Black Friday Ad Copy Examples

What should Black Friday ad copy say in the few words each platform gives you, and how do you stand out when every brand runs the same “up to 70% off” line? Those are the two questions we start with when writing sale ads for clients, and the second one matters more.

Ad copy gets cut short. A Google headline holds 30 characters, Meta recommends 27 for a feed headline and anything past that gets truncated on most phones.

So we pulled real Black Friday 2025 ads from the Meta and LinkedIn ad libraries, noted what each one led with and wrote ready templates that fit each platform’s limits. Swap the bracketed parts for your own offer.

Black Friday Ad Character Limits by Platform

These come from each platform’s own help pages. Meta’s numbers are recommendations to avoid truncation, not hard caps.

Platform	Field	Limit
Google responsive search ad	Headline	30 characters, up to 15
Google responsive search ad	Description	90 characters, up to 4
Google responsive search ad	Display path	15 characters each, 2 paths
Meta feed image ad	Primary text	50 to 150 characters recommended
Meta feed image ad	Headline	27 characters recommended
LinkedIn single image ad	Intro text	150 recommended, 3,000 max
LinkedIn single image ad	Headline	70 recommended, 200 max
X post	Post text	280 characters, and each link counts as 23

The 125 and 40 character figures many blogs quote for Meta aren’t on Meta’s current guide.

Real Black Friday Ad Examples From Meta

These ran in November 2025 and are still visible in the Meta Ad Library’s EU view, where ads stay for a year. We’ve quoted only headlines and buttons and linked each ad. Our guide to the Facebook Ads Library for competitor research shows how to find more.

Elementor

• Ran November 25 to December 2, then a closing wave to December 5
• Opened with a short hook to catch a Black Friday deal, then named the real discount: up to 20% off Editor plans in one version, up to 65% off add-ons in another
• Carousel headline: “Black Friday sale is ON!”
• Closing-wave headline: “Don’t sit this one out”, with “ending soon” copy

Separate ads for separate discounts kept each number honest, and the copy switched to a deadline on the last day. See the Editor ad See the closing ad

NordVPN

• Ran November 19 to December 1
• Led with a risk, that unencrypted traffic can be watched, before the offer
• Body: 74% off plus 4 extra months
• Headline: “Don’t miss our Black Friday deal”, with a link description of 76% off

The risk-first hook fits a security product. The problem is the two numbers, 74% and 76%, in one ad. See the ad

Hostinger

• A Black Friday ad was already running from October 14 at $2.49 a month
• From November 10, the same template dropped to $1.95 a month
• Copy listed managed WordPress hosting, a free domain and lifetime SSL
• Headline: “Black Friday savings”

Running six weeks early catches early shoppers, and a lower price for the main event gives the second wave a reason to exist. See the early ad See the main ad

AppSumo

• Ran November 20 to 30 for lifetime deals
• One ad spoke to agencies: help clients outrank competitors, lifetime access for $69, while supplies last
• Another asked a question about an AI site builder for client work
• Headline on both: “Pay once, get lifetime access!”

Naming the buyer, agencies, makes the ad easy to self-select. But the site builder ad said $59 in the body and $69 in the headline. See the agency ad See the builder ad

Wix

• Ran November 25 to 27 as a short video
• Copy was a one-line joke about Black Friday research turning into shopping
• No offer in the text

Humor works for a brand people already know. For a smaller brand, a joke with no offer is easy to scroll past. See the ad

Real Black Friday Ad Examples From LinkedIn

Kinsta ran two very different Black Friday ads on LinkedIn in the same week:

• The offer ad opened with the sale being live, listed both offers in two short bullets and ended with the dates, November 17 to December 2. Headline: “Get up to 50% off Kinsta Hosting”.
• The problem ad opened with a line about Black Friday traffic, then the 99.99% uptime guarantee and 6 months free. Headline: “Get 6 months of hosting free with Kinsta”.

The second one is the better LinkedIn ad. It speaks to the person who has to keep the site up during the sale, which is who scrolls LinkedIn. See the problem ad.

