Ask Is it normal for Google Ads performance to be inconsistent from week to week in digital marketing?

[Newman]

Google Ads performance going up and down from one week to another is very common and most advertisers experience it at some point. Things like public holidays, seasonal demand, competitor activity, and even weather can affect how many people are searching and clicking. A week with low conversions does not always mean something is broken. It is better to look at performance over a longer period, like a full month, before making big changes. Short-term data can be misleading. What time frame do you usually review before deciding to make adjustments to a campaign?