Running ads at the right time is just as important as running them. Google Ads' ad scheduling feature allows advertisers to control when their ads appear, ensuring they reach potential customers at the most effective moments. Instead of spending your budget around the clock, you can schedule ads based on business hours, peak engagement times, or high-conversion periods.
In this guide, we’ll explore how to change ad schedules on Google Ads, why it matters, and how to optimize your schedule for better results.
Why Ad Scheduling Matters in Google Ads
Ad scheduling in Google Ads helps you control when your ads run, ensuring your budget is spent effectively on the most profitable time slots. You can choose the exact hours you want your ads to run by setting an ad schedule, ensuring they are shown to your target audience at the most effective moments. This feature helps optimize your ad spend by ensuring your ads are displayed only when your audience is most likely to convert.
Not every hour of the day delivers the same results for your ads. Some time slots drive high engagement and conversions, while others can drain your budget with little return. By analyzing performance data, you can adjust your schedule to target high-converting hours and even increase or decrease bids for different times.
Key Benefits of Ad Scheduling
Maximize ROI – Show ads when your audience is most active.
Businesses that operate during specific hours can ensure ads only run when they can handle inquiries.
Example: An online fashion retailer notices that most sales happen between 6 p.m. and 11 p.m. when people relax and shop after work. By scheduling ads during these hours, they increase conversions while avoiding wasted spend on low-traffic times.
Reduce Wasted Spend – Avoid paying for clicks during low-conversion hours.
Running ads 24/7 might sound effective, but it can lead to wasted ad spend if your audience isn't engaging at certain times.
Example: An online retailer may notice that conversions drop between 1 a.m. and 6 a.m. and decide to pause ads during those hours.
Improve Ad Performance – Align ads with customer behavior for better engagement.
Scheduling ads based on when users are actively searching helps improve key metrics like click-through rates (CTR) and conversions.
Example: A company selling children’s toys may schedule ads for daytime hours when parents are browsing for gifts.
Understanding when your audience is searching or ready to take action can make a big difference in campaign performance. Next, let's see how to create an ad schedule in Google Ads.
How to Create an Ad Schedule in Google Ads
Creating an ad schedule in Google Ads lets you control when your ads appear, ensuring they reach your audience at the most effective times. You can set up a maximum of six ad schedules per day per campaign to optimize your ad performance.
Step 1: Access the Ad Schedule Settings
Sign in to your Google Ads account.
Click the Campaigns icon in the left menu.
Select the campaign for which you want to set an ad schedule.
Click the Audiences, Keywords, and Content drop-down menu.
Select Ad Schedule from the options.
Step 2: Create Your Ad Schedule
Click the pencil (edit) icon to add a new schedule.
Choose the specific days and hours when you want your ads to run.
You can create multiple schedules within a single day (up to six).
Click Save to apply the changes.
Step 3: Reviewing Your Ad Schedule
After setting up an ad schedule, reviewing its effectiveness is crucial.
Click the Campaigns icon in your Google Ads account.
Navigate to Ad Schedule in the Audiences, Keywords, and Content section.
You’ll see a chart displaying your ad schedule’s performance, including clicks, impressions, CTR, CPC, and cost.
Use the Clicks drop-down menu in the top-right corner to switch between performance metrics.
Step 4: Editing or Adjusting Your Ad Schedule
If your schedule isn’t delivering optimal results, you can modify it:
Click the Campaigns icon and navigate to Ad Schedule.
Click the pencil (edit) icon to make changes.
Adjust or remove specific time slots as needed.
Click Save to update your schedule.
Important Considerations When Scheduling Ads
Time Zone Awareness: Your Google Ads account’s time zone determines your ad schedule. If your audience is in a different time zone, adjust your schedule accordingly.
Running Ads Across Midnight: If your ad needs to run past midnight, create separate schedules for each day.
