How to Truly Beat Competitors Using Google Ads This Black Friday Sales

Black Friday sales are a high-stakes game, especially when it comes to Google Ads. This time of year is your big opportunity to grab a piece of the massive e-commerce pie, but it also means you’re up against some serious competition. Whether you’re a small-to-medium business (SMB) trying to carve out your place in the market, or an enterprise-sized company looking to dominate the scene, a clear strategy is crucial. In this guide, I’ll walk you through the proven steps to maximise your Google Ads Black Friday Sale Competitive Strategies. You’ll learn how to compete effectively with bigger players, stay ahead of your direct competitors, and make the most of this peak sales period.

If you’re ready to turn the chaos into a winning strategy, I’ll show you how to approach Black Friday sales with confidence. From budget planning to ad optimisation, this step-by-step guide is packed with practical insights to help you hit your targets. And don’t worry, I’ll keep it light-hearted and relatable while making sure you feel empowered to make data-driven decisions. Let’s dive in.

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Google Ads Black Friday Sale Competitive Strategies

1. Allocate Budgets Strategically

  • Enterprise companies invest heavily; budgets often exceed millions.
  • SMBs should increase budgets by 20-30%; enterprises by 50%+.
  • Use flexible budget reallocation based on campaign performance.

2. Utilise Comprehensive Campaign Structures

  • Combine Search, Display, Shopping, and PMAX campaigns.
  • Target all stages of the buyer journey: awareness to conversion.
  • Integrate multi-channel strategies to maximise visibility.

3. Leverage Advanced Audience Segmentation

  • Segment customers by behaviour, purchase intent, and past interactions.
  • Use first-party data for personalised ad targeting.
  • Implement remarketing campaigns to re-engage potential customers.

4. Focus on High-Converting Keywords

  • Prioritise high-intent keywords for maximum ROI.
  • SMBs should target long-tail and niche keywords.
  • Bid aggressively on high-volume keywords for broader reach.

5. Optimise Ad Elements for Maximum Impact

  • Create compelling ad copy with catchy headlines and strong CTAs.
  • Use ad extensions like site links, callouts, and structured snippets.
  • A/B test creatives, landing pages, and offers continuously.

6. Employ Aggressive Bidding Strategies

  • Adjust bids in real-time, especially during peak shopping hours.
  • Compete for top ad positions to maximise visibility.
  • Utilise machine learning to optimise bidding dynamically.

7. Utilise Local SEO and Geotargeting (for SMBs)

  • Focus on local markets to outshine larger competitors.
  • Use Google My Business extensions for local relevance.
  • Highlight local delivery options and in-store pick-up.

8. Monitor Competitors and Adapt Strategies

  • Use tools like SEMrush or SpyFu to track competitors’ actions.
  • Adjust campaigns based on competitor performance and market trends.
  • Stay flexible and ready to reallocate resources.

9. Offer Competitive Discounts and Exclusive Deals

  • Use buying power to provide attractive discounts or bundles.
  • Promote exclusive offers and time-sensitive deals.
  • Retarget customers across multiple channels for higher conversions.

10. Plan for Post-Black Friday Momentum

  • Continue campaigns into the holiday season for sustained growth.
  • Use insights from Black Friday to optimise Christmas campaigns.
  • Capitalise on increased traffic to set up for 2025 growth.

Want to know how Black Friday Sales worked in the past, present, and future, then read the Black Friday Sales Report.

How Enterprise-Size Companies Allocate Budgets During Black Friday Sales

When it comes to Black Friday sales, enterprise-sized companies don’t play small. They know the stakes are high and allocate significant budgets to ensure they dominate search results and capture as much market share as possible. With the financial muscle to place aggressive bids on competitive keywords, these companies often accept higher Cost-Per-Click (CPC) rates because they understand that volume sales will balance the cost. They typically start their Black Friday campaigns months in advance, using multi-channel strategies that include Search, Display, Shopping, and Performance Max (PMAX) campaigns to cover all customer touchpoints.

