Build a week-by-week peak season budget calendar per channel
Combine last year's Google Ads, Meta and TikTok results with search demand seasonality to build a weekly peak season budget calendar, a 10% reserve and check-in triggers you run during the season.
When to use it
When a peak season is coming and you need to split a fixed budget across Google Ads, Meta and TikTok without guessing.
What you get
A weekly budget calendar per channel with a 10% reserve and a checklist of triggers to review every 3 days during the season.
Does it change anything in my account?
No. The assistant only reads your data and reports back.
Works with
Google Ads, Meta Ads, TikTok Ads, SEO Intelligence
Fill in before sending
[peak period dates][total peak budget][main product keywords][language id, e.g. 1037 Turkish][target ROAS]
Help me plan budget for our peak season, [peak period dates], with a total budget of [total peak budget].
1. Find the accounts with list_accounts, list_meta_ad_accounts and list_tiktok_ad_accounts.
2. Pull last year's daily spend, conversion value and ROAS for the same period plus the 4 weeks before it, on Google Ads, Meta and TikTok. Use get_report with start_date and end_date; check describe for each platform to see if a daily breakdown is available. If it is not, use google_ads_query (segments.date), meta_insights_query (time_increment 1) and tiktok_report_query (stat_time_day). Roll the days up into weeks yourself.
If a channel was not running last year or returns no data for those dates, say so plainly. For that channel, use its last 8 weeks as a baseline and mark its numbers as "no seasonal history".
3. Search demand seasonality for [main product keywords] (up to 5). Run seo_history first to reuse any stored result, then seo_keyword_trends (needs SEO add-on credits). If the add-on is not available, use keyword_historical_metrics instead with language_id [language id, e.g. 1037 Turkish] and the market's geo id; it is monthly rather than weekly, so say which resolution you used. I want to see when demand starts rising and when it peaks.
Deliverable:
- A weekly table for each channel with last year's spend share, ROAS, and the week where ROAS peaked.
- A proposed calendar with columns for week, channel, budget and share of total. Follow these rules:
- Ramp prospecting 2 to 3 weeks before demand rises, so learning finishes before the peak.
- Weight each channel's peak-week budget by last year's ROAS during that week. For channels with no seasonal history, weight by their recent ROAS and cap them at their recent spend level plus 50%.
- Hold back 10% as a reserve to deploy mid-period.
- In-flight triggers as a checklist. Nothing runs automatically, so tell me to come back every 3 days during the peak and ask you to pull the last 3 days per channel with get_report:
- if a channel's 3-day ROAS is more than 20% above [target ROAS], propose releasing part of the reserve to it
- if it is more than 30% below target for 3 days, propose moving its budget to the strongest channel
Note that budget increases above +50% in a single step are blocked on Google Ads, Meta and TikTok, so plan reserve releases in steps.
This is planning only. Make no changes now.
A one-page brief mapping who advertises in the client's market, where, with what message, and where the client stands today.
When to use itWhen you are about to start with a new client and need to understand who they compete against in paid and organic search before the kickoff call.