PPC can start generating traffic immediately, but stable lead performance usually requires initial setup, tracking validation, and early optimization. Many accounts see meaningful lead activity quickly, then improve quality and efficiency as search term data and conversion behavior is refined. The timeline is faster than SEO, but performance still improves through structured iteration. It’s important to also note there is a 7 day campaign “learning” phase when new campaigns are launched. Similar learning phases are applied by Google should there be significant reductions in auction bids.