The $100k+ Weekly Black Friday Strategy from Charlie T
Charlie T, who has spent over $1 billion on Meta ads, revealed the exact strategy that helped brands like Portland Leather Goods, Original Grain, and Kings Loot generate over $100,000 in extra revenue weekly during Black Friday. This isn't about complex targeting or sophisticated hacks - it's about leveraging what already works in your account.
The Three-Part Framework: Assets, Architecture, and Arbitrage
This strategy operates on three core principles that turn ordinary campaigns into profit engines:
Part 1: The Assets - Your Proven Winners
Instead of creating new ads, Charlie's strategy focuses on your existing top performers:
- Extract Your Top 10-15 Ads - These are your trained veterans that Meta's algorithm already knows how to optimize
- Leverage Historical Data - These ads have proven conversion patterns and audience insights built in
- Skip the Learning Phase - Veteran ads scale faster and cost less than fresh creative
- Use Data-Driven Selection - Choose ads based on spend volume and proven performance, not just good creative
Part 2: The Architecture - Traffic to Homepage
The psychological shift from product pages to homepage creates a choice-based conversion environment:
- Eliminate Binary Decisions - Homepage offers choice vs. product page's yes/no scenario
- Increase Conversion Rates - Choice psychology dramatically improves purchase decisions
- Boost Average Order Value - Homepage architecture encourages exploration and bundling
- Capture More Brand Value - Full store experience builds stronger customer relationships
Part 3: The Arbitrage of Leverage - Multiplying Performance
Your homepage becomes a conversion multiplier that creates arbitrage opportunities:
- Living Catalog Effect - Hero offers, navigation, cross-sells, and email capture work simultaneously
- Platform Rewards - Better user experience leads to cheaper CPMs and higher quality inventory
- Customer Value Optimization - Freedom of choice drives higher spend and stronger loyalty
- Compound Performance - Every impression works harder across multiple conversion points
Implementation Strategy
Here's how to deploy this system in your account:
- Campaign Setup - Create purchase-optimized campaigns (or new customer acquisition if using incremental attribution)
- Broad Targeting - No exclusions or overthinking - let Meta find your audience
- Budget Consolidation - Use this as a consolidation tool to absorb budget from underperforming campaigns
- Focus on Profit Metrics - Optimize for CPA and gross profit per transaction, not just ROAS
- Scale Systematically - Let winning combinations absorb more budget while maintaining profitability
Why This System Works
This strategy succeeds because it aligns with platform mechanics rather than fighting them:
- Simplifies Account Management - Reduces complexity while improving performance
- Scales Safely - Built on proven assets rather than untested creative
- Leverages Existing Investment - Uses data you've already paid to collect
- Creates Sustainable Growth - System-based approach vs. hack-dependent tactics
Brands using this framework have consistently achieved six and seven-figure daily ad spend while maintaining profitability, proving that leverage beats complexity every time.