Google Ads for gift searches: keywords, pages and ads for December

.comparison-cards { display: flex; flex-direction: column; gap: 1.5rem; } .comparison-card { background: #fff; border-radius: 16px; padding: 20px; border: 2px solid #efefef; } .comparison-header { display: flex; justify-content: space-between; font-size: 16px; margin-bottom: 12px; } .comparison-row { display: flex; justify-content: space-between; padding: 8px 0; border-top: 1px solid #efefef; font-size: 14px; color: #1f2937; } .comparison-label { font-size: 14px; width: 30%; } .comparison-value { width: 65%; text-align: right; } @media (max-width: 600px) { .comparison-row { flex-direction: column; align-items: flex-start; } .comparison-value { text-align: left; margin-top: 4px; } } In December, many of the searches that bring sales don't start with a product name. They start with a person: "gift for dad", "gifts for her under 50", "secret santa gifts for colleagues". People who search like this want to buy but don't know what yet, and that changes the keywords, the ads and the landing page. Below is the system I use, with a keyword generator at the end. 1. Why gift searches are different A product search such as "brown leather wallet men" tells you exactly what the person wants. A gift search tells you who it is for, how much they want to spend and the occasion, but leaves the product open. That has three practical consequences: You compete with every category. For "gift for dad" you will see electronics, drinks, book and clothing stores. The winner is whoever shows a good choice fastest. Price is part of the search. "Under 30" or "under 50" are filters the shopper sets themselves. If your page shows products at 120 euro, you paid for a click for nothing. Delivery matters more than the rest of the year. A gift that arrives after Christmas is no longer a gift. 2. Keyword themes Don't start from a long list of keywords but from themes, with one ad group for each important theme: Theme Recipient Example searches gift for dad, gifts for her Where you send the traffic a…