Don’t Panic When Things Slow Down Sales drop. Enquiries slow. It’s a pattern many B2B companies know well, especially in summer. But switching your Google Ads off completely could do more harm than good. Whether you’re running ecommerce campaigns or lead gen for services, the better approach is to adapt, not disappear.
In this blog, we’ll walk through practical ways to keep your PPC campaigns working during quieter times, without wasting budget or losing ground.
B2B buying cycles often pause over the summer. Decision-makers are away, teams go on leave, and budget holders delay spending until Q4.
For ecommerce businesses, traffic might still come in, but purchase intent drops.
For service-based companies, enquiries slow as planning pauses.
It can feel like your ads have stopped working, but more often, it’s seasonal behaviour, not campaign failure.
Pausing means you lose campaign momentum and delay the learning period for Google’s algorithm.
You risk disappearing just when your competitors start scaling back too. This can be a prime opportunity for cheaper clicks.
Staying visible helps keep your pipeline warm, even if conversions slow.
It’s easier (and cheaper) to scale back than to restart cold.
Keep your high-performing, best-selling product campaigns live.
Run remarketing campaigns to capture people who browsed but didn’t convert.
Use messaging like “Restock now” or “Order before the September rush”.
Dial down bids on lower-intent keywords to reduce wasted spend.
Switch focus to lead nurturing rather than hard conversion.
Update copy to reflect the pause: “Get ready for Q4” or “Book a call for September”.
Test more helpful CTAs: “See how it works” or “Download a guide”.
Look at conversion rate trends, not just click volume.
Use GA4’s engagement metrics to track shifts in buyer behaviour.
Check if your competitors are still bidding. Your visibility might be easier to maintain during lulls.
It’s normal for quieter periods to affect campaign results. So, don’t panic, but don’t go silent either. Keep key campaigns live at reduced spend and use the time to test new audiences or creatives. Always think a month ahead. If September is key for you, prepare in August.
Need help figuring out what to keep running and what to scale back? Let’s talk and we’ll help you make sense of your campaigns without wasting budget.
