How to Do Ad Scheduling in Google Ads
Ad scheduling in Google Ads lets you choose when your ads should appear by day and time.
Instead of showing ads 24/7, you can run them only during the hours when your customers are most likely to convert.
What Is Ad Scheduling in Google Ads?
Ad scheduling (also called dayparting) allows advertisers to:
- Select specific days (Monday–Sunday)
- Select specific time ranges (example: 9 AM – 9 PM)
- Increase or decrease bids based on performance at different times
In simple terms:
Your ads show only when you want them to show.
How Ad Scheduling Works
Google Ads checks:
- Day of the week
- Time of the day
- Your selected schedule
- Your bid adjustments (if applied)
If all conditions match, your ad becomes eligible to appear.
If not, the ad won’t show at all during that time.
How to Set Up Ad Scheduling in Google Ads
Step 1: Open Your Campaign
- Log in to Google Ads
- Choose the campaign you want to schedule
Step 2: Go to Ad Schedule
- Click Campaign settings
- Select Ad schedule
- Click Edit ad schedule
Step 3: Choose Days & Time
- Select the days (e.g., Monday to Friday)
- Set time ranges (e.g., 10:00 AM – 7:00 PM)
Step 4: Save Changes
- Review your schedule
- Click Save
Your ads will now run only during the selected time slots.
Bid Adjustments in Ad Scheduling
You can also increase or decrease bids based on time performance.
Examples:
- +20% bid during high-conversion hours
- -30% bid during low-performance hours
This helps Google show your ads more aggressively during profitable times.
Real-Life Example
Example: Local Dental Clinic
Business Hours:
Monday to Saturday — 9 AM to 8 PM
Data Insight:
- Most calls happen between 10 AM – 1 PM
- Very few leads after 7 PM
Ad Scheduling Setup:
- Ads run: Monday–Saturday
- Time: 9 AM – 8 PM
- Bid adjustment:
- +25% from 10 AM – 1 PM
- -40% after 7 PM
Result:
- Better call quality
- Reduced wasted spend
- Higher conversion rate
When Should You Use Ad Scheduling?
Ad scheduling works best if:
- You run local service ads
- Your business has fixed working hours
- You rely on phone calls or live support
- You already have conversion data
If your campaign is brand new with no data, start with full-day ads and optimize later.
Common Mistakes to Avoid
❌ Running ads 24/7 without data
❌ Blocking too many hours early
❌ Ignoring time-based performance reports
❌ Using the same schedule for all campaigns
Best Practices for Ad Scheduling
- Review “Hour of day” and “Day of week” reports
- Start broad, then narrow down
- Combine ad scheduling with conversion tracking
- Use different schedules for different campaigns