Every business has its ups and downs. You know those times when sales are booming, and then there are the slow seasons. For many, this means summer holidays, or perhaps specific months when your customers are simply less active. With my first business, I had two (July-August and December, just sharing this to tell you that yes, multiple slow seasons are typical, there’s nothing wrong with your business). When things get quiet, it’s natural to look at your ad spending and think, “Maybe I should just hit pause and save some money.”
I get it. We all want to be smart with our budget. But here’s what many business owners overlook: these quieter times aren’t always a bad thing. In fact, they can be a hidden opportunity if you know how to use them.
Your money, your ads: the simple math
Let’s talk about the most important number for your ads: Return on Ad Spend (ROAS). This just means how much money you get back for every euro you spend on ads.
If your ads are still making you money – if your ROAS is positive, meaning you’re spending €1 and getting back €2 or more – then why would you stop? Even if it’s the quietest time of the year, if your ads are profitable, you’re still bringing in revenue. That’s just smart business.
Now, if your ads are actually losing money (a negative ROAS) during a slow period, it feels like the obvious choice to stop. But even then, it’s not always so simple. When you pause your ads, you stop giving important information to the ad platforms (like Google, Facebook, or LinkedIn). algorithms learn from every bit of data – every click, every view, every sale. This learning helps them find your best customers. If you stop completely, these algorithms essentially “forget” some of what they’ve learned, making it harder and more expensive to start up again when things get busy. So you have to calculate, if you lose more during a learning phase of a totally new ad than how much you spend and if it’s better to go on a break with your ads or continue.
Why knowing a little about ads helps (without becoming an expert)
You might think, “I hire someone for this, why do I need to know?” And you’re right, managing complex ad campaigns is a job for experts. But knowing the basics about ads gives you big advantages:
- you’re in control → you’ll understand why certain ad plans are made, even when things are slow
- you can ask better questions → this means you’ll have more useful chats with your marketing team, making sure your ads truly help your business goals
- you see the bigger picture → you’ll understand that good advertising isn’t just about turning ads on or off, but about making smart changes
- you can change your mind with confidence → this is especially important, when you are on a smaller budget and you don’t have a yearly contract with anyone but you work with freelancers on short-term projects (like campaign launches). Knowledge gives you power, you’ll be able to decide when you need freelancers’ help with ad management and when you can save the money.
This isn’t about making you an ad manager. It’s about giving you the confidence to be a smarter business owner, making choices that help your business grow for a long time.
The smart way to handle the "slow season"
So, what’s the best approach when your ads enter a slow season? Instead of just stopping, let’s look at some smart moves:
- stay visible, stay top-of-mind – when others pause their ads, it means less competition for you. This can make clicks cheaper. Staying visible keeps your brand remembered. When customers are ready to buy again, they’ll think of you first. If you disappear completely, you’ll have to work harder to be seen again.
- gather important information – even if you’re not getting as many sales, ads still gather data about who clicks, who sees your ads, and how they react. This information is gold! It helps you learn what works and what doesn’t, costing you less during the slow times. This learning makes your ads much better when the busy season returns. NOTE: this is not true for all industries, because client behavior is so different during summer seasons that they would give irrelevant data.
- test new ideas safely – the slow season is a perfect time to try new things without big risks:
- test new ad messages – try different headlines or pictures. See what gets people’s attention.
- try new audiences – explore different groups of people who might be interested in your business. It might be cheaper to reach them now.
- build your customer lists – focus on getting email sign-ups or collecting contact details. These people are already interested in your business, and you can reach out to them directly with offers when demand picks up later.
- get ready for the rush – think of this time like tuning a race car before a big race. By making your ads better now, you’ll be perfectly set up to get the best results when your busy season starts. You won’t be rushing to figure things out; you’ll be running a smart plan.
Why a pro partner makes all the difference
Knowing the basics is great, but actually putting these smart plans into action – understanding all the complex data and making quick changes across Google, Reddit, Pinterest, and LinkedIn Ads – needs a lot of skill and constant work.
Trying to manage your ads by yourself during a “slow season” can cost you just as much, if not more, than ignoring your ads during busy times. You might miss chances, misunderstand what the data is telling you, or make budget choices that actually hurt your business in the long run.
This is where a professional marketing partner comes in. Someone who understands how ad platforms work and how customer habits change with the seasons. A good professional constantly watches your ads, adjusts your spending, and changes strategies to make sure your money is always working hard for you, no matter the time of year. This lets you focus on what you do best: running and growing your business.
So, should you stop advertising during the slow season? The answer is almost always: not entirely. Instead, focus on being smart and strategic. Understand that your ads are part of a bigger picture that helps your business grow all year round.
If you want to chat about your opportunities during a slow season and not so slow seasons, feel free to contact me!
