The 8-Step Black Friday Marketing Guide

These are the tangible moves every business — nonprofit, product-based, service, rental, events — can take this week to get real visibility and measurable conversions.

1. Run a Google Performance Max Campaign (if you have the capacity)

Performance Max is the most efficient way to stretch your ad dollars right now.

Why it works:
PMax runs across Google’s entire ecosystem —

• Search

• Display

• Shopping

• YouTube

• Discover

• Gmail

• Maps

This means even if your brand isn’t heavy on Google, your customers are, and your ads will follow them across every touchpoint.

Your steps:

• Upload clean creative (simple, unbranded video clips — more on that below)

• Add strong headlines and descriptions

• Let Google optimize across all placements

• Set a clear daily budget for 7–14 days

This builds visibility and supports any retargeting you run later.

2. Pair It With a Meta Campaign (Facebook + Instagram)

Meta is still the most accessible place to show up visually and build emotional connection.

But here’s the rule:
Use video. You will not compete with static images during Black Friday weekend.

Video Criteria:

• NO logos

• NO branded text overlays

• NO watermarks

• NO music unless you own it (safer to mute audio)

• Clean, natural footage of the product, service, people, or environment

Why:
Both Meta and Google are cracking down on visuals loaded with branded elements.
Your branding comes through in the caption, the storytelling, and the CTA — not the video itself.

When you upload the video:
Use platform-generated closed captions.
They are ADA-friendly, algorithm-friendly, and compliant.

3. What to Post in Those Videos

Keep it raw and human — show the:

• product in action

• transformation

• before/after

• “here’s what it looks like when you book with us” moments

• behind-the-scenes

• people using or reacting to your service

Short. Clean. Real.
That’s what converts.

4. Retail + E-Commerce: Add a Cybersecurity Incentive

This one is simple and high impact.

“Spend X, Get Y” attached to physical products.

Examples:

• Spend $200 → get a free hat

• Spend $500 → get a hoodie

• Buy a holiday bundle → include a limited-run item

Cyber Monday shoppers love getting something physical with their digital purchase.
This is how you stand out in the sea of discounts.

5. Service Providers: Use Your Highest-Value Service as the Hook

Skip the generic
❌ “free estimates”
❌ “call for a quote”
❌ “holiday special”

People ignore those.

Instead:
Choose your most expensive, most needed winter service (HVAC, plumbing, electrical, installs, repairs, tuning, etc.) and attach an incentive to that specific offer.

Example:
“Book a full HVAC tune-up this weekend and your consultation fee is waived only if you sign with us.”

The fine print makes it clear:

• The consultation is paid unless you move forward

• But if you book the service, the consult becomes free

This protects your time and increases conversions.

6. Pricing: Make Sure You’re Competitive

This is one of the biggest mistakes brands make during Black Friday:

They run a sale that’s not actually competitive.

Your steps:

1. Identify 3–5 direct competitors

2. Check their Black Friday/Cyber Monday pricing

3. Match or beat their offer (yes, even by $1–$5)

4. OR tell the story better —

   • Better experience

   • Faster turnaround

   • Higher quality

   • More convenient

   • Local

   • Trusted

You do not have to be the cheapest — but you do have to be compelling.

7. Timing: When to Launch Your Campaigns

Ideal send times:

• Wednesday evening

• Friday early morning

• Saturday mid-day

• Cyber Monday morning

People scroll during downtime — relax time, family time, weekend mornings, and late evenings.

This is when your campaigns will hit hardest.

8. Keep It Simple

Choose:

• ONE Google campaign

• ONE Meta video campaign

• ONE offer

• ONE CTA

Clarity wins this season — not complexity.