How to prepare your Meta ads for Click Frenzy 2026

Click Frenzy is one of Australia's biggest online sale events. It usually runs in mid-November, which puts it only a week or two before Black Friday (27 November this year). Check the official dates at clickfrenzy.com.au. If you're taking part as a listed retailer, their site also has the sign-up details and deadlines.

That timing is both an opportunity and a trap. Done well, Click Frenzy gives you a strong sale before the busiest weekend of the year. Done badly, it wears out your audience and your margin right before Black Friday.

Here's how to prepare.

First, decide what Click Frenzy is for

Most brands run two sales within two weeks of each other and treat them the same. That's where problems start: people who bought at Click Frenzy feel cheated when Black Friday is better, and everyone else learns to wait.

Decide the job of each event before you plan anything else. Some options:

Click Frenzy for new customers, Black Friday for everyone. Use Click Frenzy to reach people who don't know you yet, with a strong first-order offer.
Different offers for each event. For example, a bundle deal for Click Frenzy and a gift with purchase for Black Friday. Different offers feel fresh and protect your margin.
Click Frenzy as early access. Give your email and SMS list first access, then open the offer to everyone for Black Friday.
One big sale. If your margins are thin, it's fine to focus on one event and skip the other.

Stay within the rules. Under Australian Consumer Law, "was" prices must be real prices you charged, and deadlines like "ends midnight" must be true. Be especially careful if you run back-to-back sales.

Work out what you can afford

Before choosing a discount, work out your break-even ROAS: order value ÷ profit per order before ad costs. A discount lowers your profit per order, so it raises the ROAS you need just to break even.

For example, an A$80 order with A$36 of product, shipping and fees has A$44 of profit before ads, so break-even ROAS is 1.82. At 20% off, the same order is A$64 with A$28 of profit, and break-even ROAS jumps to 2.29.

Knowing these numbers helps you choose an offer you can actually afford. The BFCM playbook has the full method.

The countdown

8 weeks out (late September): plan

Decide the job of Click Frenzy and Black Friday (see above).
Lock in offers using your break-even numbers.
Check stock for your hero products across both events.
Confirm your Meta pixel and Conversions API are both tracking purchases, and that purchase values match your store.

6 weeks out (early October): brief creative

You'll need separate ads for each phase:

Warm-up: product education, reviews, founder story, behind the scenes
Teaser: "something's coming" for your warm audiences
Click Frenzy live: the offer, clearly, in the first second
Last chance: only if the deadline is real
Black Friday: a different look, so people don't feel they've already seen it

Plan 3–5 variations per phase, in vertical 9:16 for Reels and Stories and 4:5 for feed.

4–5 weeks out (mid October): warm up

This is the step most brands skip, and it's the one that makes the sale cheaper.

Run engaging, low-cost content to build video viewer, engagement and website visitor audiences while ads are still relatively cheap.
Grow your email and SMS list with an "early access" or "VIP" offer.
Test hooks and angles now, so you know what works before prices rise.

1–2 weeks out: tease and prepare

Tell warm audiences something is coming.
Upload every Click Frenzy ad in advance and get them approved. Ads stuck in review on launch morning cost you the best hours of the sale.
Plan your budget steps for the event.

Click Frenzy: sell

Start with warm audiences. Retarget visitors, video viewers, engagers and your list first. They convert at a much lower cost than strangers.
Raise budgets in steps. Big overnight jumps can make results unstable.
Avoid big edits mid-sale. Heavy changes can reset Meta's learning. Check results on a schedule, not every ten minutes.
Watch frequency. Warm audiences are small. If people see the same ad too often, results drop fast. Rotate creative.

Between Click Frenzy and Black Friday: reset

Rest your warm audiences for a few days if frequency got high.
Review what worked: which hooks, offers and audiences drove sales at a profit?
Switch creative to the Black Friday look and offer.

Measure the right things

Meta's reported results will usually look better than reality during sale events. Also track:

MER: total store revenue ÷ total ad spend
New vs returning customers
Profit after product cost, shipping, fees and ad spend
Results by event, so you know whether Click Frenzy is worth doing next year

The checklist

Want help?

Our free BFCM playbook covers the whole season, from Click Frenzy through Christmas. If you'd rather have it done for you, our fixed-fee BFCM Sprint runs your Meta ads for six weeks, from warm-up to wrap-up.