Ask How do digital marketers handle Google Ads for a business with seasonal demand?

[Newman]

Businesses with seasonal demand, like a Christmas gift shop or a summer resort, need to plan their Google Ads around the time of year people are actually searching. Most marketers start increasing budgets a few weeks before the busy season and reduce spending when demand drops. They also update ad copy to match what people are looking for during that period. Outside the peak season, some marketers keep a small budget running to stay visible. Do you think it is better to go completely off during off-seasons or keep a low budget running?

 

[Luna Logics]

Keeping a low budget during the off-season is usually better than stopping completely because it helps maintain visibility, data history, and audience awareness. Even if conversions are lower, you can still capture a few early or unexpected customers and stay competitive when demand returns. Going completely off can make it harder and more expensive to regain momentum later. In simple terms, scaling down is safer than shutting down because it keeps your account active and learning.

 

[Anthony Joshua]

For me, I think keeping a small budget running during the off-season is often a good idea. People do not always buy right away. Some start researching early, comparing options, or planning ahead. If a business disappears completely, it can miss those potential customers.

 

[Mandela]

For me, I think keeping a small budget running during the off-season is often a good idea. People do not always buy right away. Some start researching early, comparing options, or planning ahead. If a business disappears completely, it can miss those potential customers.

From the look of things, it also depends on the type of business. A Christmas gift shop may not need much advertising in the middle of the year, but a summer resort could still get bookings months in advance. Instead of turning ads off completely, it may make more sense to focus on cheaper keywords or promote special offers during slower periods.