1 - Black Friday Ad Creatives

Q4 2026 WORKSHOP - DAY 2

Black Friday Ad Creatives

• Balance: Evergreen, evergreen offer, BFCM, XMAS
• The most important ad concepts for BFCM (Ad Library)
• Ways to increase your CTR
• TOF vs BOF, Urgency, …
• 5 elements to craft the perfect ad creative
  
  

Balance: Evergreen, evergreen offer, BFCM, Christmas

It’s very important to keep your evergreen campaigns active during BFCM, maybe not all of them, but the best ones for sure.

Why?

• They have lower CPM than BFCM campaigns
• You participate in different auctions than BFCM ads
• When BFCM is finished, you don’t drop to the floor

*Day of Black Friday: selected campaigns are evergreen

Balance of ads:

1. Make sure your evergreen campaigns in Nov/Dec talk about winter and are relevant for BFCM (Example: Yesterday we discussed and briefed evergreen gifting ads to launch end of this week)
2. Another smart strategy is to have a campaign or at least an ad set that’s evergreen BUT includes a discount
3. And then obviously BFCM

The most important ad concepts for BFCM (Ad Library)

Let’s remember what activates the BFCM buyers:

• Scarcity and urgency
• Fear of missing out
• Social proof

So the most typical winning ad creative will be:

But, is this enough in 2026?

In my opinion, no.

Again, we need to make the distinction:

• Ads that generate the desire to buy
• Ads that convert that desire in an impulse purchase

To put it in some way,

• Ads that generate the desire to buy = TOF
• Ads that convert that desire in an impulse purchase = BOF

Google Sheet → Black Friday Ads (2026)

Creative Concepts - Black Friday 2026

These are extra add-ons for your BFCM campaigns, but one key part will be to just re-brand your best creative concepts and turn them into BF ads.

Typical concepts:

Andromeda Creative Diversification Matrix (Meta Scaling Accelerator)

• Ads that generate desire: 1st-20th
• Ads that convert desire: Launch a bit later

**These are good ad examples for when you announce you’re starting BFCM with reach campaigns targeting your customer database and IG followers:

________________________________________________________

So, Black Friday ad creatives:

• Re-Branding your typical winner ads
• New BF concepts: purchase recommendation, note ads, … 
• What about your own creative research?

How to do creative research?

1. Keyword search on Tik Tok
   
   

2. Keyword search on Instagram
   
   
3. Keyword search on Pinterest
   
   
4. Competitors Ads Libraries (By “Date Launched”)
   
   Launch time: black friday week (or previous)
   Sort: Most impressions
   

Remove “active status: active ads” and put a keyword:

How to increase your CTR

• If static: big clear offer, big clear product, color contrast, eye contact
• If video: hook rate >30%
• Engagement: accumulated likes and comments
• Urgency, Scarcity, Social Proof
• Multiproduct: giving options so at least they like 1/5

TOF vs BOF

As I said before and last week,

From November 26th to the 30th, everyone is bottom of funnel.

But the trick is that from whenever you start until November 26th, you need a combination of:

• Ads that generate desire
• Ads that convert the desire (impulsive)

• I’m a stylist, and these are the 5 pieces I’d actually buy this Black Friday
  €1,000 → ROAS 2.2
  €10,000 → ROAS 1.98
  
• Static offer
  €1,000 → ROAS 2.2
  €10,000 → ROAS 1.25
  

So that’s the only “TOF BOF” distinction I would do.

I would avoid ads that overexplain things, like 3min VSL.

5 elements of a very scalable BF creative:

1. High Hook Rate / Scroll Stop
2. >50 Accumulated purchases
3. Engagement
4. Big clear discount