We show how complex modulated order can spontaneously emerge when magnetic interactions compete in a metal with polar lattice distortions. Combining neutron and resonant x-ray scattering with symmetry analysis, we reveal that the spin reorientation in Ca$_3$Ru$_2$O$_7$ is mediated by a magnetic cycloid whose eccentricity evolves smoothly but rapidly with temperature. We find the cycloid to be highly sensitive to magnetic fields, which appear to continuously generate higher harmonic modulations. Our results provide a unified picture of the rich magnetic phases of this correlated, multi-band polar metal.
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