Performance Max Budget Strategy for Black Friday 2025

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Performance Max is Google's "set it and forget it" campaign type. Except you absolutely cannot set it and forget it.

Without proper structure, PMax becomes a budget vacuum. It spends everywhere—Search, Shopping, Display, YouTube, Gmail, Discover—but you have no visibility into what's working. You just see a total spend number and a total conversion number, and Google asks you to trust the algorithm.

I've watched brands pour five-figure daily budgets into PMax during Black Friday and come away with no idea which products sold, which networks drove revenue, or whether they could have achieved the same results with half the spend.

Here's the reality: PMax works incredibly well when structured correctly. It fails spectacularly when it's not.

Let me show you how to build a PMax campaign that survives Q4 CPCs spikes, gives you actual visibility, and doesn't cannibalize your high-performing Shopping and Search campaigns.

PMax Architecture (Build It Right or Don't Build It)

The biggest mistake brands make with PMax: throwing everything into one campaign and hoping Google figures it out.

That might work in low-competition months. It definitely doesn't work in Q4 when every brand in your category is bidding aggressively and CPCs are elevated.

Campaign Structure: One vs. Multiple PMax Campaigns

Single campaign approach: One PMax campaign with multiple asset groups segmented by product category or theme.

Pros: Simpler management, consolidated learning, easier budget allocation

Cons: Less control over individual product performance, harder to pause underperformers

Multiple campaign approach: Separate PMax campaigns by product margin tier, sales velocity, or strategic priority.

Pros: Granular budget control, can pause entire product lines quickly, clearer performance attribution

Cons: More complex, splits learning across campaigns, requires more management

Recommendation for Black Friday: Start with single campaign, multiple asset groups. If you have 100+ products with wildly different margins, consider 2-3 campaigns (high-margin, mid-margin, clearance).

Asset Groups: The Core Building Block

Asset groups are how you organize products and creative within PMax. Think of them as ad groups, but for the entire Google ecosystem.

Structure by product category:

• Asset Group 1: Wireless Headphones
• Asset Group 2: Wired Earbuds
• Asset Group 3: Audio Accessories

Structure by audience intent:

• Asset Group 1: Gift Seekers (gift-focused creative, holiday messaging)
• Asset Group 2: Self-Purchase (feature-focused, value messaging)
• Asset Group 3: Replacements (comparison angles, upgrade messaging)

Structure by price point:

• Asset Group 1: Budget ($0-50)
• Asset Group 2: Mid-Range ($50-150)
• Asset Group 3: Premium ($150+)

Choose one organizing principle and stick with it. Don't mix—creates confusion in reporting.

Best practice for Black Friday: Product category structure with 3-8 asset groups. More than eight becomes unmanageable. Fewer than three doesn't give you enough segmentation for optimization.

Listing Groups: Your Visibility Layer

Here's where most brands fail: they don't use listing groups.

Listing groups let you segment your product feed within PMax. Without them, you have zero product-level visibility. With them, you can see performance by product, brand, category, or custom label.

How to set up listing groups:

In your PMax campaign → Asset Group → Product Feed → Create listing group by:

• Product ID: Individual product level (highest granularity)
• Brand: All Nike products vs. Adidas products
• Category: Google product category (Apparel > Shoes > Athletic)
• Custom Labels: Create labels in Merchant Center (margin tier, sales velocity, holiday gift, clearance)

Black Friday recommendation: Use custom labels to segment by:

• Margin tier (high/mid/low)
• Inventory status (high stock/low stock)
• Promotion eligibility (BF deal/regular price)

This lets you bid more aggressively on high-margin, high-stock items and pull back on low-margin or sold-out products.

Asset Requirements (What Creative You Actually Need)

PMax requires multiple asset types. Google mixes and matches them across placements.

Required assets per asset group:

• Headlines: 3-5 (30 characters each). Include primary keyword, benefit, offer
• Long Headlines: 1-5 (90 characters). More descriptive, full value prop
• Descriptions: 2-5 (60 or 90 characters). Features, benefits, why buy
• Images: Up to 20 (1.91:1, 1:1, 4:5). Product on white, lifestyle shots, detail close-ups
• Videos: Up to 5 (landscape, square, vertical). Product demos, unboxing, use cases
• Business name: Your brand
• Final URL: Landing page (ideally category or product collection page)

Pro tip: Use all available asset slots. More assets = more combinations = better optimization. Google tests different asset combinations across placements and serves the best performers.

