“Just like life, your ad campaigns need a learning phase to achieve steady results. Be patient while the system figures you out. “
What is the learning phase?
The Google Ads Learning Phase is a crucial period when your campaign’s algorithm gathers data to optimize performance. During this stage, Google’s machine learning system experiments with different combinations of variables to determine what drives the best results. These parameters include
- Audience
- Keywords and search queries
- Ad creatives and extensions
- Bidding strategies and budgets and so on.
Understanding the Google Ads Learning Phase
Whenever you launch a new campaign or make significant changes, Google needs to relearn how your ads perform. The system experiments with delivery to gather performance data and refine its predictions.
The goal is simple:
To understand which audiences, placements, and bidding combinations lead to the most conversions at the lowest cost.
Letting this process run without interruptions gives Google’s algorithm time to “stabilize,” helping your campaigns reach steady performance.
How Long Does the Google Ads Learning Phase Last?
- It takes 7-10 days to come out of the learning phase. Google says the learning phase usually lasts about 7 days, but the exact duration depends on traffic volume, budget, and how quickly the campaign gathers enough conversion data. For high-traffic campaigns, it can exit faster; for low-traffic ones, it can take longer than 10 days.
- You typically need at least 15 conversions in a 30-day period, but some advertisers with relevant historical data may be eligible sooner.. Google recommends ~15 conversions per campaign per month for Smart Bidding to optimize properly. This isn’t a strict rule for “exiting the learning phase,” but rather a guideline for stable performance. If you get fewer conversions, your campaign may stay unstable or keep re-entering learning.
- The more historical data, the quicker it learns and comes out of the learning phase. Campaigns (or accounts) with strong historical conversion data help Google Ads learn faster. If it’s a brand-new campaign with no history, it usually takes longer to stabilize.
Tip: The more historical data your account has, the faster your campaign exits the learning phase.
What Triggers the Learning Phase in Google Ads?
Your campaign can re-enter the learning phase whenever major changes are made. Common triggers include:
- Adjusting bid strategy – Switching from Manual CPC to Target CPA or ROAS resets learning.
- Significant budget changes – Increasing or decreasing the budget by more than 20%.
- Editing ads or creatives – Adding/removing multiple ads or changing ad copy substantially.
- Targeting modifications – Updating audience segments, locations, or keywords.
- Conversion tracking changes – Editing or adding conversion actions.
- Low conversion volume – Insufficient data keeps Google in a “semi-learning” loop.
Frequent tweaks can cause your campaign to never leave learning – one of the most common mistakes advertisers make.
Smart Bidding and the Learning Phase
If you’re using Smart Bidding (Target CPA, Target ROAS, Maximize Conversions, etc.), understanding the learning phase becomes even more critical.
These strategies rely on conversion data to predict outcomes. The more consistent and reliable your data, the faster Google’s machine learning can adapt and improve.
- Think of Smart Bidding as an autopilot – it performs best when you feed it enough flight data.
So if you constantly reset your campaign, the “autopilot” never learns how to fly smoothly.
How to Know When the Learning Phase Is Over
You’ll notice:
- More consistent CPCs and CPA trends
- Stable conversion volume
- The campaign status changes from “Learning” to “Active”
That’s your signal that Google has finished experimenting and is now optimizing efficiently.
How to speed up the Google Ads Learning Phase?
| Do’s | Don’ts |
| Make bulk changes at once: Adjust budget, bids, or creatives in one go to minimize resets. | Don’t tinker daily: Frequent edits (budget, bids, audiences) restart learning and slow progress. |
| Give Google more data: Temporarily raise budgets or broaden targeting so the system learns faster. | Don’t start with overly narrow targeting: Too few impressions = too little data to optimize. |
| Set up accurate conversion tracking: Test tracking before launch to ensure every signal counts. | Don’t ignore conversion tracking issues: Incomplete or broken tracking = endless learning. |
| Use responsive ads & multiple variations: The more headlines, descriptions, and images, the faster Google can test what works. | Don’t make drastic budget changes overnight: Keep increases/decreases gradual (10-20% at a time). |
| Be patient: Let campaigns run at least 7 days before judging performance. | Don’t panic during fluctuations: Performance often dips or spikes in learning it’s normal. |
What do different Learning Statuses mean?
Final Thoughts
The learning phase isn’t a delay, it’s a necessary calibration period. Every campaign, no matter how experienced the advertiser, needs time for Google’s algorithm to understand and optimize.
Be patient, trust the data, and avoid over-managing during this period. Once learning ends, your campaigns will deliver more stable and predictable results, the payoff for your patience.
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Blog written by Ashlesha Vilas, First Launch