Telegram Ads
In 2024, shoppers globally spent approximately $74.4 billion during Black Friday, up 5% from the previous year. For brands and marketers, this day is both the biggest opportunity and the toughest battleground of the year.
What’s different about 2025 is how people may find and connect with brands. The big ad platforms are getting noisier and more expensive, while newer spaces like Telegram are turning into powerful spots for engagement, conversion, and a more direct customer experience.
This guide walks you through a step-by-step digital marketing checklist to help you get ready, launch ads confidently, and scale your Black Friday 2025 campaigns smartly.
- Set Clear Campaign Goals and KPIs
- Audit and Prepare Your Website and Analytics Stack
- Craft High-Impact Offers and Creatives
- Boost Engagement via Telegram Ecosystem
- Launch Pre-Black Friday Warm-Up Campaigns
- Paid Traffic Strategy for Maximum Reach
- Optimize Conversion Funnels
- Monitor Campaigns in Real Time
- Post-Black Friday Retention Strategy
- Analyze, Learn, and Scale
1. Set Clear Campaign Goals and KPIs
Before you launch your Black Friday campaigns, it is important to define your goals. What exactly do you want to achieve? You might aim to:
- Drive direct sales from new users
- Re-engage returning customers
- Boost registrations or leads for long-term funnels
- Improve ROI or customer lifetime value
The next step is to choose your key metrics. Common ones include click-through rate, customer acquisition cost, return on ad spend, and retention rate. Then, align your funnels, offers, and creatives with those goals. For instance, if you’re aiming for a ROAS above 4x, make sure your landing page and checkout process are optimized to maximize conversions and average order value.
2. Audit and Prepare Your Website and Analytics Stack
Your website and analytics tools are the backbone of your marketing success. Here’s a quick checklist:
- Page speed. Nearly half of users expect a site to load in two seconds or less, and even a one-second delay can reduce conversions. Use Google PageSpeed Insights to spot what’s slowing you down. Fixing it can lead to faster loads, happier customers, and better ROI.
- Technical SEO health. Check for broken links, duplicate content, and crawl errors that might cost you organic visibility during the biggest traffic weekend of the year.
- Mobile usability. Mobile shopping keeps growing: the share of mobile orders worldwide increased from 67% to 69% last year. Make sure your mobile experience, especially the checkout flow, is seamless, thumb-friendly, and distraction-free.
- User experience. Take time to review your navigation, search bar, and product discovery flow. When your site feels clear and intuitive, shoppers don’t get lost — they move naturally toward checkout.
- Analytics setup. It’s worth taking a quick look to make sure all your tracking is working the way it should across social and every other channel.
In short: set your stack up properly before driving major traffic. It’ll save you from chasing issues and let you focus on scaling your results.
3. Craft High-Impact Offers and Creatives
Sure, Black Friday is all about discounts, but the brands that cut through the noise usually bring something fresh to the table. This year, options that feel exclusive or interactive may hold more weight than another percentage-off deal. You can think of product bundles, two-for-one offers, loyalty rewards, or early VIP access to limited deals. Take a look at what Livom, a furniture brand, offers in 2025:
Black Friday Deal from Livom
Gamified experiences like spin-to-win wheels, mystery boxes, or small challenges that unlock special deals can build excitement around your brand. They make shopping fun and rewarding, so customers not only buy but also come back for more.
4. Boost Engagement via Telegram Ecosystem
Telegram is widely known to be a messenger and a news hub, but today, it's much more than that. The app has turned into a full social ecosystem where over 1 billion users follow brands, make purchases, interact with chatbots, and access services via mini apps.
Here are a few ways Telegram can help you spark engagement and create genuine excitement around your brand during the peak season:
- Host polls and giveaways in your branded channel.
- Set up referral challenges that encourage your followers to bring friends.
- Automate sales, client support, and FAQs using Telegram bots.
- Partner with Telegram influencers in your niche to extend your reach.
- Launch mini apps to create a gamified experience or even a full online store inside Telegram.
Whales support bot
At the end of the day, Telegram marketing tools can turn into your strongest Black Friday advantage — where your offers get people talking, sharing, and actually engaging with your brand.
