Beyond Black Friday: Paid Media Strategies for Q4 Peaks and Q5 Growth

We discussed how to sequence creative around gifting and shipping cutoffs, when to shift offers toward gift cards and digital solutions, and why January’s lighter competition made it a hidden growth window. We also explored the shifting paid media landscape — including how CPCs, consumer behavior, and AI-driven overviews were reshaping where and how brands invested. Finally, we walked through a practical framework designed to maximize ROAS, lower acquisition costs, and position brands for growth into Q5.

Key Takeaways:

• November and December are key shopping months; however, it’s equally important to focus on capturing market share and driving efficient sales in January.
• Checklist: Creative swaps, shipping cutoffs aligned, gift card campaigns prepped.
• Leverage time-sensitive, compelling messaging to capture attention and drive immediate customer action.
• KPIs to monitor: CAC shifts, ROAS by funnel, audience overlap, and incremental lift.