Growth Suite
Solutions Pricing Growth Masters Partner Program
Try For Free
Expert Answer • 1 min read

Should I pause regular ads during Black Friday?

As an e-commerce business preparing for Black Friday, I'm uncertain whether to continue running my regular advertising campaigns during this high-intensity shopping period. With increased competition, higher ad costs, and potential audience fatigue, I want to make a strategic decision that maximizes my marketing budget and ensures I'm not wasting resources or missing critical opportunities. I need a comprehensive approach to managing my ad strategy during this crucial sales window.
Muhammed Tüfekyapan

Muhammed Tüfekyapan

Founder & CEO

1 min

TL;DR - Quick Answer

Pause regular evergreen ads during Black Friday and redirect that budget to BFCM-specific campaigns. Running both simultaneously creates audience overlap, inflates CPMs, and dilutes your BFCM messaging with off-theme creatives.

Complete Expert Analysis

Pausing Regular Ads During Black Friday

Running your always-on campaigns alongside Black Friday campaigns wastes budget and confuses your audience with competing messages. Concentrate your spend on BFCM-specific content during the event window.

Campaign TypeDuring Black FridayReason
Evergreen brand awarenessPauseBudget better used on BF conversion campaigns
Top-of-funnel cold trafficPause or reduceCPMs too high for cold audience in BF week
Regular retargetingReplace with BF retargetingUse BF-specific creative and offer
Existing customer campaignsReplace with BF offerDon't show them your regular price during BF
Google Brand SearchKeep runningCapture branded searches during BF peak

Budget Reallocation Timing

Pause evergreen campaigns 2-3 days before Black Friday. Reactivate them 2-3 days after Cyber Monday ends. This 10-day window is when BFCM campaigns deserve your full budget concentration.

New Strategy For Your Shopify Store

Turn This Knowledge Into Real Revenue Growth

Growth Suite transforms your Shopify store with AI-powered conversion optimization. See results in minutes with intelligent behavior tracking and personalized offers.

+32% Conversion Rate

Average increase after 30 days

60-Second Setup

No coding or technical skills needed

14-Day Free Trial

No credit card required to start

Start Free Trial
Book a Demo Call →
GDPR Compliant
24/7 Support
Cancel Anytime
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

Continue Learning

Discover more expert insights to accelerate your e-commerce growth

Browse All Questions