Google Ads Seasonal Campaign Plan and Budget Calendar
Plan campaigns around demand peaks.
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Plan seasonal Google Ads activity. Business and seasonal pattern (past sales by month): [SEASONAL_DATA]. Budget for the year: [ANNUAL_BUDGET]. Offers and key dates: [OFFERS_AND_DATES]. Lead time from click to sale: [LEAD_TIME]. Build the plan from my own data and label guesses. Use last year's data to find the weeks when searches and conversions began to rise and fell, and start a few weeks earlier because campaigns need time to settle. Create a month-by-month table with Phase (build, ramp, peak, close, review), Weeks counted back from the peak, Budget share (adding to 100 percent), Focus keywords, Messages and Landing page tasks. Worked budget example: annual 12,000, quarter shares of 15, 20, 25 and 40 percent give 1,800, 2,400, 3,000 and 4,800; the peak quarter's 4,800 splits 1,200, 1,600 and 2,000 by month, with a fixed amount in reserve for opportunities. Show the maximum cost per conversion implied by margin: a product with a margin of 30 allows at most 30 per sale, so a target of 20 leaves 10 for other costs. Add a readiness checklist before ramp-up (stock, staff cover, delivery cut-off dates, offer terms, tracking tested), two stop rules (pause when stock falls under a level or cost per conversion exceeds a limit for a week), the decision points for moving budget between campaigns, rules for ending offers on time, and a post-season review of five questions. Frame figures as examples and flag unverified platform details [VERIFY].
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