What's the launch timeline for a seasonal offer so I don't miss the window?

What's the launch timeline for a seasonal offer so I don't miss the window?
Q: I want to run a holiday/seasonal offer. How do I time the whole thing?

A: Count backward from peak demand:
— 8 weeks out: lock the offer, confirm caps will be large enough for peak, build creatives.
— 6 weeks out: soft-launch small to test angles while CPMs are still cheap.
— 4 weeks out: scale the winners as demand and competition start climbing.
— Peak week: push hard, watch the cap, keep a backup offer ready in case the main one caps out.
— Post-peak: cut spend fast on the downslope — chasing a fading trend burns margin.

The mistake is launching at peak when CPMs are highest and you've done zero testing.

Short version: lock at 8 weeks, test at 6, scale at 4, push at peak with a backup, then exit fast on the downslope.

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