ChatGPT answers, unedited

Yes. For a growing PPC team, Optmyzr is probably the first platform I’d evaluate.

Optmyzr supports automated PPC rules across Google Ads, Microsoft Ads, and Amazon Ads. Its Rule Engine can adjust bids based on device, geography, audience, and hour of week, and those rules can run automatically on a schedule. www.optmyzr.com

The important caveat

If you're using Google Smart Bidding (tCPA/tROAS), you generally shouldn't think of this as simply "change the bid 20% at 9 AM." Google controls the auction-time bid. Optmyzr instead can optimize the targets and surrounding controls; its direct device/time bid adjustments are primarily relevant to manual bidding. help.optmyzr.com

A few options worth comparing:

Marin is particularly interesting if you're looking for a true algorithmic bidding layer: it says it automatically adjusts bids by day/week and time of day, while incorporating device and other factors into its auction-time calculations. www.marinsoftware.com

Skai has AI Dayparting with hourly performance insights and bid recommendations, although its particularly detailed dayparting offering is positioned around Amazon campaigns. skai.io

What I'd choose for a growing team

I'd lean Optmyzr if your goal is:

• reduce repetitive work for account managers
• standardize optimization across many client accounts
• automatically adjust device + time + geo based on defined rules
• keep humans in control with review/approval options
• eventually automate more than just bidding—budgets, search terms, alerts, reporting, etc.

Its Hour of Week tool analyzes historical performance and recommends increases/decreases by time slot, while the Rule Engine can automate device bid adjustments. help.optmyzr.comhelp.optmyzr.com

If you tell me roughly how many accounts/campaigns your team manages, whether you're mostly Google Ads or also Microsoft/Amazon, and whether you're using manual CPC vs tCPA/tROAS, I can narrow this down to the 2–3 platforms I'd actually shortlist for your team.

Yes. For a growing PPC team, Optmyzr is probably the first platform I’d evaluate.

• optmyzr.com — Its Rule Engine can automatically adjust bids based on device, geography, audience, and hour/day of week, and can run those rules on a schedule across Google Ads and Microsoft Ads. Optmyzr Google Ads Optimization Optmyzr Help Center
• Its Hour of Week Bid Adjustments specifically analyzes historical performance and recommends higher/lower bids for different time slots. Optmyzr Help Center
• For devices, Optmyzr recommends using its Rule Engine to automate device bid adjustments rather than its older standalone device tool. Optmyzr Help Center
• It also supports managing multiple accounts and automating recurring workflows, which is useful as your PPC team scales. Optmyzr Help Center

Another option worth comparing is marinsoftware.com. Marin says its bidding can automatically adjust based on day of week and time of day, and it supports device-specific targets. Marin Software

One important caveat

If you're using Google's Smart Bidding (tCPA, tROAS, Max Conversions, etc.), you generally can't simply layer traditional time/device bid modifiers on top and expect them to work. Optmyzr explicitly notes that its time bid adjustments don't affect campaigns using Google's automated bidding. Instead, it can optimize things like tCPA/tROAS targets and other inputs around the Smart Bidding system. Optmyzr Help Center Optmyzr Google Ads Optimization

So I'd think about it this way:

If you tell me roughly how many ad accounts/campaigns your team manages, Google vs. Microsoft split, and whether you're mostly on manual CPC or Smart Bidding, I can narrow this down to the 2–3 platforms I'd actually shortlist and explain the workflow I'd use.

Yes. For a growing PPC team, Optmyzr is probably the first platform I’d evaluate.

