How we help brands make more in December than they did during BFCM

So the Black Friday sale window is over.

This is typically when sales start to drop off because demand naturally cools down.

And I notice a lot of brands have cut down on their ad budgets for the month.

On the surface, it feels like a rational move…

Fewer people are searching for their products, which means sales are likely to dip.

So why push harder when it feels like the demand isn’t there?

But here’s the part that often gets overlooked…

That logic only holds up under one circumstance:

You’re already maxing out your customer base on Google.

If you were reaching everyone that’s searching for what you sell…

Then yes, less demand means fewer conversions.

And cutting spend would help maintain your profitability.

But that’s rarely the case.

Most brands are only reaching a fraction of their total addressable market on Google.

If I had to put a number on it, they’re probably hitting 5-10% of what’s possible out there.

That means even during a “slow” season, there’s still a massive chunk of potential buyers.

And there’s still room to 2x, 3x your revenue (or even more).

We’ve seen it happen with our clients earlier last year.

We brought on a few new brands in the middle of November and early December.

Normally, you'd expect performance to dip after the holiday surge ends.

But instead, they saw even better results than they did during the peak buying period.

Like for this brand, we onboarded them mid-November.

After implementing our BFCM playbook, they had a great sale event with record revenue days.

But even after that success, the account still had plenty of room to improve and scale spend further.

So after BFCM ended, we kept scaling them aggressively.

In December, we took them to €219.3k in revenue (a 123% increase compared to the month before).

This was possible because their old setup only tapped into a small segment of their customer base. 

Once we implemented a smarter way to acquire customers on Google, the results quickly followed.

If we had pulled back or “played it safe,” all that upside would have been left on the table.

Now, of course, there are caveats to this.

Some products have true seasonality (no one will buy your ski jackets in the summer).

But in many cases, what looks like a demand problem is really an execution problem.

From what I’ve seen, the majority of brands are only tapping into a small slice of what’s possible with Google Ads.

And almost no one comes close to maxing it out.

That’s why for some of our clients… particularly the ones we brought on recently who still have plenty of untapped potential…

We actually ramp up spend and get more aggressive with our campaigns.

Because we know there’s a huge share of the pie sitting there for you to capture… when your competitors are slowing down during “off” periods.

If you want to see how far you can continue to scale this December…

We’re happy to take a look at your Google Ads setup… and if you're a good fit, help you grow your account.

Grab a spot with us here.

Jackson

Founder and CEO of Echelonn.

How we can help:

Get a free Google ads audit: For brands spending more than $20k/mo. or making over 1 million annually, we’ll identify the key bottlenecks in your account, and turn it into a free 90-day scaling plan. Click here.

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