When Should You Pause Your Ads? (And What to Do Instead)
Josh Stockel • August 11, 2025
It’s a common question: “We’re booked out—should I pause our marketing?”
It’s tempting, but usually the wrong move. Here’s why—and what smart land contractors are doing instead.
Why Pausing Ads Can Hurt You
1. Momentum Stops
Once you shut your ads off, the algorithm resets. When you turn them back on, it takes time (and budget) to re-optimize.
2. Your Pipeline Dries Up
Today’s ad leads are tomorrow’s jobs. If you stop now, you’ll hit a dead zone in 2–3 weeks. That’s how you end up in feast-or-famine mode.
3. Your Brand Fades
Even if you’re not actively taking new work, staying visible keeps your name top-of-mind for later—and makes your sales easier.
What to Do Instead of Pausing
1. Adjust Your Campaign Budget
Lower spend. Don’t shut off entirely. You can:
- Focus on one high-ROI service
- Limit to one geographic area
- Run only retargeting ads
2. Tweak Your Messaging
Let people know your schedule:
“Now booking for next month. Secure your spot early.”
3. Prioritize Future-Focused Leads
Use your ad forms to ask:
- “Ideal project start date?”
- “When are you hoping to break ground?”
That way, you build a waiting list and keep control of the pipeline.
4. Use the Downtime to Dial In Systems
While you’re booked out:
- Build email follow-up for older leads
- Add reviews from recent jobs
- Update your site with new photos + city pages
Staying booked is great. Staying strategic while booked is even better.
👉 Need help restructuring ads for better pacing? Let’s set it up
🎧 On the Land It Podcast, we talk about pacing your growth and marketing—so you don’t burn out or stall out.
👉 Listen now
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