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It's a common problem for small client/project-based businesses like advertising (and consulting). When we're busy, we're really busy -- and don't have time to market aggressively. So when the project ends, we hit a lull, have time to market, start generating leads, win projects, and get busy again. It's a roller coaster cycle.

One solution I started implementing about 12 years ago was to create secondary streams of revenue that supplement my primary income. These might include applying existing knowledge in a different venue (like teaching a class at a local college or university), as well as applying business principles to a hobby I enjoyed anyway (like refitting sailboats or playing guitar).

Another solution I adopted was focusing more on a long-term marketing plan. When I first went out on my own, I concentrated almost exclusively on attracting and winning the next big client/project, but now I formally plan two years out -- we really think about how to "court" and win clients that we may not have until 18 - 24 months from now (but when we get them, it won't be for a single project but rather for retainer work, extended engagements, mentoring relationships, subscription services, etc. -- i.e., business that is sustainable for years to come).

Hope this helps some. Best wishes.