By default, Google runs your ads all day, every day. For a B2B business, running ads at 3:00 AM on a Sunday is usually a waste of money. No one is in the office to answer the phone.
Dayparting allows you to tell Google:
"Only show my ads Monday to Friday, 9 AM to 5 PM."
"Bid higher during lunch break when people are browsing."
This is a critical form of Ad Spend Protection. It ensures your budget is focused only on the hours when real customers are awake and ready to buy.
Don't guess. Use your PPC Analytics Tools to find the truth.
Go to Campaigns in Google Ads.
Click Ad Schedule > Day & Hour.
Look at your Ad Performance Analytics.
You might see that while you get lots of clicks on Saturdays, you get zero sales. This is a "Money Leak." By blocking Saturdays, you save that money and can spend it on Tuesdays when conversion rates are higher. This is a simple but effective PPC Optimisation Tool.
You don't always have to turn ads off completely. You can just pay less.
Example Strategy:
Midnight to 6 AM: Decrease Bid by -50% (Capture only very cheap traffic).
9 AM to 5 PM: Increase Bid by +20% (Aggressively fight for the top spot).
This keeps your brand visible for night owls but protects your ROI. It allows you to maintain Traffic Management Solutions that adapt to user behavior without missing opportunities.
Interestingly, Ad Fraud Botnets often operate during "off-peak" hours (like 2 AM) to avoid detection, or they spike during specific business hours to blend in.
If you see a sudden surge of traffic at weird hours (e.g., 4 AM in a local region), it is likely Sophisticated Invalid Traffic. While Dayparting stops your ads from showing at night, it doesn't stop bots from attacking you during the day. You need Advanced Bot Protection software like ClickSambo to filter these users out, regardless of the time on the clock.
Other Advertisement Analytics Performance 
