Seasonal advertising: when to start before your busy season

Customers start looking before they buy, so advertising that starts when the season starts is already late.

Start earlier than you think

Begin building awareness and collecting searchers a few weeks before your busy period, so your ads have learned what works and your website and tracking are ready.

Budget by month, not evenly

Spread the yearly budget in proportion to when customers are likely to buy. Spend more where demand is higher and keep a smaller steady presence in quiet months.

Use last year's data

Look at the same months last year: when leads began to rise, when they peaked and when they fell. That is your best guide.

Prepare the basics before the peak

• Check tracking and landing pages.
• Update offers, photos and hours.
• Make sure you can answer calls and messages quickly.

Use the off-season well

• Test new ads and landing pages while the stakes are low.
• Ask past customers for reviews.
• Build an email or text list for the next peak.

Watch for the unexpected

Weather, news and local events can move demand. Keep part of the budget flexible.