More Than Scaling is positioning business-led Google Ads management as a critical factor in Black Friday and Cyber Monday (BFCM) performance, arguing that e-commerce brands should prioritize profitability, measurement accuracy, inventory readiness, and campaign structure before increasing advertising budgets. The agency’s approach focuses on aligning paid acquisition with product margins, customer demand, and operational capacity rather than treating seasonal spending increases as an automatic growth strategy.
The agency’s strategy spans Google Search, Shopping, Performance Max, YouTube, Demand Gen, and remarketing. Its central argument is that advertising performance during peak shopping periods depends on the infrastructure and business decisions supporting campaigns, not simply the amount of media investment.
As competition for high-intent shoppers increases during BFCM, advertisers face rising acquisition costs and greater pressure to allocate budgets efficiently. Weak conversion tracking, incomplete product feeds, and inventory limitations can undermine campaign performance even when traffic and purchase intent are strong.
BFCM Preparation Starts With Advertising Infrastructure
More Than Scaling approaches BFCM as an operational stress test for e-commerce acquisition systems. Its preparation process begins with conversion tracking, enhanced conversions, dynamic remarketing, and data quality.
Product feed management is another priority, particularly for retailers relying on Google Shopping and Performance Max. Product titles, GTINs, MPNs, descriptions, pricing, availability, and shipping information can influence product visibility and campaign relevance.
The agency illustrates this approach through a published case study involving a US-based direct-to-consumer brand that entered its engagement without an established Google Ads infrastructure or tracking history.
Before increasing advertising expenditure, More Than Scaling implemented Google Tag Manager tracking, enhanced conversions, and dynamic remarketing. It also optimized the Google Merchant Center setup, including product identifiers, titles, descriptions, tax information, and shipping details.
The agency reports that the account subsequently generated $1.2 million in revenue over 58 days while maintaining a reported return on ad spend (ROAS) above 3x. These are agency-reported results rather than independently verified performance figures.
Campaign Architecture Follows Search Intent
Rather than concentrating spending in a single campaign type, More Than Scaling uses different Google Ads formats to address distinct stages of the purchase journey.
Its case study describes non-brand Search campaigns segmented by keyword intent, alongside brand Search and Shopping campaigns targeting existing demand. Standard Shopping campaigns were organized around product priorities, while negative keywords helped control irrelevant traffic.
The strategy also incorporated multiple Performance Max configurations, competitor-focused campaigns, Demand Gen creative, and YouTube prospecting and remarketing.
This structure reflects an important distinction in performance advertising: shoppers searching for a specific brand have different purchase intentions from those comparing competing products or discovering a category for the first time.
For retailers with large product catalogs, campaign allocation also needs to account for SKU-level profitability, conversion history, inventory, and available margins.
Market Landscape: AI and Automation Are Not Enough
Google’s advertising ecosystem increasingly combines automated bidding, campaign optimization, audience signals, and cross-channel delivery. However, automation cannot independently resolve commercial problems such as insufficient inventory, inaccurate product information, or weak conversion measurement.
For advertisers, this makes campaign governance and data quality important components of performance marketing.
Agencies must also demonstrate value beyond campaign execution by connecting advertising decisions to business economics. Publishers and media owners are less directly involved in this particular case, although broader competition for digital advertising inventory can influence acquisition costs across the ecosystem.
More Than Scaling reports that it adjusts campaign budgets hourly during peak periods using click-through rates, cost-per-click, and conversion-rate signals. Automated creative rotation is also part of its reported BFCM operating approach.
The agency’s position is not that hourly adjustments should be universal, but that media allocation should respond to changing performance and business conditions.
Strategic Outlook: Profitable Growth Over Revenue Volume
The agency’s business-first positioning reflects the operating experience of founder Bony Ghadiya, who previously built and scaled e-commerce brands.
More Than Scaling reports managing approximately $170 million in advertising expenditure and generating more than $850 million in tracked revenue across its client portfolio. It also reports working with more than 150 brands and completing over 3,000 Merchant Center reinstatements.
The agency’s participation in ShopX 2026, including a panel titled “The BFCM 2026 Playbook,” further highlighted product validation, creative testing, budget allocation, and conversion-rate optimization.
For e-commerce businesses, the broader implication is that seasonal advertising performance requires coordination between marketing and operational teams. Revenue growth alone does not establish profitability when acquisition costs rise, margins narrow, or inventory becomes constrained.
Ultimately, BFCM success depends on identifying which products and campaigns can absorb incremental investment while delivering commercially sustainable returns. More Than Scaling’s approach places that decision at the center of its Google Ads strategy.
Top Insights
- Measurement readiness: Accurate tracking and enhanced conversions should precede aggressive seasonal spending.
- Product feed optimization: Merchant Center data quality directly supports Shopping and Performance Max campaign readiness.
- Search intent segmentation: Different campaign structures address brand, category, competitor, and discovery-stage demand.
- Dynamic budget allocation: Campaign spending should respond to CPC, conversion rates, margins, and inventory.
- Profitability over volume: Higher advertising revenue does not necessarily translate into stronger business performance.
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