Last-Minute Tweaks to Supercharge Your Black Friday Ads

Black Friday is less than two weeks away, which means shoppers are already researching, comparing and building their wish lists. If your paid ads are not fully tuned for the surge, there is still time to make smart, fast changes that can have a real impact.

Black Friday has firmly become the UK’s biggest single-day online shopping event, with Brits spending £1.12 billion online last year. This surge in digital activity makes paid ads a powerful lever: by bidding on Black Friday–specific keywords and serving targeted ads, local businesses can tap into high-intent shoppers ready to buy.

At HookedOnMedia, we often help clients implement quick PPC refinements that sharpen visibility, boost click through rate and strengthen conversion potential, all within short turnaround windows.

Here are some practical last minute optimisations you can put in place right now.

Create Black Friday Specific Landing Pages

If you want the strongest possible Quality Score and conversion rate, match the intent of the searcher. A Black Friday themed landing page, even a simple one, gives your ad a direct and highly relevant destination. It reassures shoppers that the offer they saw in the ad is supported on the page. This helps reduce bounce rate and increases trust. If you do not have one, a streamlined page built around your strongest offer can be created quickly.

Add Black Friday Callouts

Callouts sit underneath your main ad copy and are ideal for highlighting quick hit benefits. Adding seasonal callouts such as Black Friday deals, limited time offer or early access savings will help your ads stand out at the exact moment shoppers are scanning the page. These can be rolled out across campaigns within minutes and are a simple way to improve ad relevance.

Use Promotional Extensions With a Genuine Offer

Google allows a special coupon icon to appear beneath your ad when you add a promotion extension. This little tag is highly visible and can increase the likelihood of a click. However, Google is strict about the rules, so the offer must be genuine and specific. If you can provide a clear percentage discount, a money off amount or a code that can be redeemed on site, it is well worth activating this feature.

Refresh Ad Copy for Urgency

Shoppers respond strongly to immediacy at this time of year. Updating headlines with timely messaging such as Black Friday starts now or Limited stock for Black Friday can help lift engagement. Even small tweaks can have a measurable effect. If you have responsive search ads, updating a few high impact assets is a quick win.

Tighten Audience and Keyword Focus

With the Cost Per Click (CPC) typically rising around Black Friday due to increased competition, refining your targeting can help protect your budget. Review your search term reports and pause anything irrelevant. Check your audiences and consider layering in remarketing or cart abandonment lists to capture warm traffic. These adjustments can be made rapidly and often deliver more efficient spend.

Boost Budget on Proven Performers

If data already shows which campaigns and keywords convert best, temporarily increasing budget on those areas can capture the spike in demand without guesswork. Black Friday is short lived, so concentrating spend on what is already working often delivers better results than experimenting late in the season.

Need a helping hand navigating Black Friday and the busy Christmas shopping season?

Whether you need landing pages created, ads rewritten, promotions deployed or campaigns set up from scratch, we can support you quickly. Our expert team is used to rapid turnarounds during seasonal peaks and can help ensure your promotions are working as hard as possible in the time available. Even small strategic updates can make a meaningful difference.

HookedOnMedia is a Google Partner, which means we specialise in managing Google Ads and have met Google’s rigorous standards for performance, expertise, and client success. 

Our expertise has recently been recognised with a National Search Award nomination for Best Use of Search – Travel / Leisure (PPC) for a campaign with Beach Retreats, which achieved an impressive 9:1 return on ad spend. Whether it’s driving awareness, conversions, or maximising ROAS, HookedOnMedia combines deep technical skill with strategic insight to deliver results that matter.

If you would like last minute help preparing your paid ads for the Christmas period, get in touch – we can give your campaigns a festive boost, so you can maximise clicks, drive more conversions, and make this season your most successful yet.