Last Updated on June 16, 2026

Due to Automated Bidding, the ad schedule isn’t used very much anymore. Google does a good job at optimizing this.

We should know about this though and be able to implement it if it makes sense for a client.

Add Ad Schedule

Unless otherwise specified by the MC, set up the ad schedule to be 12 AM – 6AM, 6AM – 6PM, and 6PM – 12AM.

 

This video uses an old version of Google Ads but the content is still really good. See the instructions below on how to find the Ad Schedule in the current Google Ads.

Ad Scheduling

Google Ads allows you to change bids according to your ad schedule. For example, if you noticed that you were getting a lot of traffic Monday-Thursday during office hours, you could increase your bid for those times by 50% (or however much you want). If you noticed that Saturdays evenings were seeing much less traffic, you could decrease your bid for that time by 50% and so on and so forth. 

 

Setting Up Your Ad Schedule:

  1. Click Campaigns on the left bar
  2. Click “Audiences, keywords, and content”
  3. Click “Ad Schedule”
  4. Click “+ Edit ad schedule”
  5. Enter your desired days and times
  6. If you need to add more than one line, click the “ADD” button
  7. Click “Save”. Your full ad schedule should now be visible to you.

 

**Note: Unless otherwise specified by the MC, set up the ad schedule as follows:

All Days from 12 AM – 6AM

All Days from 6AM – 6PM

All Days from 6PM – 12AM.**

 

Making Bid Adjustments:

  1. Note the “Bid adj.” column on your ad schedule
  2. Based on data you have gathered about your ad schedule, identify time segments that you feel should receive bid adjustments.
  3. Click the edit button on your desired row > Select increase/decrease > Enter your bid adjustment > Click “Save