Seasonality can play a huge role in how tradesmen manage their PPC. For instance, a heating engineer sees higher demand in colder months when boilers are packing in, whereas a landscaper might see a surge in spring or summer. These seasonal spikes can affect both your ad spend and the competition: many tradesmen ramp up their advertising at peak times, potentially driving up the cost per click (CPC). Conversely, in quieter months, you might reduce your budget or switch ad focus to services people need off-season—like pre-winter boiler checks or early spring garden prep.
To handle seasonality effectively, analyse past data (if you have it) or industry norms to predict when demand will soar. Adjust your bids, budgets, and ad copy to reflect what customers need most at that time of year. By aligning your PPC strategy with seasonal trends, you avoid throwing money at ads when demand is low, yet stay front and centre when homeowners are desperate for your trade services.