You’ve done everything right: your campaigns are optimised, Shopping feed is on point, and your budget is well allocated. So why are your July campaign results looking soft? If you’re in the UK home and garden space, the answer could be simple: the weather.
In this blog, we explore how British weather influences buyer intent, ROAS, and PPC performance — and what you can do to manage this seasonal unpredictability.
Why Weather Matters
The UK’s home and garden market is incredibly weather-sensitive. From BBQs to parasols, buying decisions for garden and even indoor products are closely tied to how the weather makes people feel.
In summer:
- Rainy weeks = fewer garden-related sales
- Hot spells = spike in fans, cooling products, shade structures
- Grey skies = people delay major home improvement purchases
Weather and PPC Performance: Real Impact
Data shows:
- Click-through rates for outdoor products can drop up to 30% during rainy weeks
- Conversion rates on patio furniture dip when a heatwave is interrupted
- Indoor furniture may see small boosts during cool spells when people stay home
You may see:
- Higher CPCs due to steady competition
- Lower conversion rates due to weather hesitancy
- Drops in ROAS even when impressions remain steady
Tools You Can Use
Weather-Based Bidding Adjustments
- Use third-party scripts or tools like WeatherAds or Feedonomics
- Increase bids in high-sunshine regions; reduce in areas with rain forecasts
Real-Time Geo Performance Tracking
- Segment by location and day: compare sunny vs rainy cities
- Pause or reduce bids in poor-performing regions during downpours
Weather-Responsive Creative
- Tailor ad copy: “Ready for the sun?” / “Get your garden rain-ready”
- Use urgency: “Summer won’t last forever — shop garden essentials now”
CRO Tip: Weather Affects Landing Page Behaviour Too
During hot weather, users may browse on mobile from outdoors. Make sure:
- Your pages load quickly on 4G
- Call-to-action buttons are visible and tappable
- Checkout process is streamlined (especially for mobile users)
Conclusion
Your PPC strategy shouldn’t ignore the sky. The British weather is volatile, and it changes consumer mood and purchase intent. Monitor your campaigns by region, consider weather-optimised bidding, and prepare dynamic ad copy that adapts to what’s happening outside — because sometimes it really is just the weather.
References:
- Guardian Retail: How British weather derails retail sales
- WeatherAds: Case Studies in Climate-Based Marketing
- Statista: UK Retail Calendar Impact by Weather
