Editing any account or campaign settings, such as budget, keyword themes, search terms, ad text, landing page, location targeting, and ad scheduling can change your performance.
Since Smart campaigns use automation, it takes about 2 weeks for performance to stabilize as the campaign starts serving. Any changes to your campaign settings can also impact your campaign’s performance while it adapts and optimizes towards these new settings.
What you can do
Check change history for updates made to the account or campaign.
Need something else?
Check other common reasons why your campaign performance is fluctuating.
