All businesses experience quieter moments. Whether it’s holiday slumps, seasonal troughs, or inexplicable drops in demand, marketing budgets suddenly feel more strained than ever. Pay-per-click (PPC) campaigns tend to be the first target, where every pound has to work double time to deliver quantifiable returns. The good news? Provided the right tweaks, you don’t have to suspend campaigns altogether. You simply need to be more intelligent about the way you run them.