There’s nothing more frustrating than paying for leads that have gone cold. So why do we run ads that drive leads at 3 AM when there’s no one there to call them back?

In some businesses, your customer will wait for that call – but others are different. When a lead is hot, it’s hot, and after a few hours have passed, a burning need becomes a passive query at best.

To maximize return on ad spend, some companies use ad scheduling religiously. It’s found under advanced campaign settings and it looks like this:

This is especially useful if, say, your offices and sales team are located in the Netherlands while your prospects loom large in the US. Or if you determine that your audience is more likely to purchase at a certain time of day.

If you’d like to perform your own stalker-like level of hour-by-hour and day of the week bidding, I highly recommend checking out this Econsultancy case study, where they saw a 69% lift in CPA after implementing ad scheduling. If you’re looking for a solid how to guide, hit up this Wordstream 5 Step Tutorial and you’re off to the races.