Should I pause my ads because my school is closed for (Christmas, a vacation, or some other temporary reason)?

This is a common question and the answer is really up to you!

But here are some guidelines to help you decide:

1. Will you be closed for less than 2 weeks?
2. Is your ad still producing leads at a good Cost per Lead?
3. Can you afford to run the ads while you are closed without recouping the ad spend immediately from paid trials?
4. Will someone still be available to communicate with the leads?

If you answered YES to ALL 4 questions above, I would leave the ads running, just make sure you have blocked off the calendar so that no one can self-book while you are closed.

Keep in mind that the booking ratio will likely drop a little, but in my experience if all 4 factors above are true, then you’ll come back to a calendar full of appointments!

If any of the above questions are a NO, then you should probably turn the ads off for now, and then restart them closer to your reopening date by using the DARK Campaign Method.