How Long Does It Take for Google Ads to Work?

The duration it takes for Google Ads to show results is a common inquiry among advertisers, yet the response is more nuanced than anticipated.

While witnessing slow growth in the first week of a new ad campaign can be disheartening, there’s no need to fret.

Despite being a potent marketing channel, Google Ads demands patience and time to unleash its full potential.

Determining the effectiveness of your new ad campaign requires careful consideration of the testing period before implementing significant adjustments.

An image illustration of How Long Does It Take for Google Ads to Work?
How Long Does It Take for Google Ads to Work?

What is Google Ads and How Does It Work?

Google Ads is an online advertising platform that allows you to create and display ads on Google’s search engine, websites, apps, and videos.

Choose from different types of ads, such as text, image, video, or shopping ads, depending on your goals and preferences.

The main benefit of Google Ads is that it allows you to reach potential customers who are actively searching for your products or services, or who are interested in your niche or industry.

Also target your ads based on various criteria, such as keywords, location, demographics, interests, behavior, and more.

You only pay when someone clicks on your ad, which means you have control over your budget and return on investment.

Track and measure the performance of your ads using various metrics, such as impressions, clicks, conversions and cost per click.

How Long It Takes for Google Ads to Work

An infographic on How Long It Takes for Google Ads to Work

If you’re curious about the timeframe for Google Ads to produce results, it may be unexpected to learn that a successful campaign typically needs a minimum of 90 days to mature.

Afterward, it takes an additional four to 12 months to develop into a robust campaign.

In essence, this processing period is essential for Google to accumulate substantial data and determine the optimal strategy for presenting your ad to the targeted audience.

1. The Learning Phase

The first thing you need to know is that Google Ads has a learning phase, which is the period when Google’s algorithm learns about your campaign and adjusts your bids and ad delivery accordingly.

This phase lasts about 7 days, or until your campaign reaches 50 conversions, whichever comes first.

During this phase, you may notice fluctuations in your ad performance, such as impressions, clicks, costs, and conversions.

This is normal, as Google is testing different variations of your ads and keywords to find the optimal combination.

You should avoid making major changes to your campaign during this phase, as this may reset the learning process and delay your results.

2. The Optimization Phase

Following the initial week, Google will continue to run your ads and accumulate valuable data.

However, it’s important not to anticipate a surge in leads immediately after the first seven days.

Typically, Google Ads campaigns take approximately 90 days to gain traction.

What to Consider?

In the early stages of your ad campaign, try to minimize changes to the campaign.

Allowing Google to accumulate extensive data without restarting the learning phase with each account update is advisable.

While substantial alterations might trigger a learning period, making minor adjustments to keywords, ads, or ad groups usually doesn’t.

Therefore, you can spend the following months optimizing aspects such as:

  • Target audiences
  • Target keywords
  • Negative keywords
  • Location
  • Ad copy

Why Wait 90 Days?

The duration for sufficient data processing after an optimization change depends on its magnitude.

You may need to wait a few weeks to evaluate how the alteration has influenced the campaign.

The iterative process of optimizing and re-optimizing your Google Ad, coupled with the time required for Google to adapt to each change, typically amounts to approximately three months:

7 days multiplied by the number of changes made equals 3 months.

The specific timeframe can vary based on factors like ad type, keywords, target audience, etc.

The key is to ensure Google Ads has ample time to run and optimize before implementing significant adjustments that may initiate the learning phase.

3. The Estimated Time Frame

After putting in the effort and optimizing your ad campaign, you’ll begin to see results in about three months.

Next Steps:

Once you’ve identified your ideal advertising strategy, it’s time to scale it up.

If you’re satisfied with the outcomes of your optimized campaign, consider investing more resources to reach a broader audience and attain long-term success.

Conversely, if you’re not pleased with the campaign’s results, it’s time to reassess and make more substantial changes.

Changes that Can Trigger the Learning Period

Modifications to keywords, ad copy, target audiences, or geographic location generally don’t initiate a fresh learning period, unless executed in a large volume.

However, certain types of alterations can restart the learning process entirely:

  1. Substantial adjustments in bid or budget
  2. Alterations to bid strategy settings
  3. Adoption of a new smart bidding strategy
  4. Significant changes to the campaign’s structure
  5. Modifications to conversion actions

Therefore, if you plan to make any major changes as mentioned above, it’s advisable to wait at least 90 days.

This waiting period allows Google to accumulate sufficient data and optimize the existing campaign thoroughly.


Google Ads is a powerful and effective online advertising platform that can help you reach your marketing goals.

However, it can also take some time to work, depending on your goals and factors.

You can speed up the process and get faster results by optimizing your campaigns and following some best practices.

Related Articles!

Leave a Comment