Black Friday specific:

• Update headlines with "Black Friday," "Cyber Monday," discount percentages
• Add countdown language: "Sale Ends Monday"
• Create urgency: "Limited Stock," "While Supplies Last"
• Refresh images with holiday-themed backgrounds or gift packaging

Budget Caps & CPA Guardrails

PMax will spend your entire budget if you let it. That's by design—Google wants to maximize spend. Your job is to maximize profit.

Daily Budget Strategy

Conservative approach: Set daily budget at 60-70% of what you think you need. Scale up based on performance.

Why: Easier to add budget to winning campaigns than to get wasted spend back. Start conservative, prove performance, then open the floodgates.

Aggressive approach: Set daily budget at 100-120% of target. Let PMax spend freely, monitor hourly, cut back if CPA exceeds threshold.

Why: Maximizes reach during peak hours. Risk is overspending if performance dips.

Black Friday recommendation: Start conservative (60-70%) for the first 3-5 days of November. Scale to 100%+ for Black Friday weekend. Pull back to 70-80% post-Cyber Monday.

Target ROAS vs. Maximize Conversions

PMax offers two main bidding strategies:

Target ROAS: You set a ROAS target (e.g., 4.0x), Google optimizes to hit it.

Pros: Profit protection, predictable performance, won't overspend on low-value conversions

Cons: May limit volume, algorithm needs time to learn (50+ conversions to stabilize)

Maximize Conversions (with optional CPA target): Google chases volume, optionally staying under a CPA cap.

Pros: Higher volume, better for new campaigns with limited data

Cons: Can overspend if CPA target isn't tight enough

Which to use for Black Friday:

If you have historical PMax data (30+ days, 100+ conversions): Use Target ROAS set 10-15% above your actual floor. Example: If you need 4.0x ROAS to be profitable, set target at 4.5x. Gives the algorithm room to optimize while protecting margin.

If PMax is new or low-volume: Use Maximize Conversions with a tCPA (target CPA) set at 90% of your allowable CPA. Monitor closely and adjust daily.

For complete allowable CPA calculation from your margin and AOV, see our Q4 ROAS targets guide.

Setting Hard Caps (Critical for Q4)

Google's budget and bidding targets are guidelines, not guarantees. PMax can overspend your daily budget by up to 2x on high-traffic days.

Protection mechanisms:

1. Shared budget with cap: Create a shared budget across multiple campaigns (PMax + Shopping + Search) with a hard daily maximum. Google can't exceed the shared budget total.

2. Automated rules: "If campaign CPA exceeds $X for 4 consecutive hours, reduce daily budget by 25% and send alert."

3. Manual monitoring: Check performance every 4-6 hours during Black Friday weekend. Be ready to reduce budgets or pause campaigns if CPA spikes above allowable.

Black Friday specific cap strategy:

• Set daily budget 20% lower than your true maximum
• Allow Google's 2x overspend buffer to reach your actual max
• Automated rule at 1.3x of allowable CPA triggers alert and 30% budget reduction
• Manual check every 4 hours on Friday/Monday to confirm CPA stays within guardrails

Search Brand Control (Preventing Cannibalization)

PMax includes Search inventory. That means it can serve ads for your own brand terms—and potentially at higher CPCs than your dedicated brand campaign.

This is called cannibalization, and it's expensive.

The Cannibalization Problem

Scenario: You have a Brand Search campaign bidding on "YourBrand wireless headphones." CPA is $8, ROAS is 12x. Great performance.

You launch PMax. Suddenly your Brand Search campaign impression share drops from 95% to 60%. Where did it go? PMax is serving on your brand terms at $18 CPA and 5x ROAS.

You're paying more for worse performance on traffic you already owned.

How to Prevent Brand Cannibalization

Option 1: Negative keywords in PMax (limited)

PMax doesn't support traditional negative keywords, but you can add brand exclusions at the account level.

Google Ads → Tools → Negative keyword lists → Create list with your brand terms and variations → Apply to PMax campaign

Downside: You lose some potential reach. If someone searches "best wireless headphones" and your brand could show, PMax won't serve it.

Option 2: Account-level brand exclusion (recommended)

Add exact match brand terms to account-level negative list applied only to PMax:

• [your brand]
• [your brand headphones]
• [your brand + product category]

Your dedicated brand campaign still captures these searches. PMax focuses on non-brand.

