Ad Scheduling (Dayparting)

Ad scheduling, also called dayparting, allows you to specify which days and hours your Google Ads run, and adjust bids during specific time periods. This feature helps you focus your budget on times when your target audience is most likely to convert.

For service businesses, running ads primarily during business hours when staff can answer calls often improves ROI. You can also increase bids during peak conversion times and decrease them during low-performing periods. Ad scheduling is set at the campaign level and requires analyzing your conversion data by day and hour to identify patterns. A common mistake is setting schedules based on assumptions rather than actual performance data from your account.

Example: A law firm analyzes their conversion data and discovers 80% of appointment calls come between 10am-6pm on weekdays. They reduce bids by 50% overnight and on weekends, reallocating that budget to increase competitiveness during peak hours.