The 90-Day Roadmap: Why Patience is the Key to Paid Search ROI
Launching a Paid Search campaign for the first time is an exciting milestone. For most business owners, it’s the first step toward getting in front of potential new audiences actively searching for your products or services. There is no guesswork—we are targeting intent.
However, many CEOs expect leads and sales to pour in immediately. While Google Ads is highly trackable, it is not an "instant win" button; it is a continuous process of refinement. Stability is Google’s priority, and the system needs data to find its footing.
At Mosaic, we eliminate the "black box" of marketing by following a proven 90-day roadmap to stabilization and growth. Here is what to expect during your first three months.
Phase 1: Days 1–30 – The Data Foundation
The first 30 days are often the most challenging for a business owner because performance can feel underwhelming. During this "learning phase," Google is figuring out which search terms match your ads and which customers are most likely to convert.
- What’s Happening: Google may match your ads to some less relevant terms while it sorts out your audience.
- Our Focus: We monitor your analytics closely during this time to identify and prune wasted spend immediately.
- The Caveat: Higher budgets allow Google to gather this data faster, leading to quicker results.
Phase 2: Days 31–60 – Building Momentum
By the second month, the "noise" in the account starts to settle. Google has begun to understand who your customer is and is matching your ads to higher-intent search terms.
- What You’ll See: Conversion volume may not be at its peak yet, but you will see the campaign begin to stabilize and momentum start to build.
- Our Focus: We shift from gathering data to refining it—ensuring your budget is being allocated to the keywords actively driving actions on your site.
Phase 3: Days 61–90 – Optimization for Growth
At the 90-day mark, the account truly settles in. With enough data to identify the likeliest converters, we can move from "launching" to "scaling".
- What’s Possible: Even if performance isn't perfect, we now have the data required to start meaningful testing.
- Our Focus: We begin testing new ad copy and making Conversion Rate Optimization (CRO) adjustments to your landing pages to maximize lead volume.
Why Active Management Matters
Running a successful campaign is not a "hands-off" endeavor. Once a campaign goes off the rails, it is a long process to get it back on track.
At Mosaic, we provide the "all-in-one" trust you need to stop juggling fragmented freelancers. We handle the technical nuances of bidding and tracking so you can get back to what matters: running your business.