What truly sets enterprise-sized companies apart is how they utilise advanced audience segmentation and remarketing. By tapping into detailed customer data, they create highly personalised ads that target different segments based on behaviour, purchase intent, and past interactions. Think of it as the digital version of having your own personal shopper who knows exactly what you like. This level of personalisation, combined with continuous A/B testing on ad creatives, landing pages, and product offers, ensures they stay ahead of the competition and maximise their Google Ads Black Friday Sale Competitive Strategies.

Need help with your Google Ads? Book your FREE 1:1 consultation today and get started.

Significantly Higher Ad Budgets

Enterprise-sized companies invest heavily in Black Friday sales campaigns, with budgets often surpassing millions. This enables them to dominate the most competitive keywords and consistently secure top ad positions. When your ad shows up at the top of Google results for “Black Friday deals” or “holiday sales,” it’s not by accident—it’s because they’re willing to pay for it. Their commitment to spending big during this period makes their ads nearly ubiquitous, driving customer awareness and capturing high-intent traffic.

Comprehensive Campaign Structures

These companies use a variety of campaign types to cover every stage of the buyer journey, from awareness to conversion. Search ads capture users actively looking for deals, while Shopping and Display ads reach those browsing products. PMAX campaigns bring it all together, maximising visibility across all touchpoints. The multi-channel approach is integral to their Google Ads Black Friday Sale Competitive Strategies, ensuring they maintain a dominant presence throughout the shopping season.

Does your team need help with your Google Ads? Book your FREE 1:1 consultation today and get started.

How SMBs Can Compete with Enterprise-Size Companies During Black Friday Sales

Let’s face it, if you’re an SMB, you don’t have the kind of budget that allows you to throw millions at Google Ads. But don’t worry—you don’t need to. What you need is a smart, focused strategy that gets you the most bang for your buck. Start by narrowing your target to high-intent keywords that directly relate to your products or services. Forget about trying to own broad, expensive terms. Instead, concentrate on specific, long-tail keywords that have a lower CPC but higher conversion potential. This approach not only helps stretch your budget but also increases your Quality Score, making it easier for your ads to compete for top positions.

Local SEO and geotargeting can also be your secret weapon. By focusing on shoppers in your area, you can create ads that feel more personalised and relevant to potential customers. Use Google My Business extensions to highlight local delivery options or in-store pick-up, if applicable. This strategy allows you to capture local traffic and outshine larger competitors who may not be targeting at the local level. Implementing these elements into your Google Ads Black Friday Sale Competitive Strategies can make a significant difference.

For a detailed article on how to optimise Google Ads for Black Friday Sales Read “How to Get the Best Results for Black Friday Sales Using Google Ads”

Strategic Use of Budget

As an SMB, your budget must be spent wisely. Focus on specific, high-intent keywords and product-based campaigns that have a direct impact on sales. By allocating your budget during peak shopping hours, you’ll ensure your ads reach potential customers when they’re most likely to convert. Make every dollar count by adjusting bids based on time of day and device type, ensuring your ads appear at the most opportune moments.

Niche Targeting and Long-Tail Keywords

Targeting niche markets and long-tail keywords can reduce competition and drive more qualified traffic to your website. Think of it like fishing with a spear instead of a net—you’re aiming for quality over quantity. Find the gaps in your competitors’ strategies and use them to your advantage. By implementing niche targeting within your Google Ads Black Friday Sale Competitive Strategies, you can achieve cost-effective conversions that are often overlooked by larger players.

Like what you’re reading? Follow or connect with Crom Salvatera on LinkedIn to get more digital insights.

How Enterprise-Size Companies Compete with SMBs on Google Ads During Black Friday Sales

Enterprise-sized companies often outspend SMBs to dominate high-volume keywords and ensure top visibility. By bidding aggressively, they can drive up the CPCs, making it tough for smaller businesses to compete on those terms. But these companies don’t just rely on budget. They leverage their well-established brand recognition to increase click-through rates (CTR) and conversion rates. When shoppers see a familiar brand pop up during their search, they’re more likely to click on that ad because it feels safer and more trustworthy.

