A seasonal business has a short window to capture much of its demand. Spending the same way every month can leave too little attention where it matters most.
This landscape-supply campaign generated approximately 1,800 Google Ads clicks on $2,240 in reported annual media spend. The strategy used a lighter off-season presence and increased emphasis as spring product demand approached.
A modest budget needs a point of view
The aim was to support the business’s SEO work while giving seasonal products paid visibility. Rather than treat all months alike, the campaign changed its budget emphasis and product focus with the season.
The original report describes a $200 off-season budget setting and an increase to $500 in spring, alongside product-sales optimization and continued development of search ad groups. The annual spend shown in the report is the expenditure figure; those settings are not multiplied into a hypothetical budget total.
Help people act on the demand that already exists
For a supplier, the useful search is often a practical one: finding a material, checking a product or planning an order. Campaign assets included contact and calculator links, while the wider website supported product information and online ordering.
That gave the advertising a business purpose beyond getting the name seen. The campaign could introduce the supplier while someone was researching what to buy, then offer a relevant next step.
1,800 opportunities to bring shoppers onto the site
Across October 2023–September 2024, the report recorded approximately 1,800 paid-search clicks and $2,240 in spend, with a reported average cost per click of $1.24.
The point is what that budget made possible: a recurring presence in relevant search activity over a full seasonal cycle. These are advertising clicks, not unique customers or completed orders.
The companion organic-search case shows how the same supplier’s broader website attracted 5,360 new users through organic search. Paid and organic work served complementary roles instead of asking advertising to carry the entire acquisition effort.
Spend around the work you want to win
If your demand changes with the season, your marketing plan should reflect it. We connect paid search with your products, margins, buying windows and website experience so a limited budget has a clear job.
Let’s build an advertising plan around your busiest opportunities—not a generic monthly spend.
Source: original annual client report, October 2023–September 2024. Reported totals are rounded. Historical campaign work completed in a prior agency role; this is the same anonymous supplier as the companion organic-search case.
