Black Friday remains one of the biggest shopping events of the year, and with almost half of weekend sales driven by Paid Search, Organic Search, and Paid Social, brands can’t afford to be unprepared.
In 2025, as the shopping season continues to evolve, a smart data-driven paid media strategy is crucial to capturing the right audience at the right time – and on the right platform.
Despite critics declaring Black Friday’s appeal is fading, the numbers tell a different story: in 2024, a record-breaking $10.8 billion was generated from online Black Friday sales. With platforms like TikTok, YouTube, Bing and Google Shopping continuing to grow in influence, brands need a smart, targeted approach to stand out to their target audience.
Why paid search is key to Black Friday success
A successful paid search Black Friday campaign goes beyond one weekend of sales. Search and Shopping ads remain the dominant driver of conversions, connecting brands with high-intent shoppers at the exact moment of purchase.
Growth on Bing, YouTube, and TikTok also highlights the need for a wider channel mix. A balanced strategy across these platforms ensures visibility wherever your audience is researching and buying
Preparing your audience ahead of Black Friday
Preparation is everything. The months leading up to November are your chance to collect and refine audience data that will drive performance later.
Use your CRM insights, site traffic and historical data to build smart segments for Google Ads, Meta, and other platforms. For brands with recurring purchases or subscription models, Black Friday can be more than a short-term win, serving as a powerful tool to grow lifetime customer value.
Some retailers keep their Black Friday landing page live year-round, using it as a lead capture tool to build remarketing lists before the peak period.
Timing is everything: Campaign phases to consider
Black Friday 2025 falls on November 28, but shoppers start researching weeks earlier. Searches for “Black Friday deals” typically rise in September, with activity peaking through Cyber Monday (December 1).
Use this extended window to test creative &channels, build remarketing pools, and scale your budgets gradually. Giants like Amazon now run week-long sales, so ensure your Paid Search campaigns align with when your customers are most active.
Optimising Paid Search campaigns for Black Friday
Paid Search and Shopping ads are your digital shop window during the Black Friday frenzy. Visual listings on Google Shopping, Demand Gen, YouTube or Performance Max campaigns allow shoppers to see, compare, and buy quickly – perfect for capturing bottom-of-funnel intent but also creating awareness about the discounts.
To strengthen your reach:
- Combine Paid Search, Shopping & Demand Gen campaigns to maximise visibility with full funnel coverage
- Use ad extensions to highlight discounts, free shipping, or limited-time offers
- Incorporate countdown timers to drive urgency.
- Layer in YouTube and TikTok ads for top-of-funnel visibility and remarketing.
UGC-driven creative is also powerful for this period, helping your products feel more authentic and desirable through real-world testimonials and use cases.
Bidding and budgeting for success
Competition peaks over the BFCM weekend, so expect higher CPCs. Keep budgets flexible and monitor performance daily, reallocating spend toward top-performing keywords and products.
Automated bidding strategies can help maintain efficiency, but agility is key. The brands that win treat Black Friday as a dynamic performance window, not a one-day event.
Choosing the right keywords
Keyword strategy can make or break your Paid Search Black Friday campaign. Avoid overly broad terms like “Black Friday” or “Black Friday Sale,” which tend to drive high traffic but low conversions. Instead, focus on product-specific and intent-driven keywords that align with what your audience is actually searching for.
For example:
- Black Friday running shoe deals
- Best smartwatches Black Friday 2025
- Black Friday home gym discounts
Platforms like TikTok Ads now even allow keyword-style targeting, enabling you to apply Paid Search logic in a social setting by tracking trending hashtags and content themes.
Trends defining Black Friday 2025
Black Friday has evolved from a single day to a multi-week retail season, and this year’s trends reflect that transformation:
- Early shopping starts: Searches for “Black Friday deals” are peaking earlier each year, starting in October.
- Deal-driven behaviour: Consumers are researching heavily and comparing discounts across sites.
- Omnichannel expectations: Shoppers demand consistency across web, app, and in-store experiences.
- Mobile-first buying: Over 60% of global online purchases now happen on mobile.
- Heightened competition: The “Golden Quarter” (September–December) remains the most competitive time for brands – creativity and differentiation are key.
Make your paid search Black Friday campaign count
Black Friday 2025 is more than a weekend of sales and cheap bargains for customers. It’s an opportunity to acquire customers, grow visibility, and strengthen your brand’s digital footprint.
By preparing early, investing strategically, and focusing on performance-driven Paid Search tactics, brands can achieve record-breaking results this holiday season.
If you’re looking to build or refine your Paid Search Black Friday strategy, our team of specialists can help you maximise ROI and cut through the noise. Get in touch today to find out more.