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Part 1: What Is the Google Ads Learning Phase? (And Why It Matters)

By 19 June 2025June 26th, 2025Performance Max Campaigns, Technical

If you’ve ever launched a new campaign or made major changes in Google Ads, you’ve probably encountered the term “Learning phase”. Whether you’re running Search, Shopping or Performance Max campaigns, this mysterious period can cause unstable performance and leave you wondering if you’ve made a mistake. But understanding the learning phase is key to getting better results long-term — especially as Google Ads becomes increasingly automated.

In this article, we’ll break down what the Google Ads learning phase is, why it happens, how it affects your campaigns, and what to expect while it runs. If you’re new to Smart Bidding or confused by fluctuating results, this guide will help make sense of it all.

What Is the Learning Phase in Google Ads?

The learning phase is a period when Google’s machine learning algorithms are calibrating your campaign after a significant change or a new launch. During this time, the system is experimenting with different bids, placements and audiences to find the most effective combinations based on your campaign goals.

All campaigns using Smart Bidding — such as Target CPA, Maximise Conversions or Target ROAS — will go through a learning phase when launched or significantly changed.

Think of it like Google testing the waters. It’s gathering fresh performance data, adjusting bids and trying new placements, all with the aim of hitting your target KPIs as efficiently as possible.

Why Does It Happen?

Google’s bidding algorithms rely on data — and lots of it. When there’s not enough recent, relevant data (because of a new campaign or a big change), the system needs time to “learn” what works for your goals. It does this by running experiments in the background, updating its bidding model with every new click and conversion.

The goal? To stabilise performance and hit your desired CPA, ROAS or conversion volume.

What Triggers the Learning Phase?

Google officially lists a few core reasons:

  • Starting a new campaign
  • Changing your bid strategy (e.g., switching from Maximise Clicks to Target ROAS)
  • Editing bid strategy settings (e.g., adjusting your target CPA)
  • Changing campaign composition (e.g., adding new ad groups or keywords to a portfolio strategy)

But in real-world use, there are several other common triggers:

  • Significant budget changes (usually over 20%)
  • Adding new creatives or asset groups in Performance Max
  • Changing or updating conversion tracking
  • Altering product groups or audience signals in Shopping and PMax

Even pausing and reactivating a campaign can sometimes cause a short learning period.

How Long Does the Learning Phase Last

This varies depending on your campaign type and data volume. As a rule of thumb:

  • Google recommends allowing about 7 days or 50 conversions
  • Campaigns with short conversion lags and high volume often exit learning quickly
  • Performance Max campaigns typically take 4–6 weeks to fully stabilise across all Google channels
  • Low-volume campaigns may linger in learning mode for several weeks

Learning doesn’t mean your campaign won’t convert — it just means performance is likely to be volatile. Metrics like CPA, ROAS and conversion rate may fluctuate during this period.

What Happens During the Learning Phase?

Behind the scenes, the Smart Bidding system is:

  • Testing different bid amounts to see what drives the best results
  • Trying various placements and audience combinations
  • Learning which creatives, products or keywords convert
  • Modelling conversion behaviour using your data and Google’s historical data

For example, it might test a higher bid on mobile traffic or show your ad on YouTube to a new audience. If that performs well, the algorithm learns and adjusts. If not, it pulls back and tries something else.

This constant experimentation explains why performance can be uneven at the start.

Does Learning Ever Really End?

Technically, Google’s algorithms are always learning. But the formal “learning phase” label in the interface only shows during the initial calibration period. Once your campaign has enough recent data and stabilises, the label disappears — though behind the scenes, Smart Bidding continues refining its approach.

How Can You Tell If a Campaign Is in Learning Mode?

You’ll see a “Learning” status next to your bid strategy or campaign in the Google Ads interface. Hovering over it will show what triggered the learning phase (e.g., new bid strategy, setting change, etc.).

You can also identify it through behaviour:

  • Spends inconsistently or doesn’t fully use your budget
  • CPA or ROAS is volatile
  • Impressions fluctuate as Google experiments with reach

Should You Be Worried About the Learning Phase?

Not necessarily. It’s a natural and essential part of running automated campaigns. The key is to avoid making additional changes while the learning is underway — constant interference can reset the phase, making it harder for the algorithm to reach a steady state.

That said, if your campaign is stuck in learning for weeks with no improvement, there may be an underlying issue like insufficient budget or tracking errors.

Conclusion

The Google Ads learning phase can feel like a rollercoaster — especially if you’re watching your metrics closely. But it’s a sign the system is doing its job: testing, gathering data and fine-tuning performance. Understanding what triggers learning, how long it lasts, and how it works will help you manage expectations and avoid unnecessary panic.

In Part 2 of this series, we’ll dive into how to reduce the time your campaigns spend in learning and how to guide Smart Bidding toward success without triggering endless resets.

References

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