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Goals of Ads in the First 2 Months for a Brand New to Advertising

The first two months of running ads aren’t about instant profits. They’re about building a foundation you can scale from.

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Author:

Andres Morales Zuleta

Co-Founder and Managing Director

Published on

September 26, 2025

By setting benchmarks, testing audiences, and creating traffic you can retarget, you’ll set yourself up for long-term growth instead of chasing quick wins.

Why the First 2 Months Matter

If you’ve never run ads before, your first instinct might be to ask: “When will this start paying off?” The truth is, the first couple of months should focus less on immediate ROI and more on learning the numbers that will drive your growth.

Think of it like laying the track before the train starts moving. Without a strong foundation, scaling ads later becomes chaotic and expensive.

Core Goals for the First 2 Months

1. Establish Your Benchmarks

Before you scale, you need to know your numbers:

CAC (Customer Acquisition Cost): How much does it cost to win a new customer?
ROAS (Return on Ad Spend): How much revenue do you generate per dollar spent?
MER (Marketing Efficiency Ratio): Total revenue ÷ Total marketing spend (ads + organic).
CTR (Click-Through Rate): How engaging are your ads at driving traffic?

These metrics become your yardstick for future performance. You don’t need them to be “perfect” yet, you just need baselines.

2. Test Audiences and Creatives

In the early days, testing is the name of the game.

Try multiple audiences (interest-based, lookalikes, demographics).
Experiment with different creatives (video, static, UGC).
Track performance to see which combinations deliver the strongest results.

Your first months are essentially a paid learning period. The data you collect will guide you toward the audiences and creative angles worth doubling down on.

3. Build Top-of-Funnel Traffic

Don’t expect every dollar to drive immediate sales. Some of your budget should intentionally go into creating top-of-funnel awareness.

Send traffic to your site to generate warm audiences.
Use pixel data, email signups, and engagement to build remarketing lists.
Retarget these warm audiences later with conversion-focused campaigns.

This is how you build momentum instead of relying only on cold traffic.

4. Define the Best Channels

Meta, Google, TikTok, LinkedIn... each platform works differently.

In the first 60 days, you’re not aiming to master every channel. Instead, test a few strategically to see where your brand gains traction. Once you see signs of efficiency, concentrate budget there.

5. Secure a Performant Strategy

The end goal of your first two months is clarity. You should walk away knowing:

Which channels deserve more budget.
Which audiences and creatives show the most promise.
Your baseline CAC, ROAS, and MER.

With those insights, you can lock in a repeatable strategy and shift your focus to scaling.

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Conclusion

The first two months of ads aren’t about quick wins. They’re about setting the stage for scalable growth. By focusing on benchmarks, testing, and building traffic, you create the foundation for ads that don’t just spend money, but actually grow your business.

Key Takeaways

The first 60 days are about learning, testing, and benchmarking.
Track and establish baseline metrics: CAC, ROAS, MER, CTR.
Use ads to build top-of-funnel traffic and seed warm audiences.
Test different audiences, creatives, and channels to find what sticks.
The goal isn’t scaling yet... it’s securing a repeatable, profitable strategy.

FAQs

1. Should I expect profit in the first 2 months?
Not always. These months are more about learning and building. Profitability typically comes once you’ve dialed in audiences and creatives.

2. How much should I spend in the testing phase?
Spend enough to generate statistically meaningful data. That usually means enough for 50–100 conversions per month per channel.

3. What if results look “bad” at first?
Don’t panic. Early ad spend is about discovery. Poor results often point you toward what not to do, which is just as valuable in most cases.

4. Which metric matters most in the beginning?
CAC is the north star, but CTR and ROAS also reveal whether your messaging resonates and whether traffic is converting.

5. When should I start scaling?
Once you’ve found audiences and creatives that generate customers at a sustainable CAC and you can see early signs of a healthy LTV:CAC ratio.

About the author:

Andres Morales is the co-founder of AMZ Ad Firm, where he transforms strategy into revenue through performance marketing, sharp creative, and flawless execution. With over a decade of experience leading paid media, email, SEO, and CRO for DTC and B2B brands, he knows how to build lean systems and drive scalable growth. A founder at heart, Andres combines data, creativity, and bold thinking to deliver marketing that actually moves the needle.