Optimising Google Ads for seasonal campaigns in 2026 relies on anticipating shifts in customer behaviour and leveraging Google’s advanced automation features to adjust bids and messaging accordingly. As of early 2026, the platform’s machine learning capabilities are crucial for maximising return on ad spend during peak and off-peak periods.
- Performance Max Campaigns with Seasonal Objectives: Current systems include the ability to set specific seasonal objectives within Performance Max, allowing Google’s AI to optimise across all channels for your campaign goals (e.g., maximising sales during the Boxing Day sales).
- Automated Bidding Strategies: Target CPA or Target ROAS bidding, now features enhanced seasonality adjustments, automatically increasing bids during anticipated high-demand periods and decreasing them when demand lowers.
- Audience Signals & Custom Intent Audiences: Refine your targeting by uploading customer lists and creating custom intent audiences based on relevant keywords Australians are searching for during your specific season.
- Ad Scheduling & Location Targeting: Precisely control when and where your ads appear, focusing on peak shopping hours and regions experiencing relevant seasonal events (e.g., school holidays in Queensland).
In 2026, Australian businesses must also be mindful of evolving privacy regulations and ensure all data collection and targeting practices comply with updated Australian Privacy Principles. Furthermore, consider the impact of major events like the Brisbane Olympics on consumer spending and adjust your campaigns accordingly.
Instead of navigating these technical complexities and constantly monitoring your campaigns, let ROI.com.au handle the optimisation for you. We can take care of all this for you – contact us today to discuss your seasonal campaign goals and unlock your business’s full potential.
