Why you shouldn't pause PPC over Christmas (and what to do instead)
Added: 16 December 2024
Many small businesses in Devon hit the brakes on paid ads over Christmas, assuming no one's buying or paying attention. But in reality, this is often a missed opportunity. While others go quiet, you can stay visible, attract warm leads, and start the new year ahead of the game.
Here’s why keeping your PPC campaigns active (even at reduced spend) is often the smarter move.
Competition drops, and so do costs
As advertisers pull back for the holidays, competition for ad space decreases.
That means lower cost-per-click (CPC) and more room to reach your audience, especially if you're targeting local searches or retargeting recent site visitors.
People still browse (and buy)
Even if they’re not converting immediately, people are online—scrolling, researching, planning for the new year.
Smart campaigns that keep your brand visible now will pay off when they’re ready to take action in January.
Retargeting is your secret weapon
Use the holiday period to stay in front of people who’ve already interacted with your business.
A gentle reminder or seasonal offer can bring them back when they’re ready to convert.
Reduce your spend, don’t kill it
You don’t have to spend big. Trim your budgets, run limited campaigns, and focus on warm leads.
That way, you stay active without overspending.
Prepare for January with momentum
January is often busy, but campaigns take time to build.
Keeping your PPC running over December ensures your campaigns are optimised and ready when people start searching again.
Want to keep your PPC running smart over the holidays?
I help Devon businesses manage their PPC year-round with flexible, goal-led strategies. Whether you want to scale down, retarget, or prep for a strong January, I’ll help you make the most of your ad spend.
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