Google Ads Ad Scheduling: Step-by-Step Guide

Anirban Sen
Apr 30
6 min read

Want to make your Google Ads budget work smarter? Ad scheduling, also called dayparting, helps you control when your ads appear. This means you can focus on showing ads during peak hours when customers are most active and cut back during slow periods. Here's what you’ll achieve:

Boost ROI: Spend more during high-conversion times.
Save Money: Avoid wasting budget on low-activity hours.
Adapt to Time Zones: Reach customers at the right local times.
Seasonal Adjustments: Align ads with holidays or shopping trends.

Understanding Ad Scheduling Basics

How Ad Scheduling Works

Google Ads ad scheduling lets you control when your ads appear, helping you make the most of your budget. With this feature, you can:

Choose specific days and times for your ads to run
Adjust your bids based on different time slots
Pause ads during slow periods
Set up multiple schedules for different campaigns

For example, if your data shows that conversions are highest between 2 PM and 8 PM on weekdays, you can focus your budget on these hours to improve results. Learning how to use these tools effectively is key to improving your campaign's performance.

Business Impact and Results

Ad scheduling directly ties ad delivery to customer behavior, which can have a noticeable impact on your business's bottom line. When done right, it can lead to better results and higher eCommerce revenue.

Here’s how timing can shape your campaign's success:

Time-Based Factor	Business Impact
Peak Shopping Hours	More conversions when customers are most active
Business Hours	Better alignment with customer service availability
Seasonal Patterns	Boosted sales during periods of higher demand
Off-Hours	Lower ad spend during times of low activity

The key to success is understanding when your customers are most likely to engage. To get the best results, keep these points in mind:

Match your ad schedule to customer activity and seasonal trends
Factor in your business's operating hours
Use historical data from your campaigns to guide decisions

Ad scheduling isn’t a one-and-done task. Regularly review performance data and tweak your schedule as customer behavior shifts. This ensures your ads stay effective while keeping costs under control.

Setting Up Ad Schedules in Google Ads

To set up ad schedules in Google Ads, follow these steps:

Log in to your Google Ads account.
Select the campaign you want to manage.
Click "Ad Schedule" from the left-hand menu under "Settings".
Choose "Edit Ad Schedule" to start customizing your ad timings.

If you're working on a new campaign, you'll find ad scheduling options under "Additional Settings."

Setting Up Your Schedule

Once you’ve accessed the ad schedule menu, you can customize when your ads will run. The platform allows you to:

Select specific hours for each day of the week.
Apply the same schedule across multiple days.
Create unique schedules for different campaigns.

Google Ads uses the 12-hour clock format (AM/PM). Here's an example of a basic schedule:

Day	Start Time	End Time
Monday–Friday	9:00 AM	5:00 PM
Saturday	10:00 AM	3:00 PM
Sunday	N/A	N/A

Managing Time Zones and Overnight Ads

Here are a few key points to keep in mind:

Your account's time zone is fixed and applies to all ad schedules.
Adjust for regional targeting by accounting for time zone differences.
For overnight ads, split the schedule into two blocks: one for the evening (e.g., 8:00 PM–11:59 PM) and another for the early morning (e.g., 12:00 AM–6:00 AM).

For instance, if your account is set to New York time but you're targeting customers in Los Angeles, account for the three-hour time difference so your ads appear at the right local times.

Finally, monitor performance reports regularly to fine-tune your ad scheduling settings for better results.

Improving Your Ad Schedule

Reading Performance Reports

Dive into your Google Ads performance data to identify trends. Access the 'Ad Schedule' report in the 'Reports' section to evaluate key metrics like:

Conversion rates across different times of the day
Cost per conversion fluctuations by hour
Click-through rates (CTR) during specific time periods
Return on ad spend (ROAS) segmented by time

For example, if you notice conversions peaking between 7:00 PM and 9:00 PM on weekdays, consider raising your bids during those hours. Use this data to fine-tune your bidding strategy for maximum impact.

Time-Based Bid Adjustments

To adjust bids based on time, go to the "Ad Schedule" section in your campaign settings. Select a specific time slot, click "Bid adjustment", and input your desired percentage change. Start small - around 5-10% - and tweak based on results. Keep an eye on performance metrics to ensure your adjustments are working.

