Seasonality With PPC

PPC campaigns do see seasonal shifts in cost per click (CPC) and the number of leads that ultimately come in. Usually, the slow season for real estate agents is between October/November thru January/February, depending on your area.

During the slow season, fewer people search on Google for terms related to buying a home, and more agencies spend additional money on those terms to get all the traffic they can. When that happens, the people who do not spend more money are not able to compete with the current bid price which causes fewer leads to convert. After January or February, this traffic should come back and even out.

When sales are slow in this period, more agencies tend to spend additional money on PPC which raises the overall bid price for the keywords (areas that we are targeting) for your campaign. When this happens, it costs more to make sure your ad shows up in a Google search. This usually means that it does not show up as often and that traffic on Google for particular searches have slowed down.