Google Ads Day and Hour Heatmap: see when your ads convert
See when your ads convert, the hours that waste spend and a suggested ad schedule, from your own report.
- Free to use
- Runs in your browser
- No sign-up
Runs in your browser. Your report is not uploaded.
Getting the report
- In Google Ads, select Campaigns, then Insights and reports › Report editor, and choose Custom › Table. Pick a date range with a few weeks of data, such as the last 90 days.
- Drag Day of the week and Hour of day (under Time) into Rows, and Clicks, Impr., Cost, Conversions and, for ROAS, Conv. value into Columns. Add Campaign too if you want to filter by campaign.
- Download it as CSV and drop it here. Or segment a campaigns table by Time › Day of the week and download it, then by Hour of day, and upload both files.
Or paste the table
Your heatmap appears here
Upload a report, paste it, or try the example: 90 days of a made-up gym in Baner, Pune, where early mornings and evenings convert.
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About the Google Ads Day and Hour Heatmap
Upload a Google Ads report segmented by day of the week and hour of day, and see a heatmap of conversions, cost, cost per conversion, conversion rate, ROAS and clicks for all 168 hours of the week. The tool lists the best and most wasteful hours, adds up the spend in hours with no conversions, and suggests an ad schedule of up to six time blocks a day with bid adjustments, or just the hours to run when your bid strategy does not use adjustments. The report is read in your browser and is not uploaded.
How it works
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Step 1
In Google Ads, build a report with the Day of the week and Hour of day segments and Clicks, Impr., Cost and Conversions, then download it as CSV. Separate day and hour reports work too.
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Step 2
Drop the file here, choose cost per conversion or ROAS, your bid strategy and the clicks a slot needs, then switch the heatmap between metrics.
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Step 3
Check the best and worst slots, copy the suggested schedule, and add it to the campaign under Ad schedule, in your account time zone.
How the suggestion works
For each hour of each day with enough clicks, the tool compares its cost per conversion, or ROAS, with your account average and turns the difference into a bid adjustment, capped at the size you choose and rounded to 5%. Slots with few clicks are pulled towards the average, so one conversion does not set a bid. The hours are then merged into at most six blocks a day, Google's limit. This is our suggestion, not Google's.
When Google ignores ad schedule bid adjustments
Smart Bidding strategies, which are Target CPA, Target ROAS, Maximize conversions and Maximize conversion value, set bids for every auction, including by time of day, so they do not use ad schedule bid adjustments. They still follow the days and hours in your schedule. Performance Max does not support ad schedule bid adjustments. Manual CPC and Maximize clicks use them, from −90% to +900%.
What this tool cannot do
It sees only the report you upload, in your account's time zone. It cannot tell why an hour converts, for example whether someone answers the phone then, and hours with few clicks swing a lot from one month to the next. It does not connect to Google Ads or change your campaigns: you add the schedule yourself and watch the results.
Frequently asked questions
How do I see which hours my Google Ads convert?
In Google Ads, select Campaigns, then Insights and reports › Report editor, and build a table with Day of the week and Hour of day as rows and clicks, cost and conversions as columns. Download it as CSV and drop it here to see all 168 hours of the week as a heatmap, with the best and most wasteful hours listed.
How many ad schedules can I set in Google Ads?
Google Ads allows up to six ad schedules per day for each campaign, with start and end times in 15-minute steps. A schedule that runs past midnight needs an entry on each day, for example 23:00 to midnight on Monday and midnight to 07:00 on Tuesday. Once you add a schedule, ads run only in the days and times it covers.
Do ad schedule bid adjustments work with Smart Bidding?
No. Target CPA, Target ROAS, Maximize conversions and Maximize conversion value set bids for each auction, including by time of day, so they do not use ad schedule bid adjustments. They do follow the days and hours in your ad schedule, so you can still switch off hours you cannot serve. Performance Max does not support schedule bid adjustments either.
Which time zone do Google Ads hourly reports use?
Your account's time zone, which is set when the account is created, and ad schedules use the same one. Google no longer lets standard accounts change it. If your account was set up in another time zone, for example by an agency abroad, shift the hours in the report before you decide when your ads should run.
How much data do I need before changing bids by hour?
Our suggestion is a few weeks to three months of data. The tool suggests no change for any slot with fewer clicks than the minimum you set, 20 by default, because an hour with ten clicks and one conversion tells you very little. If most squares are grey, pick a longer date range, or use the day and hour bar charts instead.
Related reading
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