Last-Minute Google Ads Tips for Holiday Shoppers

It’s that time of year again—holiday shoppers are in a frenzy, and businesses are scrambling to make their offers stand out. For marketers, Google Ads is your best friend to reel in those last-minute buyers. But with the clock ticking, what can you do to maximise your campaign's performance? Here’s your quick guide to winning the holiday rush!

1. Create a "Last-Minute Deals" Campaign
Panic buyers are everywhere right now, searching for quick solutions. Set up campaigns specifically for “last-minute gifts” or “express shipping” and tailor your ad copy with phrases like “Order Now, Receive by Christmas.” Adding urgency through countdown timers on your website or in display ads can also drive action.

2. Use Dynamic Remarketing
Reconnect with shoppers who’ve been browsing but haven’t hit ‘buy.’ Dynamic ads showcasing products they viewed can remind them to complete their purchase. Retargeting is especially effective for indecisive buyers who are still weighing their options.

3. Optimise for Mobile
Over 60% of holiday shopping is done on mobile devices. Make sure your landing pages load quickly and are user-friendly. Highlight quick checkout options like guest checkout or express payment methods to reduce friction.

4. Leverage Location-Based Ads
With a growing number of people searching for “available near me,” localised ads are crucial. Use Google’s local inventory ads to showcase products available in-store, offering click-and-collect or curbside pickup options.

5. Offer Promotions and Discounts
Price-conscious shoppers dominate the last-minute rush. Promote exclusive holiday discounts or flash sales directly in your ad headlines and descriptions. Combine this with free or fast shipping offers to make your deals even more appealing.

6. Update Ad Scheduling and Budgets
Focus your budget on peak shopping hours and dates. Historically, weekends and evenings see the highest traffic for last-minute shopping. Review your historical campaign performance to allocate your spend wisely.

7. Highlight Customer Reviews and Social Proof
Trust matters, especially when shoppers are in a rush. Add extensions to your ads that showcase customer reviews, ratings, or testimonials. This helps build credibility and can nudge buyers toward your store.

A final reminder: monitor your campaigns closely during this high-stakes period. Use real-time data to tweak bids and messaging, ensuring you remain competitive.

Let’s finish the year strong and make those last-minute sales count!