Black Friday Recommendations

Get data-driven Black Friday budget and seasonality suggestions in a clear Google Sheet.

This script looks at how your campaigns performed around Black Friday last year, comparing the days before, during and after, so you can plan seasonal bid and budget changes with real data instead of guesswork.

What this script does

For each campaign it calculates conversion rate (CVR), average CPC and ROAS across the before, during and after periods, plus the change in CVR compared to the period before Black Friday. Positive changes show where conversion rate went up during Black Friday, negative changes show where it went down. It works across Search, Shopping and Performance Max campaigns and automatically renames the spreadsheet with your account name.

Brand vs non brand split

The script separates performance into brand and non brand campaigns. Any campaign with | nb | in its name is treated as non brand; everything else is treated as brand. This shows how Black Friday affects people already searching for your brand versus new or generic searches, so you can apply different seasonal adjustments to each.

What you see in the spreadsheet

After connecting the script to the template spreadsheet and running it, two tabs matter most.

Campaign Report

Lists all active campaigns that had impressions during the Black Friday periods, with CVR, CPC, and ROAS before, on and after Black Friday, plus the percentage change in CVR for Black Friday and the days after compared to before.

Campaign type

Aggregates the same metrics by campaign type (Search, Shopping, Performance Max) and brand type (Brand or Non brand), so you can see which combinations benefit most from Black Friday, for example non brand Shopping getting a strong uplift while brand Search stays stable.

How to use the insights

Use the report to answer questions like where Black Friday actually increased conversion rate, which campaign types deserve more budget, whether brand and non brand should get different seasonal multipliers and which campaigns to protect or scale down after Black Friday.