2025 BFCM Google Ads Checklist
Every year, the fourth quarter separates good eCommerce brands from great ones.
It’s the season where attention, traffic, and purchase intent skyrocket. But it only works for those who prepare early and know how to execute.
Why Q4 Matters
I’ve been in eCommerce since 2014, long before I even knew what Google Ads was.
One thing hasn’t changed: Q4 is where the volume and intent are. The combination of urgency, gifting season, and increased disposable income means buyers are ready to spend. But click costs rise fast, so getting ahead of the rush matters.
BFCM Prep
Start early. October is when you build awareness and warm up your audience.
Look back at last year’s performance in Google Ads and Shopify to understand what actually sold.
Make sure your stock levels match what performed well before.
Sell what sells. Don’t try to push new or unproven inventory.
Offer heavier discounts but view them as investments. Email marketing, upsells, and bundles will bring your overall costs back down.
Think of BFCM as a high-volume acquisition play, not just a profit event.
Google Ads Strategy
In Google Merchant Center, fix any products flagged with “Needs Attention.” Add “BFCM” to product titles within the first 70 characters and label deals clearly, like “BFCM Bundle” or “Holiday Special.” Set start and end dates for your promotions so they show correctly in shopping results.
Google can detect recent price drops from your Shopify store and highlight them in Shopping ads. That happens automatically when a price recently changed, not if it’s been static for weeks. Avoid relying on Merchant Center promotions alone since they only display the code and not the actual price until checkout.
Use Promotion Extensions in your Performance Max campaigns.
Set clear time frames and callouts.
Create BFCM sitelinks that lead directly to your landing page or featured products. Edit your ad copy to create urgency, highlight start and end dates, and be specific about your offer — whether it’s 25% off, buy-one-get-one, or free shipping.
Target and Retarget
Before the main weekend, build momentum. Run a Search campaign that drives users to a pre-BFCM opt-in page. Starting early in October means cheaper CPCs and a better-qualified audience once the sale starts.
Once you’re in BFCM week, launch a dedicated Performance Max campaign focused on conversion. Build audiences using GA4 — target all visitors, add-to-cart users, and abandoned checkouts. Create segments from your email list and run Demand Gen ads across YouTube, Gmail, and Discover to stay visible.
Prime your audience before the sale starts.
Retarget people who have already engaged with your brand.
Offer something exclusive for returning visitors or subscribers.
The brands that win in Q4 don’t rely on luck or last-minute decisions. They start early, build awareness, and have their campaigns ready to scale when the buying frenzy hits.
