Your Diwali & BFCM Ad Budget, Week by Week

Festive season is won in the weeks before the sale, not during it. Here is a simple four-phase budget plan you can adapt to your margins.

Phase 1 — Prime (4 weeks out)

Increase top-of-funnel spend to build ranking and gather retargeting audiences. Efficiency dips here on purpose; you are buying position.

Phase 2 — Defend (2 weeks out)

Shift budget to your best-converting exact-match terms and brand defence. Lock in the keywords you have earned.

Phase 3 — Harvest (sale week)

Raise bids and daily caps aggressively on proven terms. This is when conversion rates spike and every impression is worth more.

Phase 4 — Recover (week after)

Pull back to steady-state, keep retargeting warm audiences, and mine the sale’s search-term report for next quarter’s keywords.

Sellers who plan spend in phases routinely see 20–30% lower blended ACoS across the festive window than those who simply raise budgets on sale day.

Check your promo profit

Before you run a coupon or deal, see what the discount does to your margin — free, runs in your browser.