Seasonal scaling requires different strategies. Most brands waste budget or miss opportunities during peak seasons.
30-50% of peak season potential lost to poor scaling strategy
Peak Season ROAS, Revenue Capture, Inventory Turnover, Competitive Position
Poor seasonal scaling leaves money on the table during highest-opportunity periods. Brands lose to competitors who handle seasonality well.
Understanding the root causes is the first step to solving the problem.
Seasonal periods require different bidding, budgeting, and structure. Year-round strategy fails at scale.
Waiting for season to start before adjusting. By then, competitors have already claimed position.
Daily budgets hit limits, missing peak demand periods. Competitors with higher limits capture your would-be traffic.
Advertising inventory you don't have or not advertising inventory you need to move.
Well-intentioned fixes that often make things worse.
Higher budget with same bids = more impressions at same price = often worse placements. Bids must scale too.
Seasonal performance requires preparation. Algorithms need time to adjust. Plan 2-4 weeks ahead.
Peak seasons are volume opportunities. ROAS will be lower per transaction, but total profit can be higher.
Purpose-built features to detect, diagnose, and fix seasonal scaling failures.
Compare YoY seasonal patterns to plan appropriate scaling and set expectations.
Suggest budget trajectories that match demand curves instead of sudden jumps.
Track when competitors start scaling to help you time your own adjustments.
Identify products with mismatched inventory and ad spend during critical periods.
Best practices to prevent this problem from occurring or recurring.
Preparation should begin in September: review last year's patterns, update creative, set up promotional campaigns, and ensure tracking is solid. Budget scaling should start mid-October, ramping gradually. By Black Friday, you should be at full scale with campaigns already optimized for seasonal messaging.
PerfoAds AI identifies, diagnoses, and helps you fix account issues automatically. Start solving problems today.