Optmyzr can automate bid-management workflows across Google Ads and Microsoft Ads, including:

• Time of day / day of week: its Hour of Week tool analyzes performance by hour and recommends bid adjustments. Optmyzr Help Optmyzr Google Ads Optimization
• Device: its Rule Engine can automatically adjust device bids based on CPA, conversion performance, or custom thresholds. Optmyzr Help Optmyzr Help
• Custom rules: you can combine things like device + hour + campaign performance and have rules run on a schedule rather than having your team make changes manually. Optmyzr Google Ads Optimization
• Smart Bidding: if you're using Google's automated bidding, Optmyzr can sit on top of it and optimize targets such as tCPA/tROAS rather than simply fighting Google's bid algorithm. Optmyzr Help Optmyzr Google Ads Optimization

optmyzr.com

One important caveat

If you're using Google Smart Bidding, traditional time-of-day bid modifiers aren't necessarily the right mechanism—Google's automated bidding doesn't use those manual bid adjustments in the usual way. Optmyzr Help

So I'd think about your setup as:

Manual/ECPC campaigns → automate actual device + daypart bid adjustments.

tCPA/tROAS/Smart Bidding campaigns → automate targets, budgets, segmentation and other signals, rather than trying to force hourly bid modifiers.

Another option: Skai

Skai is worth considering if your team is getting substantially larger and you need enterprise-level cross-channel management. It has automated actions for bids/budgets and AI dayparting, although its positioning is broader and more enterprise-oriented than Optmyzr. Skai Skai

skai.io

My quick take: for a growing agency/in-house PPC team managing lots of Google/Microsoft campaigns, I'd shortlist Optmyzr first, then Skai if you need heavier enterprise/cross-channel functionality.

If you tell me roughly how many accounts/campaigns your team manages and whether you're mostly Google Ads, Microsoft, or both, I can narrow this down to 2–3 platforms and compare automation depth, pricing, team workflows, and ease of rollout.

Yes. For a growing PPC team, there are a few good options—but the right choice depends on whether you want true auction-time automation or a platform that actively changes bid modifiers based on historical performance.

My shortlist

1. Google Smart Bidding — best if you're mostly Google Ads

Google's own Smart Bidding already incorporates time of day, day of week, device, location, query, OS, browser and other signals at auction time. That's actually more sophisticated than simply saying "increase mobile bids 15% after 6 PM." support.google.com

For conversion-focused campaigns, Google says Smart Bidding sets bids for each individual auction, rather than periodically applying bid changes. support.google.com

So if your team is manually adjusting bids by hour/device on Google, I'd first ask whether you're duplicating something Google's algorithm is already doing.

2. Optmyzr — probably the most interesting for a growing PPC team

Optmyzr has an Hour of Week Bid Adjustments tool that analyzes performance by hour/day and recommends adjustments, which can then be applied across campaigns. It supports both Google and Microsoft Ads. help.optmyzr.com

It also has automation/rule capabilities, so you can build a more standardized optimization process instead of having each PPC manager manually make adjustments. help.optmyzr.com

Optmyzr

3. Marin Software — worth considering at larger scale

Marin can automatically adjust bids based on day-of-week and time-of-day performance, while also accounting for device and other dimensions. www.marinsoftware.com

Marin Software

What I'd do in your situation

If you're growing a PPC team, I'd lean toward:

Google Ads → Smart Bidding as the baseline
Microsoft Ads / manual-bid campaigns / cross-account automation → Optmyzr

That gives you automation without creating a system where your team is constantly fighting Google's own bidding algorithm. In fact, Google explicitly says manual device/time bid adjustments aren't used with most Smart Bidding strategies because Smart Bidding is already optimizing those signals automatically. support.google.com

If you tell me roughly how many accounts/campaigns your team manages, monthly ad spend, and whether you're mostly Google, Microsoft, or both, I can narrow this down to the 2–3 platforms I'd actually demo and explain what I'd automate in each.

Yes. For a growing PPC team, Optmyzr is probably the first platform I’d evaluate.

Best fits

Optmyzr stands out because its Rule Engine can automatically adjust bids based on device, geography, audience, and hour of the week, and those rules can run on a schedule across Google Ads and Microsoft Ads. www.optmyzr.comhelp.optmyzr.com

It also has a specific Hour of Week Bid Adjustments capability that analyzes historical performance and recommends increases/decreases by time slot. help.optmyzr.com

Marin is worth considering if you're getting into larger-scale portfolio bidding. It can automatically account for device, day of week, and time of day, with bids recalculated multiple times per day. www.marinsoftware.com

One important caveat: if you're relying heavily on Google's Smart Bidding (tCPA/tROAS), you generally can't just layer manual time/device bid modifiers on top—the platform controls the auction-time bid. Optmyzr instead provides mechanisms such as adjusting targets and using rules around the automated strategy. help.optmyzr.com

What I'd do for a growing team

I'd lean Optmyzr if your goal is:

"We want our PPC managers to define the bidding playbook once, then have software execute it consistently across dozens/hundreds of campaigns."

