Should You Set a Google Ads Schedule?

Should you set a schedule for calls in your Dealership Google Ads Campaign?

It depends (such a marketer answer, eh?)

Service Leads & Ads Schedules

If you're looking to schedule service appointments for your dealership, I prefer to keep the schedule open. Sure, people will be able to call when you're not there to answer.

WHAT? Yeah, they will call when you're not there. Now, I know that I never expect an answer when I call for an oil change, a massage, or any type of appointment at 9PM. But I do know that I'll get called back and calling when it's convenient for me gets the process started.

As long as your team is checking messages and replying: leave it open.

Sales Leads & Ads Schedules

If you're looking to book leads from calls, it depends yet again on the campaign.

When using CTAs like "Book Now" "Book Your Test Drive" - this implies that they can indeed, book right now. If that's what you're pushing and they're clicking: have a schedule that allows them to do exactly that.

When looking at more generalized campaigns that offer customers the chance to "Browse Inventory" "Ask a Question" or similar, keep the schedule wide open.

At the end of the day: we all know what time it is. It's impossible to be on an internet-connected device and NOT know what time it is. Both a lack of schedule and an “only when we’re open” schedule have pros and cons, it simply comes down to how common common sense is in your area.

It all comes down to processes. Are the processes in your dealership in place to support whatever method you’re using? Work with your agency or in-hosue marketing team to ensure that they know what type of leads (and when) they can expect them. This will set your dealership and your Google Ads up for succeess at any time of day.