Google Ads plan · prepared by Wyze Digital, 6 November 2026

Christmas 2026, then every day after

Three campaigns that run all year. At Christmas we change what they say and show (product titles, descriptions, headlines, images and video) and spend harder to unlock Google's new-advertiser credit before the last posting date. After that the same structure settles to £650 a month.

Spend before 17 Dec£1,141unlocks the £750 credit (needs £1,100)
November and December£1,298two months at £650, front-loaded
From January£650a month, about £21 a day
Scents share of online sales91%last 177 orders, average order £31.30

The credit

Google's current UK offer for a new advertiser has three options, each earned by spending inside the first 60 days. We recommend Offer C: it gives the most credit, and the spend it asks for is what we would put behind Christmas anyway.

OfferSpend in 60 daysCredit
A£400£400
B£600£500
C (recommended)£1,100£750

From Google's terms: the credit typically lands within 35 days of reaching the spend and expires 60 days after it lands. VAT does not count towards the spend. It needs a brand new Google Ads account with a UK billing address, and the offer is chosen while setting up billing.

Pace to £1,100 by 17 December

  • 17 Nov£203
  • 24 Nov£406
  • 1 Dec£613
  • 8 Dec£844
  • 17 Dec£1,141

The plan spends £41 more than the threshold, a day and a half of buffer in case Performance Max underspends while it learns. The checkpoints below catch anything bigger. Reaching it on 17 December puts the credit in the account by about 21 January, usable until about 21 March.

11 Nov to 17 Dec

Christmas push

Hit Google's new-advertiser spend (£1,100) before the Christmas posting cut-off, with everything Christmas themed: images, video, headlines and product titles.

Phase spend£1,141
DatesDaysScents & GiftsSilverBrandPer dayTotalRunning total
11 Nov to 30 Nov20£24£4£1£29£580£580
1 Dec to 17 Dec17£27£5£1£33£561£1,141

What to set up

  • The feed goes to Merchant Center with Christmas product titles and descriptions from the start (written in the titles tool), so there is no second review mid-campaign.
  • Every asset group carries the 17 December order-by line in one headline and one description.
  • Silver runs only once stud prices show on the product pages. Until then its £4 to £5 a day moves to Scents & Gifts.
  • Checkpoints on 24 Nov, 1 Dec and 8 Dec: if spend is behind the pace line, raise Scents & Gifts by the shortfall spread over the days left.
Performance Max

HT | PMax | Scents & Gifts

£24 a day then £27 a day

Scents are about 90% of online revenue. One campaign so the budget is not split thinly across learning periods; asset groups inside it share the budget and Google moves money to the one that converts.

Video: Christmas scents film, 15 seconds
16:9, YouTube in-stream
9:16, YouTube Shorts

Christmas Scents

The eight Christmas fragrances in every format: Christmas Nights, Gingerbread, Cinnamon, Cinnamon Orange & Cranberry, Snow Drop, Santal, Secret Santa, Rhubarb & Cinnamon, plus the Christmas message pots and tins.

Products
about 55 products
Listing filter
custom_label_0 = xmas-scents
Final URL
hollietree.co.uk/collections/christmas-scents
Search themes (UK monthly searches in December)
christmas candles 18,100christmas wax melts 2,400christmas scented candles 2,400gingerbread candle 3,600festive scented candles 2,400christmas reed diffuser 1,300christmas diffusers 1,600orange candles 2,400cinnamon scented candles 170
Headlines
  • Christmas Scents, Hand Poured29/30
  • Gingerbread Wax Melts21/30
  • Christmas Nights Candle Tin27/30
  • Cinnamon, Orange & Cranberry28/30
  • Festive Wax Melts and Candles29/30
  • Order by 17 Dec for Christmas29/30
  • Hand Poured in Yorkshire24/30
  • Smells Like Christmas Morning29/30
  • Christmas Diffusers from £2228/30
Long headlines
  • Christmas Nights, Gingerbread and Cinnamon, Orange & Cranberry, hand poured in Yorkshire88/90
  • Bring Christmas home: wax melts, candle tins and diffusers in eight festive scents82/90
Descriptions
  • Eight Christmas scents, hand poured in Yorkshire.49/90
  • Eight Christmas scents as wax melts, candle tins and diffusers. Hand poured in Yorkshire.89/90
  • Order by 17 December for Christmas delivery. Free UK delivery over £30.71/90
  • Coconut and rapeseed wax, no soy, no paraffin. Vegan friendly and up to 300 hours.82/90
Images
“Bottle up the best night of the year”
Bottle up the best night of the year, 1200×6281200×628Bottle up the best night of the year, 1200×12001200×1200Bottle up the best night of the year, 960×1200960×1200
“Christmas, poured by hand in Yorkshire”
Christmas, poured by hand in Yorkshire, 1200×6281200×628Christmas, poured by hand in Yorkshire, 1200×12001200×1200Christmas, poured by hand in Yorkshire, 960×1200960×1200
“The house smells like Christmas before the tree goes up”
The house smells like Christmas before the tree goes up, 1200×6281200×628The house smells like Christmas before the tree goes up, 1200×12001200×1200The house smells like Christmas before the tree goes up, 960×1200960×1200

