The Ad Schedule editor, often called “Dayparting,” is where you specify the exact days of the week and times of day you want your ads to be eligible to show. This feature is managed at the Campaign level.

Step-by-Step Guide to Ad Schedule

Step 1: Navigate to the Campaign

1. Sign in to your Google Ads account.

2. In the left-hand navigation menu, click Campaigns > Audience, Keywords, And Content and select the Ad Schedule.

Step 2: Open the Editor

1. On the Ad schedule page, you will see a performance chart and a table showing any existing schedules.

2. Click the blue pencil icon or the + Edit Ad Schedule button to open the editor.

Step 3: Set Your Days and Times

1. A dropdown menu will appear. You can set your schedule based on the following options:

• All days (The default, 24/7)

• Weekdays (Monday to Friday)

• Weekends (Saturday to Sunday)

• Specific days (e.g., Monday, Tuesday, etc.)

2. Select the Day (e.g., Monday).

3. Set the start time and end time for that day (e.g., 9:00 AM to 5:00 PM).

4. To add a different schedule for another day (e.g., a shorter schedule for Saturday), click ADD and repeat the selection process.

Step 5: Save and Apply

1. Click Save to apply the schedule to your campaign.

Our Advice

1. Bid Adjustments are Key

The true power of Ad Scheduling isn’t just turning ads on and off, but using it to set Bid Adjustments.

• In the Ad schedule editor, after you set your time slots, you can use the Bid adj. column to increase or decrease your bids for those specific times.

• Example: If data shows you get higher quality leads between 10 AM and 12 PM, you can set a +20% bid adjustment for that time slot to be more competitive and secure top ad positions during those profitable hours.

2. Time Zone Warning

• Note: Your ad schedule always runs based on the time zone of your Google Ads account. If you are targeting customers in a different time zone (e.g., you are in London but target customers in New York), you must manually calculate the time difference and set the schedule based on your account’s time zone.

• Example: If your account is GMT and you want ads to run in New York (EST) from 9:00 AM to 5:00 PM, you would set the schedule in Google Ads for 2:00 PM to 10:00 PM.

3. Review Performance by Time

• Advise: Before setting a schedule, always review your existing campaign data. On the Ad schedule page, look at the Day and Hour reporting tabs to see when your conversions are happening and which times have a high CPC/low CVR (Cost-per-Conversion). This data should guide your scheduling decisions.