For example:

Mobile + weekday 8am–11am + CPA below target → increase bid 15%
Desktop + weekend + CPA above target → decrease bid 10%
No conversion after X clicks → reduce bid
High-ROAS segments → increase exposure

That kind of rules-based operationalization is exactly where it becomes useful as the team scales. www.optmyzr.com

If you tell me roughly how many accounts/campaigns your team manages, Google vs. Microsoft spend, and whether you're using manual CPC vs. tCPA/tROAS, I can narrow this down to the best 2–3 options and explain the tradeoffs.

Yes. For a growing PPC team, there are two main approaches:

1. Start with Google’s native Smart Bidding

If most of your spend is Google Ads, you may not need a separate platform. Google Smart Bidding automatically sets bids at auction time and considers device, time of day/day of week, location, query, OS, browser, and other signals—including interactions between those signals. support.google.com

That is generally preferable to creating rules like “+20% mobile” and “-15% after 8 PM,” because Google can recognize combinations such as mobile + Tuesday morning + particular query rather than treating each dimension independently. support.google.comhelp.optmyzr.com

2. Add a PPC management platform if you need more control

Optmyzr is worth looking at for a growing team. Its Hour of Week tool analyzes performance by day/hour and recommends bid adjustments, while its broader platform provides automated bidding, rules, budget management, and optimization workflows. help.optmyzr.com

Optmyzr

Marin Software is another option, particularly if you're managing larger/multi-channel accounts. Its bidding system can automatically adjust based on day of week and hour of day and account for device, audience, geography, and other factors. www.marinsoftware.com

Marin Software

What I'd choose for a growing PPC team

One important distinction: Smart Bidding isn't simply “automated time-of-day bid adjustments.” It makes an auction-time prediction using those signals, which is usually more sophisticated than applying a fixed hourly/device multiplier. Google specifically says manual device/time bid adjustments generally aren't used with its conversion-based Smart Bidding strategies. support.google.com

If you tell me roughly monthly ad spend, number of Google/Microsoft accounts, and whether you're optimizing for CPA or ROAS, I can narrow this down to the 2–3 platforms I'd actually shortlist for your team.

Yes. For a growing PPC team, there are two good approaches:

1. Google Ads Smart Bidding — best if you're mostly on Google

Google's native Smart Bidding already adjusts bids at auction time using signals including time of day, device, location, browser, OS, and other contextual factors. That means you generally don't need to maintain a giant matrix of manual device × hour bid modifiers. support.google.com

If you're using Target CPA, Target ROAS, Maximize Conversions, or Maximize Conversion Value, Google explicitly says manual time/device bid adjustments aren't used in the normal way. support.google.com

2. Optmyzr — better if you want a PPC management layer

Optmyzr is worth looking at for a growing team. Its automation can make bid decisions based on hour of week, geography, audiences, and other campaign conditions, and its Hour of Week tool analyzes historical performance and recommends increases/decreases by time slot. help.optmyzr.com

One caveat: Optmyzr's dedicated Device Bid Adjustments tool is being deprecated, while Google's own Smart Bidding handles device as an auction-time signal. help.optmyzr.com

What I'd choose

For a growing PPC team, I'd lean toward Google Smart Bidding as the actual bid engine + Optmyzr as the management/automation layer, rather than having your team manually maintain device and daypart adjustments.

If you tell me roughly how many accounts/campaigns you manage, Google vs. Microsoft split, and monthly ad spend, I can narrow this down to the 2–3 platforms I'd seriously evaluate.

Yes. For a growing PPC team, there are a few good approaches—but the right choice depends on whether you want true auction-time automation or a platform that actively changes bid modifiers according to rules.

