Seasonality adjustments in Google Ads allow advertisers to temporarily inform Smart Bidding about expected short-term changes in conversion rates.
They are typically used for:
- Promotions or sales events
- Product launches
- Limited-time campaigns
- Sudden, temporary demand spikes
Instead of letting Smart Bidding learn the change gradually, you proactively signal that conversion rates are expected to increase or decrease during a specific time period.
Why it matters
Seasonality adjustments help prevent bidding strategies (like Target ROAS or Target CPA) from reacting too slowly during short, predictable performance shifts.
In short: Seasonality adjustments help Smart Bidding respond faster to temporary changes in conversion behavior.