What is the learning phase?

The learning phase is the time Google Ads needs to learn after a new or substantially changed Smart Bidding strategy. During this period, performance and costs can fluctuate more. There is no fixed number of days or conversions: how long it takes depends on your campaign and your data.

Why is the learning phase important?

Managing expectations: early fluctuations are normal and no direct proof that the strategy fails.
Calm in the account: if you change things too often, the system keeps starting to learn again.
Better decisions: you only judge once the system has had a chance.

Examples of the learning phase

A store switches from manual CPC to a target ROAS: for a while, revenue and costs fluctuate.
An installer changes their target CPA a lot and temporarily sees fewer impressions.
A B2B company adjusts its target every few days and so never gets out of the learning phase.

How do you deal with the learning phase?

Do not change too much at once and give the system time before you judge. Make sure conversion tracking is good and the budget leaves room to learn. Check the status of your campaign in Google Ads and judge over a longer period instead of day by day. Need help? See our Google Ads campaigns.

Learning phase