If your business only operates 9 - 5 and someone calls you at eight in the evening, that's wasting your budget. Google actually gives you the data. You can check exactly what time your ads are performing best. So, if your ads convert better around 10am and 2pm, then you can increase the bids during those hours.br br That means Google will push more budget in those hours and you'll get more leads, optimising your ad scheduling showing up when your ideal customers are actually active and when you can actually answer the call.br br This simple tweak saves you cash, gets you better leads and helps your campaign perform so much better.