Black Friday budget can disappear fast
We’re already thinking through Black Friday spend and the part that worries me isn’t setting a bigger budget it’s what happens once everything is live and Meta Google and a bunch of creatives are all spending at the same time so something can look great for half a day get more budget, then fall off while another campaign that’s bringing in better customers barely gets room to move. Trying to be more careful with pacing this year instead of treating the whole budget like money that needs to be spent no matter what keep some back, watch profitability and customer quality alongside ROAS then move more into what’s holding up as the week develops. Feels like Black Friday budget management is becoming more about knowing when not to spend than finding ways to spend faster.