About 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 working hours when you’re there to handle customer enquiries.

This article explains how ad scheduling works.

How it works

The new Google Ads experience is now the exclusive way for most users to manage their accounts. If you're still using the previous AdWords experience, choose Previous below. Learn more

For campaigns with “All features” enabled, you can use the ad schedule 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 that your ads are eligible to appear throughout each calendar day. Keep in mind that if no one searches for your keywords at the specified time or day you scheduled, your ads are not going to show. 


Suppose you run a tourist business focused on Antarctica. 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 on television. You decide to adjust your ad schedule so that on Tuesdays, your ads only appear during that time.

Where it appears

If your campaign subtype is set to “Standard,” you won’t see ad scheduling as an option in your campaign’s Settings tab. Set your campaign subtype to “All features” to use ad scheduling. Learn more about which features are available by campaign type.

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