3 Ways to Maximize Your Ad Spend This Summer: Social, Google, and Beyond

Summer is here—and with it comes the perfect opportunity to turn up the heat on your marketing strategy. Whether you're launching a seasonal campaign or simply trying to make your budget stretch further, optimizing your ad spend is essential.

At Onya, we believe that smart spending is the secret sauce to sizzling results. So grab your shades and sunscreen—we're diving into three powerful ways to maximize your ad spend this summer across social media, Google Ads, and beyond.

1. Make Social Media Work Smarter (Not Just Harder)

Let’s face it: social media is where your audience is hanging out. Between backyard BBQ selfies and vacation stories, they’re scrolling—and you want to be what stops their thumb. But success on social media isn’t about spending more—it’s about spending smarter.

A/B Test Like a Pro

One of the biggest mistakes we see? Launching one version of an ad and hoping it sticks. Instead, treat your campaign like a science experiment. Test variations in:

• Headlines
• Creative assets (video vs. static images)
• CTAs (Call Now, Learn More, Shop Now)

By comparing performance metrics—click-through rate (CTR), engagement, conversion—you can quickly identify what resonates. Keep what works, scrap what doesn’t.

Lean into Reels & Short-Form Video

Video continues to dominate, especially in short-form. Platforms like Instagram and TikTok are pushing video content hard, and it’s being rewarded with increased visibility. Use this to your advantage with:

• Behind-the-scenes clips
• Product demos
• Seasonal tips and hacks

Bonus: Video ads often have lower CPMs (cost per thousand impressions), which means you get more eyes for your budget.

Retarget Like a Boss

Someone visited your website but didn’t convert? Don’t let them get away that easily. Retargeting campaigns on Facebook, Instagram, and LinkedIn can help reel them back in. You’ve already paid once to get their attention—retargeting gives you a second shot, and it’s usually cheaper than finding a fresh lead.

2. Get Laser-Focused with Google Ads

If social media is about discovery, Google is about intent. People aren’t just browsing—they’re searching with purpose. And that means high-converting traffic if you play your cards right.

Dial in Your Keywords

You don’t need to bid on every keyword in your industry. Instead, focus on:

• Long-tail keywords: These are more specific and often less competitive. For example, instead of "running shoes," try "women’s trail running shoes size 8."
• Negative keywords: Tell Google what you don’t want to show up for. This prevents wasteful spend on irrelevant clicks.

Helpful tip: Review your Search Terms Report weekly to see what real users are typing—and optimize accordingly.

Use Smart Bidding (But Stay Smart)

Google’s Smart Bidding options, like Target CPA (cost per acquisition) or Maximize Conversions, can take a lot of guesswork out of campaign management. But don’t just set it and forget it.

Monitor performance, make sure tracking is dialed in (hello, conversion tags!), and adjust your strategy based on the data. Automation is powerful—but only when paired with human insight.

Localize for the Win

Summer is prime time for local businesses—think travel, events, food and beverage. Even if you’re an e-commerce brand, highlighting local aspects can build trust.

• Use location extensions
• Target by city or zip code
• Include geographic keywords in your ad copy

People are more likely to click if they see you’re nearby—or at least feel like you are.

3. Go Beyond the Usual: Expand Your Ad Ecosystem

If you’re already playing on Facebook and Google, it’s time to think beyond the obvious. Diversifying your ad channels can reduce dependency on any one platform and uncover hidden gems for ROI.

Try Pinterest (Yes, Really)

Pinterest is an underrated powerhouse—especially in the summer months. Users flock to it for inspiration on everything from vacation plans to backyard makeovers. And they’re in buying mode.

Promoted Pins can be highly effective for:

• Lifestyle products
• Home decor
• Travel services
• DIY or seasonal offers

With lower CPCs than many other platforms, Pinterest is a great place to stretch your summer dollars.

Explore Programmatic and CTV

Want to level up your reach? Programmatic advertising and Connected TV (CTV) let you deliver targeted, measurable ads across premium placements—think Hulu, Roku, and top-tier websites.

This isn’t just for big brands anymore. With platforms becoming more accessible and budgets more flexible, even smaller businesses can get in on the action.

Programmatic pros:

• Hyper-targeted audience segments
• Dynamic creative options
• Real-time optimization

CTV pros:

• Captive audiences
• High engagement
• TV-quality storytelling without a TV-sized budget

Don’t Forget Email & SMS Retargeting

While not technically “ads,” email and SMS can amplify your paid campaigns. Use your summer ad traffic to grow your list, and then follow up with:

• Seasonal offers
• Personalized recommendations
• Event announcements

Owned media is low-cost and high-conversion—making it the ultimate sidekick to your paid strategy.

Your summer ad budget isn’t just a line item—it’s a strategic asset. By making each dollar work harder across social, search, and beyond, you can drive real, measurable impact while staying agile and efficient.

So whether you’re roasting marshmallows or roasting your competition, remember: It’s not about spending more—it’s about spending smart.

Ready to turn up the heat on your summer campaigns? Let’s chat. Onya 's team of experts is here to help you shine brighter than the August sun.