Option 3: Compare and optimize

Run PMax for 7-14 days without brand exclusions. Compare brand campaign performance before and after PMax launch.

If brand campaign CPA stays low and PMax isn't showing for brand (check search terms report), you're fine—no action needed.

If brand campaign impression share drops significantly and PMax CPA is higher on brand terms, implement Option 2.

Black Friday approach: Implement brand exclusions before the sale starts. You can't afford to waste budget on cannibalization during peak days.

Promo Extensions & Feed Optimization

PMax pulls from your Shopping feed. If your feed isn't optimized, PMax performance suffers.

Merchant Promotions (Special Offer Badge)

Set up Merchant Promotions in Google Merchant Center. They appear as special badges in Shopping ads (and PMax Shopping placements).

How to set up:

1. Google Merchant Center → Growth → Promotions → Create promotion
2. Choose promotion type: Percent off, Amount off, Free shipping, etc.
3. Set eligibility: All products, specific products, minimum purchase amount
4. Add promotion details: Code (if needed), dates, terms
5. Submit for review (allow 3-5 business days)

Black Friday promotion examples:

• "25% off all orders" (sitewide, no code needed)
• "$50 off orders $200+" (minimum purchase threshold)
• "Free shipping on all orders" (removes barrier, increases AOV)
• "Buy 2 Get 1 Free" (bundle offer)

Pro tip: Promotions with "no code needed" perform better than those requiring codes. Less friction = higher conversion.

Feed Hygiene for PMax Performance

PMax uses your product feed to generate ads. Poor feed = poor ads = wasted spend.

Critical feed elements for Q4:

Titles: Front-load with [Brand] [Product Type] [Key Attribute] [Variant]

Bad: "Headphones - Black"

Good: "Sony WH-1000XM5 Wireless Noise Canceling Over-Ear Headphones Black"

GTINs (Global Trade Item Numbers): Required for brand-name products. Products without GTINs get lower impression share and pay higher CPCs.

High-quality images: Minimum 800x800px. White background for main image. Lifestyle shots for additional images. Multiple angles.

Price competitiveness: Check Google Merchant Center "Price competitiveness" report. If you're consistently more expensive than competitors, you'll struggle regardless of budget.

Product categories: Use Google's taxonomy exactly. Wrong categorization = wrong placements = wasted impressions.

Custom labels for segmentation:

• Custom label 0: Margin tier (high/mid/low)
• Custom label 1: Sales velocity (fast/medium/slow)
• Custom label 2: Promotion status (BF_deal/regular)
• Custom label 3: Inventory level (high_stock/low_stock/out_of_stock)

Use these labels in listing groups to bid appropriately by product performance.

For complete Shopping feed optimization including title formulas and feed troubleshooting, see our Google Shopping optimization guide.

PMax Reporting Schema (Know What's Actually Working)

The biggest PMax complaint: "I can't see what's working."

True, you don't get search term reports or placement-level detail like standard campaigns. But you can build reporting that gives you directional insights.

Essential PMax Reports to Build

Report 1: Performance by Asset Group

Columns: Asset Group Name, Cost, Conversions, Conv. Value, CPA, ROAS, Impression Share

Why: Shows which product categories or themes are driving results. Underperforming asset groups can be paused or have budgets reduced.

Report 2: Performance by Listing Group

Columns: Listing Group (Product ID, Brand, Category, or Custom Label), Cost, Conversions, Conv. Value, CPA, ROAS

Why: Product-level visibility. See which items are profitable and which are burning money.

Report 3: Network Distribution

Dimensions: Network (Search, Shopping, Display, YouTube, Discover, Gmail), Cost, Conversions, CPA, ROAS

Why: Understand where Google is spending your money. If Display is eating 40% of budget at terrible ROAS, you have a problem (and limited ability to fix it, but at least you know).

Report 4: Device Performance

Dimensions: Device (Mobile, Desktop, Tablet), Cost, Conversions, CPA, ROAS

Why: Mobile often has lower conversion rates but higher volume. Desktop converts better but lower reach. Knowing the split helps you understand blended performance.

Report 5: Comparison Report (PMax vs. Shopping vs. Search)

Set up a custom dashboard comparing:

• PMax campaign performance
• Standard Shopping campaign performance
• BOFU Search campaign performance

Columns: Campaign Type, Cost, Conversions, CPA, ROAS, Impression Share, Search Impr. Share, Shopping Impr. Share

Why: Identifies cannibalization. If PMax launches and Shopping impression share drops while PMax CPA is higher, you know PMax is stealing cheaper traffic.