Big brands also use their financial clout to offer competitive discounts and exclusive deals. This buying power allows them to offer deeper discounts, or even bundle products in a way that smaller competitors can’t match. Add to that a higher retargeting budget, and they’re able to keep potential customers engaged across different channels, even after they’ve left the website without making a purchase. For SMBs, countering these tactics requires a blend of strategic bidding and creative ad copy as part of their Google Ads Black Friday Sale Competitive Strategies.

Need help with your Google Ads? Book your FREE 1:1 consultation today and get started.

Dominating High-Volume Keywords

Enterprise-sized companies aim to monopolise high-volume keywords, driving up CPCs to make it difficult for SMBs to compete. With deep pockets, they can outbid smaller businesses, ensuring top ad positions during peak times when search traffic is highest. Their visibility across high-volume terms helps to drive awareness and often secures clicks from consumers who are further along in their purchase journey.

Leveraging Brand Power and Customer Trust

These companies have a distinct advantage when it comes to brand recognition. Shoppers are more likely to click on ads from brands they trust, leading to higher CTRs and conversion rates. It’s not just about spending more—it’s about spending smart and making sure the brand stands out. A well-known brand’s ad is often perceived as more credible, and that trust factor gives them an edge during Black Friday sales.

How Enterprise-Size Companies Compete with Other Enterprises During Black Friday Sales on Google Ads

The competition doesn’t stop at outspending SMBs; enterprise-sized companies often find themselves going head-to-head with other big players. This is where the stakes get even higher. To outdo other large competitors, companies use first-party data to personalise ads at scale, crafting offers and creatives that appeal to specific customer segments based on previous buying behaviour. When you can deliver an ad that feels like it was made just for the person seeing it, you’re more likely to get that click.

Aggressive bidding strategies come into play as well, especially during peak shopping hours when everyone is vying for the top spot. Enterprise companies use machine learning to adjust bids in real-time, ensuring they stay ahead of the competition. They may also form exclusive partnerships with brands or Google for premium ad placements, which gives them a leg up in the competitive landscape. These efforts are crucial to their Google Ads Black Friday Sale Competitive Strategies.

Utilising First-Party Data for Highly Personalised Campaigns

Big companies use their customer data to deliver personalised ads that speak to individual preferences. By segmenting their audience and offering tailored messages, they increase engagement and conversion rates. This data-driven approach is a key differentiator in a crowded marketplace, where personalisation can make or break a campaign’s success.

Aggressive Bidding Strategies for Top Positions

When the competition heats up during Black Friday, companies need to be ready to bid aggressively. Real-time adjustments to bids can keep your ads in prime positions, ensuring your brand is visible when shoppers are ready to buy. This approach is often backed by advanced algorithms and machine learning, allowing companies to stay ahead in the bidding war without blowing their budget.

Need help with your Google Ads? Book your FREE 1:1 consultation today and get started.

Key Strategies for All Businesses to Maximise Results During Black Friday

No matter the size of your business, focusing on high-converting keywords is essential for a successful Black Friday. Both SMBs and enterprises should aim for keywords with strong purchase intent, where potential customers are ready to buy. Optimising your ad copy, images, and calls-to-action can also make a huge difference in performance. This is the time to put your best foot forward and integrate these tactics into your Google Ads Black Friday Sale Competitive Strategies.

Take advantage of ad extensions like site links, callouts, and structured snippets to make your ads more informative and compelling. This not only boosts CTR but also helps your ads stand out in a crowded search results page. Keep an eye on competitors using tools like SEMrush or SpyFu to see how you can adapt your strategies in real-time.

Focus on High-Converting Keywords

Identify and target high-converting keywords to maximise your return on ad spend. Use phrases that indicate purchase intent, such as “buy now,” “Black Friday deals,” or “limited time offer,” and optimise bids accordingly. This approach will help you target shoppers who are ready to make a purchase.

Optimise Ad Elements for Black Friday Shoppers

Every element of your ad matters, especially during Black Friday. Make sure headlines are catchy, descriptions are clear, and calls-to-action are direct. Include ad extensions to provide more value and drive higher CTRs. Your ad copy should resonate with urgency and special deals, enticing shoppers to click through and explore your offers.

