Google Ads Ad Schedule in Nepal: Hours, Lunch, and Festival Closures (2026)
An ad schedule is which hours Google is allowed to spend. Nepal SMEs leave it at 24/7, then wonder why midnight CPC never becomes a job. Arjan KC matches schedule to who is on the desk, the same logic as festival WhatsApp SLA and call vs WhatsApp. Account clock: Nepal Time, set once — ownership.
→ GBP + Ads · Geo targeting · PPC seasonality
CPA/CPL results, not “weekday ROAS”
- Home services −42% CPA — /case-studies/kathmandu-home-services-google-ads/
- Education −40% CPL — /case-studies/nepal-education-consultancy-ppc/
Those accounts can still waste nights if the schedule is lazy. A “weekdays +20%” figure is not published.
Image: Arjan KC media library.
Practical NPT defaults
| Business | Typical bid window | Overnight |
|---|---|---|
| Clinic / dental | Staffed clinic hours | Off, or tiny + call forwarding you actually answer |
| Home services | 07:00–19:00 NPT weekdays; Saturday if you work it | Off unless a night roster exists |
| Education consultancy | Counsellor hours + WhatsApp shift | Only if chat is staffed |
| E-commerce with COD | Wider, but support hours on the landing | OK if checkout works without a human |
Align GBP hours to the same window — NAP. Lunch: if nobody picks up 13:00–14:00, don’t pay for “Call now.”
Image: Arjan KC media library.
Setting the schedule
- Check the account time zone under Admin → Account settings before reading any hour-of-day report. If it is not Nepal Time, every report is shifted.
- Open the campaign, go to Ad schedule, and add the days and hours your team can answer calls and chats.
- For calls specifically, also set the call asset schedule, so the call button disappears when nobody can pick up even if the ad keeps running.
- Add a note in the account or your shared sheet with the reason for the schedule, so the next person does not reset it to “all day”.
Reading the data
After two to four weeks, open Insights and reports → When and where ads showed → Day & hour. Look for hours with spend but no conversions, and hours with conversions you were not expecting. Small accounts need longer windows before acting; a single quiet Tuesday is not a pattern.
Bid adjustments and Smart Bidding
With manual CPC you can raise or lower bids by hour. With Smart Bidding strategies (Maximize Conversions, Target CPA, Target ROAS), schedule bid adjustments are ignored; Google sets bids itself. The schedule still controls when ads can show, so it remains the main tool for keeping spend inside staffed hours.
Festival week
Dashain/Tihar: either freeze hours on Ads and GBP, or keep spend on a landing that says after Tika. SLA page. PMax will ignore your Search schedule in other networks — another reason not to start there.
