How long should a Google Ads campaign run for?


There are many ways to set-up a successful Google Ads campaign that runs for a short period of time. However, you should consider longer-term Google Ads campaign as part your 2023/2024 digital marketing strategy in order to really reap the benefits. So how long should you plan to run a Google Ads campaign for?

We take a look below at the ‘sweet spot’ and how to make sure any length of campaign is successful. However, if you’d like more help optimising your digital campaigns, get in touch with our digital team.

How long until Google Ads work?

Google Ads learns fast, but it takes three months for a campaign to fully mature. When you begin a new campaign, there’s a chance that Google has no ad history or data surrounding that topic – or to that landing page – that it can use to improve quality or spot tweaks to maximise success.

During the three month period, Google has time to analyse your campaign performance. By the end of the first three months, it has gathered data on your ad copy, keywords, click and conversion rates, to provide useful insights and suggestions you can implement going forward.

With this in mind, it’s always best to run campaigns for longer than three months, so that you can use these learnings to optimise your campaign.

The ‘sweet spot’ for a stronger Pay-per-click campaign

Four to 12 months offers a ‘sweet spot’ for a successful campaign. The original ad content is still fresh enough to be relevant, but Google has had those initial three months to understand the keywords and copy that is converting most – as will the campaign manager, who will also have been analysing and reporting on results.

Campaign managers also have the benefit of Google’s suggestions for tweaks and will also have time to implement and test these where necessary for optimised performance.

Refreshing Google Ads at a later date

Many campaigns –those concerning brand awareness in particular – span a longer period, sometimes years. If you’re running a PPC (or other) campaign for more than a few months, it’s worth refreshing the content to ensure it doesn’t lose momentum.

Google will help to suggest new ad copy or keywords that are optimised. This is a great way of keeping on top of things and ensuring the ad remains fresh (and successful!).

Do you need help running your digital or PPC campaigns?

Get in touch with RED to find out how we can help! You can also discover more of our digital services here.