Should I keep running ads during the slow season?
Pausing ads completely is almost always wrong because turning campaigns back on costs you two to four weeks of relearning at higher CPCs. The smarter move is to throttle, change the offer, and keep brand and remarketing live.
What to throttle, what to keep
Drop budgets on broad commercial keywords by 40 to 60 percent. Keep brand search live because it is cheap and protects against competitors bidding on your name. Keep remarketing live because it is the cheapest way to harvest the audience you already paid to attract.
Shift saved budget to lead magnets and offers. In summer, AC tuneup specials. In winter, furnace tuneups or pre-spring booking discounts. These keep the pipeline warm without burning your peak-season budget.
Offers that work in slow months
Tuneup and maintenance specials. Limited-time installation discounts for the next season. Financing offers with zero percent for 12 months. Free in-home estimates with a guaranteed callback time. Each of these gives the customer a reason to book in a month they otherwise would not have.
Track booked revenue, not just leads. A slow-month lead that converts in 90 days at full price is worth more than three discounted same-day jobs.
Ready to talk?
Send us your seasonality and your campaign list. We will return a written 12-month budget plan with throttle, pivot, and offer recommendations by month.
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