Ad schedule refers to the specific days and hours when your ads are set to run. In most advertising platforms, campaigns can either run continuously or follow a schedule that matches business goals. For instance, a local restaurant might only advertise during lunch and dinner hours, while an e-commerce store could focus on evenings and weekends when people are more likely to shop. Scheduling helps control budget and improve efficiency by showing ads when they are most likely to work.
The value of scheduling comes from data. After running a campaign for a while, you may see that clicks and conversions spike at certain times of day. By adjusting the schedule, you can bid higher in peak periods and pause or lower bids when performance drops. This prevents wasted spend on low-quality impressions.
Schedules should be reviewed regularly, as patterns shift with seasonality or audience behavior. Black Friday campaigns, for example, might require 24-hour visibility, while B2B campaigns may perform best during working hours. Smart use of scheduling is not about showing less but about showing at the right moment. It combines budget control with audience insight to maximize impact.
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