6 Black Friday Marketing Ideas (and Cyber Monday Strategies) to Maximize Your Facebook Ad Sales

Online spending always spikes during the holidays, but the shift toward ecommerce has made Black Friday even more competitive. If you wait until Thanksgiving week to launch campaigns, you’re already behind. Strong Black Friday marketing ideas and preparation need to start weeks in advance.

Below are six smart strategies to help your Facebook Ads perform at their peak.

TL;DR

• Start planning Black Friday deals early so shoppers can build anticipation.
• Ramp up traffic 2-3 weeks ahead to lower costs and strengthen retargeting.
• Use seasonal, emotion-driven creative and custom landing pages for higher conversions.
• Run dynamic ads to automatically match shoppers with the best product offers.
• Add UGC to retargeting campaigns to boost trust and purchase intent.
• Increase retargeting budgets by 30-50% during Black Friday-Cyber Monday for maximum sales.

#1. Plan Your Promotion Deals In Advance

Shoppers start building wishlists (and watching brands) long before Black Friday weekend. If you finalize your bundle deals, discounts, and featured products in advance, you can tease them early and build anticipation.

Point customers toward what’s coming instead of keeping them guessing. Early visibility = easier conversions when the sale drops. So plan the promotions in advance and use every opportunity to talk about them prior to the drop.

Explore the Black Friday Marketing guide to get the right timeline for your campaigns.

#2. Boost Traffic Weeks Before Black Friday

That week between the start of Black Friday and the end of Cyber Monday will be an expensive mad dash for traffic and ad placement. You can increase your odds of getting the upper hand by starting your increased ad spend early, up to three weeks early. The more people you can attract to your website in the weeks leading up to the big sales, the more accurate and effective your retargeting ads will become. Try new cold and broad and lookalike audiences. 

The week of Black Friday through Cyber Monday is a bidding war, and traffic costs will surge. To gain the upper hand, increase spend 2-3 weeks early to build warm audiences.

Coco Village ran this play perfectly with a holiday quiz that helped parents create gift wishlists and rewarded them with a $10 card. It didn’t push a purchase – it collected intent, drove traffic, and created extremely accurate retargeting pools for Black Friday, Cyber Monday, and Christmas.

This approach is one of the most underrated Black Friday marketing ideas for brands reliant on Facebook Ads.

#3. Use Emotion-Driven Creative + Themed Landing Pages

Holiday ads perform better when they feel seasonal and emotional. Think cozy winter moments, family gatherings, gifting excitement – imagery that taps into the reason people shop.

Pair this with custom landing pages built specifically for your promotion. Not only do themed pages convert better, but they help segment retargeting audiences based on which deals or categories shoppers explore.

#4. Use Dynamic Ads To Send The Right Deals To The Right Audience

If you have a large product catalog, manually building every ad variation isn’t realistic. Dynamic ads let Facebook automatically show the most relevant products based on user actions and preferences.

They’re perfect for both cold audiences and retargeting, and they ensure shoppers see the exact items they’re most likely to buy.

#5. Add UGC to Your Retargeting Campaigns

Speaking of using the right ad creative, don’t forget that using user-generated video as your ad creative will increase engagement, traffic, and conversions. User-generated ads are especially good for retargeting. In fact, 70% of American consumers say they are more likely to purchase an item after viewing user-generated content.

Picture this, your potential customer sees an ad that leads them to your website a few weeks before Black Friday. Now they know what you sell and their interest is heightened. If they haven’t purchased from you before, they are now in a fact-gathering stage where they will be easily swayed by authentic user reviews and experiences. When they are retargeted by an ad showing a satisfied customer doing an unboxing or review, their buying impulse will be more easily triggered.

#6. Increase Retargeting Budgets Significantly

Once Black Friday weekend arrives, your warm audiences are your highest-value asset. Brands typically increase retargeting budgets by 30-50% during this period.

You’ve already done the hard work – traffic building, segmentation, creative prep. During Thanksgiving through Cyber Monday, the only goal is conversion, and aggressive retargeting spend is what fuels it.

Explore this BFCM guide by Moast to plan out your actions in advance.

Black Friday Marketing Ideas Wrap Up

If you haven’t started prepping, now’s the time. Early traffic building, emotional creative, custom landing pages, dynamic ads, and UGC-powered retargeting all work together to create a high-performing Black Friday funnel.

If you need fresh, authentic UGC to power your ads, sign up for the Billo platform – we help brands connect with creators who produce high-converting content.

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