Be ready before the peak, not halfway through it.
Knowing when to prepare, increase spend and pull back as demand changes. Campaigns and targets need to be ready ahead of the peak rather than reacting after it starts.
Free 30-minute call with Liz. We review your account before we speak.
Signs this is costing you.
- Sales spike, but your campaigns only catch up halfway through the season.
- Budgets run out on your best days, or keep spending after demand drops.
- Off-season ACoS looks bad, so spend gets cut and rank slips.
- Every season feels like starting from scratch.
The usual reasons it goes wrong.
Reacting instead of preparing
Bids and budgets move after demand has already turned, so the account is always a step behind.
Built too late
Seasonal campaigns and targets go live too close to the peak to collect useful data before it matters.
One target all year
Off-season is judged by peak-season targets, so the wrong things get cut.
What we do differently.
Map your demand curve
Use your sales history and search trends to see when demand builds, peaks and fades.
Build ahead of the peak
Seasonal campaigns, targets and creative go live early enough to gather data first.
Scale and pull back on a plan
Budgets step up as demand builds and come down as it fades, so you don't overspend on the way out.
Protect the off-season
Off-season goals that hold rank and keep the account ready for next year.
Results from accounts like yours.
Seasonality case study: Liz to add one of hers here.
Before you book.
When should we start preparing for peak season?
It depends on when shoppers in your category start searching. We set the timeline from your own sales history and search trends, so campaigns are collecting data before demand peaks.
Should we turn ads off in the off-season?
Usually not completely. Cutting to zero can cost rank you'll need next season. We set off-season targets that keep the account efficient and ready.
Do you plan for Q4 and Prime events too?
Yes. Big events get the same treatment: build early, scale on a plan, pull back cleanly. The free Q4 Playbook shows how we time spend.