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How Google Ads Smart Bidding Adapts to Seasonality in 2026
Description
In this episode of The Google Ads Podcast with Fexingo, Lucas and Luna explore how Google Ads Smart Bidding handles seasonality in 2026 — and what advertisers get wrong when they override it. They break down the difference between custom seasonality adjustments and automated learning, using a real example of a retailer who saw a 30% CPA spike during a flash sale. Lucas explains how the algorithm's lookback window works, why conversion delay matters, and when to use data exclusions versus seasonality adjustments. Luna pushes back on the common habit of tinkering with bid strategies mid-campaign, and they both land on a practical framework: let the model learn through one full seasonal cycle before intervening. Perfect for PPC managers who want to stop fighting the algorithm and start working with it.