One of the fastest ways to sabotage a new search campaign? Setting expectations that are completely detached from reality.
If you have just built a fresh campaign for a client, the worst promise you can make is instant profitability. Telling them they will see a strong return within a week is not just unrealistic – it is setting both of you up for disappointment.
After managing over £6 million in B2B and B2C Google Ads spend across a wide range of industries, I can tell you this with absolute certainty: new search campaigns need 90 days to properly mature, even when you are building within a seasoned account.
Yet hardly anyone talks about what that journey actually looks like. Let me walk you through the timeline I wish more advertisers understood.
Month 1: Data First, Everything Else Second
In the first month, forget about hitting your CPA or ROAS targets. You are not there yet – and trying to force it will only lead to frustration.
Your single focus should be data collection.
Aim for at least 10 clicks per day on the campaign. Monitor your click-through rate (CTR) closely – anything above 2% is a healthy sign that your ads are resonating.
At this stage, you should be laser-focused on:
- Adding negative keywords daily to tighten your traffic quality
- Making sure conversion tracking is set up correctly and firing as expected
Remember – without clean data, every decision you make later will be on shaky ground. Month one is about building a foundation you can trust.
Month 2: Building Conversion Momentum
By the second month, your focus shifts. You now have enough click data to start pushing for real conversions.
Your target? At least 30 conversions by the end of the month.
This is the time to begin separating the winners from the losers. Identify the search terms that are actually driving quality leads or sales – and start pausing those that are wasting budget.
If you have sufficient volume, you can begin testing a Maximise Conversions bidding strategy. Automated bidding needs data to function properly, and by month two you are starting to collect enough to make it worthwhile.
The temptation will be strong to judge your cost per acquisition at this stage. Resist it. Your priority is still momentum and learning – not profitability just yet.
Month 3: Dialling In Profitability
By the third month, you finally have the data needed to start optimising for real returns.
Now is the time to:
- Review your impression share metrics to find areas where higher bids could unlock more volume
- Test Target CPA or Target ROAS bidding strategies if you have sufficient conversion data
- Begin rolling out new ad variations based on what you have learnt about your audience
At this point, you can start making confident, data-backed decisions about scaling budgets, pivoting strategies, or doubling down on what works best.
But let me be clear – the goal at day 90 is not massive profit. It is to have built a campaign that is stable, predictable, and ready to scale.
Why Most Advertisers Fail (And How You Can Avoid It)
The biggest mistake I see from advertisers is simple: they expect month one results to look like month twelve results.
Success in paid search is about patience, process, and discipline. Rush the timeline, and you will constantly be chasing your own tail. Respect the natural maturation process, and you will set yourself – and your clients – up for long-term wins.
