Why we aggressively push ad spend during slow seasons

For some of our clients, we aggressively push their spend during “slow” seasons.

I know that sounds a bit counterintuitive…

So let me explain why we do it.

Every time we hit a slow season or demand drops, I notice a lot of brands immediately slash their ad budgets.

On the surface, it feels like a rational move.

Fewer people are searching for their products, which means sales are likely to dip.

So pulling back seems like the logical, responsible choice.

I mean, why push harder when it feels like the market isn’t there?

But here’s the part that often gets overlooked…

That logic only holds up under one circumstance:

You’re currently maxing out your customer base on Google.

If you were reaching everyone that’s searching for what you sell…

Then yes, less demand means fewer conversions.

And cutting spend would help maintain your profitability.

But that’s rarely the case.

Most brands are only reaching a fraction of their total addressable market on Google.

If I had to put a number on it, they’re probably hitting 5-10% of what’s possible out there.

That means even during a “slow” season, there’s still a massive chunk of potential buyers.

And there’s still room to 2x, 3x your revenue (or even more).

We’ve seen it happen with our clients earlier this year.

Right after Q4, we brought in a few new brands.

Normally, you’d expect a dip after the holiday surge.

But instead, they got even better performance than before.

Like for this brand, we took them from $30k/month to $110k/month in revenue just in 30 days.

On top of the revenue number, every other metric, from ROAS, CPA, to CPC, improved at the same time.

This was possible because their previous setup only tapped into a small segment of their customer base. 

Once we introduced a smarter way to acquire customers on Google, the results quickly followed.

If we had pulled back or “played it safe,” all that upside would have been left on the table.

Now, of course, there are caveats to this.

Some products have true seasonality (no one will buy your ski jackets in the summer).

But in many cases, what looks like a demand problem is really an execution problem.

From what I’ve seen, the majority of brands are only tapping into a small slice of what’s possible with Google Ads.

And almost no one comes close to maxing it out.

Which means there’s a huge share of the pie sitting there for you to capture, especially when your competitors are slowing down during “off” periods.

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.

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