What to Expect in the First 90 Days of a Paid Ads Strategy

When you launch a paid ads strategy on platforms like Facebook, Instagram, or LinkedIn, it's natural to want immediate results. But here’s the truth: the first 90 days of a paid ads campaign are about more than just conversions—they're about laying a strong foundation for long-term success. Think of this period as the test-and-learn phase where strategy, data, and optimization come together to fuel sustainable growth.

The first month is all about getting the pieces in place. This includes defining your goals, identifying target audiences, and developing ad creative (copy, visuals, and calls to action) that align with your brand and objectives. Campaigns are launched, and initial data starts rolling in—but don’t be surprised if performance varies early on. The first few weeks are about gathering baseline data and testing different variables to see what resonates with your audience.

With initial results in hand, we enter the optimization phase. We dig into what’s working—and what’s not. Which audience segments are engaging? Which creatives are driving clicks but not conversions? During this month, we may adjust targeting, rotate new creatives, experiment with placements, or tweak copy based on real-time insights. This phase is where the learning becomes leverage.

Expect a lot of behind-the-scenes adjustments during this time. While it might not always look flashy, it’s where a lot of the magic happens—fine-tuning your campaigns for better performance and better ROI.

By the third month, we’ve gained enough data to make informed decisions. Now we can double down on high-performing elements and begin to scale your budget confidently. You’ll start to see more consistency in results and better alignment between ad spend and ROI. We also shift focus to long-term metrics like customer acquisition cost, lead quality, and sales funnel impact.

The Bottom Line

Paid ads aren’t a one-click solution—they’re a system. The first 90 days are your launchpad: part discovery, part strategy, and part optimization. With the right management and mindset, this period sets the stage for campaigns that don’t just work once—but continue to drive growth for months to come.