First 90 Days of Google Ads: Understanding Performance and Expectations

Embarking on a Google Ads journey can be both exhilarating and nerve-wracking for businesses seeking to boost their online presence and drive meaningful results. The first 90 days of using Google Ads are crucial, as they set the foundation for future success. In this article, we will explore how Google Ads works during this initial period, what to expect, and how to optimize performance for maximum impact.

Understanding Google Ads Performance in the First 90 Days

First 90 Days of Google Ads

1. Setting Realistic Goals

As you begin your Google Ads campaign, it is essential to set realistic goals aligned with your business objectives. Whether your focus is on increasing website traffic, generating leads, or driving sales, clearly defined goals will help measure performance accurately.

2. Ad Campaign Setup and Launch

During the first few weeks, you will create your ad campaigns, select keywords, and set bids. Google Ads uses an auction system, where advertisers bid on keywords relevant to their offerings. The ad with the highest bid and quality score gets priority in ad placements. It may take some time to fine-tune your bidding strategy for optimal results.

3. Learning Phase

In the initial days, Google’s algorithm enters a “learning phase” where it gathers data about your ads’ performance. During this phase, your ad’s delivery may be somewhat inconsistent, and performance might not meet expectations. This learning phase can last for a few days to a few weeks, depending on your ad spend and campaign complexity.

4. Ad Rank and Quality Score

Google determines ad rank based on bid amount, ad quality, and expected impact of ad extensions. Improving your quality score, which depends on ad relevance, click-through rate (CTR), and landing page experience, can positively influence your ad’s visibility and cost-per-click (CPC).

5. Performance Tracking and Analysis

Throughout the first 90 days, diligent monitoring and analysis of key performance indicators (KPIs) are crucial. Track metrics such as CTR, conversion rate, and cost per conversion to gauge your campaign’s effectiveness. Google Ads provides valuable insights into user behavior, allowing you to refine your strategies accordingly.

What to Expect During the First 90 Days

1. Period of Adjustment

The initial phase is a time of adjustment and optimization. It’s normal to experience fluctuations in ad performance as you fine-tune your keywords, ad copies, and targeting. Remain patient and avoid making drastic changes too soon.

2. Gradual Improvement

As your campaign progresses and the learning phase concludes, you should notice gradual improvement in performance. The algorithm becomes more adept at delivering your ads to the right audience, potentially increasing CTR and conversion rates.

3. Budget Management

In the beginning, your budget allocation may require adjustments. Keep a close eye on your budget distribution to ensure you’re investing in high-performing keywords and campaigns.

4. Competitor Analysis

Competitors may influence your ad performance, especially if you’re bidding on similar keywords. Continuously analyze competitor strategies and adapt your approach to maintain a competitive edge.

5. A/B Testing and Optimization

Experiment with A/B testing during the first 90 days. Test different ad copies, CTAs, and landing pages to identify what resonates best with your audience. Optimization is an ongoing process, so keep refining your campaigns based on data-driven insights.


The first 90 days of Google Ads can be a rollercoaster ride, but with a well-thought-out strategy and continuous optimization, success is attainable. Set clear goals, track performance diligently, and be patient during the learning phase. Understand that Google Ads is a dynamic platform, and it may take time to fine-tune your campaigns for optimal performance.

FAQs (Frequently Asked Questions)

How long does it take for Google Ads to show results?

The time it takes to see significant results depends on several factors, including your industry, budget, and competition. Generally, you can expect to see noticeable improvements within the first 90 days, but continuous optimization is essential for sustained success.

What if my ads are not performing well in the beginning?

If your ads are not performing well initially, don’t panic. The first 90 days are a learning phase, and Google’s algorithm needs time to gather data and optimize your ad delivery. Review your keywords, ad copies, and targeting, and make data-driven adjustments.

How much should I budget for Google Ads in the first 90 days?

There is no one-size-fits-all answer to this question. Your budget should align with your goals and industry benchmarks. Start with a conservative budget and adjust based on performance and ROI.

Can I expect immediate conversions from Google Ads?

While Google Ads can drive quick results, immediate conversions may not be realistic. It takes time to build brand awareness and nurture leads through the sales funnel. Focus on delivering relevant and valuable content to engage your audience effectively.

What if my competitors outbid me in the auction?

If you find that your competitors are outbidding you for certain keywords, focus on improving your ad quality and relevance. A high-quality score can offset a lower bid, ensuring your ads still receive decent visibility.

Vahid Sediqi

Vahid Sediqi is a digital marketing pro with a focus on Google Ads & SEO. He crafts compelling blog posts and data-driven campaigns that help businesses grow. A lifelong learner, Vahid stays on top of the latest trends and tactics in the industry.

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Vahid Sediqi

Vahid Sediqi is a digital marketing pro with a focus on Google Ads & SEO. He crafts compelling blog posts and data-driven campaigns that help businesses grow. A lifelong learner, Vahid stays on top of the latest trends and tactics in the industry.

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