My ad has been running for three days but I’m not seeing results! Why!?
It’s a great question – one we hear all the time! While PPC can deliver quick results, it typically takes at least three months to see meaningful improvements. Those initial months act as a learning period, helping to refine your campaign and improve overall performance.
How Long Does PPC Take to Work?
On average, PPC campaigns take around three months to show measurable results. The first phase of your campaign is all about gathering data. This helps refine keyword targeting, audience selection, and bid strategies, ensuring your ads perform better over time.
How Long Do Google Ads Take to Work?
Regardless of the platform, expect to spend at least three months collecting data before making impactful adjustments.
But Why Does PPC Take Time to Work?
PPC isn’t an instant success story – it needs time to build momentum. Here’s why:
1. A New Campaign Lacks Data
When we launch a PPC campaign, we start with research – keywords, audience insights, and competitor analysis. But real-world performance data comes from running live ads.
Your campaign needs time to generate this data, especially if your audience is small. Once collected, this data helps fine-tune targeting, keyword selection, and bidding strategies.
2. There’s No Performance History
Platforms like Google, Bing, and Facebook assess ad quality, which impacts how often your ads appear. While initial quality scores are estimated, they become more accurate as the platforms collect engagement data.
For example, an ad with 3,000 impressions has a more reliable performance history than one with just 40. Over time, this data helps ad networks rank your ads better, improving visibility and cost efficiency. Understanding this process allows us to develop a PPC strategy that makes the most of those first few months.
What Do We Do to Improve Your PPC Results?
It’s a great question – one we hear all the time! While PPC can deliver quick results, it typically takes at least three months to see meaningful improvements. Those initial months act as a learning period, helping to refine your campaign and improve overall performance.
Now that you know how long PPC takes to work, here’s what we focus on during those critical first three months to set your campaign up for success.
Month 1: Data Collection
The first month is all about gathering as much information as possible. We launch campaigns with broad targeting to maximise impressions, clicks, and conversions.
Month 2: Refining Keywords, Targeting, and Bids
By the second month, we start optimising key areas based on performance insights:
Keywords: We assess high-impression, low-click keywords and remove underperformers. We also identify negative keywords to prevent wasted spend.
Targeting: Analysing audience data allows us to refine targeting – such as prioritising high-performing age groups or devices.
Bids: We fine-tune bids based on cost-per-click (CPC) trends and top-performing keywords, optimising your ad spend for maximum impact.
These adjustments often lead to immediate improvements in campaign performance.
Month 3: Testing and Scaling
By month three, we focus on maximising performance and expanding your strategy:
Testing ad copy: Small tweaks can significantly impact conversions. With tools like Google’s responsive ads, we experiment with headlines and descriptions to find the best performers.
Expanding campaigns: Data collected in months one and two often reveals new keyword opportunities. We use this to create additional ad groups and campaigns.
Scaling strategy: By this stage, we have enough insights to expand your PPC approach—whether through increased budget allocation, new platforms, or campaign restructuring.
Month three is when your PPC strategy starts to gain real traction. With a strong foundation, you can confidently scale your campaigns for long-term success.
The Key to PPC Success? A Three-Month Investment
Following this structured three-month plan is the best way to maximise results from PPC. By allowing time for data collection, analysis, and optimisation, you’ll see better performance, higher-quality leads, and stronger ROI.