Depending on your product and service some times of the day will tend to generate significantly better results than others. For example, B2B businesses will normally generate better results during office hours than in the evening or at night.

Step 1: Analyse Hourly Ad Performance

Click on a campaign name -> Dimensions -> Time -> Hour of Day

– The report shows the aggregated hourly performance
– Adjust your ad schedule and bids based on performance (next step)

Step 2: Optimizing Hourly Performance

Settings -> Ad Schedule -> +Ad Schedule -> +Create custom schedule

– In the example above you can see that the cost per conversion tends to be higher between 6pm and 10pm compared to all other hours. You can then decide to pause your ads during this time every day, see ad schedule below.

– Another alternative would be to lower your bids between 6pm and 10pm. In the screenshot below the campaign is setup to run with 25% lower bids between 6pm and 10pm every day.