business.facebook.com/adsmanager
[ THE SHORT VERSION ]
- PROBLEM
- The most expensive ad weekend of the year — CPMs spike fast, and slow teams burn money.
- WHAT I DID
- Prepared everything in October, then made scale-or-cut calls every few hours, all weekend.
- RESULT
- $544,397 spent in 3 days across the portfolio. 32.5M impressions, 10.8M people reached. No frozen accounts. No panic.
[ THE PROBLEM ]
Black Friday weekend is brutal. CPMs can double overnight. React slowly and you burn money. Freeze and you miss the biggest revenue days of the year.
I was running a portfolio of brands through that window at the same time. There's no room to "figure it out" mid-weekend.
[ WHAT I DID ]
- 01Won it in October. Creative built and pre-tested weeks earlier. Budgets staged. Kill rules written down before the weekend started.
- 02Built the creative arsenal with AI. Every offer, every angle, every format — ready before Thursday. No design team stuck in revision rounds mid-weekend.
- 03Made a decision every few hours. Scale what converts. Cut anything that crossed the CPA line. Rotate creative the moment it fatigued.
- 04Played Cyber Monday as its own game. Different offers, different urgency, budget moved from Friday's winners to Monday's closers.
[ THE NUMBERS ]
Main outcome
$544K
Spent in 72 hours across the portfolio
32.5M impressions · 10.8M people reached · no frozen accounts
$544,397TOTAL SPENT
72 HOURSWINDOW
32,500,000IMPRESSIONS
10,800,000REACH
[ WHAT THIS MEANS FOR YOU ]
BFCM doesn't reward talent in the moment — it rewards preparation plus the nerve to move fast. If Q4 matters for your brand, this is the level of preparation your account should get.
Want numbers like this on your account?
30 minutes, direct with me. You leave with a diagnosis either way.