Campaign types and settings
Always-on vs flighted campaigns
Always-on campaigns run continuously; flighted campaigns run in bursts around launches, seasons or events.
What it is
Many accounts combine the two: an always-on base for steady demand and flights for peaks.
Why it matters
For lead generation and e-commerceAlways-on campaigns keep learning and stay stable; flights concentrate spend when demand is highest.
In practice
Keep the core always on, plan flights around real demand peaks, and avoid restarting campaigns from zero each time.
A common mistake
Switching campaigns off and on repeatedly, which restarts learning and raises costs.
All terms