Avoid Billing Bottlenecks and Scale Confidently This Black Friday and Cyber Monday
As Black Friday and Cyber Monday (BFCM) draw closer, you’re likely up to your elbows in creative ideas, compelling copy, and irresistible offers. But don’t forget an essential detail that can make or break your ad campaigns: ad account billing and daily spend limits on Meta (Facebook and Instagram). Last year, I learned a hard lesson right in the middle of Black Friday. Just as my ads were hitting peak engagement, my credit card suddenly declined. A fraud alert had triggered, and despite it being a false alarm, it stalled my campaigns during one of the most crucial sales times of the year.
That little glitch cost me hours to resolve and could have impacted my holiday sales. Now, I’m diligent about checking payment settings, limits, and backups well ahead of time. Learn from my mistakes and make sure your ad accounts are ready to run smoothly throughout BFCM—prepping ahead can save you from unnecessary stress and potential sales losses.
Ad limits and payment issues can pop up unexpectedly during the BFCM rush, leaving you scrambling to keep ads live. To avoid this, review your account’s spend and payment setup now.
Here’s a step-by-step guide on preparing your Meta ad account for BFCM so you’re ready to scale seamlessly.
Step 1: Check Your Daily Spend Limits
The daily spend limit caps how much your ad account can spend each day, which can limit your campaign performance if you don’t have room to scale. Preparing in advance means you can increase your reach without hitting a ceiling.
Navigate to Billing Settings: Go to your Meta ad account and locate the Billing section.
Click on the Accounts Tab: In Billing, select the Accounts tab on the left-hand sidebar.
Find Your Daily Spend Limit: You’ll see a page with details about your account. Your daily spend limit is located at the bottom of the main box.
Recommendation: Increase your spend limit to at least 2-3x what you expect to spend on Black Friday to give yourself extra flexibility. You can request an increase through Meta, which may take a few days to process—so plan ahead!
Step 2: Check Your Credit Line Balance and Available Room (If Paying with a Credit Line)
For those using a credit line to fund ads, review the remaining balance to make sure you have plenty of spending room for BFCM.
Review the Credit Line Balance: In the Billing section, locate your current credit line balance.
Check Available Room: Confirm there’s enough remaining credit to support the higher spending you’re planning for Black Friday.
Tip: Since most banks are closed on holidays and weekends, make sure you have ample room on your credit line a few weeks before BFCM to avoid any spending interruptions.
Step 3: Add Backup Payment Methods (If Paying with Credit Cards)
For brands using credit cards, having backup payment methods is a lifesaver in case of a failed payment. Add additional cards to ensure your account stays live, even if there’s an issue with one card.
Go to Payment Settings: In the Billing area, navigate to Payment Settings.
Add Additional Payment Methods: Select Add Payment Method and enter details for a backup credit card or other payment source.
Pro Tip: Having three backups is ideal to avoid any risk of your account getting disabled. Ensure each card has sufficient credit to cover potential charges.
Step 4: Review Your Account Spending Limit
An account spending limit caps your total spend across all campaigns. If you’re planning to ramp up ad spend for BFCM, increase this limit as well.
Check if You Have an Account Spending Limit Set: In the Billing section, locate Account Spending Limit to see if it’s active.
Increase the Limit: If needed, adjust the account spending limit to 2-2.5x your anticipated November spending.
Recommendation: Review this limit now and make any changes so you’re ready to spend at scale. You can always readjust during the slower post-holiday season.
Step 5: Keep Tabs on Your Account Leading Up to BFCM
Make a habit of checking in on your billing and payment settings weekly as you get closer to BFCM. This regular review can help you catch any issues early and ensure you’re ready to ramp up ad spend if your campaigns are performing well.
Final Takeaway:
Getting your billing and spend limits in order is a small step that can make a big difference in your holiday campaign success. By increasing daily and account spending limits, ensuring backup payment methods, and reviewing your credit line balance, you’re setting your business up to handle the BFCM rush with ease. Don’t wait until the last minute—these preparations can help you keep your ads running smoothly during one of the busiest shopping periods of the year.
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