How to Use the Seasonal Ad Budget Optimizer
During peak seasons, search volume and purchase intent often rise together, so keeping the same budget as the off-season can mean leaving revenue on the table. This calculator takes your base budget and conversions, then applies the seasonal search index and conversion rate lift to recommend a seasonal budget and estimate performance.
The recommended budget scales your base budget by the search index ratio (for example, an index of 180 means 1.8x). Estimated seasonal conversions apply both the search index ratio and the conversion rate lift to your base conversions, then compares that against your base to show additional conversions and additional revenue.
Incremental ROAS (additional revenue divided by additional budget) tells you whether the extra spend was actually a good investment. A value of 1x or higher means the added budget at least paid for itself in revenue — use this when deciding how much to scale up for the season.
Frequently Asked Questions
Google Trends shows relative search volume for a keyword over time. Set your normal-season baseline to 100, then enter the seasonal period's search volume as a percentage of that baseline.
If incremental ROAS (additional revenue divided by additional budget) is below 1, the extra spend isn't generating enough revenue to justify itself — consider a smaller budget increase or improving creative and targeting first.