For home and garden brands, PPC is not about spending the same every month. The sector is defined by peaks (spring, summer, pre-Christmas) and lulls (January, late August), and each category has its own rhythm. This blog gives you a clear calendar-based strategy so you know when to ramp up ad spend and when to hold back.
The PPC Calendar at a Glance
| Month | Category Focus | PPC Strategy Summary |
|---|---|---|
| Jan | Indoor furniture, bathroom | Low-intent browsing; remarketing only |
| Feb | Eco, bespoke orders | Start ramping for spring |
| Mar–May | Garden furniture, renovations | Peak spend – maximise all channels |
| Jun | Moving season | Push indoor + clearance garden ads |
| Jul | Weather risk; clearance | Hold steady with optimised budget |
| Aug | Soft period | Lower spend; prep for autumn |
| Sep–Oct | Lighting, décor, autumn trends | Gradual increase |
| Nov | Black Friday, big-ticket buys | Major spend |
| Dec | Gifting, hosting, decor | Focused campaigns + remarketing |
Push Tactics
- Scale budgets ahead of actual demand spike (Google Ads lag!)
- Plan creative changes to reflect seasonal imagery or themes
- Launch display/video campaigns for brand awareness before peak starts
Pause or Reduce Spend When:
- ROAS drops below target in soft months
- New stock is delayed or unavailable
- You’re in a post-sale lull and remarketing can carry the load
Automate for Agility
- Use scripts or rules in Google Ads to reduce bids during unprofitable weeks
- Adjust budgets weekly based on conversion data
- Use Looker Studio to track seasonality trends year-on-year
Conclusion
A winning Google Ads account doesn’t run on a flat budget. Like your customers, it moves with the seasons. Whether you’re selling garden sofas in spring or handmade lamps in December, timing is everything. Plan, measure, and act accordingly — and you’ll spend more when it matters and less when it doesn’t.
References:
- Rocket Reach PPC Seasonal Performance Reports
- Google Trends UK (Home & Garden searches)
- Webinterpret: Seasonality in eCommerce
