How to Structure Seasonal Ad Campaigns

Why It Matters

This approach balances organizational clarity and optimization efficiency, helping advertisers maximize returns across evergreen and seasonal inventory while retaining flexibility to control spend when Meta’s algorithm underperforms. It offers a repeatable workflow for scaling seasonal campaigns without disrupting year-round performance.

Summary

John Loomer advises seasonal-product advertisers to use a campaign-level budget optimization (CBO) structure with distinct ad sets: one evergreen ad set running year-round and separate seasonal ad sets for holidays. Seasonal ad sets should launch with 2–5 creatives via Meta’s creative testing tool and be reactivated or refreshed each year using prior top performers plus new creatives. He recommends avoiding ad-set spending limits unless Meta’s optimization struggles with shifting seasonal demand, in which case minimums or maximums can be applied selectively. Performance should determine when to pause or keep seasonal ad sets after a holiday.

Original Description

Today's question is about campaign structure for seasonal products, specifically whether to split major holidays into separate ad sets with spending limits. Seasonal businesses face a unique challenge of running evergreen products year-round while also promoting holiday-specific items for limited periods. Jon explains how to structure a CBO campaign with multiple ad sets for different seasons, when to turn seasonal ad sets off based on performance, and whether ad set spending limits are actually necessary or just adding unnecessary restrictions.

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