Understanding Paid Ads in the First 90 Days
Understanding Paid Ads in the First 90 Days
If you have recently started a Google Ads or Meta Ads campaign with us, this article explains what to expect in the early weeks and why the results you see are completely normal.
Why results look different in the first 30 days
When a new campaign launches, the advertising platform (Google or Meta) goes through a learning phase. During this period, the algorithm is collecting data about which users respond to your ads, which placements perform best, and what times drive the most conversions. This means:
- Costs per click may be higher than they will be once the campaign is optimised
- Conversion rates may be lower while the algorithm learns
- Results can be inconsistent day to day
This is expected and normal. It is not a sign that the campaign is underperforming.
Key metrics explained
- Impressions — how many times your ad was shown
- Clicks — how many people clicked on your ad
- CTR (Click-Through Rate) — percentage of people who saw your ad and clicked. A CTR above 3–5% is generally strong for search ads.
- Add to cart / enquiry actions — people showing interest but not yet converting. This is normal early-stage behaviour and data that helps the algorithm optimise.
- Conversions — completed purchases, form submissions, or phone calls. These build up over time as the campaign matures.
When should you see meaningful results?
For most campaigns, the 60–90 day mark is where you start to see the algorithm working efficiently. By this point, the system has enough data to target the right people at the right time. We review performance weekly and adjust targeting, bids, and creative throughout this period.
What we do each month
Your monthly report includes a full breakdown of your campaign performance with our analysis and what we are adjusting for the following month. If you have a question about a specific metric, raise a ticket and we will explain it in plain language.