Q1 — rebuild and test
Cheap auctions after the Q4 rush. Structure work, feed rewriting, creative testing, tracking verification. Lessons cost less now than they will in November.
Q2 — grow the base
Scale what proved out in Q1. Add search coverage. Start demand creation if your category needs it.
Q3 — prepare
Feed and catalogue finalised, creative produced, budgets ramped gradually so the bidding learns at higher spend before the spike.
Q4 — execute, do not experiment
Monitor spend pacing and disapprovals, adjust budgets, leave structure alone. A restructure in peak week puts the account into learning at exactly the wrong moment.