How to Build These Reports

In Google Ads:

1. Campaigns → Select your PMax campaign → Click into campaign
2. Asset groups (left menu) → Shows performance by asset group
3. Product groups (under Asset groups) → Shows listing group performance
4. Insights & reports → Predefined reports (Performance by network, device, etc.)
5. Reports → Custom → Build comparison report with filters

Set reports to run weekly during campaign setup period, then daily during Black Friday weekend.

Key Metrics to Monitor

Daily checks (Black Friday weekend):

• Total spend vs. daily budget (is it overspending?)
• CPA trend (4-hour rolling average vs. target)
• ROAS trend (24-hour window vs. target)
• Conversion volume (are you hitting targets or leaving money on the table?)

Weekly checks (leading into BF):

• Asset group performance (any clear winners/losers?)
• Listing group performance (which products are profitable?)
• Search impression share (are you losing to competitors or budget?)
• Shopping impression share (same question)

Red flags requiring immediate action:

• CPA exceeds allowable by 30%+ for 6+ hours → Reduce budget by 30% and investigate
• ROAS drops below break-even for 12+ hours → Pause campaign or cut budget in half
• Single asset group consuming 60%+ of budget at poor performance → Pause that asset group
• Standard Shopping impression share drops 20%+ after PMax launch → Brand cannibalization, add exclusions

Dayparting & Scheduling Strategy

PMax runs 24/7 by default. That's wasteful.

Should You Daypart PMax?

Dayparting (ad scheduling) limits when your ads show or adjusts bids by time of day.

Argument for dayparting: Conversion rates vary by hour. No point spending during 2-6 AM when conversion rates are 60% lower than 10 AM-9 PM.

Argument against: PMax algorithms work best with 24/7 data. Limiting hours can hinder learning.

Compromise approach (recommended for Black Friday):

Don't turn ads off completely during low-performing hours. Instead, use bid adjustments:

• Peak hours (9 AM - 10 PM local time): +20% bid adjustment
• Shoulder hours (6-9 AM, 10 PM-midnight): Baseline (0% adjustment)
• Off hours (midnight - 6 AM): -30% bid adjustment

This keeps campaigns running (algorithm still learns) but concentrates spend during high-conversion windows.

How to Implement Bid Adjustments

In Google Ads:

1. Campaign settings → Ad schedule
2. Set your timezone
3. Add schedules for peak, shoulder, and off hours
4. Set bid adjustments for each period

Black Friday weekend exception: Run 24/7 at full bids. People shop at all hours during BF/CM weekend. Don't miss conversions with dayparting.

Implementation Checklist

Here's your step-by-step PMax setup for Black Friday.

Phase 1: Campaign Build (4 Weeks Before Black Friday)

Week 1: Structure & Assets

• ☐ Create PMax campaign with objective: Sales, conversion goal: Purchase
• ☐ Set up 3-8 asset groups by product category or audience intent
• ☐ Upload all required assets (headlines, descriptions, images, videos) for each asset group
• ☐ Set final URLs to relevant category or collection pages
• ☐ Configure product feed in each asset group

Week 2: Listing Groups & Feed

• ☐ Create custom labels in Merchant Center (margin tier, stock level, promotion status)
• ☐ Set up listing groups using custom labels for granular bidding
• ☐ Optimize product feed titles following [Brand][Type][Attribute][Variant] formula
• ☐ Verify all products have GTINs where applicable
• ☐ Check price competitiveness report, adjust pricing if necessary

Week 3: Budget & Targeting

• ☐ Set initial daily budget at 60-70% of maximum
• ☐ Choose bidding strategy: Target ROAS (if data exists) or Max Conversions with tCPA
• ☐ Set Target ROAS 10-15% above break-even floor OR tCPA at 90% of allowable
• ☐ Configure location targeting (typically US, exclude non-serviceable areas)
• ☐ Set up brand exclusion negative keyword list, apply to PMax

Week 4: Monitoring & Refinement

• ☐ Launch campaign in early November for learning phase
• ☐ Build custom reports (asset groups, listing groups, network distribution)
• ☐ Set up automated rules for CPA ceiling alerts
• ☐ Monitor daily for first week, adjust bids/budgets based on early performance
• ☐ Identify winning asset groups/products to prioritize for Black Friday

