Imagine it’s a humid Tuesday morning in Brisbane. The Ekka has just finished, and while most people are thinking about the spring racing carnival, a savvy air conditioning specialist in Geebung is already looking at their Google Ads dashboard. They aren't looking at today’s sales; they are looking at the 'intent signals' they gathered during the quiet winter months.
This is the reality of modern seasonal campaign planning. In 2026, waiting for the ‘peak’ to start your Google Ads activity is the fastest way to overpay for clicks and settle for leftovers. To win the season, you have to own the lead-up.
The Fallacy of the 'On/Off' Switch
Many SMB owners treat Google Ads like a garden hose: they turn it on when they want water (sales) and off when they don’t. However, Google’s AI doesn't work that way. It requires a continuous stream of data to understand who your best customers are.
When you suddenly ramp up budget for Black Friday or a Queensland summer heatwave, the algorithm enters a 'learning phase'. If your competitors have been running consistent, lower-funnel activity all year, their accounts are already optimised. They get the cheaper placements while you pay a 'learning tax'.
To avoid this, we recommend steering Google's AI with first-party data throughout the year. By feeding the system high-quality signals during the off-season, you’re essentially training your 'digital sales rep' so they are a high-performer by the time the rush starts.
Case Study: The Coastal Retailer’s Christmas Pivot
Let’s look at a Sunshine Coast-based outdoor furniture brand. Traditionally, they waited until November to launch their 'Summer Living' campaigns. In 2025, they changed tactics.
Starting in August, they ran 'Consideration' campaigns focused on high-value blog content about deck maintenance and patio styling. They weren't looking for immediate sales; they were building an audience. When November hit, they didn't just target generic keywords like "outdoor dining sets." Instead, they used Performance Max to retarget the thousands of people who had engaged with their brand over the previous three months.
By balancing feed-only vs asset-heavy strategies within PMax, they were able to showcase specific products to people who had already shown interest in those categories. The result? A 40% lower Cost Per Acquisition (CPA) compared to the previous year, simply because they weren't starting from scratch in the middle of a bidding war.
Three Pillars of Strategic Seasonal Planning
1. The 'Horizon' Budgeting Model
Don't divide your budget equally by 12 months. Instead, use a 20/60/20 split for your seasonal window: 20% (The Build): 4-6 weeks before the peak. Focus on brand awareness and capturing email sign-ups. 60% (The Harvest): The peak 2-4 weeks. Aggressive bidding on high-intent terms.- 20% (The Tail): 2 weeks post-peak. Capturing the 'laggards' and gift card spenders.
2. Creative Refreshment, Not Replacement
Don't delete your best-performing ads to make room for seasonal ones. This resets the data. Instead, use 'Ad Variations' or add seasonal headlines to your existing Responsive Search Ads (RSAs). This allows you to keep your historical quality score while still looking relevant to a shopper looking for a 'Boxing Day Sale' or 'Mother’s Day Special'.3. Inventory-Led Bidding
In Australia, logistics can be a seasonal killer. There is no point in spending $10 per click for a BBQ in mid-December if your shipping lead time has blown out to three weeks. Connect your Google Ads strategy to your actual stock levels and shipping capabilities. If shipping is slow, pivot your ad copy to promote 'Click and Collect' or 'Gift Cards' to maintain conversion rates.The Local Advantage
For Brisbane and Queensland businesses, seasonality often follows the weather and school holidays more than the calendar. A sudden February heatwave is a 'season' for some, just as the start of the NRL season is for others.
Successful planning means having your 'Weather-Triggered' or 'Event-Triggered' campaigns pre-built and approved in Google Ads, sitting in 'Paused' status. When the BOM predicts a 35-degree week, or the local festival is announced, you aren't rushing to write copy—you're just hitting 'Enable'.
Conclusion: Start Your Summer Planning Today
Seasonal success isn't about who has the biggest budget in December; it’s about who was the smartest in September. By treating your Google Ads account as a year-round asset rather than a seasonal tool, you build the data equity needed to outshine competitors when the stakes are highest.
Ready to stop reacting to the calendar and start commanding it? At Local Marketing Group, we help Brisbane businesses build Google Ads strategies that deliver results long after the sale ends.
Contact us today to audit your seasonal strategy and prepare for your next peak.