Business · Companies · 1 hr ago
Online shops saw stronger ad returns before Black Friday 2025
An analysis of campaign data from more than 300 online retailers found that Google Ads returns rose by over 50% in the three weeks before Black Friday 2025.
The analysis was conducted by Aizy, a marketing software company.
Returns measure how much sales revenue comes from each euro spent on advertising.
In the two weeks after the baseline period, Google Ads returns rose from 10 to 15.7, and the shops’ sales grew by 84%.
On Black Friday week, ad costs rose 27% from the previous week while sales rose 17%, as competition for searches increased.
Meta ads, on Facebook and Instagram, performed differently: returns rose later, peaking in the week before Black Friday.
Aizy expects a similar pattern in 2026 and advises shops to start Google offers on October 26, launch Meta campaigns by November 9, and keep their return targets during Black Friday week.
An analysis of more than 300 e-commerce companies found that Google Ads returns rose by more than 50% in the three weeks before Black Friday 2025.
The analysis found that return on ad spend increased from 10 to 15.7 in the two weeks after the week of October 27.
Revenue among the surveyed shops rose by 84% over that same period.
On Black Friday, November 28, the shops together recorded 2.4 times their average daily revenue in the baseline week.
Advertising costs rose 27% in Black Friday week compared with the previous week, while revenue increased 17%.
- Who
- Aizy, an AI marketing software company, analysed campaign data from more than 300 e-commerce companies.
- What
- The analysis found that ad returns rose before Black Friday 2025, with different seasonal patterns on Google Ads and Meta.
- When
- Around Black Friday 2025, including the three weeks before it.
- Where
- Online advertising campaigns run by the surveyed e-commerce companies. The companies' locations are not stated.
- Why
- Aizy said Google Ads captures existing demand, while Meta creates new demand, which works best when there is an offer to show.
This story does not have two clearly opposing sides.
No direct quotes in the coverage so far.
Aizy used October 27 to November 2 as the baseline week for its analysis.
Google Ads return on ad spend rose from 10 to 15.7, while the shops' revenue increased by 84%.
On Black Friday, the shops together recorded 2.4 times their average daily revenue in the baseline week.
Demand fell; on December 5, daily revenue was 48% of the baseline-week level.
- Campaign data
- More than 300 e-commerce companies
- Google Ads return
- Rose from 10 to 15.7 in the two weeks after the baseline week
- Revenue growth
- 84% over those same two weeks
- Black Friday date
- November 28, 2025
- Black Friday-week costs
- Advertising costs rose 27% from the previous week; revenue rose 17%
Sources
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