You launched a campaign Monday. By Wednesday it has a 0.8x ROAS. You’re about to turn it off.
Stop.
Google’s default attribution window is 30 days click, 1 day view. You’re looking at 48 hours of data and making a month-long decision.
Here’s what’s actually happening:
Someone saw your ad Monday. They didn’t buy yet. They’re not done yet.
Someone browsed Monday and bought Friday. Google won’t report that conversion until it falls within the window. On Wednesday you have no idea that sale is coming.
For PMax specifically, pulling the plug early doesn’t just cost you conversions. It resets the learning period entirely.
You’re back to day one with a 6-8 week runway ahead of you.
Before you touch anything, pull your Conversion Delay report. It’s inside Google Ads under Attribution. It shows you exactly how your conversions accumulate over time.
Every account has a pattern. Map yours.
Killing a campaign before the window matures doesn’t just lose you a bad campaign. It kills good ones too.
The window exists for a reason. Let it close.
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This post is part of my Google Ads Operator Playbook — Note 6 of 24 on what’s working in Google Ads. I also cover Meta, Pinterest, and AppLovin if those are on your radar.
#googleads #pmax #dtcmarketing #paidmedia