Digital marketing
The summer holiday period is the quietest season for many businesses. But it is also the time when competition in the ad auction falls and clicks get cheaper. How do you make use of it?
In brief
- Click prices fall by 20–40 % in summer.
- Competition in Meta ads and Google Ads shrinks in July.
- SEO work done outside the season brings results in the autumn.
- B2B lead generation is slower in summer but cheaper.
- Tourism and wellbeing businesses are the summer season’s winners.
Who has a productive summer?
- Tourism businesses — summer is peak revenue.
- Restaurants and terraces — a big season in the cities.
- Online stores: out-of-season preparation for the autumn.
- B2B: if you reach the decision-makers who are still working, the clicks are cheap.
Who has a quiet summer, and what to do then
- B2B services: SEO work, content production, building email automations.
- Training providers: preparing for the autumn term launches.
- Construction: the peak varies, but the winter season is worth planning now.
Make use of the cheaper clicks
- Meta ads run 20–35 % cheaper on CPM in July.
- In Google Ads competition falls: branded searches get cheaper.
- LinkedIn is at its quietest in summer, so B2B lead generation is cheap.
Frequently asked questions
Should advertising be paused for the summer?
No. Clicks are cheaper and competition lower. Reduce the budget, do not stop.
What should be done in summer for the autumn?
SEO, the content calendar, email automations, brand awareness.
Is the summer holiday period good for lead generation?
Yes, if your audience is not entirely away. Cheaper clicks, less competition.
Related reading
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