Google Holiday Ads Campaigns | Colibri Digital Marketing

Holiday ads in 2025 feel very different than how they did a few years ago. People are tired of pressure and noise. 61% of shoppers are more thoughtful about their holiday spending this year, and many plan purchases with care rather than reacting to urgency.

This shift gives businesses an opening. Instead of competing on speed and discounts, you can win with clarity, relevance, and trust.

You do not need to outspend competitors to succeed. You need a Google Ads strategy that meets people where they are: researching, comparing, and making careful choices.  If you want a deeper look into budget-smart advertising, see our article on maximizing digital advertising ROI.

Let’s walk through how to build Google Ads for holiday campaigns that feel intentional, helpful, and aligned with how people shop right now.

How Buyers Are Choosing This Season

In August, Google published a new holiday report titled “Holiday shopping: Unlocking the modern consumer’s new value equation.” 

Here, Google’s data points to three forces shaping buying behavior:

1. Cost: people compare more before committing.
2. Credibility: trust matters more than hype.
3. Convenience: availability, delivery, or ease of booking influences decisions heavily.

This means your ads should do three things well:

• Communicate clear value.
• Show proof that you are legitimate and reliable.
• Make the next step simple.

Shoppers want fewer choices, not more noise.  When ads show price transparency, testimonials, guarantees, and honest timelines, people feel safer making a choice.

This is the same principle behind our approach outlined in How to Make Your Digital Ads Work for You (and Not the Other Way Around). Ads should reduce friction, not create pressure.

Costs Are Higher, But Intent Has Not Disappeared

People still click and buy. Ads simply cost more than they used to.

That changes your priorities.

Instead of trying to be everywhere, your holiday ads must focus on people who already want what you offer. Better targeting and clearer messaging now matter more than volume.

If Holidays Are Not Your Main Season, This Still Helps

Some businesses peak after the holidays. Others sell services, not gifts. The season still supports visibility and future demand if you use it intentionally.

During the holidays, people research, plan, and reflect. You can turn that mindset into long-term results by:

• Building remarketing audiences to re-engage later.
• Offering buy-now-use-later options.
• Promoting programs or services that begin after the holidays.

The goal is not to force a decision. It is to stay present while people plan what comes next.

Now you can start leveraging holiday ads for your business.

Choose the Right Google Ads Campaign Types

Google offers multiple campaign formats. The holidays work best when you use them with purpose instead of turning everything on at once.

Search Campaigns

Search campaigns capture people who already know what they want.

When someone searches “holiday delivery near me” or “January wellness classes,” they are close to action.

Use Search when your goal is to reach high-intent users.

Performance Max

Performance Max places ads across Search, Display, YouTube, Discover, Gmail, and Maps from one campaign.

Use it to reach people in research mode, exploration mode, and decision mode, without having to build and manage multiple campaigns for each channel.

Display Campaigns

Display works best for staying visible while people browse.

Use it to:

• Remind recent visitors.
• Reach people who are not actively searching yet.
• Maintain awareness through the season.

How They Work Together

• Search captures ready buyers.
• Performance Max broadens reach.
• Display keeps your brand visible.

This balance supports both current conversions and future interest.

Prepare Before Activity Peaks

Before demand rises:

• Confirm conversion tracking.
• Finalize landing pages.
• Build remarketing lists.
• Prepare messaging.

If systems fail when traffic increases, results suffer. Preparation also gives your campaigns time to learn and adjust, helping you build momentum.

Use Your Budget Intentionally

Start by deciding whether to run one campaign type or several, based on your budget.

If funds are limited, focus on one or two channels. If you run more than one holiday ads campaign, monitor performance closely and move spend toward what converts best.

Some businesses see better results from Search. Others perform better through Performance Max or remarketing Display.

Do not lock budgets permanently. Let performance guide change.

Use AI Tools the Right Way

Google introduced new creative tools in Product Studio, including image generation and video variations.

These tools help you:

• Create holiday visuals faster.
• Generate multiple ad variations easily.
• Keep seasonal content fresh without large budgets.

Use them to update banners, test headlines, and refresh seasonal visuals, keeping in mind that these tools support creativity, but do not replace strategy.

Monitor Performance Daily

Smart bidding depends on reliable data.

Each day, review:

• Budget limits
• Rising costs
• Conversion drops
• Keyword performance

And track essential metrics like:

• Cost per click
• Cost per acquisition
• Conversion rate
• Return on Ads Investment

Also, make sure to segment your reporting by device, audience, and campaign type. These insights shape next season.

Strengthen Keywords and Audiences

Avoid overly broad keywords that attract curiosity rather than intent. Keywords like “wireless headphones under $200” or “wireless headphones with 24-hour shipping” will have stronger purchase intent than “wireless headphones” alone.

Strengthen performance through:

• Specific phrases
• Seasonal intent
• Combined service + location terms

Audience strategies should include:

• Website visitors
• Past customers
• Email subscribers
• Form submissions

These groups respond better because they already know you, and convert at higher rates during busy seasons.

Stay Active After December 25

December 26 through early January is often quieter and less competitive. Use that moment.

Post-Christmas behavior includes:

• Gift card use
• Exchanges
• Personal purchases
• New-year planning

Shift your messaging to:

• “Start the year right.”
• “Now booking for January.”
• “Use your gift card today.”

Final Thoughts

Holiday ads are no longer about racing the clock. It is about meeting people where they are.

When your holiday ads focus on clarity and trust, your business stays visible without pressure. Search, Performance Max, and Display succeed when they respect the buyer experience, and are supported by:

• Clear positioning
• Honest messaging
• Thoughtful targeting
• Consistent review

People remember brands that make choices easier, not faster.

Ready to build a Holiday Ads strategy that fits your business?

 Schedule a free strategy session. We’ll review your situation, identify the right approach for your goals and budget, and create a plan you can execute.

Let’s build a season that works for you!