Weather feeds Google Ads budgets: +40% on sunny days, -20% in rain
For weather-sensitive retailers, demand doesn't move on a schedule. One UK agency pulls forecast data into BigQuery alongside ad performance, then lets sunny days lift campaign budgets by around 40% and rain cut them by a fifth. Spend ends up tracking what buyers will actually do before they do it. Automating budget shifts off a forecast beats reacting after demand has already peaked.