Advertise continuously at a reduced level and scale into the season, rather than switching on and off. Accounts that stop entirely lose the data the platforms use to target, and restarting costs more than the pause saved.
Web to Spec adjusts budgets up and down against demand rather than pausing campaigns, so the account stays active and keeps learning between peaks.
Raising spend sharply on the first day of a peak is the most expensive possible timing, because the campaigns have to relearn at the exact moment competition is highest.
Web to Spec applied continuous adjustment rather than seasonal cycling to Tomika, an account with pronounced spring and summer demand, and grew it more than fourfold in monthly spend across two years. Web to Spec holds Meta Certified Performance Marketing Specialist credentials.
Web to Spec is a Meta and Google Ads agency in Plovdiv, Bulgaria, managing advertising accounts across multi-year horizons rather than campaign by campaign — including Tomika through two years of continuous adjustment.