5. Launch Pre-Black Friday Warm-Up Campaigns
When you start building anticipation early, you give your audience a reason to get excited and something to look forward to well before the sale even begins. Use your website, email list, and social media to drop hints and spark curiosity. Even a simple countdown, a few teaser giveaways, or early access for your most loyal followers can turn casual interest into genuine buzz. To illustrate, Sony is running a TV giveaway this Black Friday:
Black Friday Sony Giveaway
One of the most effective strategies is using popups to capture email signups from visitors eager for early access. Offer them a small reward — maybe a special discount or priority access to limited deals — to make them feel part of an inner circle. The earlier you start, the more ready and excited your audience will be when those promotions finally go live.
6. Paid Traffic Strategy for Maximum Reach
When Black Friday hits, traffic volumes will spike and competition will be intense. A diversified paid marketing strategy can help you stay ahead.
Most marketers rely on traditional advertising platforms, but more are discovering the potential of Telegram advertising. Telegram Ads may not yet have the same volume as Google or Meta, but that’s exactly where the advantage lies. This means lower CPMs, higher visibility, and a cleaner environment where your message isn’t buried under dozens of similar ads.
Telegram Ads in a channel
With Telegram advertising tools, you can run sponsored messages directly inside relevant channels, bots, and mini apps — the very spaces where your audience already spends over 40 minutes a day. Ads in these placements consistently outperform traditional social media platforms in both engagement and cost efficiency. Take Telegram mini app ads, for example: average CTRs reach around 5%, which shows how much more responsive users can be when the ad feels like part of the experience. That's a major advantage when you’re trying to capture attention during the noise of Black Friday.
7. Optimize Conversion Funnels
When the traffic starts rolling in, your conversion funnel becomes the make-or-break point of your entire Black Friday strategy. The experience you create here can decide how many visitors turn into buyers.
Audit the entire path: ads → landing page → checkout → confirmation. Each step should guide users forward without hesitation. It’s also important to cut down unnecessary form fields: research shows that once a form goes past five fields, conversions often start to drop. Allow shoppers to check out as guests so they can buy what they want without any extra hassle.
Integrate Telegram bots to bridge gaps in your funnel. These interactive tools can guide users through the purchase process, share exclusive deals, or help with product questions in real time. A simple “Need help choosing?” message can recover a potential drop-off faster than a retargeting ad.
8. Monitor Campaigns in Real Time
During Black Friday, performance can shift by the hour. Live monitoring helps you adapt fast and stay ahead of sudden shifts. Watch the key metrics (CTR, conversions, CPC) and user retention as soon as traffic starts flowing. Be ready to act fast: increase budget on high-performing funnels, pause or adjust under-performing creatives, and improve user experience if your data shows friction points or sudden drop-offs.
Running Telegram Ads campaigns? Check out our guide on 8 common mistakes to avoid, packed with strategies to launch and optimize your ads for maximum results.
9. Post-Black Friday Retention Strategy
Black Friday may end, but your relationship with new buyers is just beginning. Right after the sale is the perfect time to turn one-time shoppers into repeat customers.
Offer small rewards, loyalty points, or even early access to your next collection or sale. People love to feel like insiders — and when they do, they’re far more likely to stick with you. You can also share helpful content on your Telegram channel or any other social media, like quick tutorials, real customer reviews, or styling tips that help your audience get even more out of their purchases and stay ready for what’s coming next.
Use retargeting to guide those same audiences toward your Cyber Monday and Christmas promotions. These shoppers already know your brand and are ready to respond, which is why reaching them again costs less and converts better.
10. Analyze, Learn, and Scale
Once the Black Friday rush is over, take a step back and dig into the numbers. Every marketing campaign teaches you something if you look closely enough: what captured users’ attention, what didn’t, and where your strongest performance actually came from. A good way to unpack those lessons is to ask yourself a few core questions:
- Which social media platforms delivered the best ROI?
- How much did your customer acquisition cost vary between channels?
- Which messaging or visuals sparked the strongest response?
- Who were your most responsive audience segments?
- Which deals performed best?
What you learn here can point you toward sharper marketing decisions in 2026.
Wrapping Up
You now have a clear checklist that helps keep your marketing, website, and operations aligned and supporting each other effectively. The excitement around Black Friday is growing every year, and it’s more important than ever to stay ahead. Because Telegram still isn’t as crowded as the big social platforms, you’ve got some room to test new strategies, reach highly engaged audiences, and build long-term customer loyalty before other brands catch up.