Phase 2: Black Friday Prep (1 Week Before)

• ☐ Update all asset group headlines with Black Friday messaging and discount percentages
• ☐ Add countdown language to descriptions: "Sale Ends Monday"
• ☐ Set up Merchant Promotions in Merchant Center (submit 5-7 days early for review)
• ☐ Refresh images with holiday-themed versions if appropriate
• ☐ Verify promo extensions are showing in ad previews
• ☐ Increase daily budget to 100% of maximum for peak days (Friday, Monday)
• ☐ Set calendar alerts for hourly checks during Black Friday weekend

Phase 3: Black Friday Execution

Morning of Black Friday:

• ☐ Confirm campaign is active and spending
• ☐ Verify Merchant Promotions are displaying in ads
• ☐ Check budget pacing (should be on track to spend full daily budget)
• ☐ Review early CPA and ROAS trends vs. targets

Every 4 hours during BF weekend:

• ☐ Check actual spend vs. budget target
• ☐ Review 4-hour CPA trend vs. allowable
• ☐ Monitor ROAS vs. target (don't overreact to short-term dips)
• ☐ If CPA exceeds threshold for 2 consecutive checks (8 hours), reduce budget by 25%
• ☐ If performing well and impression share loss due to budget, increase budget by 20%

Cyber Monday:

• ☐ Update headlines from "Black Friday" to "Cyber Monday" if needed
• ☐ Maintain full budget for Monday
• ☐ Continue 4-hour check cadence

Phase 4: Post-Cyber Week

• ☐ Reduce daily budget to 70-80% of peak for extended sales (Tue-Thu)
• ☐ Remove Black Friday/Cyber Monday specific language from assets
• ☐ Review full campaign performance: total spend, conversions, CPA, ROAS by asset group and listing group
• ☐ Identify which products/asset groups were most profitable for future campaigns
• ☐ Archive performance data for 2026 planning

Frequently Asked Questions

How to structure PMax for Black Friday?

Use one PMax campaign with 3-8 asset groups segmented by product category. Within each asset group, set up listing groups using custom labels (margin tier, stock level, promotion status) for product-level visibility and bidding control. Add brand exclusions to prevent cannibalizing your dedicated brand campaign.

Set daily budget at 60-70% of maximum initially, scale to 100% for Black Friday weekend. Use Target ROAS bidding if you have 50+ conversions of historical data, otherwise Max Conversions with tCPA at 90% of allowable.

Should I cap PMax budgets?

Yes, absolutely. Set daily budget 20% lower than your true maximum to account for Google's 2x overspend allowance. Configure automated rules: "If CPA exceeds [threshold] for 4+ hours, reduce budget by 25% and alert."

Check performance every 4-6 hours during Black Friday weekend and manually adjust budgets if CPA trends above allowable for extended periods.

How to report PMax performance separately?

Build five custom reports: (1) Performance by Asset Group, (2) Performance by Listing Group (product-level), (3) Network Distribution (Search/Shopping/Display/YouTube), (4) Device Performance, (5) Comparison Report (PMax vs. Shopping vs. Search campaigns).

Monitor asset group and listing group performance daily during Q4 to identify winners and losers. Use network distribution report to understand where spend is going—if Display is consuming budget at poor ROAS, that's a red flag.

Does PMax cannibalize Shopping and Search campaigns?

It can, especially on brand terms. PMax includes Search inventory and can serve on your branded keywords—potentially at higher CPCs than your dedicated brand campaign.

Prevention: Add exact match brand terms to an account-level negative keyword list applied only to PMax. Monitor your brand campaign's impression share before and after PMax launch. If it drops significantly and PMax shows higher CPA on brand terms, the cannibalization is confirmed.

Alternative: Run comparison report. If PMax delivers better overall results even with some brand traffic, the cannibalization might be acceptable.

What bidding strategy should I use for PMax in Q4?

If you have 50+ conversions in the last 30 days: Use Target ROAS set 10-15% above your actual profitable floor. Example: Need 4.0x, set target at 4.5x. This gives the algorithm room to optimize while protecting margins.

If PMax is new or low-volume: Use Maximize Conversions with a target CPA set at 90% of your allowable CPA. This prevents overspending while the algorithm learns.

