Cooldown windows

After any applied change, the campaign enters a cooldown - a window during which no further changes are allowed, so Smart Bidding can stabilise before being judged or changed again.

The windows

• Budget adjust, under $500/day - 7 days. Smaller campaigns stabilise faster.

• Budget adjust, $500/day and over - 14 days. Larger campaigns need more time.

• Target adjust (tCPA/tROAS value) - 14 days. Target changes ripple through bid calculations.

• Bidding strategy switch - 21 days. A full strategy change is the most disruptive thing you can do to a campaign.

• Learning-phase campaigns (under 30 conversions) - 14 days minimum on any change.

Two rules govern them:

• The longest applicable window wins - a strategy switch on a learning-phase campaign waits the full 21 days.

• Cooldowns are per campaign - a cooldown on Campaign A never blocks changes on Campaign B.

And the one-lever rule extends through cooldowns: after a bidding change, the budget lever on that campaign is also blocked until the window expires, and vice versa.

Good to know. You can't override a cooldown from Budget Intelligence, deliberately - the cooldown is the strategy. Changes made mid-learning don't just risk that campaign; they reset the learning you'd already paid for.

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