Do you really need to “wait” before running Google Ads on a new website?

Do You Need to Wait Before Running Google Ads on a Newly Launched Website?

Launching a new website is an exciting milestone, and promoting it through paid advertising such as Google Ads can accelerate your traffic and brand visibility. However, many business owners and Digital Marketers often wonder: Do I need to wait before I start advertising on a brand-new site?

In this article, we’ll explore the realities around launching Google Ads on a freshly built website, clarify common misconceptions, and provide best practices based on recent experiences and expert insights.

Can You Run Google Ads Immediately on a New Website?

The short answer is: yes, you can start running Google Ads as soon as your website is live and meets the platform’s policies. Unlike some perceptions, there’s no mandatory waiting period of weeks or months before you can begin advertising.

Key points to consider:

Website Readiness: Ensure your site is complete enough to provide a good user experience. This includes having essential pages such as Contact, Privacy Policy, Terms of Service, and clear, high-quality content.
Compliance with Policies: Google Ads has strict advertising policies. Your site must be compliant—no malware, misleading content, or prohibited products/services.
Google’s Review Process: When you submit your first campaign, Google typically reviews your ads and website. This review usually takes from a few hours up to 24 hours, during which your ads may be pending or disapproved if issues are found.

The Role of Google’s Review and Learning Phases

After launching your ads, Google enters a review process where it assesses your website and ad content. Once approved:

You’ll enter a learning phase (lasting approximately 7–14 days), during which Google’s algorithms optimize your ad delivery. During this period, ad performance can be unstable, and metrics such as click-through rate (CTR) and quality score may fluctuate.
This learning phase is normal and not indicative of issues with your website, but it underscores the need for patience as the system calibrates.

Common Misconceptions and Best Practices

Misconception: You need to wait weeks or months before advertising.

Reality: If your website is functional, complies with policies, and provides a positive user experience, you can get started immediately. The key is to ensure your site isn’t incomplete or lacking critical information.

Best Practice:

Double-check your website for completeness and professionalism.
Verify that all policy-sensitive