Don't use Maximize Conversion Value without a ROAS target during Q4—too much risk of runaway spending.

How long does PMax need to optimize before Black Friday?

Minimum 2-3 weeks. PMax has a learning phase requiring ~50 conversions to stabilize. Launch in early November (or late October) to give it time to learn before peak sale days.

If you launch PMax the week of Black Friday, performance will be suboptimal—the algorithm won't have enough data to bid efficiently during the most expensive week of the year.

Should I use Target ROAS or tCPA for PMax?

Target ROAS is better for ecommerce with variable order values. It optimizes for revenue return, not just conversion volume.

tCPA (target Cost Per Acquisition) works if all your conversions have similar value (e.g., subscription sign-ups, lead gen).

For Black Friday ecommerce: Use Target ROAS. People buy different products at different price points—ROAS optimization handles this better than flat CPA targeting.

Can I exclude specific placements in PMax?

Very limited. You can't exclude specific YouTube channels, websites, or apps like you can in standard Display campaigns.

What you CAN do: Add brand exclusions (prevents serving on your own brand terms), set demographic exclusions (exclude age ranges or genders if clearly unprofitable), and use audience signals to guide (not restrict) targeting.

What you CAN'T do: Block specific Display placements, YouTube videos, or Gmail categories.

If Display performance is consistently terrible, your only option is to reduce overall PMax budget or pause the campaign entirely.

How do I add promo extensions to PMax?

You don't add promo extensions directly to PMax. Instead, set up Merchant Promotions in Google Merchant Center—they automatically apply to PMax Shopping placements.

Steps: Merchant Center → Growth → Promotions → Create promotion. Choose type (percent off, amount off, free shipping), set eligibility (all products or specific), add dates and terms, submit for review (allow 3-5 business days).

Promotions appear as special badges in Shopping ads. They increase CTR by 10-20% on average.

What if PMax CPA is higher than Shopping campaigns?

First, check if PMax is cannibalizing brand terms (common cause of inflated CPA). Compare brand campaign impression share before/after PMax launch.

Second, verify PMax is getting enough conversions for algorithm to optimize (needs 50+ to stabilize).

Third, examine network distribution report. If Display is consuming 40%+ of budget at terrible ROAS, that's dragging overall CPA up—PMax might not be right for your product.

If PMax consistently underperforms Shopping after adequate learning time (3+ weeks, 100+ conversions), pause it and allocate budget to proven Shopping campaigns.

Should I run PMax and Shopping campaigns simultaneously?

Yes, but with caveats. They can coexist if structured properly.

Best practice: Run PMax for broad reach across all Google networks. Run separate Shopping campaign (Standard or Performance Max) with tighter structure focusing on high-margin products or specific categories.

Monitor for cannibalization: If Shopping impression share drops significantly after PMax launch and PMax CPA is higher on the same products, you have a problem.

Alternative: Pause Shopping campaigns entirely, go all-in on PMax. Test for 2-3 weeks. Compare total results (PMax only) vs. previous period (Shopping only). Let data decide.

Conclusion: Your PMax Execution Plan

Performance Max is powerful when structured correctly and dangerous when it's not.

The keys: Asset groups by product category (3-8 groups), listing groups using custom labels for product-level visibility, daily budget caps with CPA guardrails, brand exclusions to prevent cannibalization, and a reporting schema that shows what's actually working.

Don't launch PMax the week of Black Friday and hope it works. Give it 2-3 weeks to learn in early November. Monitor daily, adjust budgets based on performance, and have hard CPA ceilings that trigger automatic budget reductions.

Your action plan:

• Build PMax campaign structure by late October (asset groups, listing groups, assets)
• Optimize product feed (titles, GTINs, images, custom labels)
• Set conservative daily budget (60-70% of max), Target ROAS 10-15% above floor
• Add brand term exclusions to prevent cannibalization
• Launch in early November for learning phase
• Set up reporting views (asset groups, listing groups, network distribution)
• Configure automated CPA ceiling rules
• Scale to 100% budget for Black Friday weekend
• Monitor every 4 hours during peak days, adjust based on CPA trends
• Review full performance post-Cyber Week, optimize for future campaigns

Continue Learning:

• Black Friday Google Ads Strategy 2025 (Complete Guide)
• Google Shopping Optimizations for Black Friday
• Q4 Ecommerce ROAS Targets (Set by AOV & Margin)
• Holiday Ad Budgets by Industry (2025)