Meta costs climb through Q4 The advertisers who wait until Black Friday week to
By Noah Wickham · October 21, 2026 · Curated by George's Blog
Meta costs climb through Q4
The advertisers who wait until Black Friday week to launch new creative pay the most to learn the least
New ads need time to get out of learning
Your Black Friday winners need to be live and spending in the first half of November, not on the 27th
The calendar Id run
➝ Now through Oct 31: test new angles and hooks at normal budgets
➝ Nov 1 to Nov 15: find the winners, kill the rest
➝ Nov 16 to Nov 25: scale the winners and build the offer creative
➝ BFCM: run what you proved
Black Friday is for spending what youve already proven