Why Online Advertising needs time
- Redazione
- Jul 8
- 3 min read
Updated: Jul 9
Index
Don't judge a campaign too soon
When you launch a campaign on a Paid Advertising platform such as Meta or Google Ads, it is normal, if you have never launched one, to expect clicks, leads or sales within a couple of days. But if you stop there to think about why there are too few conversions compared to expectations, you risk drawing the wrong conclusions.
In fact, the platforms’ algorithms need to “warm up” and your creatives need rotation before they emerge.
If you make decisions after a few days, it's like stopping a clock before it strikes an hour: the hands will never have made their full turn. Give yourself at least 10–15 days to understand if there is really a chance of winning the auctions or obtaining the desired results in the medium-long term.
Why should you be more patient with campaigns?
Haste is the worst enemy of a structured campaign. Here's what happens when you act too quickly:
The algorithm doesn't learn : without enough time, systems don't recognize your ideal audience.
Results are random : decisions based on little data are not representative, and if you use that data as the basis for your strategy you could make serious mistakes in the future.
Budget wasted on inconclusive tests : Ads removed too early do not accumulate the necessary database.
You lose the scaling phase : when you interrupt, you also block the second phase, the most profitable one.
An interrupted campaign still costs money: the initial investment not recovered, the audience that disconnects and the lack of data for future decisions.
The life stages of an effective campaign
Here's how an effective campaign is structured over time:
phase | duration | main goal |
launch | 1–2 days | Test initial creative and targeting |
learning | 7-15 days | Optimize messages and audience |
consolidation | 20-30 days | stabilize performance and reduce cost per conversion |
scaling | variable | Increase budget and expand audience while maintaining positive ROI |
Only after the consolidation phase can you think about substantial changes or aggressive investments in the scaling phase.
All very well and good but do I have to be rich to advertise online? We wrote an article that explains how much it costs to do digital marketing for a SME: read it now
Why time is a friend of marketing
Time allows marketing to reap three essential types of “enrichment”:
useful and stable data : traffic grows, the sample expands, the algorithm finds the right people.
progressive public awareness : conversion does not usually occur at the first contact, but after repeated touchpoints on different channels.
trust and recognisability : a message that is repeated consistently creates brand awareness , which leads to conversions when the moment is right.
Those who stop too soon ignore this precious cycle, leaving precious opportunities on the table.
How to combine brand and performance
To achieve sustainable results, it is necessary to balance two worlds:
performance campaigns , designed to generate measurable leads and sales
brand strategies , such as SEO and content marketing, that build reputation over time
The ideal is to combine them and monitor performance over time to understand what needs to be optimized.
Beyond Paid: The Value of the Funnel
Investing in just a single ad isn’t enough: you need an integrated funnel — from awareness to remarketing to loyalty. Each stage of the funnel focuses on a specific audience with well-defined strategies.
You are not familiar with the word "funnel" Read our article where we explain what is meant by "sales funnel", you can find it by clicking here.
Conclusions
Marketing isn’t a random arrow shot; it’s a thoughtful process of data collection, optimization, and trust, all of which take time. If you give each step time, you can turn an advertising investment into a lasting asset.
Breathe. Wait. Act on data.
Comments