One of the most common questions we get asked when we launch a new Google Ads campaign is:
“How long before I start getting leads?”
It’s a fair question—when you’re investing money, it’s natural to want to see results quickly. However, the truth is that Google Ads isn’t an instant win. It’s a powerful tool for driving traffic, leads, and sales—but it needs time, testing, and data to do its job correctly.
So, if you’ve just launched a campaign or are thinking about starting one, here’s a transparent look at what happens in the first three months—and why patience is the secret to long-term success.
Why Google Ads Isn’t Instant
Let’s get one thing straight: Google Ads is fast compared to most forms of marketing. You can have ads live and get clicks within hours. But the real magic? That takes time.
Every new campaign undergoes what is known as a learning phase. This is where Google starts collecting data to determine what works—who clicks your ads, what time of day performs best, which keywords lead to conversions, and which ones are simply wasting your budget.
Suppose you’re launching a brand-new account or promoting something with little existing data. In that case, this learning phase is even more critical. It’s not just about running ads—it’s about giving Google the insights it needs to optimise performance.
Month 1: Laying the Foundations
The first month of any campaign is all about getting the groundwork right. That includes:
- Setting up conversion tracking properly
- Writing ad copy that aligns with your business goals
- Creating landing pages that are designed to convert
- Choosing the right campaign type, audience settings, and keywords
Once the campaign goes live, Google starts gathering data. You may begin seeing some clicks and traffic immediately, but it’s common for conversion results to be inconsistent at first. This isn’t a sign that things aren’t working—it’s just part of the process.
In our experience, the more strategic the setup, the better the data you’ll have to work within the following months.
Month 2: Refining and Learning
By the second month, we’ve started to spot some trends.
We’ll examine which search terms are converting and which are simply incurring costs. We’ll start building negative keyword lists to prevent budget waste. We’ll also adjust bids, timings, devices, and locations based on performance data.
This is also where we might start split-testing different ad headlines or descriptions and even testing out new landing page variations if we think something can be improved.
You may start to see more consistent leads coming in by this point—but even if you don’t, don’t panic. The goal of Month 2 is optimisation, not perfection. We’re learning what works so we can scale it.
Month 3: Optimising for Growth
By Month 3, things start to feel more stable.
We now have enough data to make smart decisions about what to scale and what to pause. Conversion patterns become clearer, and you’re more likely to see steady, cost-effective results.
It’s also at this point that we start focusing on deeper optimisation:
- Doubling down on high-performing keywords
- Refining audience targeting
- Adjusting budgets based on the campaigns with the best ROI
In other words, this is where we stop guessing and start leveraging what we’ve learned to drive growth.
Why Patience Pays Off
Google Ads is a long-term game, not a quick fix. That might sound frustrating if you’re looking for instant leads, but here’s what we’ve learned over the years of running successful campaigns: campaigns that perform best are the ones that’re given time to grow.
We know it’s tempting to judge success too early—especially if you’re used to fast-moving results from social or email marketing. But PPC is different. Google needs time to test variations, gather data, and learn how to serve your ads to the right people at the right time.
Cut things short too early, and you’re making decisions based on half the picture.
So… Is Google Ads Worth It?
In our view—yes. 100%.
However, only if you enter with the right mindset.
Google Ads can transform your lead generation, but like anything worthwhile, it takes time to build momentum. That’s why we work closely with our clients to set realistic expectations, make strategic decisions, and monitor campaigns every step of the way.
When you work with a team that understands the full lifecycle of a campaign—and can explain what’s happening behind the scenes—you’re far more likely to get the results you want.
Final Thoughts
If you’re in Month 1 of a campaign and feeling anxious—don’t be. What you’re experiencing is normal. The key is to stick with it, focus on the data, and continually refine the campaign until it finds its rhythm.
At The Bright Click, we manage every stage of that process for you—from setup to optimisation to reporting—so you’re never left in the dark about where your money’s going or what your campaign is achieving.
Ready to get your Google Ads working smarter, not just faster?