Here is the standard agency arrangement. You agree to a monthly retainer and a monthly ad budget, and both run at the same level for twelve months. Clean for the agency, easy to invoice, and for a Pottsboro business it quietly burns money.
The lake economy is not evenly distributed across the year. A meaningful share of the revenue arrives between spring and early fall. Spending the same amount in January that you spend in July means paying to reach people who are not planning a trip.
The fix is not complicated: flight the budget. Push hard in the run-up and through peak season, pull back in deep winter, and hold a modest presence during the planning window when people are booking summer ahead of time. Same annual spend, considerably more of it landing when someone is actually deciding.
The second thing worth saying plainly is that local targeting mostly does not work here. Pottsboro has roughly 2,400 residents. There is no ad budget small enough to make sense against an audience that size. Your customers are driving up from the metro or across from Oklahoma, so that is where the ads should point.
Our management fee stays flat at $150 whether your ad budget is $200 that month or $2,000. We are not paid a percentage, so a slow February costs us the same as a busy July and we have no reason to argue against pulling back.
