Black Friday Ads: What’s Working Right Now on Meta, TikTok, and Google

Black Friday is one of the biggest sales opportunities of the year but also one of the loudest. With competition rising and ad costs increasing across every platform, the brands that succeed are the ones who adapt to what’s working right now.

At Naked Marketing, we run Black Friday campaigns across Meta, TikTok, and Google for a wide range of New Zealand businesses. This year, clear trends are already emerging around what works, what doesn’t, and where brands should invest their budget.

Whether you’re launching your first Black Friday promotion or improving your results from last year, here’s what is performing best across each platform.

1. What’s Working on Meta (Facebook + Instagram)

Meta continues to be the strongest driver of Black Friday sales, especially for product-based brands. With the recent Andromeda update, creative now has more impact than targeting.

Short-form video is dominating

Reels-first creative is delivering the highest click-through rates, engagement, add-to-carts, and ROAS.

Top-performing formats include:

• UGC-style product demos

• Talking-to-camera content

• Fast, high-energy Reels with strong hooks in the first 2 seconds

• Before and after transformations

• Unboxings and ASMR-style clips

Broad targeting works better than narrow interest targeting

Meta’s AI performs best when campaigns are simple:

• Broad audiences

• Simplified campaign structures

• Multiple creative variations instead of multiple audience tests

Interest-heavy setups are underperforming this season.

Strong offers and simple messaging convert best

Your offer should be clear within the first 1 to 3 seconds. Examples:

• “Black Friday: 25% Off Everything”

• “Today Only: Extra 15% Off Sale Items”

• “Free Gift With Purchase This Weekend Only”

Keep your message simple. People scroll fast.

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2. What’s Working on TikTok Ads

TikTok remains the platform where impulse buying happens fast, especially during Black Friday when users actively search for recommendations and gift ideas.

Raw, unfiltered content performs best

Overly polished ads are underperforming. What works:

• Lo-fi videos filmed on a phone

• Creator-led product demos

• Quick tests such as “Does this actually work?”

• Trend-aligned audio

• Authentic reviews

If it looks like a traditional ad, users swipe away.

Problem–solution hooks are very effective

TikTok users respond when the ad states a problem immediately. Examples:

• “If your skin gets dry in summer, try this”

• “Struggling to find a gift under 50 dollars?”

• “This one tool saves me time every day”

Retargeting becomes powerful in the last 48 hours

This is the conversion window on TikTok. Use:

• Countdown timers

• Last chance messaging

• Cart reminders

• UGC testimonials

Creators build trust quickly, and retargeting helps close the sale.

3. What’s Working on Google Ads

Search volume spikes across Black Friday weekend. Users search for deals, compare brands, and look for the best offers.

Search plus Performance Max is the strongest structure

Use both formats together:

• Performance Max for scale and discovery

• Search campaigns for high-intent buyers

Search captures people ready to purchase while PMax brings volume.

Optimised Shopping ads are essential for product-based brands

Make sure your feed includes:

• Clear product images

• Black Friday keywords in titles where relevant

• Accurate pricing

• Structured product types and benefits

Lean into Black Friday search behaviour

People search for deals, not only brands. Examples:

• “Black Friday deals NZ”

• “Best Black Friday skincare sales”

• “Black Friday gifts under 100 dollars”

Update your headlines and descriptions to match this seasonal intent.

4. What Winning Black Friday Ads Have in Common

Across Meta, TikTok, and Google, the top-performing brands share one habit.

They start early.

Brands that build momentum before Black Friday see higher engagement, larger warm audiences, stronger ad performance, more email signups, and higher conversion rates on the day.

And the format delivering the best results across every platform is short-form video.
Whether it’s Meta Reels, TikTok videos, or YouTube Shorts, the pattern is the same: fast, authentic content performs best.

Nomadic Movement: Festival & Streetwear

This campaign tests four distinct visuals for the same Up to 50% Off Site Wide offer, maximizing reach on Meta. The ads use bold graphics and explicit countdown language (like "Starts Tomorrow" and "Gear Up") to create immediate urgency and capitalize on the fashion-forward consumer's fear of missing out (FOMO).

Urptopia: Carbon Fold Step-Thru Ebike

For this high-ticket e-bike, the focus is on layering value beyond the discount. Ads feature savings (Up to $1200 OFF) alongside crucial bonuses like Free Gifts, Free Shipping, and a 2-Year Warranty. The visuals showcase the bike's key features (portability and range) to reduce purchase hesitation.

Elovell: Anti-Cellulite Massage Oil

Elovell prioritizes a high-converting incentive model: "BUY 1 GET 1 FREE." The ad copy addresses the consumer's pain point directly, offering the product as the solution. The consistent visuals clearly brand the product while prominently featuring the BOGO offer, driving immediate volume sales.