The Paid Ads Playbook.
Landing pages, creative, UGC and testing — what to build, what to test, and how to read the results.
The Black Friday creative checklist: what to have ready before the sale
A phase-by-phase checklist for Black Friday creative: the offer, landing pages, ads for every sale phase, sizes, copy, naming, tracking, sold-out plans and who's on call.
Black Friday offers that protect your margin
How to compare sitewide discounts, tiers, bundles, gifts, free shipping and BOGO by working out contribution margin per order first, with a worked example and a way to test offers.
October 28, 2026 · 6 min read
Black FridayMessage match: your Black Friday ad and landing page should say the same thing
The fastest way to lose a click you paid for is to land someone on a page that doesn’t mention what the ad promised. A simple checklist for keeping ads and pages in sync.
October 28, 2026 · 2 min read
Black FridayWhat a Black Friday landing page needs (and what to cut)
What belongs on a Black Friday landing page, from the offer above the fold to shipping cutoffs and sold-out handling, plus the navigation, pop-ups and clutter to remove.
October 28, 2026 · 5 min read
Black FridayWarming up audiences before Black Friday
Why ad costs climb at peak and how to prepare: build awareness with education and creator ads, grow email and SMS lists with early access, fill retargeting pools and test creative early.
October 28, 2026 · 5 min read
Black FridayAfter Black Friday: Cyber Week, December and turning sale buyers into customers
What to do once Black Friday ends: Cyber Monday offers, shipping cutoffs, gift guides and gift cards, post-purchase flows, honest reporting, and turning discount buyers into repeat customers.
October 28, 2026 · 5 min read