Google Ads learning phase

How Long Does It Take For Google Ads To Start WORKING?

google ads for business google ads optimisations Mar 28, 2022

If your question is, "How long does it take for Google ads to start working profitably?'. then the short answer is ... 7 days. But, technically, there are multiple ways for ads to 'work', so we will cover these in this article as well.

The reason why we know whether your Google Ads campaign will be profitable after the first 7 days is because this is when Google Ads has completed your initial learning phase.   

The learning phase in Google Ads is Google giving your ads a test vs other competitor ads, and they are checking: 

  • Will your ads actually be clicked on? 
  • Is it good for users? ie: Do people stay on your website & complete any conversion actions.   

In this video, I show you what metrics in Google Ads you need to check after the first 7 days to ensure that your Google Ads campaign will produce results and be profitable. Keep reading for a more detailed explanation of how long it takes for your ads to reach different working phases.

Timeframe of Google Ads

Understanding the timeframe in which Google Ads operates is key to effectively managing your expectations and structuring your digital marketing strategy.

Ad Review Period

Once you create and submit a Google Ad, it doesn't go live immediately. Google first reviews your ad to ensure it complies with their advertising policies. This ad review period typically takes 24 to 48 hours, though it can sometimes take longer. During this time, Google reviews your ad's text, images, keywords, and landing page. If your ad violates any of Google's policies, it may be disapproved, and you will need to revise and resubmit it.

The Learning Phase

After your ad passes the review stage and goes live, it enters what is known as the 'learning phase.' This is when Google's algorithms start to learn who to show your ad to based on the targeting criteria you've set. The algorithm optimises your ad's performance by adjusting to the data it collects. The learning phase typically lasts about 7 days but can be longer or shorter depending on how quickly Google's algorithm accumulates data.

Full Optimization with Continuous Testing and Adjustments

As I cover in this and several other videos, your Google Ads need to be reviewed and optimised continuously in other to reach their max potential. Finding all the right keywords, removing the bad keywords, and testing multiple versions of ad copy, landing pages and targeting options takes time, and you should expect around 90 days for your ad campaigns to reach their optimum performance.

There isn't a one-size-fits-all timeframe for Google Ads because every business and industry is different. For instance, a local business in a niche market may start seeing results within a few days due to low competition. On the other hand, a business in a highly competitive market, like digital marketing services, may take several weeks to start seeing significant results.

Factors Affecting the Time It Takes for Google Ads to Start Working

Several elements influence how quickly your Google Ads start generating desired results. Understanding these factors will help you better predict the timeframe for your campaign performance and adjust your strategies as needed.

The Role of Budget in Ad Performance

Your budget directly affects how frequently Google shows your ads, thus influencing the time it takes to start seeing results. A larger budget allows your ad to participate in more auctions, increasing its visibility and potentially speeding up results. However, a well-optimized campaign with a smaller budget can also perform well, underscoring the importance of strategic planning and ad optimization.

Ad Quality and Relevance

Google assesses the quality and relevance of your ads, assigning a Quality Score that impacts your ad's ranking and cost-per-click. Factors that affect your Quality Score include the relevance of your ad copy to the keyword, the quality of your landing page, and your ad's click-through rate (CTR). Ads with high Quality Scores are more likely to show up in searches and may start producing results faster.

Competition and Industry

The level of competition in your industry and for your target keywords can also influence how quickly you see results from your Google Ads. In highly competitive sectors or with highly competitive keywords, it might take more time and a higher budget to get your ads seen by your target audience.

Targeting and Audience Reach

Your ad's targeting options, including location, demographic, and device targeting, will affect how quickly your ads start working. Broad targeting can reach a larger audience and may generate quicker results, but these results may not be as high quality as those obtained through more precise targeting. More specific targeting might take longer to produce results but can generate more qualified leads or conversions over time.

Maximizing the Effectiveness of Google Ads

Ensuring the maximum effectiveness of your Google Ads campaigns is vital to gaining the most from your advertising budget. Here are some strategies and tips to consider.

Strategies to Speed Up the Process

  1. Keyword Selection and Optimization: Start with comprehensive keyword research. Choose relevant keywords that your potential customers are likely to use when searching for your products or services. Try to strike a balance between competitiveness and the search volume of your keywords to avoid too much competition.
  2. Improve Ad Quality: Google uses Quality Score, a measure of the relevance and quality of your ads, keywords, and landing pages, to determine your ad rank and cost per click (CPC). The higher your Quality Score, the less you'll pay per click, and the better your ad positioning will be.
  3. Geo-Targeting: If your business is location-specific, make sure to take advantage of geo-targeting. This will help your ad reach potential customers in your specific area, improving the chances of your ad being seen by the right audience.

Tips for Optimizing Google Ads for Better Results

  1. Improve Landing Page Experience: Ensure your landing page is user-friendly, relevant to your ad, and provides useful information. This can improve your Quality Score and the overall effectiveness of your ads.
  2. Use Ad Extensions: Ad extensions provide additional information and create more reasons for people to choose your business. They improve the visibility of your ad and can improve click-through rates.
  3. Regular Monitoring and Adjusting: Continuously monitor your ad's performance and make necessary adjustments. Use the data from Google Ads to optimize your keywords, improve your ad copy, or adjust your bidding strategy.

Monitoring and Adjusting the Campaign

Regularly review your ad performance data and make adjustments as needed. This could include altering your bidding strategy, modifying your keywords, or changing your ad copy. Be open to testing different strategies to see what works best for your campaign. Remember, Google Ads isn't a set-it-and-forget-it tool; it requires consistent attention and optimization for maximum effectiveness.