Howdy Friends,
This one has been brewing for a while, but the moment it clicked came during one of those quiet end-of-day moments. I was getting ready for bed when the idea for this newsletter struck. I have been mapping Q4 for my marketing clients, and I realized again how much easier life gets when you follow a simple map instead of flying by the seat of your pants. This planning helped me to set aside Q5, the week between Christmas and New Year’s, for my clients. Q5 is typically cheaper ads on Meta, a good time to build brand awareness and a lever most folks never pull.
If you run a construction crew, you know the rhythm. By late fall, you have enough work stacked to carry you to the end of the year. The phones still ring, weather still plays games, subs still need wrangling, and extra hours get soaked up fast (plus it’s the holidays…). Then January shows up and the pipeline of work feels thin or nonexistent. It is not that you forgot how to market. You just did not have a plan in place when things were crazy, and the opportunity slipped you by.
Here is the opportunity that is sitting in plain sight. Q5. Holiday campaigns wind down after Christmas and ad demand drops. That shift often opens up cheaper ad placements than anything you will see in the rest of Q4, and sometimes cheaper than many other weeks in the year. There will always be outliers and nuances. Still, the trend shows up enough that it is worth planning for. The point is not to chase a magic deal. The point is to give yourself room to buy attention at a friendlier price while everyone else is quiet.
What do you do with that window? Build your audience. Use it to fill the retargeting pool you will draw from in 2026. Keep your name in front of people who are your ideal customers. When the first thaw hits and folks are ready to start projects, you do not want to start from zero. You want a warm crowd that has seen your face, your jobs, and your promise and is ready to work with you.
A lot of construction and trades business owners forget to plan their Q4 marketing, and therefore do not utilize Q5. Most contractors are hands-on. They know how to hit it hard and get the job done. That is a good trait. But without a growth plan, work comes in bursts. It’s a feast or famine cycle, and it never compounds because there is no system that keeps the work steady.
More isn’t always better, but better is always more. (notice that I said better, not perfection…)
So, here is a low-tech playbook that does not require new software or a full-time staff. Pick one monthly theme for your ads and social. Let your ads run all month on that theme. Mid-month, do a simple ad refresher on the same topic so the message stays fresh. In the ad platform, tell Meta exactly what you want. If you want video views, website traffic, or leads, say it. Be clear on your goal.
Every week, look at your numbers. If performance goes flat, make a change. Tighten the hook, swap a photo, or refresh the copy. Do not overcomplicate it. The goal is a clean, easy marketing routine that builds future work while you keep jobs moving in the field.
During Q5, I run a short video (reels/stories only) ad and optimize for ThruPlays for most of my clients. I like ThruPlay because it signals higher intent and interest from the viewer. If you have the privilege, choose higher intent over higher volume. If you do not have enough data yet to call the shots, broaden out and build from there. The aim is not a viral clip. The aim is a steady, affordable stream of people in your target area who actually care about what you do.
I am tightening my own process the same way. I manage quite a few accounts. Dedicating time slots to each account keeps quality up and stress down. Having a plan sure beats scrambling. It also helps me protect time for family and the work that needs deep focus.
Do not forget morale. It’s coming into winter and late holiday nights. A mug (or 3-5) of strong, dark coffee can carry you further than you think.
Plan now so you can enjoy the holiday season without wondering how the next year is going to be. When you step into January with a warm audience and a simple plan, the conversations feel easier. You get more questions that go beyond price and hear from people who already recognize your name. In short, it’s easier to have a good pipeline of work scheduled.
If this feels like a lot, it does not have to. You do not need influencer skills. You need a routine that fits the reality of your shop. A simple map you can follow when things are crazy. The reward is a start to 2026 that is full of steady, quality work.
If you feel overwhelmed with marketing or unsure how to plan for 2026, contact me. I offer help from consulting and planning to full execution, and we can create custom options if needed.
Contact me here: https://northvalleymarketing.com/contact/
Later, Chad Beachy
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