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Issue #202: Last Week of December: Don’t Let Your Clients Waste Their Budget!

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Hey there,
Let’s talk about Google PPC Budgets During the Holidays for your local service clients.
The holidays are here, and things can get a little tricky with PPC budgets.
As the year winds down in the last week of December, your clients’ operations might shift—some will stay fully operational, some may slow down, and others might shut down completely.
If you’re not talking to your clients about this now, you might find yourself scrambling to adjust their ad spend later. By asking upfront how they plan to operate during that last week, you can proactively suggest the best budget options and keep the holiday stress to a minimum for both you and your client.
VERY IMPORTANT: Make sure your client understands the pros and cons of each of the below options. This helps set clear expectations and builds a stronger relationship.
Budget Options to Offer Clients:
Option A: Completely Stop the Ads Budget
  • Pros: No ad spend during this time, so your client won’t pay for calls.
  • Cons: When restarting ads, Google requires a 5–10-day learning period to regain performance.
  • Agency Reminder: Ensure the client understands that the 5 to 10-day learning period could delay performance in January.
Option B: Drop the Ad Budget to Minimum Spend
  • Pros: Keeps ads running on a minimal budget, no learning period needed when the budget is increased after the holidays.
  • Cons: Call volume will be lower, but some activity will still come through.
  • Agency Reminder: Ensure the client has made arrangements to answer calls. We want to avoid missed calls at all costs.
Option C: No Change to the Budgets
  • Pros: Ads continue as usual, no interruption in service. No learning period for January.
  • Cons: Inefficient use of ad spend if the client is operating on a skeleton crew, potentially leading to missed calls.
  • Agency Reminder: Help the client understand that, if they are unable to answer calls or fulfill the service due to Holidays, the Budget will be wasted.
The Bottom Line:
Being proactive with your clients about these options will help you manage ad spend efficiently—and let you relax during the holidays knowing everything is under control. Just make sure your client fully understands the impact of each choice.
At InvisiblePPC, we are aware of the nuances of client management in addition to PPC Performance. Get on a call with us to know how we can work behind-the-scenes to make you look good.
Talk to you next week,
Avi
CEO & Chief Wizard