Ask Does Google Ads performance drop during major holidays or does it go up?

[Meridian]

It really depends on the industry. For retail and e-commerce, holidays like Christmas or Black Friday can bring massive spikes in clicks and sales. But for B2B businesses, performance often drops because decision-makers are not at work and no one is buying software or booking services. Competition also goes up during holidays, which pushes costs higher. So the same budget gets fewer clicks. What type of business are you running ads for, because that changes everything about how holidays affect your results?