Melting Pots & Wax Melts

Melting Pots (57 scents, £12.95, up to 300 hours), Mini Melting Pots (£10) and the Mix & Match wax melts (any 10 for £13.50). Gift of the Year Finalist 2024 and 2025.

Products
about 140 products
Listing filter
custom_label_0 = melting-pots
Final URL
hollietree.co.uk/collections/melting-pots
Search themes (UK monthly searches in December)
wax melts 22,200wax melts uk 1,900wax melt gift set 720christmas wax melts 2,400luxury wax meltsscented wax meltswax melt advent calendar 2,400mix and match wax melts
Headlines
  • Melting Pot Wax Melts £12.9528/30
  • Up to 300 Hours of Scent24/30
  • 57 Melting Pot Scents21/30
  • Gift of the Year Finalist25/30
  • Any 10 Wax Melts for £13.5027/30
  • Mini Melting Pots £1021/30
  • Hand Poured in Yorkshire24/30
  • Wax Melts in a Gift Jar23/30
  • No Soy, No Paraffin19/30
Long headlines
  • Melting Pot wax melts: a glass jar of mini hearts with a cork lid, up to 300 hours82/90
  • Gift of the Year Finalist 2024 and 2025: our Melting Pot, in 57 scents70/90
Descriptions
  • Up to 300 hours of scent in a gift-ready jar.45/90
  • A cork-lidded jar of wax melt hearts with a wooden scoop. Up to 300 hours of scent.83/90
  • Pick any 10 wax melts for £13.50 with Mix & Match. Hand poured in Yorkshire.76/90
  • Coconut and rapeseed wax, vegan friendly. Free UK delivery over £30.68/90
Images
“Wrapped in five minutes, loved until spring”
Wrapped in five minutes, loved until spring, 1200×6281200×628Wrapped in five minutes, loved until spring, 1200×12001200×1200Wrapped in five minutes, loved until spring, 960×1200960×1200
“A jar of tiny hearts, up to 300 hours of scent”
A jar of tiny hearts, up to 300 hours of scent, 1200×6281200×628A jar of tiny hearts, up to 300 hours of scent, 1200×12001200×1200A jar of tiny hearts, up to 300 hours of scent, 960×1200960×1200
“Gift of the Year Finalist, one scoop at a time”
Gift of the Year Finalist, one scoop at a time, 1200×6281200×628Gift of the Year Finalist, one scoop at a time, 1200×12001200×1200Gift of the Year Finalist, one scoop at a time, 960×1200960×1200

Candles & Diffusers

Candle tins (52 scents, £12, up to 35 hours) and reed diffusers (£22, up to 12 weeks).

