When should you scale your Google Ads?

Google Ads move in seasons.

There’s a time to harvest the fruits and there’s a time to plant the seeds.

Your strategy should reflect the season you’re in.

Let me explain…

I want to take you back to Q4 last year.

Last November, this brand had a killer Black Friday.

Sales were through the roof. Great ROAS.

But then December hit, and everything changed.

The sales season was over and demand took a nosedive.

We had no choice but to cut back on budgets.

Watching the metrics sink felt like a punch to the gut.

But it was necessary.

The market had cooled off, and we had to follow its lead.

If we had kept spending aggressively, profits would have collapsed.

But here’s the thing…

There’s a hidden opportunity in low seasons like this.

They’re the perfect times to prepare for the next high.

So over the next two months, we made several moves to expand our reach.

We launched new PMAX campaigns in multiple EU countries.

We scaled existing campaigns into new markets.

We revamped the campaign structure for better management.

And we ran a series of optimizations—tweaking bids, refining keywords, and sharpening ad copy.

By February, performance was back to where it had been three months earlier.

It’s easy to get caught up in the ups and downs on your dashboard.

But what truly matters is your long-term direction.

As long as your trajectory is upward, the short-term swings are irrelevant.

There are seasons when demand surges.

That’s when you should capture that momentum, push aggressively, and scale up.

But there are also seasons when demand fades...

That’s when you pull back, tighten your budget, and focus on profitability.

Push when the market’s hungry.

Pull when it’s not.

Jackson

Founder and CEO of Echelonn.

How we can help:

• Get a free Google ads audit: For brands spending more than $20k/mo. or making over 1 million annually, we’ll identify the key bottlenecks in your account, and turn it into a free 90-day scaling plan. Click here.

• Get our E-commerce Growth Toolkit: Get access to our free resources and tools including the Product Feed & GMC Optimization Checklist, YouTube Shorts Ads Playbook, and 12 Plug-and-Play Dashboards. Click here.

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