Hey — It’s Badal.

In today’s Issue:

Why Meta performance is down for everyone (and what to do about it)
4 new Meta ad updates you need to know
The BFCM playbook: turning one big event into 5 revenue peaks
And more…

BEST LINKS

My favourite finds

Why is Meta performance down for everyone?
How sean frank went from broke to rich in ten years:
How to create avatars that scale Facebook Ads to $30k days
How Ai will eat transactional commerce & Shopping will change
Meta Introduces 4 New Ads Updates

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Deep Dive

BFCM Marketing Strategy

The biggest marketing event of the year is here—an opportunity to generate more revenue in one quarter than you did in the last three combined.

BFCM is just 60 days away, but brands that win big don’t treat it as a single marketing moment. Instead, they break it down into 4–5 separate mini-peaks:

Early Black Friday (VIP Access)
Singles Day
Black Friday
Cyber Monday
Christmas Holiday Gifting (Mid-December)
New Year (New Year, New You Messaging)

Not every peak will make sense for your brand. Focus on 2–3 that align best with your products.

Example: If your product is giftable, lean into Christmas.
If you’re a health or wellness brand, highlight New Year with “New Year, New You” messaging.

Preplan Your Calendar

Plan ahead for October, November, and December. Build a calendar with key dates and deadlines so you can prepare creatives, messaging, and campaigns well in advance—no last-minute stress.

Here’s an example for November calendar planning:

To avoid making this newsletter too heavy, I’ve linked the October and December calendars separately:

Offer Strategy

Keep your offers and messaging simple and clear. Avoid over-experimenting—stick to proven formats like:

Up to 70% Off
35% Off Everything
40% Off Sitewide

Creative Strategy

Don’t overcomplicate your creatives. Stick to simple static images or GIFs that clearly highlight the offer.

Use a 4×5 format for feeds.
Create 9×16 versions for Stories and Reels.
Make sure your audience sees the offer instantly.

Defining Success During BFCM

Success comes down to:

Campaign timing
Campaign offer
Team execution

But getting all three right is tough. With so many moving parts, execution is what makes or breaks your results.

Meme Of The Week😂😂

———-

P.S. Every week I share strategies to help you move the needle with Meta ads.

But here’s the truth: most brands we audit are unknowingly wasting 20–30% of their ad budget.

That’s why we created the Ad-Account Audit Sprint — a one-time deep dive to plug leaks, fix tracking issues, and uncover scaling opportunities — so you can stop wasting spend and start growing profitably.

👉 Just hit reply with “Audit” and I’ll send you the details.