Facebook remains the most popular platform for digital advertising on social media today, and its ad engine has become increasingly sophisticated over time. It not only has access to billions of people worldwide but also collects information about users, both online and offline, to create better ad targeting options for businesses.

In this article, we’ll outline some benefits of advertising on Facebook during this highly competitive period, including a closer look at some key statistics for how Triple Whale customers used Facebook ads during BFCM 2024. 

Additionally, we’ll provide some ad examples and strategies for success when advertising on Facebook for BFCM 2025.  

Benefits of advertising on Facebook during Black Friday

The number one reason for advertising on Facebook: it’s where the people are. 

With more than three billion monthly active users, there’s a very large chance you’ll be able to connect with your target demographic when advertising on such a popular platform. In addition to its customer base, Facebook also offers unparalleled targeting capabilities, diverse ad formats, and audiences that are motivated to purchase products. 

Here are some reasons why Facebook ads are particularly effective for BFCM campaigns:

1. Advanced targeting and retargeting: Facebook’s granular targeting ability enables brands to reach specific demographics, interests, and behaviors. In a BFCM campaign, it would be effective to retarget past customers, create lookalike audiences, or serve ads to customers who have interacted with your brand during the holiday season in the past.  
2. Dynamic ad formats: With a diverse amount of ad formats comprising carousel, video, and collection ads, Facebook allows brands to showcase their products in a variety of ways, which can boost conversions during BFCM by encouraging bundles or pairing complementary items. 
3. Engaged audiences: Consumers are comfortable with making purchases via Facebook, and 38.5% of US Facebook users are expected to make a purchase on the platform in 2025. As the shopping features on Facebook and Instagram continue to evolve, it’s easier than ever to capture those impulse purchases during the high-traffic BFCM period.
4. Data-driven insights: Facebook has robust analytics available to help brands track campaign performance in real-time, which can enable brands to adjust and optimize campaigns based on what’s working for specific audiences (Hot tip: A brand can even improve the performance of Meta campaigns using Sonar by Triple Whale to capture more data the platform may have missed).     

These factors, combined with Facebook’s robust ad placement options and integration with other sales channels, make it one of the best platforms for maximizing BFCM traffic and sales.

Facebook BFCM 2024 ad spend: by the numbers

In our BFCM 2024 Retrospective Report, we evaluated the ad performance data for over 33,000 shops, comprising over $2 billion in revenue. There are some key statistics from the report that indicate Facebook/Meta remains a hot place to advertise for BFCM:

• Meta comprised 67.81% of all ad spend
• Meta’s CTR of 1.79% was higher than both Google (1.33%) and TikTok (1.01%), and even increased by +13.29% over BFCM 2023
• Meta’s AOV of $100.17 was the highest of all platforms, an increase of +2.37% over BFCM 2023

The less positive news:

• CPA of $31.38 was +6.70% higher than in BFCM 2023, and CPM increased by +17.79% to $20.33 
  
  • Both of these values were the highest of all major ad platforms, indicating Facebook continues to be one of the most highly competitive
• ROAS of 3.19 was -4.20% less than the year prior, and less return on ad spend could mean wasted funds
• CVR dropped by -2.69% to 3.62%, which was the lowest conversion rates of all platforms investigated

To win BFCM in 2025, brands need to take a look back at their performance in 2024 to make confident, data-backed decisions to take their performance to the next level. 

Meta strategies for BFCM 2025

Meta is such a dominant platform, and the tried and true methods like carousel ads and Advantage+ campaigns are still in play, but to maximize ROI for BFCM 2025, here are some more strategies to consider:

• Prepare to spend. Expect high CPMs during BFCM, and invest accordingly.
• Create sophisticated segments. Set up Recency-Frequency-Monetary (RFM) segments to advertise with specific and relevant ads for each audience.
  
  • Champions. Recent, frequent, high-value customers get Loyalty/VIP campaigns
  • Loyal customers. High frequency, good value → Cross-sell campaigns
  • Big spenders. High monetary, low frequency → Win-back campaigns
  • New customers. Recent, low frequency → Onboarding sequences
• Competitive intelligence. Use the Facebook Ad Library for real-time competitive creative analysis, and adjust your own ads to win.
• Maximize creative. Increase creative production by 3-4x to combat ad fatigue.
• Dynamic bidding strategies. Identify peak traffic periods and adjust bidding accordingly. 
• Simplify campaign structure. Trust Facebook’s machine learning to find your buyers and invest more time in ad creative strategy.
• Use Advantage+ to your advantage. With Advantage+ Shopping Campaigns, you can dynamically target relevant audiences and test multiple creatives against each other to optimize ads.
• Unify the cross-channel experience. Customers expect seamless experiences across all touchpoints, so ensure you sync Meta ads with email/SMS campaigns. Coordinate the timing across all marketing channels for maximum impact.

Use AI Agents to make better Facebook ads for BFCM 2025

One of the toughest parts of marketing is making sure your creative is fresh, lands with consumers, and is capitalizing on the latest trends in advertising. You could scour the Meta Ads Library to individually search for ads from brands you admire to emulate their approach, which could take hours of manual labour. 

Or, you could have an AI agent do it all for you. 

Creative Inspiration Agent

The Creative Inspiration Agent helps to accelerate high-converting creative production by analyzing successful ad campaigns and competitor strategies. 

It can pull ads from the Meta Ads Library from the brands that inspire you, and analyze all of the elements that make the ad successful, from the hook, to the angles, USPs, and visual components. 

Then, the agent will translate those successful patterns to fit your specific product, audience, and brand voice to generate a detailed brief with visual direction, scripts, and technical specifications so your team can be ready for immediate production of new content.

Meta Ad Performance Agent

The Meta Ad Performance Agent can help optimize your Meta campaigns by analyzing key performance indicators (KPIs) like spend, CTR, and ROAS to identify trends in the ads you’re running. 

It can identify which ads are driving the best results, what content is resonating with your audience to drive CTR, and help you make informed decisions to enhance your advertising strategy. By implementing this agent during BFCM, it will be easier to automatically spot which ads aren’t performing well, and to push ad spend to the high performers instead. This Agent will provide clear, actionable insights to simplify decision-making during a high-stress period. 

Meta Channel Performance Analysis Agent

The Meta Channel Performance Agent drives profitable growth by providing comprehensive, real-time analysis of Meta advertising across all campaign levels, including campaigns, ad sets, and individual ads. With period-over-period comparisons, it’s easier to see the performance changes with percentage metrics, and visual creative performance insights will have interactive media previews of top-performing ads. 

With this Agent, brands can identify the top and underperforming campaigns and get immediate optimization and budget reallocation recommendations, with data-driven insights to drive better return on ad spend during BFCM.

Conclusion

Facebook continues to be a dominant platform for BFCM advertising, offering unparalleled targeting capabilities, diverse ad formats, and engaged audiences. With advanced targeting and retargeting options, dynamic ad formats, and robust data-driven insights, Facebook is an indispensable tool for brands aiming to maximize their reach and conversions during this peak shopping period. 

Brands should take note of the ad performance trends outlined in this article to benchmark their BFCM 2024 data and prepare for 2025, in addition to employing some AI-powered tools to optimize performance in real-time. Brands that combine these tactics with cross-channel coordination will be best positioned to capitalize on the biggest shopping period of the year.

Want to learn more about crushing BFCM 2025? Check out our BFCM Resource Hub to set yourself up for success!