Hi everyone, I am trying to scale facebook ads this BFCM but i afraid to burning through my money. what do u think to scale fb ads effective at bfcm?
Topic summary
Scaling Facebook ads for BFCM while avoiding wasted spend. Core advice centers on profit-first tracking and prioritizing warm, high-intent audiences over cold acquisition during the peak.
Key recommendations:
- Measure net profit per ad set (after COGS, shipping, fees, refunds), not just ROAS. Set alerts for CAC spikes or blended ROAS drops; cut losers fast and increase spend on proven profit drivers.
- During BFCM, shift budget to retargeting (site visitors, video viewers, past purchasers, email list, lookalikes). Build warm audiences weeks prior with cheaper TOFU, then pause/limit cold traffic over the BFCM weekend.
- Scale gradually (e.g., 20–25% budget increases every couple of days), duplicate winning ad sets with small budget bumps, and roll back quickly if results slip. Avoid broad horizontal scaling with many new creatives; test offers well before the week—if it doesn’t work at normal CPMs, it won’t at peak CPMs.
- Improve store conversion: strong creatives and clear offers, optimized product pages/checkout, upsells/cross-sells/post-purchase offers, urgency (countdowns, low stock), and incentives (e.g., free gifts in cart).
Status: No final resolution; guidance converges on profit tracking, warm-audience focus, cautious scaling, and CRO readiness.
Acronyms: BFCM (Black Friday/Cyber Monday), CPM (cost per 1,000 impressions), ROAS (return on ad spend), CAC (customer acquisition cost), TOFU/MOFU/BOFU (top/middle/bottom of funnel).
Hey @Alex_52_1! Totally get your concern, BFCM is when CPMs spike and it’s easy to overspend without realizing what’s actually profitable. Before scaling, consider using a profit analytics tool to track real-time net profit per ad set, not just ROAS. That way, when you scale, you can see which campaigns bring in actual money after ad spend, COGS, shipping, and fees and from that set smart alerts to flag any drop in blended ROAS or spike in CAC. Facebook may show 3x ROAS but you’re still losing money if margins aren’t tight. So instead of horizontal scaling with tons of new creatives, just increase spend on top profit-driving ad sets, monitored margin daily, and cut losers fast. It will save you from a lot of wasted budget. Hope this helps! 
Hey pal @dolia_goprofit !
Scaling Facebook ads during BFCM is a good way to burn money if you’re targeting cold audiences, as ad costs (CPMs) are extremely high.
The most effective strategy is to stop spending on cold traffic during the BFCM weekend.
Instead, your entire budget should be focused on retargeting. You should spend the weeks before BFCM running cheaper, top-of-funnel campaigns (like video view or engagement ads) with the single goal of building large, warm audiences.
During BFCM, you turn off those “warm-up” campaigns and shift all your budget to retargeting audiences (site visitors, video viewers, past purchasers) with your best discount offers. These high-intent audiences are much more likely to convert, which is how you stay profitable when ad costs are at their peak.
Hope this helps!
Hello @Alex_52_1,
I hope you are well!
There will be lot of people who will generate the message from AI and paste it here, but I would like to inform you that you have to spent hard on the sales and ads to get the sales. Not only you want to spent but you want to also collect the data of the customers including MOFU, BOFU, and TOFU.
Please Note: AI tools can only suggest the implementation method but you can not be dependent on AI tools 100% . It may work or it may not.
I would like to inform you that the ROAS completely depends on the creativity of the ad and mass appeal.
There has to be some creative ideas for ads to break the sales target and promote the products to masses.
Scaling during BFCM gets tough because CPMs jump a lot and it becomes really easy to burn cash without noticing. If your ads are doing okay right now, try increasing the budget slowly in small steps and watch how your ROAS changes after all costs like shipping and fees.
Warm audiences usually perform better during BFCM, so retargeting and lookalikes tend to be safer than pushing a lot of cold traffic. If you scale and the results don’t stay steady within a day or two, it is better to pause the scale and roll back.
Sometimes keeping the budget tight but improving targeting works better during this period.
Hi @Alex_52_1
Keep it focused on profit. Don’t judge success by ROAS alone. Track what’s left after product cost, shipping, fees and refunds.
During BFCM, spend on warm audiences first. They convert faster and cheaper than cold traffic.
If you have budget constraint scale slowly. Increase budgets in small steps. If costs spike, roll back quickly. Use strong creatives and a clear offer. Competition is high, so the ad needs to stand out.
Structure your campaign in a proper way, TOFu , MOFu & BOFu
If budget is very limited then combine the MOFu + BOFu together .
YOU can add offers like FREE GIFTS IN CART and Better Design of the product page. That will help you to convert more easily.
Hey,
I totally get the concern about burning money during BFCM - ad costs get crazy competitive and it’s easy to waste your budget if things aren’t dialed in properly. Before you even think about scaling your Facebook ads, I’ve got to ask - have you actually optimized your store itself? Because honestly, throwing more money at ads without having your store ready to convert is like pouring water into a leaky bucket.
Here’s the thing that a lot of people miss when they’re focused on ad scaling - your store needs to be set up to maximize every single visitor that comes through. If you’re spending all this money to get people to your site during BFCM, you need to make sure you’re squeezing as much value as possible out of each customer. That means having upsells, cross-sells, and other conversion tactics built into your checkout flow.
Look at your cart and checkout process. Are you showing related products? Are you offering bundles or “frequently bought together” suggestions? Do you have a post-purchase upsell that catches people right after they buy when they’re still in that purchasing mindset? These things can seriously boost your average order value without you spending an extra dollar on ads. Apps like iCart can help you set up these upsells and cross-sells pretty easily.
Also think about adding urgency elements to your store for BFCM. Countdown timers, low stock alerts, and exit-intent popups with special offers can help convert people who are on the fence. During BFCM, people are already in buying mode, so these psychological triggers work even better than usual.
Now for the actual ad scaling part - don’t just crank up your budget all at once. That’s where people burn money fast. Increase your daily budget by about 20-25% every couple of days if your ads are performing well. Let Facebook’s algorithm adjust to the new budget levels gradually. And make sure you’re actually looking at your data - if your cost per purchase is climbing too high or your ROAS is dropping, pull back instead of pushing harder.
Test different audiences and creatives during BFCM too. Don’t put all your budget into one ad set. Spread it across a few different angles so you’re not completely screwed if one stops working. And honestly, during BFCM, sometimes your warm audiences (retargeting, email lists, past customers) perform way better than cold traffic because competition for cold audiences is insane.
BFCM is the easiest time to burn cash on Facebook if you scale without a plan. Treat it like its own ecosystem, not just a moment to increase budget.
Start by tightening your foundations: clean audiences, a strong mix of creatives, and clearly defined offer tiers. Then scale gradually. Don’t jump from $100/day to $500/day overnight. Instead, duplicate winning ad sets with small budget bumps and lean into your highest-intent audiences (site visitors, ATC, email list). They consistently convert the best during BFCM.
And whatever you do, test your offer well before the actual week. If it doesn’t convert at normal CPMs, it absolutely won’t convert once CPMs spike.