Campaign page or category page for your Black Friday ads?
Where to send Black Friday ad traffic: the filtered category, a campaign page or a dedicated page. When each one wins, what it contains and how to measure it.
Vasile Dingă
.comparison-cards { display: flex; flex-direction: column; gap: 1.5rem; } .comparison-card { background: #fff; border-radius: 16px; padding: 20px; border: 2px solid #efefef; } .comparison-header { display: flex; justify-content: space-between; font-size: 16px; margin-bottom: 12px; } .comparison-row { display: flex; justify-content: space-between; padding: 8px 0; border-top: 1px solid #efefef; font-size: 14px; color: #1f2937; } .comparison-label { font-size: 14px; width: 30%; } .comparison-value { width: 65%; text-align: right; } @media (max-width: 600px) { .comparison-row { flex-direction: column; align-items: flex-start; } .comparison-value { text-align: left; margin-top: 4px; } } This year Black Friday falls on 27 November and Cyber Monday on 30 November 2026. By now you've prepared the offer, the budget and the ads. One question is left that looks small and isn't: where does a person land after the click? You basically have three options: the category page that already exists, filtered to discounted products; a campaign page like /black-friday that gathers every offer; or a page dedicated to a single offer. It isn't a matter of taste. It depends on what the offer looks like, where the traffic comes from and how much time you have. Below I show when each one wins, what it must contain and how to measure which worked better. 1. The three options at a glance Option Category page, filtered to offers When it wins The offer is on a category, you have many products and little time Main risk The shopper doesn't see the offer on the first screen and thinks it's the usual page Option Campaign page /black-friday When it wins Storewide discount or selected products from several categories, traffic from several sources Main risk It turns into a long list with no filters that loads slowly on mobile Option Page dedicated to one offer When it wins A hero product or gift bundle, cold traffic from Meta Main risk It takes time, breaks easily on mobile and needs end-to-end testing…