid algorithm learning periods.

Complete Expert Analysis

Increasing Ad Spend on Black Friday

Black Friday justifies higher ad spend because conversion rates and AOV both increase - but only for campaigns targeting the right audiences. Indiscriminate budget increases just accelerate overspending.

Increase Budget On

  • - Campaigns with proven positive ROAS
  • - Retargeting (warm audience, lower CPM than cold)
  • - Best-performing creative from warm-up period
  • - Google Brand Search (low waste)

Don't Increase Budget On

  • - New campaigns without proven results
  • - Broad cold audiences (CPMs too high)
  • - Campaigns with poor ROAS in warm-up
  • - Platforms you've never tested before

Platform Algorithm Note

Facebook/Instagram campaigns need 24-48 hours to re-optimize after a significant budget increase. Set your BF budgets at least 48 hours before Black Friday starts to give the algorithm time to adapt without burning through budget inefficiently.

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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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