Adriaan Dekker noticed new information added to the official help page regarding ad scheduling functionality.
It states that ad scheduling in Google Ads is not compatible with the following campaign types:
- App campaigns
- Campaigns that use Smart Bidding
The limitation on ad scheduling for campaigns using Smart Bidding is worth highlighting. Smart Bidding operates by leveraging Google’s machine learning algorithms to optimize bids in real time, using a wide range of signals like device, location, and user behavior to maximize conversions or conversion value.
As this approach focuses on automation, it may explain why manual controls like ad scheduling are disabled, enabling the system to determine the most effective times and placements for your ads.
UPDATE: Ginny Marvin confirmed on X that there are no changes. Automatic bidding strategies still support ad scheduling but only ignore bid adjustments.
