Why You Should Start Your Lead Generation Campaign Now to Prepare for Black Friday and Christmas
If you're a small business owner, it's time to start thinking ahead… way ahead.
Black Friday and Christmas are two of the biggest sales opportunities of the year. But here's the truth: the most successful campaigns in Q4 are built months in advance. One of the smartest things you can do right now is start running a lead generation campaign to grow and nurture your email list.
In this post, we’ll explore why starting early gives you a huge competitive advantage, how lead generation campaigns work, and what you can do today to prepare for a profitable Q4.
What is a Lead Generation Campaign?
A lead generation campaign is a digital marketing strategy used to collect contact details, typically email addresses, from potential customers. You offer something of value (a “lead magnet” or offer) in exchange for their information.
Lead gen campaigns can run through organic content or paid channels like Meta Ads (Facebook and Instagram), email opt-ins on your website, or even QR codes at in-person events.
Why You Should Start Now (Not Later)
Waiting until October or November to think about your Black Friday or Christmas campaign is one of the biggest mistakes small business owners make.
Here’s why starting your lead gen campaign now (in July or August) puts you miles ahead of the competition:
Build Trust and Warm Up Your Audience Over Time
People rarely buy from a brand they have just met.
Starting now gives you time to build familiarity, share value, and position your brand as the go-to solution before you ask for the sale. By the time Q4 rolls around, your subscribers will already know who you are, what you offer, and why it’s worth buying from you.Think of it like dating, don’t propose on the first date.
Cheaper Leads + Lower Ad Costs
Meta Ad costs typically surge in Q4 as more brands compete for attention. CPMs (cost per 1,000 impressions) can skyrocket in November, eating into your budget fast.
By running your lead gen campaign now, you’ll benefit from:
Lower ad costs
Higher engagement
More leads for the same budget
This is especially powerful if you’re working with a smaller daily budget (e.g. £10–£20/day).
More Time to Test, Tweak, and Learn
When you start early, you’re not under pressure. You can:
Test multiple lead magnets
Try different audiences and creatives
Refine your landing pages and email sequences
All of this means your campaign will be stronger, smoother, and ready to scale by the time your Q4 offers go live.
Avoid Last-Minute Panic
Running ads, writing emails, creating offers, building landing pages... doing it all in one go in November?
It's overwhelming and often leads to rushed campaigns that underperform.Starting now means you can work in stages, build assets gradually, and enter Q4 feeling calm, confident, and in control.
Turn New Leads Into Loyal Customers (Before You Even Sell)
Your welcome email flow is where relationships begin. When you capture leads now, you can send a thoughtful welcome sequence, followed by useful, relevant content that builds trust.
So when the time comes to promote your Black Friday offer, they’re not just leads—they’re fans.
And fans buy.Stand Out While Everyone Else Is Quiet
Most businesses only start ramping up their efforts in October. That means right now, there’s far less competition for attention, and a much better chance your ads and content will cut through.
Being visible now helps position your business as a front-runner in your niche, rather than an afterthought in the crowded November inbox.
Lead Magnet Ideas to Grow Your List
Not sure what to offer in your lead gen campaign? Here are some quick-win lead magnet ideas for small businesses:
A free PDF guide, checklist, or template
Exclusive discount code for early subscribers
Access to a private “VIP Black Friday List”
A giveaway or prize draw
Free mini-training or workshop
Behind-the-scenes content or early product previews
If you want to learn how to build a simple yet effective Lead Generation Campaign for your business, book a FREE Discovery Call with me today to discuss how I can support you in your Meta Ads journey.