What £32M in Ad Spend Taught Us About Black Friday | Offers, Creative & LPs BFCM 2026

We managed over £32M in ad spend in November last year. This episode breaks down everything we learned what you need to prep now to hit the ground running going into Q4. 

We cover how to phase Q4 so October builds the audience you'll sell to in November, how to build offers around your margins and show the value clearly, what last year's creative audit showed about statics, urgency and reskinned winners, and why landing pages could be your quickest win. If you're planning peak for a DTC brand on Meta, this is your October prep list.

This podcast is proudly sponsored by Incard.

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Get our BF/CM playbook for free here: https://eu1.hubs.ly/H0yS4M30

06:05 Why creative can't be left late
09:06 October: build the audience before CPMs rise
15:22 Are brand awareness campaigns worth it?
18:06 November: from warm-up to peak week
20:10 Offer is more than a discount
28:12 Auditing last year's Black Friday creative
43:14 Setting strategy: swing types and funnel splits
51:47 What worked: high prod, factory UGC and satire
1:04:16 Statics that convert and daily iteration
1:07:33 Landing pages, post-click and gamification

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