Look, every business in Brisbane has a rhythm.
If you’re a sparky, you’re flat out in summer fixing air cons. If you’re a landscaper, spring is your time to shine. If you run a retail shop, you’re probably living for Christmas and EOFY.
But here’s the problem: Most small business owners set their Google Ads once and then forget about them. They spend the same amount of money in July as they do in December.
That’s a massive mistake.
You’re either missing out on a heap of customers when they’re actually looking for you, or you’re throwing money at Google when nobody’s buying.
I’m going to show you how to plan your Google Ads around the seasons so you actually make more money and stop wasting your hard-earned cash.
Why Your "Set and Forget" Ads Are Costing You
Google loves it when you leave your ads on autopilot. Why? Because they get paid regardless of whether you’re having a good month or a quiet one.
Think about it. If you’re a pool builder, people aren’t exactly lining up to start a dig in the middle of a cold July snap. If you keep your budget high then, you’re paying for clicks from people who are just "dreaming" or doing research for next year.
They aren't ready to pull the trigger.
On the flip side, if you don't ramp up in September, your competitors are going to swoop in and take all the high-intent customers who want that pool ready for Christmas.
Seasonal planning isn't about being fancy. It's about being smart with your wallet. It's making sure that when the phone is ringing off the hook, you're the one answering it, and when things are quiet, you aren't bleeding money.
Step 1: Look at Your Own Numbers First
Before you touch Google, look at your bank account and your calendar from last year.
When did you actually make the most money? When did the phone stop ringing?
Don't guess. I’ve talked to plenty of blokes who swear they’re busiest in March, but when we look at their leads, it turns out February was the peak and they were just feeling the hangover in March.
You need to know your peaks and troughs.
- The Peak: This is when everyone wants what you’ve got. Competition is high, but so is the reward. - The Shoulder: This is just before or just after the rush. This is actually where the best profit often sits because the big players haven't woken up yet. - The Dead Zone: This is when you’re twiddling your thumbs.
If you don't know these dates, you're flying blind.
Step 2: Stop Losing Money on the Wrong Keywords
When things get busy, Google gets expensive. More people are bidding for the same spots, and the cost per click goes up.
In the peak season, you need to be brutal. You only want to pay for the people who are ready to book now.
If you're a plumber in Paddington and it’s storm season, you don't want to pay for someone searching "how to fix a leaky tap." You want the person searching "emergency plumber near me."
We see so many businesses burning cash on ads because they’re bidding on general terms during their busiest periods.
"Most business owners try to compete for every single search term during their peak season, but that's a fast way to go broke. You're better off dominating the three or four 'buying' terms that actually lead to a phone call."
— Lisa Nguyen, Digital Strategy Consultant
Step 3: Use Your Customer List (The Secret Weapon)
Most people think Google Ads is only about finding new people. It’s not.
If you’ve been in business for more than a year, you’ve got a goldmine sitting in your inbox or your CRM: your past customers.
When a new season is starting, the cheapest way to get a booking is to show an ad to someone who has already paid you money. They already trust you.
Google lets you upload your email list (securely) so you can show ads specifically to them. If you’re a mechanic, you should be targeting your existing customers with "Get your car ready for the Christmas road trip" ads in November.
You can often get leads for less by focusing on these people rather than fighting the whole of Brisbane for new strangers.
Step 4: Fix Your Website Before the Rush
There is no point spending an extra five grand on ads in December if your website is rubbish.
If people click your ad on their phone while they’re at a BBQ and your site takes ten seconds to load, they’re gone. You just paid five bucks for a bounce.
Before your peak season hits, check your site. - Does it work on phones? - Is your phone number easy to find? - Does the "Enquire Now" button actually work?
If you're using automated campaigns like Performance Max, you need to be even more careful. If you don't set them up right before a busy period, Google will just spend your money wherever it's easiest, not where it's best. You've got to fix your setup before the traffic spikes.
Step 5: The "Dead Zone" Strategy
What do you do when nobody is searching?
You don't turn your ads off completely. If you do that, Google’s system "forgets" your account and you’ll have a hard time restarting.
Instead, you dial the budget back and change your message.
Instead of "Book Now," try "Get a Quote for Autumn and Save 10%."
You’re looking for the planners. The people who want a deal because they know it’s the quiet season. This keeps your team busy and your cash flow moving while your competitors have gone into hibernation.
How Long Until You See Results?
You should start planning your seasonal campaigns at least 4-6 weeks before the season hits.
Google’s AI needs time to learn. If you turn on a "Christmas Special" on December 20th, you’ve already lost. You want those ads running and gathering data by early November so that by the time the real rush hits, Google knows exactly who is likely to click and buy.
What’s a Waste of Money?
1. Bidding on your own name: Unless a competitor is literally stealing your traffic by bidding on your business name, stop paying for customers who were already looking for you. Save that money for the seasonal terms. 2. Generic keywords in peak times: Don't bid on "shoes" in December. Bid on "size 10 leather boots Brisbane." 3. Running ads to a broken page: If the page doesn't mention your seasonal offer, people will leave.
What Should You Do First?
Sit down today and mark your "Big Dates" for the next six months.
When are the public holidays? When do the school holidays start? When does the weather usually turn?
Once you have those dates, work backwards by six weeks. That’s when your new ads need to be ready.
If this sounds like a lot of work, it is. But it’s the difference between a business that's stressed about money and one that's consistently booked out.
If you want someone to take a look at your current Google Ads and tell you where you’re bleeding cash before your next busy season, give us a shout at Local Marketing Group. We’ll tell it to you straight.