Example (12-hour clock): Monday 11:00 PM – 12:00 AM, Tuesday 12:00 AM – 7:00 AM
Example (24-hour clock): Monday 23:00 – 0:00, Tuesday 0:00 – 7:00
Regularly reviewing and fine-tuning your ad schedule ensures your ads are displayed at the best times for maximum engagement and conversions. Once your ad schedule is set, the next step is optimizing it further with bid adjustments to maximize your ad spend efficiency.
Let’s explore how to fine-tune your schedule for better performance.
Best Strategies for Ad Scheduling Optimization
Fine-tuning your ad schedule ensures your budget is spent on the most profitable time slots, leading to higher engagement and conversions. Below are key strategies to optimize your ad scheduling in Google Ads.
1. Run Ads During Peak Business Hours
Maximize visibility and conversions by showing ads when your target audience is most active.
Analyze historical data: Use Google Ads reports to identify the hours and days your ads generate the most clicks and conversions.
Align with customer behavior: If you run an e-commerce store, weekends and evenings may be more profitable, while a B2B business may perform better during office hours.
Adjust based on industry trends: Restaurants may benefit from lunchtime and dinner hour ads, while fitness services may see higher engagement in the early mornings and evenings.
2. Reduce Ads During Low-Conversion Hours
Avoid wasting your budget on time slots that historically yield low engagement or conversions.
Identify underperforming hours: Check reports to spot time frames where clicks are high but conversions are low.
Lower bids instead of turning off ads: If you still want some visibility, reduce bids by 50-90% during low-performing hours instead of completely pausing ads.
Consider your audience’s online habits: If your business is local, ads may not perform well late at night, while an online store might still attract late-night shoppers.
3. Use Bid Adjustments for High-Performance Hours
Increase visibility and maximize ROAS by bidding more aggressively during peak hours.
Set bid adjustments based on conversion rates: Increase bids for time slots where past data shows higher conversions to outbid competitors.
Target specific days of the week: If sales are higher on weekends, increase bids on Saturday and Sunday while lowering them on slower weekdays.
Monitor seasonal trends: For businesses with seasonal peaks, adjust bids accordingly (e.g., increase bids in December for holiday shopping).
4. Regularly Monitor and Adjust Schedule
An ad schedule that works today might not be effective in the future, so continuous optimization is key.
Review ad performance data regularly: Check Google Ads’ "Day and Hour" reports weekly or monthly to track changes in audience behavior.
Adapt to market trends: If a new trend shifts customer activity to different hours, adjust your schedule accordingly.
Refine based on competition: If competitors increase bids during your peak hours, you may need to adjust your strategy to stay competitive.
5. Experiment with Different Schedules
Testing different ad schedules can reveal new opportunities to reach your audience more effectively.
Run A/B tests: Experiment with different ad schedules and compare performance to find the best time slots.
Try extended schedules: If you’re unsure about an exact peak period, run ads throughout the day with varied bid adjustments to gather data.
Adjust based on emerging patterns: Consumer behavior changes over time, so continuously test new schedules and refine your strategy.
By following these strategies, you can optimize your ad schedule to reach the right audience at the right time, ensuring your budget is spent efficiently while maximizing conversions.
Now, let’s wrap things up with a final takeaway.
Conclusion
Ad scheduling in Google Ads offers a strategic way to maximize your advertising efforts. By displaying ads during peak hours, reducing spend during low-conversion times, and adjusting bids based on performance, businesses can optimize their ad budget while improving click-through rates and conversions. This level of control ensures that every dollar spent on ads delivers the best possible return.
However, effectively managing Google Ads goes beyond setting an ad schedule. Many businesses now partner with digital marketing agencies to handle their Google Ads management. Agencies bring expertise, advanced tools, and data-driven insights to refine ad strategies, optimize bids, and improve campaign performance, helping businesses achieve better results with less hassle.
If you're looking for a trusted partner to manage your Google Ads campaigns, GoMarble is the perfect choice. With a team of experienced PPC specialists, we ensure that your ads run at the right time, reach the right audience, and drive maximum conversions. Our tailored strategies and hands-on approach help businesses of all sizes get the most out of their ad spend.
Ready to optimize your Google Ads campaigns? Contact GoMarble today, and let’s maximize your ad performance together!