09/10/2025 • Andrew Lowdon
How to Drive Black Friday Sales Without Increasing Ad Spend
Black Friday Article
Introduction
Many shoppers begin searching for the best Black Friday deals before the day itself. That surge in demand is both an opportunity and a test. If the buying journey feels confusing or untrustworthy, customers will move on. Brands can’t just throw money at ads; they need to make the buying journey smooth and trustworthy, so every visitor counts.
That point was neatly summed up during our Black Friday optimisation webinar:
“In Q4, ad costs grow around twice as fast as sales do. If you are just going to keep putting more money into spending, as it gets more and more expensive, you’re ultimately just going to be paying more for less,” said Andy Lowdon, Strategy Director.
Spending more is not the way forward. Growth comes from turning the traffic already being generated into revenue through smoother experiences, stronger trust signals, and consistent messaging. Businesses that master this are the ones that turn Black Friday from a short-term sales spike into a long-term advantage.
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Why a Clear Black Friday Strategy Matters
Not every brand approaches Black Friday with the same goal. Some want to attract new customers. Others want to increase order value from existing buyers. Some use it to reward loyal shoppers, while others see it as the perfect moment to launch a new product.
Each goal demands a different approach. Conversion-driving campaigns usually need bold offers that draw in first-time buyers. Loyalty campaigns work best with exclusivity, such as early access or members-only promotions. Product launches require visibility and storytelling rather than discounting.
Without clarity on the main objective, it is easy to create a campaign that looks busy but does not deliver real results. A strong strategy ensures that every pound spent and every effort made supports the right business outcome.
Scale Conversions Without More Ad Spend
More traffic will not automatically translate to more sales if a website is leaking conversions. Black Friday is a high-pressure moment, and shoppers will not tolerate friction. The following improvements can be made quickly and deliver outsized results:
1. Reduce Cognitive Load
Every extra choice can slow customers down. Too many filters, unclear product options, or a long checkout can make shoppers hesitate. In fact, most shoppers do abandon their carts before completing a purchase. Studies show that between 75.5% and 81% of consumers leave their shopping baskets without making a purchase.
Brands like Nike have addressed this by simplifying their product pages and checkout processes. They use clear "Add to Cart" buttons, focus on essential product options, and offer a single-page checkout. This makes it easier for customers to decide and complete their purchases quickly.
Moreover, e-commerce can help its customers more by breaking product information into digestible sections, highlighting the most popular choices, offering smart defaults, and minimising distractions on the page.
2. Reassure Customers Upfront
During peak shopping periods, shoppers may worry that an item will sell out before they finish checking out or that returning it could be complicated. Addressing these concerns can make a big difference.
Data shows why this matters: 36.4% of buyers want accurate product descriptions and photos to feel confident about their choice, and 24.8% expect a simple and transparent return or refund process. This means that failing to provide clear information or a straightforward return policy can easily cause shoppers to abandon their carts.
What businesses should do is have a clear product description, multiple high-quality images, visible stock status, and simple messages like “Free 30-day returns” or “In stock and ready to ship” to reassure customers and increase the likelihood that they will complete their purchase.
3. Align Ads and Landing Pages
One of the biggest causes of drop-off is inconsistency between ads and landing pages. If an ad promotes “50% off today only,” but the landing page looks like a standard product listing, momentum is lost.
The message that sparks the click needs to continue through the page. Consistent wording, visuals, and tone build trust and reassure shoppers that the offer is genuine and worth acting on.
We did this for our client, Discount Supplements. We aligned their ad creative with their landing pages to make sure the promise in the ad carried through the page. This approach turned more clicks into purchases, increasing their return on ad spend (ROAS) from 3:1 to 10:1 and driving a 60% rise in revenue from high-margin products.
For more tips on creating ads that get people to buy, check out our detailed guide on crafting effective campaigns.
4. Focus on Mobile First
Most Black Friday traffic now comes from mobile, yet many e-commerce sites lose sales here. According to Shopify, 72% of all e-commerce sales come from mobile devices, but conversions can drop by up to 20% for every one-second delay in load time. Even a brief pause or a clunky layout can cause shoppers to abandon their baskets.
Test your site on a smartphone. Can a customer find a product, add it to the basket, and complete checkout within a minute? If not, friction is slowing them down. Simplify forms, reduce unnecessary clicks, and make buttons easy to tap.
For example, if your mobile page works as smoothly as Amazon’s, with fast-loading images, clear calls to action, and seamless navigation, customers are more likely to complete their purchase.
Black Friday Timeline Has Shifted
Black Friday is no longer a one-day event. It has become a season in its own right. Shoppers begin researching as early as October, and interest builds steadily until the peak in November.
For businesses, this shift changes the game.
- Entering the market late is costly. Waiting until the week of Black Friday means facing higher ad costs, tougher competition, and an audience that is already committed elsewhere.
- Early activity gives an edge. Brands that launch in late October or early November capture attention before the rush, build remarketing lists, and spread demand over a longer period.
- Shoppers are preparing earlier. Many people now spend weeks comparing products and deals. If a brand is not visible during this research stage, it risks being excluded from the final decision.
In short, timing is a strategic lever. Those who act early are not only more visible, but they also reduce pressure on the peak week and avoid relying on heavy last-minute discounts.
Be Consistent for Lasting Advantage
As people begin shopping sooner, every interaction counts. A seamless and consistent experience guides them from initial interest all the way to purchase:
- Adverts spark interest with a clear promise.
- Landing pages reinforce that promise with relevant details.
- Checkout confirms confidence with clear delivery, pricing, and returns information.
When every touchpoint works together, customers feel reassured rather than overwhelmed. The brand stands out as steady and trustworthy, while others feel rushed and chaotic. This not only drives more conversions during Black Friday but also strengthens long-term trust and loyalty
Turn Black Friday Pressure Into Scalable Growth
Black Friday doesn’t have to be a scramble to spend more on ads. Winning isn’t about outspending others. It’s about removing friction, building confidence, and making the most of the traffic you already have.
We can help you with these matters. We develop proven-effective strategies that unlock hidden revenue from your existing traffic. By removing blockers, building trust, and testing for scale, your paid campaigns, creative, and website work together to deliver measurable growth.
The time to act is now. If you want expert support to refine your funnel, capture more revenue, and set up scalable, profitable growth, reach out to us today. Let’s turn Black Friday into results that last well beyond the season.
