The Bottom Line

Read time: 3.5 minutes.

*View my latest Podcast here, 'Bankruptcy to 9-Figure Exit - An Interview With Brad Pedersen'

Hey Reader,

The holidays are upon us, and that age-old question pops up like a relative asking about your relationship status: “Should I run ads during the holidays?”

First off, let me say this: there’s no one-size-fits-all answer. But don’t worry; I’m about to give you the framework to decide—because winging it isn’t a strategy and for some this is a make or break season for you. Let’s break it down.

1. Are Your People Even Buying Right Now?

Every niche has its quirks during the holidays. Some niches hit pause harder than a Netflix binge:

Families & Moms? Likely in “Holiday Survival Mode,” not “Ready to Spend Big Mode.”
People are at home and may even be browsing socials, but they are not in a mindset to buy… so in these cases, your conversion ads would be a waste of time and money.
Business & Health? A different story. People are either:
- Allocating end-of-year budgets like it’s a spend-it-or-lose-it situation (because it is). They are planning for the new year, spending budgets, trying to get tax write-offs, etc.
- Planning their “New Year, New Me” moves.
  January is usually the BEST time for any health-related offer, and people are prepping for that now, so it best to get in front of them before your competition does.

So, your first job is to figure out: What’s your market doing? If they’re actively thinking about solving their problem, keep your ads running. If not, hold off on the conversion spend.

2. Let Data Lead, Not Holiday FOMO

Here’s the golden rule: Run ads until they stop working.
I know it sounds obvious but decisions should always and only be based on data. Run ads and watch the results… if they work keep running them. If they start to dwindle, watch them closely and adjust.

Ads bringing in qualified leads and sales calls? Keep ‘em running.
Ads slowing down like Uncle Bob after his third plate at dinner? Pause ‘em, or at least slow them down to watch the results.

The beauty here is you’re not guessing—you’re letting the market tell you. This isn't about blindly committing to holiday spend or pulling the plug out of fear. It’s about testing, being smart and maximizing your returns.

3. What If You’re Off for Two Weeks?

If you or your team’s taking a break (and who can blame them?), this gets a bit trickier. But here’s the play:

Identify the days you can take sales calls(or fulfill order if needed)
Maybe you’re around December 27–30. Perfect. Keep things open then and slow things down for when you’re not available.
Run ads to fill those specific slots.
- Stop once the slots are full.
- Or pause the ads if people stop booking entirely as you approach those dates.

This way, you’re not wasting ad dollars promoting calls you can’t actually take. Strategic spending = no awkward “sorry, we’re closed” moments with hot leads.

4. Awareness Ads: The Secret Weapon

Can’t take calls at all during the holidays? No problem. Run “awareness” ads.

Why? Because they do the behind-the-scenes work for you:

Keep your brand front and center.
Build trust.
Pre-frame prospects so they’re already warm when you hit the gas in January.

Here’s what to run:

Top-performing content. Share your best tips, stories, and advice.
Testimonials. Nothing builds trust faster than real people vouching for you.
Short, engaging videos. Show your personality and value.

Think of these as planting seeds now to harvest in Q1.

Bonus: Awareness ads build custom audiences. In January, you can retarget these people with conversion ads.

5. Use Awareness Ads Strategically

Awareness ads aren’t just for the top of the funnel. They’re like duct tape—useful almost anywhere. Here’s how:

Top of Funnel (TOF): Pull in brand-new leads and make them aware you exist.
Middle of Funnel (MOF): Got prospects who haven’t taken the leap yet? Awareness content ads remind them why they should.
Bottom of Funnel (BOF): Use them to nurture leads who’ve filled out an application but haven’t booked a call—or didn’t buy on the first go.

Even post-sales-call, awareness ads can work wonders for staying top-of-mind with prospects who are still “thinking about it.”

So, What’s the Holiday Game Plan?

Let me simplify:

If calls are booking and your ads are profitable, keep them running.
If things slow down, pause conversion ads but lean hard into awareness ads.
Awareness ads are always a good idea. Period.

Remember, holidays aren’t an excuse to disappear—they’re an opportunity to stay visible, stay relevant, and set the stage for January domination.

One Last Note on Budgeting

Don’t overspend out of holiday FOMO. Stay focused on metrics. If your cost per qualified lead or cost per call is within your KPIs, you’re golden. If not, adjust.

You’re not just running ads—you’re running a business. Make every dollar count, even during the eggnog-fueled chaos of December.

Here’s to ending the year strong and starting the next one even stronger.

Happy Holidays! 🎄

Cheers,
Nicholas

P.S. Ready For More Calls On Your Calendar?
The best way I can help you is by showing you how to get more QUALIFIED sales leads, at much lower costs, without using an old, outdated traditional funnel... Interested? Learn more here → https://scale.nicholaskusmich.com/fast-track

Nicholas Kusmich

Holiday Ads: To Run or Not to Run? Let’s Settle This.