This week’s Scalability School is a tactical one answering ALL of your BFCM (Black Friday/Cyber Monday) questions. Andrew, Zach & Brad cover how to pace and budget through the holiday surge, build offers that protect margin while lifting AOV, and line up Meta/Google + Email/SMS into a single MER-driven plan.

You’ll hear pragmatic guidance on creative angles, inventory-aware campaigns (and what to do when you’re light or heavy on stock), discount frameworks that don’t nuke LTV, and practical measurement (MER, CPA, and “sanity check” rules). The guys wrap it up with channel sequencing (what runs when) and a concrete weekly timeline to execute without panic.

Key Takeaways:

How smart brands set BFCM budget and pacing so they don’t blow spend too early.
The offer types that actually move volume without wrecking margin. -
How to properly adjust bids, caps, and campaign structure on Meta when auctions heat up. -
The “MER guardrails” to keep things stable during BFCM (and when it's okay to see a dip). -
Planning inventory-aware promos (overstock vs. thin stock) without confusing the customer. -
The creative themes and formats that typically win BIG during BFCM - When to lean into Google (Shopping/Brand Search) vs. Meta for incremental volume. -
How to measure success when attribution goes sideways. -
What your backup plan should be if your first offer underperforms on Friday morning.

This episode is sponsored by Northbeam, the marketing attribution platform that we love here at Scalability School. If you’re ready to cut through the noise, stop guessing, and actually see which ads are driving your business, book a demo at northbeam.io/demo, and tell them Scalability School sent you. Join the club.

To connect with Andrew Foxwell send an email Andrew@foxwelldigital.com

To connect with Brad Ploch send him a DM at https://x.com/brad_ploch

To connect with Zach Stuck send him a DM at https://x.com/zachmstuck

Learn More about the Foxwell Founders Community at https://foxwellfounders.com/

BFCM: Your Questions Answered

Scalability School