How to run PPC around a season
- 4 to 6 weeks beforePrepareRefresh ads, landing pages and offers for the season.
- 2 weeks beforeRamp upRaise budgets gradually as searches start to climb.
- PeakCaptureFund the best terms fully and watch daily.
- After the peakScale downCut budgets but keep core terms running.
Seasonality adjustments
Google's smart bidding learns from past conversion rates. A short spike, like a holiday weekend or a three-day promotion, can confuse it. Google offers seasonality adjustments for this. You tell Google ahead of time that conversion rates will jump on certain dates, and bidding adapts. Google says they suit short events of one to seven days and may not work as well beyond 14 days.
What to keep running off-season
- Brand searches, so people looking for you still find you
- Year-round services, if you offer any
- Remarketing to last season's visitors before the next peak
Turning everything off loses account data and the momentum that helps the next season start faster.
Good example. A pool service company starts ads for pool openings in early spring and raises budgets as searches climb. In summer it switches to repair ads.
Bad example. The same company starts ads the week its phone already rings nonstop and pays peak prices with untested ads.
Use last year's data
Search Console, Google Ads and your call logs show when interest started and peaked last year. Google Trends shows the pattern for your area. Plan budgets by week, not by month.
Read ad scheduling. Our PPC management plans each season around your past data.