What These Ads Teach

• One number per ad. NordVPN and AppSumo both showed two different figures in the same ad, which makes buyers wonder which one is real.
• A hook before the offer. NordVPN led with risk and Kinsta with traffic. The discount landed better after a reason to care.
• Waves, not one ad. Hostinger started early and dropped the price later, and Elementor switched to a deadline on the last day.
• Name the buyer. AppSumo’s agency ad and Kinsta’s traffic ad both made it obvious who they were for.

Google Search Ad Copy Templates

We couldn’t confirm Black Friday-specific headlines in Google’s Ads Transparency Center, so these are our own templates. Each headline fits the 30-character limit, and each description fits 90. Our guide to Google Ads costs helps with the budget side.

Headlines

Copy	Characters
Black Friday: 40% Off [Tool]	28
[Tool] Black Friday Sale	24
40% Off Yearly Plans	20
Sale Ends December 1	20
Lifetime License, This Week	27
No Code Needed at Checkout	26
14-Day Money-Back Guarantee	27
Renews at [$X]/yr After	23
[Tool] for Agencies, 40% Off	28
Cyber Monday Deal Ends Tonight	30

Descriptions

Copy	Characters
Get [Tool] at 40% off the first year until December 1. No code needed, cancel any time.	87
Our Black Friday price on every plan, from [$X]. 14-day refund if it isn't right for you.	89
Lifetime license for [$X] this week only. One payment, unlimited sites and updates.	83
Black Friday ends tonight at midnight ET. Lock in [$X] for year one, renewing at [$Y].	86

Meta Ad Copy Templates

Headlines below fit Meta’s 27-character recommendation, and each primary text stays under 150.

Headlines

Copy	Characters
40% off until December 1	24
Black Friday: [Tool] [$X]	25
Lifetime deal, this week	24
Last day at 40% off	19
Free shipping until Monday	26

Primary text

Copy	Characters
Black Friday traffic is coming. [Tool] keeps your site up, and it's 40% off until December 1.	93
Our only sale of the year: [Tool] is [$X] for the first year, then [$Y]. No code needed.	88
Built for agencies: [Tool] for unlimited client sites, one payment of [$X] this week only.	90
Last day. [Tool] goes back to [$Y] at midnight ET, so this is the cheapest it'll be this year.	94

LinkedIn and X Ad Copy Templates

LinkedIn headlines below fit the 70-character recommendation, and the X posts stay under 280 with one link.

LinkedIn headlines

Copy	Characters
Get [Tool] at 40% off for your whole team until December 1	58
Black Friday traffic? [Tool] keeps your site up, now 40% off	60
6 months of [Tool] free on annual plans, this week only	55

X posts

Copy	Characters
[Tool] is 40% off until December 1. Every plan, no code, 14-day refund. [link]	78
Our Black Friday sale is live. Lifetime license for [$X] this week, then it's gone until next year. [link]	106
Last call: the Black Friday price on [Tool] ends at midnight ET tonight. [link]	79

FAQs on Black Friday Ad Copy

How long should Black Friday ad copy be?

As long as each field allows without truncation: 30 characters for a Google headline, about 27 for a Meta headline and up to 150 for Meta primary text. The offer and the deadline should fit in the first line.

When should Black Friday ads start?

Hostinger ran Black Friday ads from mid-October and lowered the price around November 10. Most software sales start a week or two before Black Friday, so we’d plan the first wave for early November.

Should Black Friday ads show the discount or the price?

Both, when they fit. A percentage gets attention and a price lets the buyer decide. Whatever you choose, use the same number in the text, the headline and the landing page.

Final Remarks

If you’re writing these in a hurry, we’d check one thing before launch: that the number in the ad matches the headline and the landing page. Two of the biggest brands above got that wrong.

The sale page your ads point to matters as much as the copy, so our Black Friday landing page examples are the next read. If you’d rather hand the campaign off, our team runs Google Ads management and Facebook ads.