Paid Media · 7 min read · October 26, 2026
A Holiday Marketing Plan for Service Businesses That Is Not Just Discounts
November and December change how people search and buy. Here is how service businesses can use the season to fill the calendar without training customers to wait for a sale.
By Ryan Pereyra, Founder & Agency Owner, RPM National
The short answer
Plan holiday marketing around what your customers actually need this time of year, such as getting a home ready for guests, using benefits before they reset or finishing projects before year-end, rather than around blanket discounts. Launch four to six weeks early and adjust ad budgets to the days people are booking.
Match offers to seasonal needs
A heating company can promote pre-holiday tune-ups. A dental office can remind patients about unused insurance benefits. A remodeler can sell design consultations for spring projects. Each offer solves a timely problem instead of just cutting price.
Adjust your ad schedule and budget
Search volume and costs shift around Thanksgiving, Black Friday and the final weeks of December. Review last year’s data by day, raise budgets where conversions held up and pull back on days when people are traveling instead of booking.
Update ad copy and extensions with holiday hours so nobody calls a closed office.
Use email and your Google Business Profile
Past customers are your cheapest holiday audience. Send a short reminder about seasonal services and gift certificates. Post the same offer and your holiday hours on your Google Business Profile, where searchers see it before they visit your site.
Ryan Pereyra’s take
“The businesses that do well in December planned in October. Get your offers, hours and budgets set before your competitors wake up, and do not give away margin you do not need to. Urgency and convenience sell better than 20 percent off.” — Ryan Pereyra