My shortlist

1. Google Ads Smart Bidding — probably start here

If you're primarily running Google Search, you may not need a third-party platform at all. Smart Bidding evaluates device, time of day, location, browser, OS, and other signals for every auction, rather than simply applying a +20% modifier at 9 AM. business.google.comsupport.google.com

That's particularly attractive as your team grows because you don't have to maintain hundreds of time/device rules.

One important distinction: with Smart Bidding, manual time-of-day bid adjustments aren't used. Google makes those adjustments itself based on predicted conversion performance. support.google.com

Google Ads Smart Bidding

2. Optmyzr — my pick if you need a PPC-team operating layer

Optmyzr

Optmyzr is particularly interesting if you have multiple accounts/campaigns and several PPC managers. Its Hour of Week tool analyzes performance by day/hour and can recommend and apply bid adjustments across groups of campaigns. It also supports Google Ads and Microsoft Ads. help.optmyzr.com

That makes it more of a PPC management/automation platform, rather than just a bidding algorithm.

3. Marin — worth considering at larger scale

Marin Software

Marin can automatically adjust bids based on day of week and time of day, while incorporating device and other dimensions into its bidding process. It is more compelling when you're managing substantial spend and need centralized controls across accounts. www.marinsoftware.com

What I'd do for a growing team

If you're mostly Google Ads + conversion/ROAS-focused:

Google Smart Bidding → start there.

If you're managing lots of campaigns/accounts, Google + Microsoft, and want standardized automation for your team:

Optmyzr → probably the better fit.

If you're at large-agency / enterprise scale and want sophisticated portfolio-level bidding:

Marin → worth evaluating.

One caveat: if by "automatically adjust bids by time of day and device" you specifically mean something like:

"Every night, analyze the last 30 days and automatically increase mobile bids 17% from 7–10 AM on weekdays, decrease desktop 12% from 2–5 PM, and apply this across 100 campaigns."

then Optmyzr/Marin are much closer to what you're describing than native Google Ads. Google Smart Bidding instead learns those relationships itself and changes the auction-level bid. business.google.comsupport.google.com

If you tell me roughly monthly PPC spend + number of Google/Microsoft Ads accounts + whether you're an agency or in-house team, I can narrow this to the 2–3 platforms I'd actually demo and explain what each would automate for your team.

Yes. For a growing PPC team, Optmyzr is probably the first platform I’d evaluate.

It can automate bid adjustments based on time of day/day of week and device, while giving your team centralized rules and controls across accounts. Its Hour of Week tool analyzes performance and recommends time-based adjustments, and its Rule Engine can automate device-bid strategies on a schedule. It supports both Google Ads and Microsoft Ads. help.optmyzr.com

A few options

Marin is particularly interesting if you're getting into more advanced portfolio bidding: it says its bidding can account for device, geography, audience and time of day, with adjustments applied during the auction. www.marinsoftware.com

Skai is more enterprise-oriented and has AI Dayparting with intraday bid recommendations, though its cited implementation is particularly geared toward Amazon advertising. skai.io

What I'd recommend for a growing team

I'd start with Optmyzr if your core need is:

“We have multiple PPC managers and accounts, and we want the system to continuously adjust bids based on when and what device is producing efficient conversions, without everyone manually tweaking campaigns.”

The big advantage is that you can encode your team's bidding philosophy into repeatable rules, rather than relying on each account manager's judgment. Optmyzr's Rule Engine can run those strategies automatically on a schedule. help.optmyzr.com

One caveat: Google's native automated bidding already incorporates many auction-time signals, so I wouldn't automatically layer aggressive external bid modifiers on top of Smart Bidding. The right architecture depends heavily on whether you're using Manual CPC, eCPC, tCPA, tROAS, or Performance Max.

If you tell me roughly how many Google/Microsoft Ads accounts and monthly ad spend your team manages, I can narrow this down to the 2–3 platforms I'd actually shortlist and explain the tradeoffs.

Yes. For a growing PPC team, there are several platforms that can automate bid adjustments based on time of day, device, audience, location, and performance signals. The right choice depends on whether you want rule-based control or more AI-driven optimization.