Products
about 115 products
Listing filter
custom_label_0 = candles-diffusers
Final URL
hollietree.co.uk/collections/candles
Search themes (UK monthly searches in December)
christmas candles 18,100scented candles 14,800candle gift set 8,100reed diffusers 22,200luxury candles 4,400christmas reed diffuser 1,300festive scented candles 2,400luxury reed diffusers 720
Headlines
  • Scented Candle Tins £1223/30
  • Reed Diffusers £2218/30
  • Up to 12 Weeks of Scent23/30
  • Christmas Candles, Hand Poured30/30
  • Candle Gift Ideas17/30
  • 52 Candle Scents16/30
  • Hand Poured in Yorkshire24/30
  • Vegan Friendly Candles22/30
  • Free UK Delivery Over £3025/30
Long headlines
  • Scented candle tins and reed diffusers, hand poured in Yorkshire in over 50 scents82/90
  • A candle tin for £12 or a reed diffuser for £22: Christmas gifts that fill the room83/90
Descriptions
  • Candle tins £12 and reed diffusers £22.39/90
  • Candle tins burn for up to 35 hours; reed diffusers last up to 12 weeks.72/90
  • Coconut and rapeseed wax, no soy, no paraffin. Hand poured in Yorkshire.72/90
  • Order by 17 December for Christmas delivery. Free UK delivery over £30.71/90
Images
“The quiet hour after the wrapping's done”
The quiet hour after the wrapping's done, 1200×6281200×628The quiet hour after the wrapping's done, 1200×12001200×1200The quiet hour after the wrapping's done, 960×1200960×1200
“Light it once and the whole room joins in”
Light it once and the whole room joins in, 1200×6281200×628Light it once and the whole room joins in, 1200×12001200×1200Light it once and the whole room joins in, 960×1200960×1200
“Cinnamon, orange and a very good armchair”
Cinnamon, orange and a very good armchair, 1200×6281200×628Cinnamon, orange and a very good armchair, 1200×12001200×1200Cinnamon, orange and a very good armchair, 960×1200960×1200

Stocking Fillers & Small Gifts

Wax melt bars (£6), Mini Melting Pots (£10), wax burners (£15), the Spirits of York ghosts and their gift box (£18), and the message Melting Pots and tins.

Products
about 105 products
Listing filter
custom_label_0 = stocking-fillers
Final URL
hollietree.co.uk/collections/gifts-under-15
Search themes (UK monthly searches in December)
stocking fillers for hergifts under £20 1,000gifts under 15secret santa giftswax burners 6,600wax melt burner 14,800wax melts gift set 720small gifts for her
Headlines
  • Stocking Fillers from £624/30
  • Wax Melt Bars £616/30
  • Secret Santa Gifts Under £1528/30
  • Spirits of York Ghosts £1826/30
  • Wax Burners £1515/30
  • Personalised Melting Pots25/30
  • Small Gifts, Hand Poured24/30
  • Order by 17 Dec for Christmas29/30
  • Hand Poured in Yorkshire24/30
Long headlines
  • Stocking fillers from £6: wax melt bars, Mini Melting Pots, burners and ghostly wax melts89/90
  • Secret Santa sorted for under £15, hand poured in Yorkshire59/90
Descriptions
  • Stocking fillers from £6, hand poured.38/90
  • Wax melt bars from £6, Mini Melting Pots £10, burners £15 and all 8 ghosts for £18.83/90
  • Message Melting Pots for Merry Christmas, Seasons Greetings and more.69/90
  • Order by 17 December for Christmas delivery. Free UK delivery over £30.71/90
Images
“Small enough for a stocking, big enough to remember”
Small enough for a stocking, big enough to remember, 1200×6281200×628Small enough for a stocking, big enough to remember, 1200×12001200×1200Small enough for a stocking, big enough to remember, 960×1200960×1200
“Eight little ghosts, one very happy Christmas”
Eight little ghosts, one very happy Christmas, 1200×6281200×628Eight little ghosts, one very happy Christmas, 1200×12001200×1200Eight little ghosts, one very happy Christmas, 960×1200960×1200
“Secret Santa, sorted”
Secret Santa, sorted, 1200×6281200×628Secret Santa, sorted, 1200×12001200×1200Secret Santa, sorted, 960×1200960×1200
Performance Max

HT | PMax | Silver Earrings

£4 a day then £5 a day

A separate campaign so silver has its own fixed budget and cannot eat the scents money, and so it can be held back on its own until stud prices show on the product pages.

Video: Christmas earrings film, 12 seconds
16:9, YouTube in-stream
9:16, YouTube Shorts

Christmas Earrings

The festive sterling silver studs: Red Nose Reindeer, Reindeer, Christmas Tree, Open Tree, Snowflake, Snowman & Tree, Father Christmas, Gingerbread Man. £20, any 2 pairs £32.

