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Decoding the Jargon

Ad schedule

Also called dayparting, ad scheduling

Performance marketingTerm

A setting that chooses the days and hours your ads can run, and lets you raise or lower bids for particular times.

Example

Meera's store closes at 9 pm and calls after that go unanswered, so her call ads run only from 10 am to 9 pm, Monday to Sunday.

How you'll hear it

“Turn on dayparting so we stop paying for call clicks after the store shuts.”

Don't confuse it with

  • Frequency cap: limits showings per person, not hours of the day.
  • Budget pacing: how spend spreads across the day, not which hours are allowed.

Related terms

Budget pacingFrequency capSearch adsBid

Want to use this at work? AI-led PPC Excellence is aFactor's 16-week program for paid ads.

Sources

  1. About Ad Scheduling, Google Ads Help

Checked 1 October 2026. Examples use a fictional business; figures are illustrative.

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