When summer approaches or the holidays start filling everyone’s social feeds, search behavior changes almost overnight. A steady stream of customers starts searching for “outdoor kitchens,” “air conditioning services,” and other seasonal solutions. For marketers and business owners running Google Ads, this means big opportunities-but only if you know how to find and target the right seasonal keywords.
This guide breaks down how to optimize your Google Ads campaigns to capture those valuable bursts in search interest. You’ll learn what seasonal keywords are, how to identify them, how to structure your ad campaigns, and how to ensure your landing pages and ads convert. By the end, you’ll have practical steps to boost ROI with meaningful, time-sensitive searches.
Understanding Seasonal Keywords and Their Importance
What are Seasonal Keywords
Seasonal keywords are phrases or terms that experience predictable surges in search volume during specific times of year. For example, “landscape design” and “backyard pool maintenance” spike in the spring and summer. Other examples include “window replacement” or “roof installation” right before storm season.
Seasonal keywords aren’t limited to big holidays. They cover any recurring period—even minor ones like back-to-school shopping or spring cleaning.
Why Target Seasonal Keywords in Google Ads
Ignoring seasonal keywords can leave revenue on the table. By tailoring Google Ads campaigns to these timely phrases, you can:
- Attract motivated buyers looking to take immediate action
- Reduce wasted budget by prioritizing high-intent searches
- Stay ahead of the competition by capturing surges before your rivals catch on
Targeting seasonal keywords means showing up exactly when and where your ideal customers are searching.
Identifying Relevant Seasonal Keywords
Tools for Keyword Research
Start your research with reliable tools. Google Keyword Planner is essential for spotting when searches for terms like “air conditioning services” or “outdoor kitchens” are about to heat up. Look at historical data to spot annual peaks.
Additionally, use platforms like SEMrush, Moz, or Ahrefs to widen your search and see what competitors are bidding on during specific seasons.
Analyzing Trends with Google Trends
Use Google Trends to validate candidate keywords. Enter terms such as “window replacement” or “roof installation” to see how search interest changes throughout the year. The platform makes it easy to pinpoint rising trends and even compare a few options side by side.
Keep an eye on smaller surges. A spike in “door replacement” after a major weather event may indicate new seasonal opportunities you haven’t considered.
Considering Long-Tail Seasonal Keywords
Don’t limit your list to broad, high-competition terms. Long-tail seasonal keywords like “affordable backyard pool maintenance in Vancouver” or “energy efficient window replacement summer sale” often deliver higher conversion rates at a lower cost per click.
These phrases are less expensive to target and usually attract customers with strong intent. They also help small businesses with tighter budgets compete during peak seasons.
Structuring Your Google Ads Campaigns for Seasonal Keywords
Creating Dedicated Seasonal Campaigns
Build campaigns specifically focused on seasonal searches. For example, create a “Summer Services” campaign that includes ad groups for “landscape design,” “outdoor kitchens,” and “air conditioning services.”
This dedicated approach allows for distinct budget allocations, seasonal ad scheduling, and more tailored ad copy.
Using Ad Groups to Target Specific Themes
Within each campaign, use ad groups to keep seasonal keywords tightly organized. This increases relevancy and helps your ads achieve higher Quality Scores. For instance, group all pool-related keywords (“backyard pool maintenance,” “pool installation offer”) in one ad group, while keeping window and door replacements in others.
The more relevant your ad groups are to specific themes, the easier it becomes to write focused ad copy and implement negative keywords.
Implementing Seasonal Ad Scheduling
Set your ads to run only during peak periods. For example, ads for “roof installation” can ramp up before the rainy or hurricane season, while “landscape design” and “outdoor kitchens” can see more investment in spring and early summer.
Google Ads’ scheduling allows you to pause campaigns in slow months and relaunch with fresh ad copy as the season returns.
Crafting Ad Copy That Converts
Highlighting Seasonal Promotions and Offers
Make your ads irresistible by promoting offers tied to the season. Think “Book your air conditioning tune-up before July and save 20%” or “Free backyard pool assessment with every installation this summer.”
Direct, timely offers drive action and set you apart from businesses running generic ads year-round.
Using Compelling and Timely Language
Infuse your copy with urgency and relevance. Phrases like “limited-time summer special,” “get ready for the heat,” or “just in time for grilling season” help your ads stand out and encourage clicks.
A/B Testing Ad Copy Variations
Never settle for a single approach. Run A/B tests with your ad headlines and descriptions. Try different angles, like comparing “affordable summer AC repair” against “same-day air conditioner installation.” Track which versions get the highest click-through and conversion rates.
Refine your messaging based on real performance data to maximize your campaign’s effectiveness during the seasonal peak.
Optimizing Landing Pages for Seasonal Traffic
Ensuring Relevance to Seasonal Keywords
When visitors click your ad, they should land on a page that immediately delivers on the seasonal promise. If your Google Ad targets “outdoor kitchens installation summer deal,” your landing page should showcase summer backyard transformations, list current deals, and highlight limited-time bonuses.
Improving Page Load Speed for Better User Experience
Seasonal shoppers are highly motivated—but also impatient. A slow-loading page can cost you sales. Use tools like Google PageSpeed Insights to identify issues and optimize images, scripts, and server response times.
Every second counts during peak search windows, especially on mobile devices.
Designing Clear Calls to Action
Make it obvious what action visitors should take. Use strong, seasonal CTAs like “Get a Free AC Quote Now,” “Book Your Summer Consultation,” or “Claim Your Spring Savings.”
Keep forms simple and above the fold, reducing friction and boosting conversion rates from your paid clicks.
Monitoring and Adjusting Your Campaigns
Tracking Key Metrics
Monitor critical metrics like click-through rate (CTR), conversion rate, cost per acquisition (CPA), and return on ad spend (ROAS) throughout the season. Use Google Ads’ and Google Analytics’ real-time dashboards to catch unexpected dips or spikes.
Making Real-Time Adjustments Based on Performance
Some seasonal campaigns reach peak performance only for a few days or weeks. Don’t hesitate to pause underperforming ad groups, reallocate budgets, or tweak your ad copy and landing pages based on real results.
Doubling down on what works as soon as you spot positive trends can amplify your outcomes before the season passes.
Preparing for the Next Seasonal Peak
Don’t scrap everything once the season ends. Gather learnings from your best (and worst) performing keywords, ads, and landing pages. Save your most successful campaigns and update dates, offers, and visuals when peak season returns.
Building a repository of seasonal marketing assets makes each year more efficient and effective.
Take Your Seasonal Campaigns to the Next Level
Mastering seasonal keywords in Google Ads is less about luck and more about timing, planning, and optimization. Use the data-led approach above to find high-intent customers when demand peaks. Remember to test your ad copy, landing pages, and scheduling to give each campaign the highest shot at conversion.
If you’re managing your Ads campaigns or running accounts for clients, block out time now to weave seasonal strategies into your PPC calendar. You’ll capture more leads, delight more customers, and ultimately build a stronger brand presence just when people are searching for what you offer.
Schedule a 15-minute call today to discover how we can help you reach your ideal customers and save thousands on your Ad campaigns!
Vadim Kotin
@kotin_digital
