Dayparting: run ads in the hours that convert

What dayparting is

Dayparting means running (or bidding up) ads during the hours and days that produce results, and pausing or bidding down during the ones that don't. A store whose purchases cluster in the evening may be paying for clicks at 3 a.m. that rarely convert.

Use your own data

1. 1

   Look at 30+ days by hour and day

   A heatmap of conversions and cost per result by hour of the week shows patterns a single day never will.

2. 2

   Check your time zone

   Hours are reported in the ad account's time zone. If it's wrong, the heatmap is shifted.

3. 3

   Cut only clear losers

   Pause hours with steady spend and consistently no results, not hours that just had one slow week.

4. 4

   Re-check monthly

   Seasons, sales and new creatives shift when people buy.

How to apply a schedule

Google Ads has a built-in ad schedule with bid adjustments per hour. Meta's built-in scheduling only works with lifetime budgets. Adwise lets you draw a weekly grid for either platform, then pauses and resumes campaigns on schedule, with a dry-run mode to preview what it would change before it changes anything.