Dayparting vs always-on — when killing night hours actually costs you
11pm, account's quiet, you wanna shut it off till morning. Careful.
— Dayparting (run only proven hours) → cuts dead-zone spend, but on CBO/auto-bid the algo re-learns every restart. Cheaper clicks at 3am sometimes subsidize your day.
— Always-on → smoother delivery, no relearn penalty, but you eat the 2-5am garbage spend.
Daypart manually-bid adsets where you can read hourly ROI. Leave broad/CBO running — the pause-restart tax costs more than the night spend.
Got the hourly breakdown pulled? Or guessing?
Buyer's Trenches
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Dayparting vs always-on — when killing night hours actually costs you
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