As Q4 approaches, retail executives at direct-to-consumer (DTC) eCommerce brands are entering the most critical period of the year, where a significant portion of annual revenue is generated. The stakes are high, and a well-executed digital marketing strategy, particularly using Google Ads, can make or break a brand’s performance during this period. In 2024, as the landscape grows more competitive and consumer behavior becomes increasingly complex, adopting a full-funnel Google Ads strategy is essential for scaling profitably and capturing the surge in demand around key events like Black Friday and Cyber Monday.

“The fourth quarter is where DTC brands see the bulk of their sales, and Google Ads is the backbone of our digital marketing strategy,” explains a marketing director at a leading DTC apparel brand. “To succeed, you have to have a sophisticated approach that combines awareness, conversion optimization, and brand protection. We’ve been able to increase revenue significantly year over year by refining our Google Ads strategy, and the results speak for themselves.”

The key to winning in Q4 lies in a full-funnel approach—one that uses top-of-funnel awareness campaigns to introduce the brand to new customers, middle-of-funnel conversion tactics to drive immediate sales, and bottom-of-funnel campaigns to retain and convert those who are close to making a purchase.

A Full-Funnel Approach: Reaching Consumers at Every Stage

In 2024, a full-funnel strategy is critical to maximize the effectiveness of Google Ads. The strategy involves creating a structured campaign that touches on every stage of the customer journey, from initial awareness to final conversion. This ensures that DTC brands can not only capture attention but also drive sustained engagement and ultimately, conversions.

Top of the Funnel: Generating Awareness and Demand

At the top of the funnel, generating awareness is the primary focus. Google’s Demand Generation campaigns allow brands to create interest and introduce their products to potential customers who may not have encountered the brand before. These campaigns use a combination of display ads, YouTube videos, and discovery ads to reach broad audiences.

“In Q4, you can’t just rely on your existing customer base,” says the head of digital marketing at a home goods retailer. “You need to be aggressively targeting new audiences, especially in the lead-up to Black Friday. Demand Gen campaigns let us get in front of those who are early in the research phase and position our products as top-of-mind before they’re ready to make a purchase.”

The goal at this stage isn’t immediate conversion but seeding brand awareness, so when consumers move into the consideration phase, they recognize and trust the brand. According to industry experts, these top-of-funnel efforts are particularly important as customers are starting their holiday shopping research earlier than ever. “We start our Demand Gen campaigns as early as mid-October,” the marketing director adds. “That way, by the time November hits, we’re already familiar to our audience, and they’re more likely to engage with our mid-funnel campaigns.”

Middle of the Funnel: Performance Max Drives Conversion

The bulk of the ad spend in a Q4 strategy is concentrated in the middle of the funnel, where conversion-focused tactics are deployed. Performance Max (PMax) campaigns are at the heart of this approach, utilizing Google’s full ecosystem—search, shopping, YouTube, display, and more—to deliver personalized ads across multiple touchpoints. The goal is simple: convert interest into sales.

“For us, Performance Max has been a game-changer,” says a chief marketing officer (CMO) at a major fashion brand. “It allows us to consolidate our efforts across different channels, ensuring that we’re meeting customers wherever they are in their journey. Whether they’re searching on Google, watching videos on YouTube, or browsing on the Google Display Network, PMax ensures our ads are there.”

The strategy involves splitting PMax campaigns into three distinct segments: Higher Demand, Lower Demand, and Feed-Only campaigns.

1. Higher Demand Performance Max: This campaign targets the top 20% of products that generate 80% of revenue, following the 80/20 rule. “Focusing the majority of your spend on your best-selling products ensures that you’re maximizing ROI,” says the CMO. “These products are proven performers, and during Q4, it’s all about doubling down on what works.”
2. Lower Demand Performance Max: This segment targets the remaining 80% of products, which typically generate less revenue but still contribute to the overall growth strategy. “You don’t want to ignore your lower-demand products, especially during Q4 when consumers are willing to explore new categories or products,” the CMO explains. “We still see a solid return from this campaign, even though the ROI isn’t as high as our top products.”
3. Feed-Only Performance Max: While this approach doesn’t include custom creative assets like the other PMax campaigns, it leverages product feeds to run automated ads across Google’s channels. “Despite putting less effort into the creative, we consistently see a strong ROAS from feed-only campaigns,” adds a senior eCommerce strategist. “It’s a no-brainer to include this in your strategy, especially when time and resources are tight during the holiday season.”

The middle of the funnel is where brands typically see the highest ROI, with campaigns optimized for conversions based on real-time data from user behavior. “Our high-demand PMax campaigns typically deliver ROAS in the 5x range during Q4,” the CMO reveals. “It’s about targeting those who are already familiar with the brand and pushing them toward a purchase.”

Bottom of the Funnel: Protecting the Brand and Capturing Conversions

The bottom of the funnel is focused on closing sales and protecting the brand from competitors. At this stage, two key campaign types are deployed: brand campaigns and competitor campaigns.

Brand campaigns target users who are already searching for the company’s brand name, ensuring that the brand appears prominently at the top of search results. “This is about capturing low-hanging fruit,” says a digital marketing director at a luxury goods retailer. “You want to make sure that when someone is looking for your brand, they don’t end up clicking on a competitor’s ad instead.”

Competitor campaigns, on the other hand, target users who are searching for rival brands. “We use competitor campaigns strategically to capture market share from similar brands,” the marketing director continues. “During the holiday season, consumers are often comparing options, and a well-timed competitor ad can sway them toward our products.”

These bottom-of-funnel campaigns often deliver high ROAS with relatively low spend. “Our brand campaigns in Q4 often generate ROAS as high as 13x,” the marketing director explains. “The key is ensuring that you’re top of mind when consumers are making those final purchase decisions.”

The Importance of Adaptability in Q4

While the foundation of a Q4 Google Ads strategy remains consistent, there is one critical element that must be continuously adapted: content. “The creative you use in Q4 has to be tailored to the season,” says a chief creative officer at a DTC beauty brand. “Your Black Friday ad should feel urgent, with clear calls to action, while your Cyber Monday ad might focus more on extended deals or limited-time offers.”

This adaptability also extends to monitoring performance in real time. “Q4 is fast-paced, and you have to be ready to adjust on the fly,” the CMO adds. “We check in on our campaigns daily, tweaking bids, adjusting targeting, and refining creatives as needed. The brands that are agile in Q4 are the ones that come out on top.”

The heightened competition in Q4 also means that brands need to keep an eye on their competitors’ moves. “We track our competitors’ campaigns and adjust ours accordingly,” says the eCommerce strategist. “If we notice a competitor ramping up their ad spend, we make sure we’re not getting outbid on critical keywords.”

Seizing Q4 Opportunities in 2024

For retail executives, the message is clear: Q4 represents both the greatest challenge and the greatest opportunity of the year. A full-funnel Google Ads strategy that addresses every stage of the customer journey is essential to capturing new customers, converting them into buyers, and protecting the brand against competitors.

“Q4 is where we make or break our year,” concludes the CMO. “But with the right Google Ads strategy—one that is flexible, data-driven, and fully aligned with the customer journey—we’ve been able to consistently grow our revenue year over year.”

As 2024 approaches, retail executives must focus on not just executing but also refining their Google Ads strategy to meet the demands of an increasingly competitive eCommerce landscape. By embracing a full-funnel approach and remaining agile throughout the quarter, DTC brands can maximize their performance in the most critical months of the year.