A few common options:

For a growing PPC team, I’d usually evaluate them like this:

• Need transparency and account-manager control: Adalysis or Optmyzr-style workflows.
• Managing dozens/hundreds of client accounts: Marin or Acquisio-style platforms.
• High-volume search campaigns where you care about CPA/ROAS more than manual control: Google Smart Bidding.
• Want custom rules like “increase bids 25% on mobile from 5–8 PM when CPA is below target”: a rules engine + scripts may be enough.

A good implementation pattern is:

1. Build hourly/device performance reports (CPA, ROAS, CVR, impression share).
2. Identify statistically meaningful patterns (not just yesterday’s winners).
3. Apply automated rules with guardrails:
   • minimum conversion volume
   • max bid increase/decrease
   • rollback rules
   • change logs
4. Let the system learn for a few weeks before expanding.

One caveat: if you’re already using Google’s Smart Bidding strategies (Target CPA, Target ROAS, Maximize Conversions, etc.), manually layering lots of device/time bid modifiers can sometimes conflict with the algorithm. Google notes that Smart Bidding already uses many auction-time signals and does not rely on traditional manual adjustments in the same way. support.google.com

If you share your setup (Google Ads only vs. Microsoft/Amazon/Meta, monthly spend, number of accounts, and whether you’re an agency or in-house team), I can narrow this down to a short list.

Yes. For a growing PPC team, you’ll want a bid management/optimization platform that can automate dayparting (time-of-day bidding), device adjustments, and ideally use machine learning rather than relying only on rules.

A few platforms worth evaluating:

A couple of considerations before choosing:

• Google Ads Smart Bidding may already handle much of this. Google’s auction-time bidding can incorporate signals like device and time of day automatically, so a third-party platform is most valuable when you need cross-account control, reporting, workflows, or custom rules. support.google.com
• If your team manages many accounts/campaigns, prioritize:
  • approval workflows (who can change automation rules)
  • audit logs
  • bid simulation/testing
  • budget pacing
  • anomaly alerts
  • integrations with CRM/revenue data
• If you still want humans setting strategy but removing spreadsheet work, a platform like Adalysis or Optmyzr is often a better fit than a fully autonomous bidder.

For a growing PPC team, I’d usually shortlist:

1. Optmyzr → best balance of control + automation for a hands-on PPC team
2. Marin → stronger fit for larger enterprise-style operations
3. Acquisio → worth evaluating if you want more ML-driven automation across many accounts

If you tell me whether you’re mainly running Google Search, Microsoft Ads, Meta, Amazon, or multi-channel, and roughly your monthly ad spend, I can narrow the list.

Yes. For a growing PPC team, there are two main approaches:

1. Use Google’s native Smart Bidding — my first choice for most teams

Google Ads Smart Bidding automatically adjusts bids at the individual-auction level using signals including device, time of day/day of week, location, browser, OS, and more. That means you generally don't need a separate platform just to create “+20% mobile” or “+15% evenings” rules. business.google.comsupport.google.com

For conversion-focused campaigns, I'd look at Target CPA, Target ROAS, Maximize Conversions, or Maximize Conversion Value, depending on your business goal. Google also supports portfolio-level bid strategies, which can be useful as your account/campaign count grows. support.google.combusiness.google.com

Important: manual time/device bid adjustments generally aren't applied when you're using Smart Bidding. The algorithm is already incorporating those signals. support.google.com

2. Add a PPC management platform if you need team-level automation

Optmyzr is worth evaluating if your problem is less “Google won't automate this” and more “we have too many accounts/campaigns for our team to manage consistently.”

Optmyzr has an Hour of Week Bid Adjustments tool that analyzes performance by day/hour and recommends or applies time-based adjustments. It also has broader bid/budget automation and rule-engine functionality. help.optmyzr.com

One caveat: Optmyzr's dedicated Device Bid Adjustments tool is being deprecated, so I wouldn't choose it specifically for device-level bidding. help.optmyzr.com

Marin Software is another option, particularly if you're managing larger/more complex multi-platform accounts. Marin says its bidding can automatically adjust for day of week, hour of day, device, audience, geography, and other factors. www.marinsoftware.com

What I'd recommend for a growing team

The key distinction is that Google Smart Bidding is actually more sophisticated than traditional “time-of-day bid adjustment” software: it doesn't simply say “raise bids 20% from 6–9 PM.” It predicts conversion likelihood for each auction using many signals simultaneously. support.google.combusiness.google.com

If you tell me roughly how many Google Ads accounts/campaigns your team manages, monthly spend, and whether you also run Microsoft Ads, I can narrow this down to the 2–3 platforms I'd seriously consider for your team.