Holiday and Season Planning

Plan your ad schedules around peak shopping times and holidays. Focus on major events like Black Friday, Cyber Monday, or back-to-school shopping. Use custom schedules and adjust bids to align with these high-traffic periods.

For instance, during the holiday season, you might extend your ad schedule to cover late-night hours when online shopping tends to increase. Leverage historical data to guide these adjustments and capture more opportunities during seasonal spikes.

Tips and Common Mistakes

Aligning with Business Hours

Set your ad schedule to match the times when your sales data shows the highest conversions. Delivering ads during these peak periods helps you get the most out of your budget and reduces unnecessary spending during slower times. Once you've identified these key hours, refine your schedule to focus even more on the most profitable time slots.

Targeting Key Time Slots

Running ads around the clock can drain your budget during hours that generate few conversions. Use performance reports to pinpoint the times when your ads perform best, and focus your spending on those hours. This approach not only improves your ROI but also ensures your budget is used efficiently. Revisit these time slots periodically to stay in sync with changing consumer habits.

Reviewing Your Schedule Regularly

Keeping your ad schedule effective requires ongoing adjustments. Analyze performance data to spot trends, account for seasonal shifts, and shift your budget to the most productive time periods. By doing this consistently, you can ensure your campaigns remain efficient and responsive to market changes.

Google Ads Ad Scheduling Best Practices

Summary

Ad scheduling in Google Ads helps you get the most out of your budget by showing ads when they’re most likely to drive results. To make it work, you’ll need a mix of smart planning and data analysis. By focusing on when your audience is most active and ready to take action, you can adjust bids to boost your ads' visibility during those key times.

Here are some tips to keep in mind:

Match ad schedules with your business hours so support and resources are available when customers need them.
Prioritize time slots with strong conversion rates to get better results from your campaigns.
Factor in seasonal trends and holidays to take advantage of times when demand is higher.

Regularly reviewing and tweaking your ad schedules ensures your campaigns stay effective as market trends and consumer habits shift. Smart timing and bid adjustments can make every dollar count.

FAQs

How can I find the best times to run my Google Ads for higher conversions?

To identify the best times to run your Google Ads and maximize conversions, start by analyzing your campaign performance data in Google Ads. Use the 'Ad Schedule' and 'Time of Day' reports to spot trends, such as when your ads receive the most clicks or conversions. Additionally, consider your target audience's behavior - when are they most likely to browse or shop? For example, weekends or evenings might be peak times for eCommerce businesses.

Once you've identified these patterns, adjust your ad schedule by enabling ad scheduling in Google Ads. This allows you to increase bids during high-performing hours and reduce spending during off-peak times, ensuring your budget is used efficiently.

What mistakes should I avoid when setting up ad scheduling in Google Ads?

When setting up ad scheduling in Google Ads, it's important to avoid a few common mistakes to ensure your campaigns perform effectively:

Not analyzing performance data before scheduling: Avoid setting ad schedules without reviewing your campaign data. Use historical performance insights to determine the best days and times to run ads.
Over-restricting your schedule: Limiting your ads to specific hours too narrowly can reduce visibility and miss potential customers who may browse or shop outside your expected time frames.
Ignoring time zone settings: Make sure your account's time zone matches your target audience's location to avoid running ads at the wrong times.

By addressing these issues, you can ensure your ad scheduling strategy maximizes your ROI and aligns with your audience's behavior.

How do I adjust my Google Ads schedule to target the right audience across different time zones?

To ensure your Google Ads reach the right audience at the right time, even across different time zones, you can use ad scheduling. In Google Ads, set your campaign's time zone during account setup - this cannot be changed later, so choose carefully.

When scheduling ads, consider the local time of your target audience. For example, if you're targeting audiences in multiple U.S. time zones, you can create separate campaigns for each region or adjust your schedule to account for peak activity hours in each zone. This ensures your ads are displayed when your audience is most likely to engage.

By fine-tuning your ad schedule, you can optimize performance and avoid wasting ad spend on low-traffic periods.