Products
about 10 products
Listing filter
custom_label_0 = xmas-earrings
Final URL
hollietree.co.uk/collections/christmas-earrings (new: tag Christmas + Earrings)
Search themes (UK monthly searches in December)
christmas earrings 5,400christmas jewellery 1,300christmas stud earringsreindeer earringssilver christmas earringschristmas gifts for her
Headlines
  • Christmas Stud Earrings £2027/30
  • Sterling Silver Reindeer Studs30/30
  • Any 2 Pairs for £3219/30
  • Gift Bottled Earrings21/30
  • Snowflake Stud Earrings23/30
  • Christmas Tree Earrings23/30
  • Gift of the Year Winner23/30
  • Sterling Silver, Gift Ready27/30
  • Order by 17 Dec for Christmas29/30
Long headlines
  • Christmas stud earrings in sterling silver, each pair in its own Hollie Tree gift bottle88/90
  • Reindeer, snowflakes and Christmas trees in sterling silver: any 2 pairs for £3280/90
Descriptions
  • Festive sterling silver studs, gift bottled.44/90
  • Festive sterling silver studs at £20, any 2 pairs £32, any 3 £42.65/90
  • Every pair arrives in a Hollie Tree gift bottle that keeps them safe from tarnish.82/90
  • Order by 17 December for Christmas delivery. Free UK delivery over £30.71/90
Images
“Earrings that know it's December”
Earrings that know it's December, 1200×6281200×628Earrings that know it's December, 1200×12001200×1200Earrings that know it's December, 960×1200960×1200
“Rudolph, in sterling silver”
Rudolph, in sterling silver, 1200×6281200×628Rudolph, in sterling silver, 1200×12001200×1200Rudolph, in sterling silver, 960×1200960×1200
“The smallest present under the tree”
The smallest present under the tree, 1200×6281200×628The smallest present under the tree, 1200×12001200×1200The smallest present under the tree, 960×1200960×1200

Silver Studs & Mini Hoops

Sterling silver studs and mini hoops at £20 (193 designs) and the gold plated range (36). Any 2 pairs £32, any 3 £42.

Products
about 230 products
Listing filter
custom_label_0 = silver-studs
Final URL
hollietree.co.uk/collections/studs-and-mini-hoops
Search themes (UK monthly searches in December)
silver stud earrings 9,900sterling silver earrings 12,100sterling silver stud earrings 2,900silver hoop earrings 14,800small hoop earrings 4,400gold plated earrings 2,900jewellery gifts for her 880
Headlines
  • Sterling Silver Studs £2025/30
  • Any 2 Pairs of Studs for £3228/30
  • Earrings in a Gift Bottle25/30
  • Mini Hoop Earrings £2022/30
  • Over 190 Stud Designs21/30
  • Gift of the Year Winner23/30
  • Sterling Silver Earrings24/30
  • Gold Plated Studs £2021/30
  • Free UK Delivery Over £3025/30
Long headlines
  • Any 2 pairs of sterling silver studs for £32, any 3 for £42, each in a gift bottle82/90
  • Sterling silver studs and mini hoops from £20, gift bottled to keep them from tarnish85/90
Descriptions
  • Sterling silver studs £20, any 2 pairs £32.43/90
  • Over 190 sterling silver stud designs at £20. Any 2 pairs £32, any 3 £42.73/90
  • Every pair arrives in a Hollie Tree gift bottle that doubles as storage.72/90
  • Gift of the Year Winner 2024 and 2025. Free UK delivery over £30.65/90
Images
“Every pair arrives in its own gift bottle”
Every pair arrives in its own gift bottle, 1200×6281200×628Every pair arrives in its own gift bottle, 1200×12001200×1200Every pair arrives in its own gift bottle, 960×1200960×1200
“Two pairs: one to give, one to keep”
Two pairs: one to give, one to keep, 1200×6281200×628Two pairs: one to give, one to keep, 1200×12001200×1200Two pairs: one to give, one to keep, 960×1200960×1200
“Sterling silver, wrapped before you ask”
Sterling silver, wrapped before you ask, 1200×6281200×628Sterling silver, wrapped before you ask, 1200×12001200×1200Sterling silver, wrapped before you ask, 960×1200960×1200
Search

HT | Search | Brand

£1 a day then £1 a day

Exact and phrase 'hollie tree'. Pennies a click, protects the name from competitors, and keeps brand sales out of the PMax numbers so PMax is judged on new customers. PMax gets a brand exclusion list.

Keywords: [hollie tree], [hollie tree silver], "hollie tree wax melts", "hollie tree candles". One responsive search ad, the four sitelinks (Melting Pots, Spirits of York, Silver Stud Earrings, Mix & Match Melts). Manual CPC capped at £0.40, or Maximise clicks.

What is on the store

553 products are live on hollietree.co.uk today, after the 4 November catalogue changes. The order data covers the last 177 orders (7 Sep to 6 Nov; Shopify only shows the app 60 days of orders). Scents carry the shop: 91% of online sales, with Mix & Match melts in more orders than anything else. Silver is 9% online even though it is a third of the range, and only 3 orders mixed silver with scent.

