Google Ads can start generating traffic immediately after approval, but meaningful performance usually takes 30-90 days. The first month is often used for testing keywords, search terms, ads, landing pages, and conversion tracking. Better results usually come after enough data is collected and poor-performing traffic is removed.

Use Google Ads when people are already searching for your product or service. Use Meta Ads when you need to create demand, promote visual products, retarget audiences, or generate leads through offers. Many businesses should use both because Google captures intent and Meta builds awareness.