Cordwainer Google Search Ads — Learning Phase

Overview

In early February 2026, Asymmetric launched a Google Search Ads campaign for ^[1] targeting keywords such as "memory care." As of the ^[2], the campaign had been running for approximately 5–6 days and was still within its standard 2-week learning phase.

Campaign Details

Learning Phase Explained

Google Search Ads campaigns go through an initial learning period after launch during which the algorithm runs with limited delivery while it gathers signal data. Asymmetric's standard practice is to:

1. Allow the campaign to run for approximately two weeks without intervention.
2. Avoid making performance judgments or bid/targeting adjustments during this window.
3. Begin optimization and reporting only after the learning phase concludes.

"We tend to let it run for about two weeks before we kind of start to judge how it's performing and make adjustments and things." — Sebastian Gant, 2026-02-10

This is consistent with Google's own guidance that changes during the learning phase reset the algorithm and extend the period before stable performance data is available.

Context

This campaign was built after Asymmetric gained access to Cordwainer's existing Google Ads account, which had prior campaign history. Sebastian conducted an audit of that historical data before building the new campaign. The account access and audit were discussed in the preceding meeting.

The Google Search campaign complements the existing ^[3], which was already performing at target benchmarks (CPLPV <$2, CTR 4–5%) at the time this search campaign launched.

Next Steps (as of 2026-02-10)

• Monitor campaign delivery through the learning phase with no adjustments.
• Evaluate performance data at the ~2-week mark (~February 18–19).
• Review live results at the follow-up meeting scheduled for Tuesday, February 17, 2026 at 10:30 AM.

Related

• ^[4]
• ^[5]
• ^[6]