Evergreen ads are designed to run continuously, providing a stable flow of traffic and conversions. They rely on timeless messages that stay relevant regardless of the time of year. According to industry benchmarks, evergreen campaigns can maintain 20–30% more consistent CTRs over 6–12 months compared to seasonal-only campaigns. For businesses focused on predictable lead generation and brand building, evergreen ads serve as the backbone of long-term growth.
Why Seasonal Ads Work
Seasonal ads are built to capture spikes in demand around holidays, events, or industry trends. While their performance window is shorter, their impact can be significant. For instance, seasonal campaigns often generate 2–3x higher engagement rates compared to evergreen ads during peak periods. They work best when aligned with clear promotional pushes, such as Black Friday, Valentine’s Day, or back-to-school sales.
The Power of Combining Both
The key isn’t choosing one over the other but creating a system where evergreen and seasonal ads work in tandem.
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Baseline Stability: Evergreen ads run consistently, ensuring you never have empty ad space.
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Performance Boosts: Seasonal ads layer on top during high-demand times, capturing surges in consumer interest.
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Data Synergy: Performance insights from evergreen campaigns can guide seasonal targeting, while seasonal spikes can refresh evergreen audiences with new leads.
According to research, brands that balance evergreen and seasonal advertising see up to 35% higher ROAS compared to brands relying on one strategy alone.
How to Structure Your Campaigns
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Evergreen Foundation: Develop core campaigns focused on your main value propositions. Keep messaging broad enough to stay relevant year-round.
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Seasonal Layers: Identify 3–5 key events each year that matter most to your audience. Build campaigns tailored to these windows.
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Budget Allocation: Reserve 60–70% of your ad spend for evergreen and 30–40% for seasonal. This ensures stability with room for performance spikes.
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Testing and Refreshing: Use A/B testing to identify which seasonal creatives resonate most and recycle strong elements into evergreen ads.
Measuring Success
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For Evergreen Ads: Track consistency metrics such as CTR, cost per lead, and ROAS stability across months.
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For Seasonal Ads: Focus on short-term metrics like conversion lift, engagement spikes, and campaign ROI during the promotion window.
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Combined View: Compare periods with overlapping seasonal campaigns against baseline evergreen-only performance to measure the lift generated by the dual approach.
Final Thoughts
Evergreen ads keep your business visible and dependable. Seasonal ads deliver the extra push when your customers are most ready to buy. Together, they create a system of stability and growth that compounds over time. The smartest brands use both—building trust with consistent messaging while capitalizing on seasonal urgency.
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