Budget Planning and Optimisation for Black Friday

Your budget can make or break your Black Friday campaign. It’s important to plan for a significant increase in ad spend to stay competitive during the holiday. For smaller businesses, a 20-30% increase in budget may be sufficient, while large enterprises could consider raising their budgets by 50% or more. This extra investment is necessary to accommodate higher CPCs and maximise the reach of your ads.

Keep your budget flexible and be prepared to reallocate funds based on real-time performance. If a campaign is performing well, consider shifting more budget towards it. Conversely, if a campaign is underperforming, pause it, optimise the elements, or redirect the budget to higher-performing campaigns. This adaptive approach is a cornerstone of effective Google Ads Black Friday Sale Competitive Strategies.

Like what you’re reading? Follow or connect with Crom Salvatera on LinkedIn to get more digital insights.

Recommended Ad Spend Increases Based on Business Size

Plan to boost your ad spend significantly during Black Friday. SMBs should aim for a 20-30% increase, while larger companies may need a 50% or higher budget increase to maintain visibility and capture market share. The added budget ensures you can compete effectively, even if CPCs rise.

Flexible Budget Reallocation Based on Campaign Performance

Monitor campaign performance closely and reallocate budgets where necessary. Campaigns that perform well should be given additional budget, while those that fall short should be paused or optimised. Real-time data can help guide these decisions, ensuring your budget is used efficiently.

Case Studies and Examples: How Different Companies Have Succeeded on Black Friday

Looking at real-world examples can provide valuable insights into what works during Black Friday sales. For instance, Koala, an Australian mattress and furniture company, successfully used niche targeting and local SEO to compete against global brands like IKEA. By focusing on eco-friendly and Australian-made mattress keywords, they were able to capture local traffic and boost sales without breaking the bank.

On the other hand, enterprise-sized companies like JB Hi-Fi took advantage of advanced audience segmentation and aggressive bidding strategies. By targeting customer segments based on purchase history, they created highly relevant ads that drove impressive conversion rates, even in the highly competitive consumer electronics market. These real-world applications showcase the importance of adopting tailored Google Ads Black Friday Sale Competitive Strategies.

Need help with your Google Ads? Book your FREE 1:1 consultation today and get started.

Case Study 1: SMB Successfully Competing with Enterprises

Koala targeted local and niche markets, using long-tail keywords to boost visibility. Their focus on Quality Score optimisation allowed them to secure top positions for relevant searches without inflating their CPC. This strategy proved that with the right targeting, smaller players could still win in competitive markets.

Case Study 2: Enterprise Competing with Other Enterprises

JB Hi-Fi used aggressive bidding and audience segmentation to stay ahead of other big players. By personalising ads for customers based on purchase history, they achieved strong sales growth during the Black Friday period. Their ability to adjust bids in real time kept them competitive in a fast-changing landscape.

Like what you’re reading? Follow or connect with Crom Salvatera on LinkedIn to get more digital insights.

Conclusion: Winning the Black Friday Sales Competition with Google Ads

Black Friday sales bring fierce competition, but the right strategy can make a big difference. Whether you’re a small business looking to make your mark or a large company aiming to stay on top, focusing on high-intent keywords, optimising ad elements, and planning a flexible budget are all crucial steps. Remember, Black Friday is just the beginning—setting up a strong campaign now can set the stage for continued growth throughout the holiday season and beyond. Adopt these Google Ads Black Friday Sale Competitive Strategies, and you’ll be well on your way to success.

About the Author

I’m Crom Salvatera, a seasoned digital marketing strategist and social media consultant. With over 12 years of experience, I’ve helped businesses turn the chaos of holiday marketing into smooth, profitable campaigns. I’m here to bring clarity and insight to your Black Friday and Christmas strategies, guiding you through the high-pressure season with practical, data-driven advice that delivers results. As the calm strategist in the chaos, I help businesses use Google Ads Black Friday Sale Competitive Strategies to achieve transformative growth.

Like what you’re reading? Follow or connect with Crom Salvatera on LinkedIn to get more digital insights.