By: Stephanie Wan Nov 6/2024
Let's have a chat about taking your digital marketing to the next level
The holiday shopping season is such an exciting time for businesses, offering a magical blend of community spirit and growth opportunities for companies of all sizes. While most are quick to think that only e-commerce takes the spotlight, service-based companies can definitely join in on the fun too!
Whether you’re offering cleaning services, interior painting, or holiday-specific packages, a well-planned Google Ads strategy can help you create valuable connections with potential clients. With the right approach, you can boost visibility and transform seasonal interest into lasting relationships.
So grab your favourite mug of hot chocolate, and let’s explore 5 key strategies and optimizations for Google Ads campaigns that service-based companies can use to drive engagement during the season of giving.
Start Planning Your Holiday Campaigns Early
Don’t wait until the last minute to start planning your holiday campaigns! When it comes to preparing for the festive season, there’s no such thing as too early—just ask Flavio, our President & Founder and resident Christmas aficionado. He’s already planning out next year’s holiday lights display the moment he has to pack them up! By reaching out to your marketing team early, you’ll ensure that your Google Ads strategy is perfectly aligned with your overall end-of-year goals, keeping you ahead of the competition.
As part of your early planning, consider customizing your campaigns to showcase seasonal goodies—like limited-time discounts, bundled services, exclusive deals, or even gift cards— to add a dash of extra holiday flavour. This will help create a sense of urgency and exclusivity that encourages quick action before the holiday magic ends.
Early preparation also gives you the time to carefully plan your Google Ads strategy based on insights and market trends —ensuring your campaign is ready to perform at its best when the winter festivities begin.
Craft Holiday-Themed Ad Copy
This time of year is all about connection and engagement, so why not spice up your Google Ads with personalized, festive messages that capture the spirit of the season? Draw the attention of users with ad copy that highlights the delight of holiday preparations or limited-time promotions. Phrases like “Transform your home into a cozy cabin with a fresh coat of paint—book now!” can entice customers seeking reliable solutions and services. By making a few holiday tweaks, you can engage users wanting to connect and showcase your offerings during the busy season, making your campaign more indulgent.
Once you’ve spiced up your ad copy, don’t forget to enrich your ads with supporting text assets:
- Callout assets: Emphasize benefits like “free consultations” or “same-day service.”
- Promotion assets: Highlight seasonal discounts on services or bundled packages.
- Sitelinks assets: Direct users to relevant service pages or gift card pages.
These features, paired with holiday-themed ad copy, create an elevated ad experience that can encourage client interactions.
Leverage Call Assets Lead Form Assets and Call Ads
To make the most of this festive time, consider using call assets, lead form assets, and call ads. During the hustle and bustle of the holiday season, customers often need quick answers, and allowing them to contact you directly from an ad offers a sprinkle of convenience that can stir up conversions, especially for last-minute bookings or urgent requests.
Call and Lead Form Assets
Adding a phone number through call assets makes it easy for users to reach you with just one click, removing the extra steps of navigating your site. Similarly, lead form assets let users share their information straight from the ad, keeping the process sweet and simple. While these assets don’t appear with every ad impression (as Google’s algorithm decides when they’re shown), including them increases the likelihood of users reaching out when they need you the most.
Call Ads
Like call assets, call ads are intended to motivate users to call your business directly from the search results page. Call ads go a step further by being designed specifically for call-enabled devices, prominently displaying your phone number to make it effortless for potential customers to reach you quickly.
Whether you choose to use assets or call ads, you can make your business highly accessible so you don’t miss out on high-intent leads during the busiest time of year.
Set Up Remarketing Campaigns
People love to explore their options—especially when it comes to booking services during the holiday season. If potential clients visit your website and leave without taking action, don’t let their interest fade like a melting marshmallow! Remarketing is a great way to give them a warm, thoughtful reminder of your services when they’re ready to make a decision. By doing so, you increase the likelihood of converting those visitors into paying customers.
Using Google Ads remarketing, you can reconnect with these almost-clients by sending them personalized messages and sweet incentives, to encourage them to connect with your business. To evoke these feelings, consider pairing appealing images with messaging that infuses the emotions of the holidays:
- Urgency: “Book before it’s too late!”
- Joy: “Come back to unwrap your holiday surprise!”
- Convenience: “We’ll take care of everything, so you don’t have to!”
When done right, remarketing is a fantastic way to bring back interested users, making it simpler for them to choose your services when the moment is right. By keeping your brand top of mind this season, you can create an experience that builds loyalty that can last beyond just the holiday rush.
Don’t Forget the Extra Details
While your Google Ads strategy is important, don’t overlook the small details that can make a big impact. Think of them as the secret ingredients in a delicious holiday recipe—seemingly minor, but they pull everything together and make your campaign stand out. Here are a few ideas to complement your holiday campaigns:
- Website Banners and Pop-Ups: Highlight special offers or last-minute service availability to keep visitors engaged and informed as they browse.
- Custom Landing Pages: Design landing pages specifically for your holiday promotions to guide potential clients toward taking action faster.
- Google Business Profile: Ensure your GBP is up-to-date with holiday hours, special services, and relevant promotions, making it easy for users to find and contact you.
- Social Media Engagement: Spread the holiday spirit with festive posts that complement your Google Ads holiday-themed ad copy, showcasing seasonal offers and promoting time-sensitive services to keep your audience interested and interacting with your brand.
These impactful touches are like the whipped cream and sprinkles on top of hot chocolate—adding that extra layer to ensure your Google Ads campaigns, along with your broader business initiatives, are aligned across all channels, helping you serve up more leads during the busiest time of year.
Wrapping It All Up
The holiday season is a fantastic time for service-based businesses to shine and attract new clients through carefully planned Google Ads campaigns. By implementing the best Google Ads strategies—like starting early, crafting holiday-themed copy, utilizing call features, setting up remarketing, and paying attention to the extra details—you can make your business stand out.
So, with these strategies in hand, let’s raise our mugs to a holiday season filled with success and meaningful connections.
Need help with Google Ads? Get in touch with Snaptech for a personalized consultation, and together, we’ll optimize your campaigns.