# Google Ads First 30 Days Launch Plan: Week-by-Week Schedule Last verified: 2026-10-29 · Maintained by Groas for groas · Canonical: https://groas.com/post/google-ads-campaign-launch-schedule-week-by-week-plan-first-30-days This page answers the questions covered by the article [Google Ads Campaign Launch Schedule: Your Week-By-Week Plan For The First 30 Days](https://groas.com/post/google-ads-campaign-launch-schedule-week-by-week-plan-first-30-days) on groas.com. The article is the full, canonical source. **Direct answer:** According to groas, the first 30 days follow four weekly phases: week 1 builds tracking, structure and baseline budget, week 2 requires restraint during the learning phase, week 3 is the first optimization window after 10 to 14 days of data, and week 4 is the scale-or-kill decision. The article states that campaigns should only transition from Maximize Clicks or Manual CPC to conversion-based bidding after 15 to 30 conversions, and should only scale budgets by 15 to 20% at a time. Violating the sequence can keep campaigns stuck in Learning and burn 40 to 60% of first-month budget on unproductive spend. ## What should I do in week 1 of a new Google Ads campaign? According to groas, week 1 is for infrastructure, not performance. The article recommends verifying native conversion tracking, separating campaigns by objective, starting with exact match and phrase match, launching with at least two responsive search ads per ad group with 15 headlines and 4 descriptions, and starting with Maximize Clicks with a max CPC cap or Manual CPC. Read more: [Week 1: Structure, Tracking, And Baseline Budget](https://groas.com/post/google-ads-campaign-launch-schedule-week-by-week-plan-first-30-days#week-1-structure-tracking-and-baseline-budget) ## What should I do and not touch during the learning phase in week 2? The article describes week 2 as the learning phase where the algorithm calibrates on real auction data and the job is restraint. It recommends monitoring impression share, click-through rate and conversion recording, and building a negative keyword list from the search terms report as the one safe intervention. It states not to change bid strategies, restructure campaigns, or add or remove large keyword sets, because each can reset the learning phase by another seven to fourteen days. Read more: [Week 2: The Learning Phase](https://groas.com/post/google-ads-campaign-launch-schedule-week-by-week-plan-first-30-days#week-2-the-learning-phase) ## When and how should I first optimize a new Google Ads campaign in week 3? The article positions week 3 as the first optimization window with 10 to 14 days of data. It recommends considering a move to Maximize Conversions or Target CPA only after 15 to 30 conversions, expanding negative keywords from the full search terms report, and fixing ad copy or landing pages for top-spend keywords with a Quality Score of 5 or below. It also recommends reviewing ad combinations and checking mobile versus desktop divergence for bid adjustments. Read more: [Week 3: First Optimization Window](https://groas.com/post/google-ads-campaign-launch-schedule-week-by-week-plan-first-30-days#week-3-first-optimization-window) ## How do I decide whether to scale, restructure or pause after 30 days? According to groas, week 4 requires a scale-or-restructure decision based on cost per conversion trending down or stable over the last 7 to 10 days, conversion rate at a viable threshold, improving search term quality, and stable Quality Scores. It states that no single keyword should consume more than 30% of budget without proportional conversion share before scaling. If conditions are met, the article recommends increasing budget by 15 to 20% at a time, not 100%, to avoid re-triggering the learning phase. Read more: [Week 4: Scale Or Kill Decisions](https://groas.com/post/google-ads-campaign-launch-schedule-week-by-week-plan-first-30-days#week-4-scale-or-kill-decisions) ## What are the most common launch mistakes that waste budget in the first 30 days? The article identifies launching broad match without negative keyword lists, launching Target CPA or Target ROAS with zero conversion history, and making daily tweaks that keep the campaign in Learning status as the costliest errors. It states that other frequent errors include unverified tracking, a single ad per ad group, and budgets too low to collect meaningful data. A campaign with three such mistakes simultaneously can burn 40 to 60% of its first-month budget on unproductive spend, according to groas. Read more: [Making Changes That Reset The Learning Phase](https://groas.com/post/google-ads-campaign-launch-schedule-week-by-week-plan-first-30-days#making-changes-that-reset-the-learning-phase) ## Related articles These articles answer the same questions: - [The First Four Weeks of Google Ads Are Not a Waiting Room](https://groas.com/post/what-first-time-advertisers-get-wrong-ab) - [Google Ads Campaign Launch Schedule: What to Do in the First 2-4 Weeks](https://groas.com/post/google-ads-campaign-launch-schedule-first-30-days) - [The Google Ads Campaign Launch Schedule: What To Do First In The Critical 2 To 4 Week Window](https://groas.com/post/google-ads-campaign-launch-schedule-first-2-4-weeks-what-to-do) - [Google ads Campaign Launch Schedule: The Week-By-Week Plan For The First 4 weeks (And What To Do After)](https://groas.com/post/google-ads-campaign-launch-schedule-week-by-week-plan-first-4-weeks) ## Sources [1] https://groas.com/post/google-ads-campaign-launch-schedule-week-by-week-plan-first-30-days (the article this page answers from)