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About custom ad scheduling

You may want your ad to show whenever a customer searches online. Or perhaps you only want to show your ad on certain days, or during business hours when you’re there to handle customer inquiries.

This article explains custom ad scheduling. Learn more about how to create an ad schedule.

How it works

For campaigns with “All features” enabled, you can use custom ad scheduling to:

  • Specify certain hours or days of the week when you want your ads to show
  • Set bid adjustments to increase or decrease your bids for specific days and times

By default, your AdWords campaigns are set to "Show ads all days and hours." This means your ads are eligible to appear in all relevant auctions throughout each calendar day. When you use custom ad scheduling, your ads are eligible to appear only in auctions that take place during the dates and times you specify.

Not seeing ad scheduling?

Custom ad scheduling is available for campaigns with “All features” enabled. If your campaign sub-type is set to “Standard,” you won’t see ad scheduling as an option in your campaign’s Settings tab. You may need to change your campaign sub-type to “All features.” Learn more about which features are available by campaign type.


Suppose you run a dog-sled touring business in Alaska. By viewing your "Hour and day of the week" performance on the Ad schedule subtab, you've noticed that your ads get the best results between 8 and 11 a.m. on Tuesdays, when Extremely Cold Places is playing on television. You decide to adjust your ad schedule so that on Tuesdays, your ads only appear during that time.

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