A diagnostic center on Mykonos, running Google Ads only, timed exactly to the island's tourist season, mid-May through mid-October. The brief was not just performance. It was consistency: a cost per call that holds steady year after year, on a campaign that switches on and off with the calendar.
Seasonal campaigns are volatile by design. Demand appears in a matter of weeks, spikes hard through summer, and disappears just as fast. Most local advertisers see cost per acquisition swing wildly between the ramp-up and the peak, chasing an algorithm that never gets enough time to learn.
For a diagnostic center, the ask was specific: local visibility that a seasonal population can actually find, at a cost that does not swing with the tourist calendar.
We launch before the season starts, not when it starts. That early window gives the algorithm time to relearn the account each year, so by the time demand peaks in July and August, the campaign is already primed. Investment scales up with demand, and ROAS holds instead of eroding.
The result: average cost per call has stayed under €7 every year we have run this account, covering more than 60% of local searches on the island, with none of the volatility seasonal campaigns usually carry.
Consistency is not luck.
It is starting before the season does.