What this script does
This script looks at how your campaigns performed around Black Friday.
It compares three key periods using last year’s data:
The days before Black Friday
Black Friday itself
The days after Black Friday
For each campaign, it calculates:
Conversion rate (CVR)
Average cost per click (CPC)
Return on ad spend (ROAS)
Change in CVR compared to the period before Black Friday
From this, it surfaces where users converted better or worse during Black Friday. That lets you decide where to increase or decrease seasonal bid and budget multipliers.
The script works for:
Search campaigns
Shopping campaigns
Performance Max campaigns
It also automatically renames the spreadsheet with your account name so you can recognize the report at a glance.
Brand vs non brand split
The script separates performance for:
Brand campaigns
Non brand campaigns
Any campaign that has | nb | in the campaign name is treated as non brand.
All other campaigns are treated as brand.
This helps you see how Black Friday impacts people already searching for your brand versus new or generic searches. You can then choose different seasonal adjustments for brand and non brand.
What you see in the spreadsheet
After you connect the script to the template spreadsheet and run it, two tabs matter most.
1. Campaign Report
This tab lists all active campaigns that had impressions in the Black Friday periods. For each campaign you will see:
CVR before, on, and after Black Friday
CPC before, on, and after Black Friday
ROAS before, on, and after Black Friday
Change in CVR in percentage for:
Black Friday compared to before
Post Black Friday compared to before
Positive percentages show where conversion rate went up during Black Friday.
Negative percentages show where conversion rate went down.
You can use these CVR change percentages as a direct indication of the seasonal uplift or drop you might want to reflect in your bid strategy or budgets.
2. Campaign type
This tab aggregates the data at a higher level. It groups performance by:
Campaign type, for example Search, Shopping, Performance Max
Brand type, Brand or Non brand
For each combination you see the same metrics as in the campaign report:
CVR by period
CPC by period
ROAS by period
Change in CVR in percentage for Black Friday and the days after
This overview shows which combinations benefit most from Black Friday. For example, you might see that non brand Shopping campaigns get a strong uplift, while brand Search stays more stable. That can guide where to push or protect your budget.
How to use the insights
You can use this script to quickly answer questions like:
Where did Black Friday actually increase conversion rate versus normal days
Which campaign types deserve more budget during Black Friday
Should brand and non brand get different seasonal multipliers
Which campaigns to protect after Black Friday and which to scale down
The result is a practical planning tool for your Black Friday strategy, built directly from your own historic data.