The frequency with which you check your Google Ads depends on your campaign settings and budget, but the platform is designed to operate autonomously while providing data for informed review; as of December 2025, Google Ads uses automated bidding strategies and performance monitoring to manage campaigns in real-time.

Currently, Google Ads’ Performance Max campaigns, widely used by Australian businesses, leverage machine learning to optimise bids and ad placements across all Google advertising channels – Search, Display, YouTube, Discover, Gmail, and Maps. The ‘Insights’ tab, now including a ‘Performance Insights’ feature launched in late 2025, automatically identifies trends and anomalies. Automated rules allow you to pre-set actions based on performance thresholds (e.g., pausing ads if cost-per-acquisition exceeds a set amount). Google Ads data is subject to Australian privacy laws and Google’s data processing policies. The platform’s reporting interface provides data latency of between 30 minutes and 48 hours, depending on the metric. In 2026, Google has announced further integration with Google Analytics 4 for more unified reporting.

Google Ads functions as a continuously updating system, adjusting to data and aiming to maximise performance based on your defined goals and parameters.