Demand capture beats demand creation when wallets tighten: search ads on need-now terms, your Google profile, and past-customer reactivation. People still fix what breaks; they research harder and choose more carefully. Meet the research with proof and clear pricing.
The documented contrarian edge: competitors cutting marketing make attention cheaper exactly when trust matters most. Maintaining presence while rivals go dark buys share you keep in the recovery. The pattern shows up in every downturn study.
Adjust the message, not just the spend: value framing ('repair vs replace', financing options, prevention-saves-money), and double down on reviews. Recessions make every buyer a skeptic, and skeptics read proof.