Every July I hear the same thing: "Let's take a break, nobody buys anything in the summer." That's a valid point. But everyone's doing it at the same time, and that's precisely the opportunity for those who want to keep going.
The auction mechanism behind the summer break
Google Ads and LinkedIn Ads are auctions. When many competitors pause their campaigns in July, there are fewer bidders in the auction, and the same budget buys more visibility at lower click prices. The mechanics are that simple. I'm seeing it firsthand with one of my clients right now: Demand does drop in the summer, yes. But the clicks are there, and they're cheap.
Furthermore, your target audience doesn't disappear on vacation. They have their smartphones with them and are likely to scroll more, not less.
The October bill
When everyone takes a break at the same time, visibility becomes cheap. Whoever remains visible then wins.
B2B purchasing decisions require lead time. The deals you want to close in October aren't made in October, but weeks and months beforehand, through visibility, initial inquiries, and conversations during the summer. Those who completely shut down in July and August start from scratch in September: the algorithm has to relearn, the pipeline is empty, and the competition, which continued operating, is already in the conversation.
What makes sense instead of taking a break
Don't shut down, just make minimal adjustments: Slightly reduce budgets where the data allows, keep an eye on bids, and keep the campaigns running so that data collection and visibility don't falter. The same applies to other holiday periods like Easter or the days between Christmas and New Year's: The knee-jerk reaction of pausing is almost always more expensive than making a small adjustment.
Frequently Asked Questions
Doesn't B2B demand actually decrease in the summer?
It often declines, but it doesn't disappear. The crucial factor is the relationship: if demand drops slightly, but your competitors withdraw completely, your position still improves.
Should I at least reduce my budget during the summer?
A moderate adjustment can be useful if your data shows a genuine decline. The difference to pausing: The campaign continues to run, collect data, and remains visible.
What happens to the algorithm if I pause completely?
After extended breaks, the campaign needs to go back into a learning phase. So you end up paying twice: lost visibility during the summer and poorer performance upon restart.
Does this also apply to very small budgets?
Precisely there. A small budget benefits disproportionately from lower click prices during times when larger competitors are taking a break.
The article also explains why timing and sequence are generally more important than budget size in B2B. LinkedIn Ads or Google Ads first?. Or we look in Analysis discussion directly to your season data.