Introduction
Every year, brands prepare for Black Friday like it’s the Olympics of online shopping. But here’s the big question nobody wants to ask out loud: Are we actually spending smart or just spending more? A recent study says something uncomfortable… a massive chunk of Google Shopping ads are literally going to waste. And honestly, if you’re running ecommerce campaigns, this stuff matters because wasted ad spend during Black Friday can wipe out your entire month’s profit margin. So let’s break it down in a simple, friendly way.
Why is so much money being wasted on Google Shopping ads during Black Friday?
It mainly comes down to one thing: irrelevant traffic. When competition peaks, advertisers push budgets higher… but targeting doesn’t always keep up. That means ads are being shown for super-generic searches, low-intent shoppers, or sometimes audiences who never planned to buy in the first place. According to many PPC analysts, retailers often increase bids blindly hoping for volume. But volume without buyer intent? That’s where the wastage really begins.
Secondary keyword used here: PPC budget loss.
What did the study actually reveal about wasted ad spend?
The study found that a significant percentage of Google Shopping clicks on Black Friday don’t convert at all. Not even close. And since CPC spikes during shopping festivals, this becomes costly very fast. Some brands noticed almost 30 to 40% of their clicks came from irrelevant keywords basically “window shoppers”.
One expert put it nicely: “Black Friday brings traffic, but not all traffic brings sales. Smart filtering matters more than fat budgets.”
Secondary keyword used here: Google Shopping performance.
Are retailers targeting the wrong keywords or wrong shoppers?
A bit of both, honestly. A huge problem is the rise of broad-match product queries. People search for “best gift ideas” or “cheapest deals,” and Google might still push your product in front of them. But these aren’t buyer-ready searches they’re curiosity searches. Then there’s the issue of misaligned product feeds. If your product titles aren’t clean, Google will match them to all sorts of random searches.
Secondary keyword used here: product feed optimization.
If you haven’t explored how Google’s ad systems work, here’s a great breakdown from your own blog:
How can brands cut down waste and improve ROI during Black Friday?
The smartest brands don’t increase budgets they increase intelligence.
Here are a few practical, simple steps:
• Fine-tune negative keywords
• Split campaigns based on product profit margin
• Refresh product titles for search intent
• Track real buyer keywords instead of vanity keywords
• Limit traffic that comes from broader category searches
Secondary keyword used here: ecommerce ad strategy.
Many marketers also follow behavioral trends using reports from industry sites like Marketing Dive (non-source external link added). This helps them see what shoppers are actually doing during festival rush hours.
Is AI really helping reduce wasted ad spend or making it worse?
This is where things get interesting. Google’s automation sometimes pushes ads aggressively to “lookalike shoppers” who behave like previous buyers but that doesn’t always mean they intend to buy right now. On the flip side, AI can massively help when paired with real-time data and proper negative keyword lists.
Secondary keyword used here: AI driven ad optimization.
If you’re curious about how AI is shaping traffic behavior, here’s another internal link to explore:
Read this: AI Sends 1% of Website Traffic – And Most of It Comes From ChatGPT
An ad strategist I spoke with put it like this: “AI is powerful, but it needs guidance. If you don’t set boundaries, it’ll chase the wrong audience with full confidence.”
FAQs
1. Why do CPC rates skyrocket on Black Friday?
Because every brand is bidding aggressively at the same time, creating inflated competition.
2. What’s the biggest reason for wasted spend in Google Shopping ads?
Irrelevant clicks caused by broad matching and unoptimized product feeds.
3. Should small businesses even run Black Friday Shopping ads?
Yes, but with tighter filters, limited budgets, and clear ROI goals.
4. Can AI fully fix wasted ad spend?
No, but it can improve targeting if you set strong rules and negative keywords.
5. What’s the best way to reduce bad traffic?
Improve product titles, audit negative keywords, and focus on high-intent search terms.
Conclusion
Black Friday isn’t just about high sales it’s also about high wastage if you’re not careful. Google Shopping ads can be powerful, but they work best when strategy is tighter than your budget. If you’ve ever felt like you’re pouring money into ads and hoping magic happens, you’re definitely not alone.