Black Friday Ad Hacks: Dominate with Google Ads

03 Nov 2023
4 min read

Black Friday is one of the biggest shopping days of the year, and it's a great opportunity to boost your sales with Google Ads. But with so much competition, it's important to optimize your campaigns for maximum ROI.

Here are some insider tips that you can use this this Black Friday from a Google Ads strategist:

For Bid Strategies

  • Use Target ROAS bidding to set a specific ROAS goal for your Black Friday campaigns. This will help Google Ads automatically adjust your bids to maximize revenue while meeting your profitability target.
  • Increase your daily budgets to account for the expected increase in traffic and conversions on Black Friday. You may also want to consider using Smart Bidding to automate your budgeting and bidding strategies.
  • Use ad scheduling to adjust your bids for different times of day and days of the week. For example, you may want to bid more aggressively during peak shopping hours on Black Friday.
  • Use negative keywords to prevent your ads from showing irrelevant searches. This can help you save money and improve your click-through rate (CTR).

Use Ad Extensions

  • Use ad extensions to add more information to your ads and make them more appealing to shoppers. This could include things like your phone number, store address, reviews, and special offers.
  • Enable the Promotion extension to highlight your Black Friday deals and discounts. You can also use the Countdown extension to create a sense of urgency and encourage shoppers to click on your ads.
  • Use sitelink extensions to direct shoppers to specific pages on your website, such as your Black Friday landing page or product categories.
  • Use callout extensions to highlight your key selling points, such as free shipping or easy returns.
  • Use dynamic ad extensions to show shoppers the products they are most likely to be interested in. This works by using Google's machine learning to predict what products a shopper is likely to buy based on their search history and other factors.

Use Keywords

  • Add Black Friday-related keywords to your campaigns, such as "Black Friday deals," "Black Friday sales," and "Black Friday discounts."
  • Use broad match modifiers to match your keywords to a wider range of searches. For example, the broad match modifier "+" before a keyword tells Google to show your ad for searches that include that keyword or similar variations.
  • Use long-tail keywords to target shoppers who are further along in the buying process. For example, instead of targeting the keyword "Black Friday deals," you could target the long-tail keyword "Black Friday deals on TVs."
  • Use keyword match types to control how closely your keywords need to match search queries. For example, exact match keywords must match the search query exactly, while phrase match keywords can match the search query or close variations.

Now, if this is not your cup of tea, click this link to schedule a strategy call with one of our experts.


  • Use geo-targeting to target shoppers in specific locations. This can be helpful if you have Black Friday deals that are only available in certain areas.
  • Use device targeting to target shoppers using specific devices, such as smartphones or tablets. This can be helpful if you want to make sure your ads are seen by shoppers who are most likely to purchase from your website.
  • Use ad groups to segment your Black Friday campaigns by product category or type of deal. This will help you write more targeted ad copy and landing pages.
  • Use ad customizers to dynamically insert values into your ad copy, such as the product name, price, or discount amount. This can help you make your ads more relevant and engaging.
  • Use ad variations to test different versions of your ad copy and landing pages. This can help you identify the best-performing versions of your ads

Additional Tips

  • Optimize your product feed for Google Shopping campaigns. This includes making sure your product titles and descriptions are clear and informative, and that your images are high quality.
  • Use Google Ads Performance Planner to get insights into how your campaigns are likely to perform on Black Friday. You can use this information to set realistic goals and budget your campaigns accordingly.
  • Monitor your campaigns closely on Black Friday and make adjustments as needed. This includes tracking your performance metrics, such as CTR, conversion rate, and ROAS.

By following these tips, you can optimize your Google Ads campaigns for Black Friday and maximize your ROI. Or you can click this link to schedule a strategy call with one of our Google Ads Strategist, and let us handle the campaigns for you.