Is Black Friday or Cyber Monday Better for Google Ads Ecommerce Campaigns?

Black Friday outperforms Cyber Monday for ecommerce advertisers on Google Ads. Optmyzr's analysis of 5,134 ecommerce accounts found Black Friday 2025 generated 34% more conversion value than Cyber Monday — $144.8 million versus $107.9 million — at a higher ROAS, 835% versus 674%. For lead-generation advertisers, the two days were effectively tied in 2025, so the "bigger day" advantage doesn't hold outside ecommerce.

The 2025 Numbers in Full

• Ecommerce conversion value: Black Friday $144.8 million versus Cyber Monday $107.9 million, a 34% gap.
• Ecommerce ROAS: Black Friday 835% versus Cyber Monday 674%.
• Lead generation conversion value: Black Friday and Cyber Monday effectively tied, at roughly $22.4 million each.

This Gap Is Widening, Not Shrinking

Optmyzr's 2024 data, drawn from a different set of 11,423 accounts, found Black Friday beating Cyber Monday by 26.7% that year ($120.8 million versus $95.3 million). The 2025 gap of 34.2% is wider, even though the two years used different account samples and totals that aren't directly comparable point-for-point. Read the two years together as a trend — Black Friday pulling further ahead of Cyber Monday for ecommerce — rather than treating either year's dollar figures as precisely comparable to the other.

Why Lead Gen Doesn't Follow the Same Pattern

Lead-generation conversions, like form fills and phone calls, aren't driven by the same discount urgency that pushes ecommerce purchases toward a specific sale day. Optmyzr's own data shows this split played out differently across years for lead gen than for ecommerce — a different day led in 2024 than in 2025 — meaning there's no reliable "bigger day" for lead-gen advertisers to anchor a budget plan around, unlike ecommerce, where Black Friday has now won two years running.

What the ROAS Gap Means in Practice

An 835% ROAS means every advertising dollar on Black Friday returned about $8.35 in tracked conversion value, versus roughly $6.74 for the same dollar spent on Cyber Monday. That's not just a bigger total — it's a more efficient dollar, which matters when you're deciding whether to shift budget cap increases toward one specific day rather than spreading them evenly. A campaign capped too low on November 27 is giving up the single most efficient day in Optmyzr's entire ecommerce sample.

What This Means for Your 2026 Budget Split

• If you sell physical products, weight extra budget and bid aggressiveness toward November 27, 2026 rather than spreading spend evenly across the Black Friday through Cyber Monday window.
• If you generate leads rather than direct sales, don't over-index on either day. Hold budget roughly even across both dates and let Smart Bidding allocate based on real-time signals instead of a pre-set skew toward one day.
• Either way, protect tracking before the week starts, since both findings depend entirely on accurate conversion value reaching Google's bidding systems in real time.
• Watch your budget caps specifically on November 27, since a capped budget that runs out early in the day forfeits the highest-ROAS hours Optmyzr's data points to.

Bottom Line

Ecommerce advertisers should plan for Black Friday 2026 (November 27) to outperform Cyber Monday (November 30) based on two consecutive years of Optmyzr data, and size bids and budgets accordingly. Lead-generation advertisers have no such edge to plan around and should treat the two days as roughly equal.

Source: Optmyzr, "Black Friday vs Cyber Monday Google Ads 2025" blog analysis.