Your premium beverage customer set a target return on ad spend (tROAS) bid strategy in Search Ads 360. They noticed that when they evaluate how the strategy is doing, there's limited consistency and minimal automation. What might be happening?

Beginning an evaluation between one to two weeks after launching a tROAS bid strategy is premature because the algorithm requires a learning period to stabilize and gather sufficient data for effective automation. During the first few weeks, Search Ads 360 is in a "learning phase" where fluctuations are common as the system tests different bidding variables to align with the target; evaluating performance before this window closes leads to observations of inconsistency because the machine learning hasn't yet reached a steady state of automated optimization. Furthermore, this early window often fails to account for conversion lag, meaning the data used for the evaluation is incomplete and does not accurately reflect the long-term efficiency of the strategy.