FormatLive productsPriceShare of salesOrders with it
Silver studs & hoops193£203%7
Melting Pot77£12.9534%65
Candle Tin72£125%14
Mix & Match wax melts58£13.5031%94
Diffuser45£225%8
Wax Melt Bar42£611%68
Gold plated earrings36£203%7
Spirits of York7£6 to £183%9
Gift certificate6£20 to £1000%0
Mini Melting Pot6£100%0
Wax burner6£151%5
Other4£150%0
Silver necklace1£302%3

What this means for the plan: Scents & Gifts gets about 80% of the money. Silver gets its own small campaign rather than being left out, because Christmas is when earrings sell as gifts and the searches are there ("christmas earrings" 5,400 a month in December, "silver stud earrings" 9,900).

Product titles and descriptions

The asset groups stay all year. What changes at Christmas is the wording Google sees in the feed and the ads. Titles are written in the titles tool (custom.ad_title) and pushed in the feed; Merchant Center takes up to three days to review a change, so the feed goes in with the Christmas versions from day one and the everyday versions go back on 18 December.

ProductEveryday titleChristmas title
Gingerbread Melting PotGingerbread Wax Melts | Melting Pot Jar, Up to 300 Hours | Hollie TreeGingerbread Christmas Wax Melts Gift | Melting Pot Jar, Up to 300 Hours
Christmas Nights Candle TinChristmas Nights Scented Candle Tin | Hand Poured | Hollie TreeChristmas Nights Christmas Candle Gift | Scented Candle Tin, Hand Poured
Pear Drops Wax Melt BarPear Drops Wax Melt Bar | 5 Segment Snap Bar | Hollie TreePear Drops Wax Melt Bar | Stocking Filler Gift | Hollie Tree
Red Nose Reindeer Stud EarringsReindeer Stud Earrings in Sterling Silver | Gift Bottle | Hollie TreeRed Nose Reindeer Christmas Earrings | Sterling Silver Studs, Gift Bottled
Moon & Star Stud EarringsMoon & Star Stud Earrings | Sterling Silver | Hollie TreeMoon & Star Stud Earrings Gift | Sterling Silver, Gift Bottled

The rule: the words people search come first (scent, product, then "Christmas" or "gift"), the brand goes last or drops off. Descriptions get one Christmas sentence ("Order by 17 December for Christmas delivery") added at the start, removed on 18 December. The titles tool needs its OpenAI key switched on to draft these in bulk.

Before anything goes live

  1. Create the Google Ads account inside the Wyze manager account, billed to Hollie Tree (UK address, their card), choosing Offer C when billing is set up. Confirm Hollie Tree has never run Google Ads before: the store has old Simprosys Google feed fields, and an account that has already served ads is not a new advertiser.
  2. Merchant Center: check whether the old Simprosys one still exists before creating another, verify hollietree.co.uk, set shipping and returns, link it to Ads, and add the titles tool's feed as the primary feed.
  3. Free delivery: Merchant Center shipping has to match checkout. While free delivery over £30 needs the FREEPOSTAGE code, Google must be told standard delivery prices, and the ads cannot promise free delivery. Making it automatic fixes both.
  4. Silver prices: stud and hoop product pages still show no price. Google disapproves those products for a price mismatch, so the silver campaign waits for this.
  5. Conversion tracking: the Google tag and a Purchase conversion with enhanced conversions, through the Google & YouTube app (tag only; it must not send its own product feed).
  6. Feed labels: the titles tool writes custom_label_0 with each product's asset group key, so listing filters stay correct as products are added.
  7. 44 live products have no image and will be disapproved in Shopping. Add images or leave them out of the feed (the "products missing images" sheet lists them).
  8. Videos uploaded to a Hollie Tree YouTube channel as unlisted, so Google uses ours instead of making its own.
  9. Brand exclusion list on both Performance Max campaigns, so brand searches go to the Brand campaign.

How we judge it

Bidding starts on Maximise conversion value with no target, so Performance Max can learn quickly on a new account. Once a campaign has about 30 conversions, add a target ROAS. The targets from our plan: 2.5x in November, 3.1x in December, then 3.3x, 3.5x, 3.8x and 4.0x from January to April. These are targets, not forecasts. Product-level spend and ROAS appear in the titles tool once Google Ads is connected to it.