Last November, I sat down with a boutique furniture retailer in Fortitude Valley. They were devastated. Despite doubling their Google Ads budget for the Black Friday rush, their ROAS (Return on Ad Spend) had plummeted to a dismal 1.2x. They had the stock, they had the discounts, and they had the 'intent.' What they didn't have was a lead time.
Most Brisbane business owners treat seasonal Google Ads like a light switch: they flick it on when the holiday starts and off when it ends. In 2026, that is a recipe for expensive clicks and zero conversions. Here is the reality of seasonal campaign planning in the Australian market—and the traps you need to avoid to keep your margins intact.
1. The 'Just-in-Time' Bidding Trap
The biggest mistake we see is waiting for the peak search volume to arrive before increasing bids. In the weeks leading up to Australia Day, Mother’s Day, or the EOFY madness, the auction environment becomes a bloodbath. If you start your campaign on the day the sale begins, you are competing with every other business in Queensland for the same eyeballs.
By the time the customer is ready to buy, they have likely already interacted with three other brands. If you haven't been building an audience in the 'quiet' weeks, you're forced to pay a premium to jump the queue. Instead of fighting for expensive top-of-page spots during the peak, focus on segmentation strategies that allow you to nurture potential customers while CPCs are still low.
2. Neglecting the 'Post-Peak' Hangover
I recently audited a local air conditioning specialist who ramped up their search ads during a brutal Brisbane heatwave. They were killing it—until the cool change hit. Because they hadn't adjusted their automated bidding strategies, Google’s algorithms kept bidding aggressively based on the previous week's conversion data. They spent $4,000 in three days on 'ghost' traffic that had no intention of booking.
When a season ends, your data doesn't reset instantly. You must use Seasonality Adjustments within Google Ads. This tool tells the AI, "Hey, we're expecting a 50% drop in conversion rate because the school holidays are over." Without this, you're essentially letting a robot spend your money based on yesterday’s news. This is especially critical when measuring ROI across Performance Max campaigns, which can be notoriously slow to react to sudden market shifts.
3. The Creative Stagnation Sin
Using the same generic ad copy year-round is a missed opportunity, but 'over-seasoning' is just as dangerous. We often see retailers change their Google Shopping titles to include "Christmas Gift Guide" on December 1st, only to forget to remove it until February.
Beyond just getting the dates right, your creative needs to reflect the specific psychological state of the Australian consumer at that moment:
EOFY: Logic-driven, tax-deduction focused, urgency. September/October: Preparation, home improvement, spring cleaning vibes.
- December: Panic, gift-giving, social proof, shipping deadlines.
4. Failing to Distinguish Intent from Interest
Not all seasonal traffic is created equal. During the Ekka or the Brisbane Festival, local search volume for 'things to do' sky-rockets. If you’re a service-based business, you might see a spike in traffic but a drop in leads because people are distracted.
Are you paying for someone who is actually looking to solve a problem, or are they just browsing while waiting for the fireworks? Understanding when to buy intent versus when to focus on brand awareness is the difference between a profitable quarter and a wasted budget.
Your Seasonal Checklist for Success
To avoid these pitfalls, implement these three steps immediately:
1. The 30-Day Warm-up: Start your brand awareness and remarketing lists at least four weeks before your 'big' sale starts. 2. Negative Keyword Scrubbing: Add seasonal terms that don't apply to you (e.g., if you sell high-end tech, add "cheap," "second hand," or "free shipping" if you don't offer it). 3. The Exit Strategy: Set an automated rule to throttle your budget the moment the holiday or event concludes.
Conclusion
Seasonal success isn't about who has the biggest budget on Boxing Day; it’s about who planned their data and creative strategy in July. By avoiding the 'switch' mentality and respecting the nuances of the Australian consumer calendar, you can stop the seasonal bleed and start scaling with confidence.
Ready to stop guessing and start growing? Let the experts at Local Marketing Group audit your Google Ads strategy. Contact us today to ensure your next seasonal campaign is your most profitable one yet.