The “10 Day Scaries” – Why You’re Freaking Out (And Why It’s Totally Normal)

After managing 3,000+ ad accounts, spending over $30 million in ad spend, and doing this for 5+ years, we’ve seen it all.

But one thing that never fails to surprise new clients?
The 10 Day Scaries.

We coined the term because it’s something we’ve witnessed over and over again. Around the 10-day mark after launching a new campaign, clients start to panic. Leads feel low quality. The results seem inconsistent. CTR, CPC, Conversion Rate — the numbers look like a rollercoaster. And suddenly, doubts creep in:

“Is this working?”
“Should we change the offer?”
“Is the strategy right?”
“Do you even know what you're doing?”

If you’re there right now, breathe. What you’re feeling is completely normal — and we’re going to walk you through why.

Let’s Talk About the First 10 Days

When we launch a new campaign, especially in a fresh ad account or with a new offer, we’re essentially starting from zero. The algorithm has no historical data. The ad platform is still learning. We’re testing messaging, creative angles, and targeting strategies.

Even though most clients do get leads or sales within the first week, those early results can be deceiving. Often, the lead quality is weak in the beginning. That’s because we’re establishing a baseline, and that takes time.

Expect the first 30–60 days to be volatile. Results will fluctuate. Performance metrics will be all over the place. That’s why we require a 3-month minimum — because if you judged our ad management by just the first 4 weeks, you’d miss the magic that happens in months two and three.

Why Day 10 Hits So Hard

Honestly? We don’t know exactly why it’s the 10-day mark that sends people spiraling. But it happens so frequently, we had to write this blog about it.

It’s usually around this point that:

Leads start to trickle in… but they’re not closing.
You’ve spent enough money to feel nervous… but haven’t seen a return.
Your team is questioning if the offer is right… and you're questioning us.

Here’s the truth: this phase is part of the process. Especially for lead gen campaigns spending less than $3k/month, it’s rare to close a deal inside of 30 days. Most first deals close between days 45–75. The best-case scenarios? They come from clients who trusted the timeline — and kept following up with every lead, even the ones that felt “low quality” early on.

But Is the Strategy Working?

We get it. The first instinct is to question the offer or the strategy.

Here’s some reassurance: we almost never build strategies from scratch. We’ve worked with dozens of clients across every major industry. We know what offers tend to work — because we’ve tested them with real ad dollars.

When we build your campaign, we’re not guessing. We’re borrowing from proven formulas that have generated great ROAS for similar clients in similar markets. You're not our first rodeo — you’re benefitting from all the ones that came before you.

What About the Metrics?

Let’s address the numbers:

CTR all over the place?
CPC spiking and dropping?
Conversion Rate inconsistent?

Totally normal.
Any time we launch or make significant changes to a campaign, metrics get volatile. That's just how optimization works. The early data helps us identify what’s working (and what’s not), so we can refine the targeting, messaging, and creative week by week.

Are You Actually Doing Anything?

Another common fear: “Are you just setting the ads and walking away?”

Nope. Not even close.

Here’s what our team does every week:

We check performance data and identify winning combinations of creative, copy, and targeting.
We make real changes to improve performance based on what's working.
We check budgets, ensure leads are populating, and make sure someone on your team is following up.
We review your Google Data Studio report to ensure it’s tracking properly.
Our media buyers write internal briefs with insights and recommendations.
Account Managers review these and communicate key updates on your monthly call.

Yes, we’re doing the work — even if it’s behind the scenes. And if you ever want to dive deeper, just ask your Account Manager to walk you through recent optimizations on your next call.

Final Thoughts: Trust the Timeline

If you're reading this and you're about 10 days into your campaign and feeling nervous — you're not alone. In fact, 80% of our best-performing clients (yes, the ones featured in our Case Studies, our Hot Industries List, and the #Winning Chat) expressed doubt or concern in the first 90 days.

And they all heard the same message:
👉 Trust the process.
👉 Follow up with your leads.
👉 Stay consistent.

We’re not here to burn your budget. We’re here to grow your business. But growth takes data, and data takes time. The results you’re looking for are on the other side of consistency and trust.

TL;DR: The 10 Day Scaries Are Real. And Normal.

Here’s what to remember if you’re feeling the fear:

Ads are supposed to be volatile at the beginning.
Early leads are often low quality — that’s okay.
We optimize weekly, review your data, and adjust strategies.
Most wins happen between Days 45–75.
You’re not alone — most clients feel this way at first.
If you need reassurance, your AM is here to help.

Now, take a deep breath. We’ve got this. 🙌

Need support or want to dive deeper into your campaign results?
Reach out to your Account Manager — we’re here to hold your hand, walk you through the numbers, and get you to the other side of the 10 Day Scaries.