Pilot reported runway excursion during landing rollout at night.

Narrative

I was flying my personal Aircraft X to drop off a family member at the beach. I had landed at Gulf Shores twice before but that was months ago and during the day. I was expecting Runway 9 per ATIS but then the Tower cleared me straight in Runway 17 when I was pretty close to the airport. As I adjusted to make Runway 17; I lost some altitude so I came in low. I did have the thought to 'go around' but didn't act on that. When I landed on 17 I relaxed a bit and didn't feel the need to brake more than I normally would but the end of the shorter runway came up quick and I couldn't brake before I went into the grass. I stopped pretty quickly in the grass; turned the plane around and parked at the FBO. I had 2 passengers on board; no injuries to plane; passengers or the airport. I talked with the Tower on the phone after parking and filled out a report. Took back off shortly thereafter without incident to return home. Humbling experience. Pretty dark that night at an unfamiliar airport. Probably should have acted on the 'go around' thought. Relaxed too early after landing. I have discussed this with my flight instructor.