Yes. For a growing PPC team, I’d look at PPC management/automation layers rather than trying to build this entirely with Google Ads scripts.

My top pick: Optmyzr

Optmyzr is particularly well suited if you're managing Google Ads + Microsoft Ads across multiple accounts.

It can automate:

• Time-of-day/day-of-week bidding — its Hour of Week tool analyzes performance and recommends bid changes by time slot. help.optmyzr.com
• Device bidding — its Rule Engine can automatically modify device bid adjustments based on CPA, conversion performance, spend, etc. help.optmyzr.com
• Custom rules and thresholds — useful for giving different PPC managers standardized optimization playbooks.
• Bulk changes across campaigns/accounts, which becomes valuable as your team grows. www.optmyzr.com
• Automated-bidding campaigns — instead of trying to directly override Google's Smart Bidding, you can adjust things like Target CPA/ROAS and other inputs. help.optmyzr.com

One important caveat: if you're using Google's automated bidding, traditional time/device bid modifiers don't necessarily work the way they do with manual bidding. Optmyzr explicitly notes that Google's automated bidding won't consider its hourly bid adjustments as direct bid modifiers. help.optmyzr.com

Another option: Skai

Skai is worth evaluating if you're getting into larger/more sophisticated multi-channel operations. It has AI-powered bidding/budget optimization and dayparting, although its particularly strong AI Dayparting offering is focused on Amazon advertising. skai.io

What I'd choose for a growing PPC team

The key distinction is "automatically adjust bids" vs. "automatically optimize bidding." If you want rules like “raise mobile bids 15% between 7–10 PM when CPA is below $X; lower desktop bids overnight when conversion rate falls below Y”, Optmyzr is much closer to what you're describing. Its Rule Engine is designed for exactly this kind of scheduled, threshold-based automation. help.optmyzr.com

Optmyzr official site

If you tell me roughly how many accounts/campaigns your team manages and whether you're primarily Google Ads, Microsoft Ads, or both, I can narrow this down to 2–3 platforms and compare automation depth, team workflow, and likely cost.

Yes. For a growing PPC team, I’d look at bid-management platforms rather than relying entirely on Google Ads’ native Smart Bidding—especially if you want explicit control over time-of-day + device + rules across many accounts.

My shortlist

Marin is probably the closest match to exactly what you're describing. Its bidding system can automatically adjust bids based on day of week and time of day, and it supports different bidding goals by device. www.marinsoftware.com

Optmyzr is the one I'd investigate first for a growing PPC agency/team. Its Hour of Week tool analyzes historical performance and recommends bid changes by time slot, while its Rule Engine can automate device bid adjustments and run those rules on a schedule. help.optmyzr.com

One important caveat: Google's automated bidding can limit or ignore traditional bid modifiers. Optmyzr explicitly notes that time-based bid adjustments don't affect Google campaigns using certain automated bidding strategies, so you need to decide whether you want the platform to modify bids or instead modify targets/rules around Google's Smart Bidding. help.optmyzr.com

What I'd choose

For a team that's growing but not yet enterprise-scale:

Optmyzr → best overall starting point.

You could build rules such as:

Mobile + Monday–Friday + 8am–11am + CPA < target → increase bid 15%

and:

Desktop + 7pm–11pm + CPA > target → decrease bid 10%

Then have those optimizations run automatically across multiple campaigns/accounts rather than having PPC managers manually make adjustments.

If you're managing hundreds/thousands of campaigns across many clients, I'd put Marin and Skai into the evaluation alongside Optmyzr.

If you tell me roughly how many Google Ads accounts/campaigns your team manages and whether you're mostly Search, Shopping/PMax, or both, I can narrow this down to the best 2–3 platforms and compare pricing, automation depth, reporting, and agency workflow.