Cut 11pm–6am, ROAS went 1.4 → 2.1

Cut 11pm–6am, ROAS went 1.4 → 2.1

Pulled 30 days of hour-of-day. The story screamed:
— 38% of spend after 11pm
— that window: 0.7 ROAS, pure leak
— daytime sat at 1.9

Set ad schedule to off 11pm–6am. Didn't touch bids, didn't touch creative.

Blended ROAS jumped to 2.1 in 4 days because the dead hours stopped diluting the math.

Dayparting = only spending when your audience converts. Pull your hour report. Bet you're funding sleep.