Google Ads in the slow season: Should you pause or optimise?

Digital marketing never runs in a straight line. Some months you’ll see a spike in leads; other times it slows right down. The instinct? Cut spend. But if Google Ads is your growth engine, hitting pause might cost you more in the long run.

Stopping now resets your momentum. Staying visible even at a reduced spend keeps your brand active, your quality scores intact, and your pipeline ready for the rebound.

What are the risks of pausing Google Ads campaigns?

1. You lose hard-earned momentum

Google Ads rewards consistency. The longer you run optimised campaigns, the stronger your quality scores and historical performance become. Pull the plug now, and you’ll have to rebuild that from scratch often at a higher cost.

Example: A landscaping firm turns off ads during winter. By spring, brand recall drops, and they pay more to regain traction.

2. You face higher CPCs when you return

Your competitors don’t wait. If you pause, they move in driving up bids. When you return, you’re back at square one, bidding into a more expensive pool with weaker metrics.

Example: An eCommerce fitness brand stops campaigns post-holiday. When they restart in March, CPCs spike and conversion rates drop.

3. You fall out of the sales funnel

Even in quieter periods, your audience is researching, bookmarking, and shortlisting. Go silent, and your brand disappears from the conversation. Staying present keeps you in the running.

What happens to Google Ads quality score if you pause campaigns?

Google’s algorithm scores your ads based on historical performance like CTR, relevance, and landing page quality. Pause campaigns, and those signals fade. When you restart, the algorithm doesn’t pick up where you left off.

If you need help keeping your campaigns active and efficient, explore our Google Ads services.

How can you optimise Google Ads in a slow season?

1. Adjust your bidding strategy

• Cut high-cost keywords that aren’t converting.
• Prioritise long-tail searches with buyer intent.
• Use Target CPA to stretch budget without sacrificing quality.
• Review and trim underperforming segments.

2. Prioritise warmer audiences

• Retarget past site visitors.
• Create custom audiences from your CRM.
• Use RLSA campaigns for more precise bidding.

3. Refresh your messaging and UX

• Update ads to match seasonal mindset — think early deals or limited-time offers.
• Check that landing pages load fast and speak directly to your audience.
• Add new testimonials or client results to build trust.

4. Shift budget to low-cost brand building

• Try Display or YouTube for low-cost visibility.
• Promote guides, checklists, or lead magnets.
• Keep engagement ticking over with value-led content.

5. Test alternative campaign types

• Run Performance Max to broaden reach.
• Try Discovery Ads to stay in front of B2B decision-makers.
• Launch short-form video campaigns where competition drops.

6. Improve conversion tracking and measurement

• Revisit your goals and ensure conversion actions are aligned to current business objectives.
• Use offline conversion tracking to link pipeline progress to actual Google Ads performance.
• Connect with Google Analytics 4 to assess user journeys across devices.

7. Fine-tune your creative assets

• Audit your current ad copy and extensions. Are they still relevant?
• Test ad variations with different CTAs and value props.
• Use A/B testing tools inside Google Ads for better insight.

8. Use seasonal search trends to your advantage

• Review historical search trends to anticipate low-volume but high-intent queries.
• Adjust your ad scheduling to prioritise peak browsing hours.
• Build ad copy around urgency, offers, or early-access incentives.

9. Review landing page performance in context

• Evaluate bounce rates and form fills alongside traffic volume.
• Optimise page content for keyword alignment, clarity, and CTA strength.
• Integrate real user feedback or live chat transcripts to adjust copy for actual concerns.

10. Repurpose high-performing creative across formats

• Use strong performing ad copy in social campaigns, email subject lines, or display banners.
• Turn testimonials or review snippets into carousel ads or video formats.
• Consolidate your top value propositions across paid and organic channels to maximise impact.

Is it better to pause or reduce Google Ads budget during a slow season?

Reduce don’t pause. Keep high-performing campaigns running. Cut the deadweight. Simplify targeting. Test automation. The goal: stay visible without wasting budget.

Consistency helps Google understand your value. When demand returns, you’ll be ready while others are still catching up.

When pausing Google Ads makes sense

There are times a pause is the right move:

• Your product is fully seasonal.
• You’re temporarily closed.
• Cashflow makes continued spend impossible.

Even then, keep a trickle of remarketing or brand ads going if you can.

What channels support your brand when PPC slows down?

Looking beyond Google Ads? Focus on channels that don’t rely on daily spend:

• SEO: Keep your content fresh and optimised.
• Email: Nurture your list with helpful updates.
• Social Ads: Use retargeting and brand-building formats.
• Partnerships: Cross-promote with aligned businesses.
• Website optimisation: Improve conversion rates by reviewing landing pages and fixing drop-off points.
• CRM retargeting: Re-engage old leads with a personalised journey using email or paid channels.
• Direct traffic boosts: Use referral sources or offline campaigns to drive engaged, low-cost sessions.
• Organic content flywheels: Build out evergreen blogs, pillar pages, and downloadable assets.

Don’t go dark — get smart

Slow months are part of the cycle. Smart marketers adjust, test, and improve. If your competitors pause, that’s your chance to get ahead.

At Iconic Digital, we help brands stay relevant and profitable year-round. Book a free audit — we’ll show you how to keep results moving, even when demand dips.