How do I plan seasonal campaigns with Google Trends?

Plan a seasonal campaign by looking for repeated patterns and working backwards from the customer's decision date. Do not launch only when the chart peaks: research, approvals, production and purchase decisions can begin earlier.

Check whether the pattern repeats

Use a multi-year view with the same market and search context, then inspect comparable parts of each year. Note unusual events and changes in the offer. A one-off publicity spike is not a seasonal pattern. Record the time range rather than claiming a date from an unlabelled chart.

Build a backwards calendar

1. Identify the period in which customers need the service, using search interest and your actual enquiry history.
2. Estimate the lead time for choosing, approving and delivering the work. Label estimates and ask the delivery team to review them.
3. Schedule the landing page, stock or capacity check, creative production, translation and measurement test before promotion.
4. Plan an early information phase, a comparison phase and a useful conversion page where those stages fit the buying process.
5. Set a review date and a stopping condition if enquiries cannot be fulfilled or the evidence does not support expansion.

An illustrative calendar

A conference supplier might prepare a service explanation before organisers request quotes, publish a comparison checklist during planning and stop advertising dates it can no longer deliver. The timing must come from that business's evidence; this example does not assert a particular Bulgarian seasonal peak.

How do I avoid a misleading comparison?

Keep equivalent periods and filters, and note holidays that shift dates. Save exports with the capture date. Treat independently scaled views cautiously: a similarly tall peak in two charts is not proof of equal demand. After the season, compare qualified enquiries, delivery capacity and costs against the plan, then update the campaign brief. Keep durable answers on an indexable evergreen page instead of creating a new near-duplicate every season.