Three Black Friday offers, one Meta campaign that lets the algorithm find the best offer, two Google Demand Gen campaigns and a Black Friday layer on brand search. We start controlled, then scale budget toward Black Friday and Cyber Monday as results come in.
Sacred Geometry
$759$139.99
gaia.com/lp/sacred-geometry-bf
Channeling
$760$139.99
gaia.com/lp/channeling-bf
Becoming Supernatural
$837$139.99
gaia.com/lp/becoming-supernatural-blackfriday26
How traffic flows
Channels → landing pages → purchase
Meta
Black Friday CBO
1 campaign, 3 ad sets (1 per offer)
Starts at $1,000/day
Each offer capped at 50% of budget at launch
Optimized on purchase, 1-day click
Lands on each offer's BF page
Google
Demand Gen · Statics
Black Friday static ads with the offer on the visual
1 ad group per offer
Starts at $200/day, more budget as results come in
Lands on each offer's BF page
Google
Demand Gen · Trailers
Gaia trailers with the offer burned in (banner + end card)
1 ad group per offer
Starts at $200/day, more budget as results come in
Lands on each offer's BF page
Google
Brand Search
Black Friday promotion asset under the ad
3 sitelinks, 1 per offer
Black Friday headlines, scheduled on the offer dates
PROPOSED A/B test: 50% of brand traffic to the homepage, 50% to the offer page, for your approval
Lands on homepage, sitelinks to BF pages
Sacred Geometry BF page
MetaDemand GenSitelink
Channeling BF page
MetaDemand GenSitelink
Becoming Supernatural BF page
MetaDemand GenSitelink
Homepage
Brand Search
Goal: annual purchase, direct to paid
We optimize for people who click and buy the same day. This favors direct-to-paid buyers over free-trial starters during the offer window.
Budget ramp
Meta starts at $1,000/day, each Demand Gen at $200/day
Launch · date TBC
$1,000/day
Offers capped at 50% each. The algorithm shows us which offer converts best.
Every day
+20 to 50%
Daily increase sized to performance: closer to +50% when cost per purchase is strong, closer to +20% when it softens. Meta caps and Demand Gen budgets shift toward what sells.
Week of Nov 23
Step-up
Bigger increase ahead of Black Friday, when purchase intent peaks.
Nov 27 → Nov 30
Peak
Black Friday to Cyber Monday: maximum budget, daily checks.
How we steer it
Offer caps, then rebalance
No offer can take more than half the budget at launch. Once we see which offer sells, we loosen the caps on the winners and tighten them on the rest.
Black Friday takes priority
The Black Friday offer is the stronger deal, so the evergreen direct-to-paid campaign is cut back sharply during the offer window. We rebalance between the two step by step, based on results.
Read Google at day 3
Google conversions take a few days to settle, so we judge Demand Gen on data at least 3 days old before moving budget.