The Truth About Google & Facebook Ads: What to Expect

What Are Facebook and Google Ads?

Google Ads is a platform where you pay to have your website or service appear when people search on Google. For example, if someone types in “plumber near me” or “emergency boiler repair Leeds,” and you’re running a Google Ads campaign for your plumbing business, your ad could appear right at the top of the search results. You only pay when someone clicks your ad – this is known as pay-per-click (PPC) advertising.

Facebook Ads (which also include Instagram) work a bit differently. Instead of targeting people based on what they’re searching for, Facebook Ads target people based on who they are – their interests, behaviours, and demographics. So, if you run a dog grooming business, you could show your ad to people who live nearby and love dogs, even if they’re not actively searching for a dog groomer.

Both platforms are powerful tools – but they work best with a clear, well-thought-out strategy.

What Happens When You Launch a Campaign?

Launching a campaign is a bit like opening a new shop in an unfamiliar town. The sign is up and the doors are open, but you still need people to notice you, trust you, and walk in.

Here’s what typically happens, step by step:

Setup – Your ads are built with specific goals in mind: leads, sales, website visits, or awareness. You choose your audience, set your budget, and create either search-friendly keywords or eye-catching visuals.

Learning Phase – Over the first few days or weeks, Facebook and Google learn how your audience reacts. The platforms gather data: who’s clicking? Who isn’t? Are people converting after clicking?

Optimisation – Based on performance, the system begins to make adjustments. It starts prioritising people who are more likely to engage.

Scaling – Once your campaign finds its rhythm, you can increase your budget or widen the audience to reach even more potential customers.

It’s not an overnight switch – more like a dimmer light that gradually gets brighter.

Why Campaigns Need Ongoing Funding

One of the most common misconceptions is that you can run a campaign for a few days, gather a ton of leads, and then turn it off. Unfortunately, digital advertising doesn’t quite work like that.

Think of it like fuelling a car – stop adding petrol and eventually it stops running. Here’s why ongoing funding is essential:

Consistency Matters – Platforms favour ads that run consistently, as they build up more data. The more the system learns, the more effectively it can deliver your ads to the right people.

Momentum Builds Over Time – Most campaigns start slowly. It might take a few weeks before things really take off. Cutting the budget too soon means you miss out just as results start to improve.

Your Competitors Keep Going – In almost every industry, you’re competing for attention. If your ads stop running while your competitors’ keep going, you’ll fall behind.

Optimisation Requires Data – As campaigns run, the algorithm discovers which keywords, placements, images and messages perform best. Without a steady stream of data, this process stalls.

In short, the more consistent your budget and the longer your campaign runs, the more you get back in performance and results.

How Long Does It Take to See Results?

This is the million-pound question: when will the leads or sales start coming in?

Here’s a realistic breakdown:

Week 1–2: Learning Phase

Expect a few clicks or leads, but the platform is still gathering information. Patience is key during this stage.

Week 3–4: Early Optimisation

You should start to see more consistency. Maybe not perfection, but there's usually enough data now to fine-tune your targeting, creative, or landing pages.

Month 2–3: Real Results Begin

This is when campaigns often hit their stride. Lead costs start to drop, conversions improve, and your return on ad spend becomes clearer.

Month 4–6: Scaling and Refinement

Now you’ve got a solid base. With regular tracking and smart optimisation, this is where campaigns can really deliver. You can start scaling up or refining your strategy for even better results.

Every business is different. High-ticket services may see fewer leads but of higher value, while eCommerce brands may focus more on volume. But generally, expect at least 6–12 weeks to fully optimise a campaign.

Don’t Set It and Forget It

Another common mistake is thinking the job is done once the ad is live. In reality, digital campaigns need ongoing attention.

Ask yourself:

• Are people clicking but not converting?

• Is one ad version performing better than another?

• Are seasonal trends affecting performance?

You should be checking performance regularly – ideally weekly, and sometimes even daily in the early stages. Small, smart adjustments over time can lead to big gains in performance.

Play the Long Game

Running Facebook and Google Ads is one of the most effective ways to grow your business – but only if you approach it with the right mindset. It’s a marathon, not a sprint. Getting the best results takes time, testing, budget, and a willingness to learn and adapt.

Businesses that succeed in the long term are the ones that commit to consistent advertising, monitor their campaigns, and give the platforms time to optimise. Those who expect instant results or give up too early often walk away disappointed.

So if you're just starting out, be prepared to give your campaign the time and funding it needs to grow. Like planting seeds – with the right care, consistency, and patience – you’ll soon reap results that are worth the wait.

Need Help Making It Work?

If this all sounds a bit overwhelming, you’re not alone – and you don’t have to figure it out by yourself. At Bright Future Digital, we help businesses like yours launch, manage, and optimise Facebook and Google Ads campaigns that truly deliver.

From strategic setup to ongoing performance tracking, our team ensures every pound you spend is working hard to bring in real leads, real customers, and real growth.

Let Bright Future Digital be your trusted digital partner – so you can focus on running your business, while we take care of the rest.