Google Ads now lets advertisers schedule ad assets in blocks of days, rather than requiring them to configure each day separately. The option is under Advanced options, within asset scheduling, and includes ranges such as Monday through Friday or Saturday and Sunday.
Bia Camargo announced the change in a LinkedIn post shared by ADworld Experience. In addition to choosing a range of days, advertisers can add multiple schedules to the same asset. Previously, they could select days and times, but could not group days of the week.
“Google Ads now has more flexible asset scheduling.”
— Bia Camargo
An asset can have multiple schedules
For example, the update lets advertisers configure an asset to appear Monday through Friday and use a different schedule for the weekend, without creating an individual schedule for each day. The options Camargo mentions include every day, Monday through Friday, and Saturday and Sunday.
The feature affects asset scheduling; it does not replace the campaign’s ad schedule. Google explains in its Help Center that ad scheduling lets advertisers choose the days and time slots when ads can appear. For sitelinks, the documentation also says that advertisers can schedule days and times and add additional schedules; sitelinks lead to specific pages on a site, such as a product page or a store’s opening hours.
The practical difference is how days are entered: it is now possible to group them into ranges in the asset schedule. This makes it easier to adjust, for example, a link to an offer that is only relevant during the week or a promotion reserved for the weekend, without configuring each day separately.
The budget warning
Camargo accompanied the announcement with an operational recommendation: check that the schedule assigned to each asset aligns with the campaign schedule. The reason is spend pacing. According to her post, the budget is distributed with the goal of covering a full month based on the active ad schedule.
Google Ads Help specifies that when using an ad schedule, campaigns adjust spending to reach a monthly budget of 30.4 times the average daily budget, regardless of how many days the campaign is active in a given month. Therefore, limiting the days an asset runs while keeping a different schedule for the campaign can result in a setup that is misaligned with the spending plan.
The feature is available in Google Ads’ advanced asset scheduling options. Camargo did not specify when it will roll out to all accounts or detail any other available day ranges; the options she listed are every day, Monday through Friday, and Saturday and Sunday.
Sources: Search Engine Roundtable, LinkedIn, Google Ads Help, Google Ads Help
