The 5-week Black Friday checklist Black Friday is won in October
What to do each week before Black Friday (Fri 27 Nov 2026) so your ads are ready before everyone else floods in
Free PDF, 2 pages. Updated 2026-10-21. Enter your first name and email to download it now; a copy is also emailed to you.
What's inside
In November every advertiser piles into the same platforms at the same time, so attention gets more expensive by the week. The businesses that win Black Friday do the work now, while it is still quiet. Work through one block per week and tick it off.
Week 5: fix the offer: now to Sun 1 Nov
Decide what you are selling and why it is worth buying now. A discount on a weak offer is still a weak offer, so think bundles, bonuses, early access or a limited run instead of only cutting the price. Check your tracking while things are calm: make sure your pixel or conversions API records purchases and leads correctly.
Week 4: build your audience: Mon 2 Nov to Sun 8 Nov
Grow the people you can reach cheaply later. Run content and lead ads that get people onto your email or SMS list (an early-access list works well) and into your retargeting audiences: website visitors, video viewers and people who engaged with your page.
Week 3: creative and pages: Mon 9 Nov to Sun 15 Nov
Make your Black Friday ads now, not on the day: several hooks, formats and angles for the same offer. Test them at a small budget to see which ones people stop for. Check your landing page and checkout on a phone: speed, clear offer, working payment.
Week 2: exclusions and the scaling plan: Mon 16 Nov to Sun 22 Nov
Upload your customer list as an audience (Meta custom audience, Google Customer Match) and exclude recent buyers from your prospecting ads, so your money reaches new people. Plan your budget steps and write your email and SMS sequence for sale week.
Week 1: launch and hold steady: Mon 23 Nov to Mon 30 Nov
Give your list early access first, then go wide. Raise budgets in small steps rather than jumping overnight, because an account that goes from cruising to full speed in one day usually falls over. Watch your numbers daily, avoid big edits mid-sale, and plan your Cyber Monday push (Mon 30 Nov).
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Frequently asked questions
When should I start preparing my Black Friday ads?
About five weeks before Black Friday. Fix the offer and tracking first, then build your audience while attention is still cheaper, so your ads are ready before everyone else floods the platforms in November.
Why should I exclude existing customers from Black Friday ads?
So you stop paying to reach people who already bought from you. Upload your customer list as an audience and exclude recent buyers from prospecting, and that budget goes to new buyers instead.
How fast should I raise my ad budget for Black Friday?
In small steps through November rather than one big jump. An account that goes from cruising to full speed overnight usually becomes unstable.
Do I need a big discount to win Black Friday?
Not always. A discount on a weak offer is still a weak offer. Bundles, bonuses, early access or a limited run can work as well as a price cut.
Is the guide really free?
Yes. Enter your first name and email and you can download the PDF straight away. There is nothing to pay.
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