On this page
The short answer
Round the clock is the default, and it is right for a shop that takes orders while everyone sleeps. It is wrong for a business that answers the phone: the ad serves, the call rings in an empty room, and the bidding learns the keyword does not work. Oppy lists the campaigns with no schedule.
Why it matters
An unanswered call does not only waste its own cost. Google records no conversion, so the hours and keywords behind it look worth less. Smart Bidding learns to bid nights down in time, but every call nobody answers until then is paid for. Shopping campaigns, and Performance Max campaigns selling from a product feed, are left out: a shop that takes orders at any hour should run round the clock.
That is the expensive half: the night costs money, and it also makes the day worse.
How Oppy decides
The check reads each campaign's targeting criteria and lists the campaigns with no ad schedule at all.
Checks that weigh money or clicks judge what they find on your own account's numbers, not on one figure applied to every account, so what counts as a problem on a small account is not the same on a large one. Checks on settings read how the account is set up.
When there is too little to go on, the check says so instead of guessing. A finding always comes with the rows behind it, so you can read the evidence before you decide.
| This check | |
|---|---|
| Step of the audit | Structure |
| What it reads | Campaign targeting and exclusions |
| Needs trustworthy conversions | No. It does not wait for the tracking step. |
| What happens next | Reported in the audit with the rows behind it. The decision stays with you. |
Check it yourself in Google Ads
- In Google Ads, open each campaign, then Ad schedule.
- Check whether a schedule is set, or the campaign shows All days.
- Segment the campaign by Hour of day to see what it spends outside your opening hours.
- Compare with when your phone or chat is answered.
What to do about it
Set an ad schedule matching the hours someone answers. If you want clicks outside those hours, schedule call assets only for opening hours, so the ad does not offer a call nobody takes.
Use the account's time zone when you set it, since schedules follow it.
Terms on this page
Other checks in this area
The checks next to this one in Location and scheduling, each with its own page.
- No language chosen, so every language is chosen
- A day of the week costing much more than the rest
- Local Services and Search running side by side
- A device paying much more per conversion than the rest of its campaign
- Counting walk-ins without a radius round the shop
- Hours of the day that take money and return nothing
