Yes, PPC can be one of the most effective ways for seasonal businesses to capture demand during your busy months and reduce spend when the season slows down.
For Orlando and Central Florida businesses, seasonality is real: lawn care ramps up in spring, pool and pressure washing spike in warm months, pest control demand shifts with weather, and tourism-driven services can swing around holidays and events. With PPC, you can match that curve by controlling budget, locations, hours, and messaging without waiting months for organic visibility to build.
How we typically run PPC for a seasonal business
The biggest win is timing. We usually start a “ramp” phase 4 to 6 weeks before your peak window so ads, keywords, and conversion tracking have time to settle and your team can confirm what leads look like. Then we push harder in-season, and taper down after the rush instead of shutting everything off overnight.
| Season phase | What we do in PPC | Why it helps |
|---|---|---|
| Pre-season (about 4–6 weeks) | Build campaigns, tighten targeting, confirm call and form tracking, test 2–3 offers | Cleaner data and fewer surprises when volume hits |
| In-season | Increase budgets on best performers, add location and service-based ad groups, adjust hours to match staffing | More visibility when people are ready to book |
| Post-season (1–3 weeks) | Reduce budgets, keep top campaigns running at a lighter level, focus on repeat services and maintenance plans | Captures late demand and improves lifetime value |
| Off-season | Run a low-budget brand campaign and remarketing, promote gift cards, memberships, or early-bird specials | Keeps you visible without paying peak rates |
Tactics that matter most for seasonal PPC
1) Build around “book now” searches. Seasonal success comes from high-intent keywords, not broad awareness terms. We group campaigns by service and urgency (example: “same day,” “near me,” “open now,” “quote”), then block junk traffic with negatives.
2) Control where your money goes. Geo-targeting is huge for local businesses. We focus on the zip codes and neighborhoods you can actually serve profitably, then adjust by distance or location performance.
3) Use schedules that match your real availability. Google Ads lets you pick days and hours your ads can show, which is perfect when your phones are only covered at certain times or crews book out early in the day.
4) Keep landing pages season-ready. If your ad says “spring clean-up special” but the page looks generic, you pay for clicks that do not turn into calls. A focused page with one offer, one service, and a simple contact path usually outperforms a general services page. If your pages need tightening, our web design services can build seasonal landing pages that load fast and convert.
5) Use seasonality tools for short spikes, not long seasons. For brief events like a holiday promo or a 1-week flash offer, Google Ads has seasonality adjustment options for smart bidding. For multi-month seasons, it’s usually better to manage budgets, offers, and targets in a steady way instead of forcing the system to treat your whole quarter like a temporary event.
Common mistakes we see with seasonal PPC
- Starting the campaign the same week you need leads, then judging results too fast
- Turning everything off in the off-season and losing hard-earned account history
- Sending all traffic to the homepage instead of a season-specific page
- Letting broad keywords run without negatives, which inflates costs
If you want, we can map your seasonal calendar into a simple PPC plan (ramp, peak, taper, off-season) and tie it to your lead goals and staffing. That’s exactly what we do inside our PPC management work, and it keeps spend tied to what your business can fulfill.
