By Shoptimised When it comes to managing your Google Shopping budgets in the run-up to Black Friday, the question looms large: should we go early, go all in on Black Friday itself, or reserve more budget for after the promotional period? It's a dilemma that keeps eCommerce managers awake at night. Commit too early and you risk burning through budget before the main event. Wait for Black Friday and you might miss the early bird shoppers. Hold back for Cyber Monday and you could be left picking up scraps. We analysed data from thousands of Google Shopping campaigns between 19th November and 8th December, breaking it down into six distinct periods. Here's what the numbers tell us “ and how you can turn these insights into action for a winning Black Friday strategy.

Period A “ The 10-Day Run-Up (19th to 28th Nov 2024)

Here's what most advertisers miss: This period was significantly under-invested last year, despite most Black Friday sales already being live and early shoppers actively hunting for deals. Why does this matter? Because consumer behaviour has shifted dramatically in recent years. Shoppers are savvier, more strategic, and increasingly aware that the "best" deals often appear before Black Friday itself. They're doing their research early, comparing prices, and many are ready to buy well ahead of the main event. The data reveals something striking this window delivered the strongest Return on Ad Spend(ROAS), the lowest Cost per Click (CPC), and the third highest Average Order Value of the entire promotional period. Think about that for a moment: you're getting better returns, paying less per click, and customers are spending nearly as much as they do on Black Friday itself. Your move: If strong ROAS is your priority, this is where you can lean in. While competitors sleep on these early days, conserving their budgets for the "big day," you have a golden opportunity to capture high-intent shoppers at a fraction of Friday's costs. Consider this your secret weapon the period where efficiency meets opportunity. Don't just maintain your usual budget during this window, you can actively increase it. Consider testing higher bids, expanding your product coverage, and making sure you're visible when these early shoppers are making their purchasing decisions.

Period B “ Black Friday

Let's be clear: the sheer volume of demand and revenue available on Black Friday remains unmatched. This is still the Super Bowl of eCommerce, and you can benefit from a healthy budget to cover the full 24-hour period. But here's the catch: despite boasting the second highest Average Order Value, ROAS wasn't as strong as the preceding 10 days. Why? The surge in demand drives up competition in Product Listing Ads, which inevitably pushes Cost per Click higher. Every retailer and their dog are fighting for the same eyeballs, and Google's auction system responds accordingly. This doesn't mean Black Friday isn't worth it, far from it. The total revenue opportunity is simply too large to ignore. But it does mean you can be smarter about how you approach it. Your move: Revenue attribution will be slow on the day itself, so you may want to manage your budget hourly. This isn't a "set it and forget it" day, you need to be actively monitoring performance throughout. Don't let your budget dry up at 3pm when there's a whole evening of shopping ahead. Many retailers make the mistake of front-loading their budget, assuming the morning surge is where all the action happens. But shopping patterns on Black Friday are increasingly extending into the evening as people browse on their phones from the sofa after work. Monitor, adjust, and keep feeding the machine throughout the day. Consider setting up automated alerts for when you hit certain budget thresholds, so you can make informed decisions about whether to increase spend or let things coast.