How we uncover new Google Ads traffic using keyword lifecycles

I was taking a look at the search volume data last year and noticed an interesting pattern.

One that explained why some brands crush Q4 while others just scrape by.

It comes down to how you think about keyword lifecycles.

You see, in Google Ads, you’re working with 2 categories of keywords:

Evergreen and Seasonal.

Evergreen keywords are the bread and butter of your strategy.

They maintain consistent search volume all year long.

You build your campaigns around them, refine them over time, and they deliver steady results month after month.

Seasonal keywords are different.

They only show up during specific windows… then completely disappear until the next cycle.

BFCM-theme keywords are the perfect example of this.

You have the standard "product + black friday" searches…

And you also get a surge in idea-based queries like:

• "Black Friday supplement deals"

• "Best Cyber Monday health deals"

• "Holiday gift ideas for wellness"

These queries have two big advantages:

1. Strong purchase intent (they’re ready to buy)

2. Lower competition (very few brands adapt their strategy to search trends)

Well, that’s great news.

Because this gives you a pool of profitable traffic that many of your competitors are missing..

Now, here's the thing about seasonal keywords: 

They're time-sensitive.

These searchers have different motivations and concerns than your typical buyers.

They're thinking about specific use cases that your evergreen content doesn't address.

This means you can't use your evergreen funnel, evergreen landing pages, or evergreen ad copy.

To capture this traffic properly, you need:

1. Seasonal campaigns targeting these queries, with their own keyword strategy, ad copy, and campaign structure

2. Custom landing pages that match the intent of those queries and guide them to purchase

Take those "gift idea" searches as an example.

You need a landing page that speaks to gift-givers… highlighting why this makes a perfect gift, offering gift packaging, maybe offering bundle options.

That’s how you effectively convert them.

I think that every eCom brand should have a systematic approach to capture this pocket of audience.

One that helps you find seasonal keywords, evaluate their potential, and build campaigns around them before the trend peaks.

Of course, you'll make good money from your evergreen campaigns.

But as you scale and ROAS starts to dip, finding small edges like this can make a big difference.

They can give you instant profit… money that you can reinvest for long-term growth.

Jackson

Founder and CEO of Echelonn

P.S.

If you want to see how to find these seasonal keywords…

Watch our video on how to do keyword research in 2025

We’ll walk you through the exact process we use to uncover hidden keyword opportunities and structure them inside our campaigns.

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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