ChatGPT answers, unedited

Yes. For a growing PPC team, there are several platforms that can automate bid adjustments by time of day (dayparting) and device, but the right choice depends on whether you want rule-based automation, AI bidding, or more agency-style controls.

A few options to evaluate:

A few things to consider before buying:

1. Decide whether you actually need manual bid modifiers

Google Ads Smart Bidding already uses signals such as device, location, and time of day during auction-time bidding. support.google.com If you are running Target CPA, Target ROAS, Maximize Conversions, or Maximize Conversion Value, an external tool may add less value unless you need:

• cross-account governance
• custom rules
• reporting layers
• approval workflows
• budget pacing

2. Look for these team features

For a growing PPC team, I’d prioritize:

• bid rules with approval workflows (avoid junior team members making risky changes)
• change logs/audit trails
• portfolio-level controls
• automated alerts
• budget pacing
• performance segmentation by hour/device/campaign
• Google Ads + Microsoft Ads support

3. Typical workflow

A mature setup often looks like:

1. Tool analyzes 60–90 days of conversion data
2. Finds patterns (e.g., mobile converts better evenings, desktop better weekdays)
3. Applies bid modifiers or adjusts targets
4. Sends alerts when performance shifts
5. PPC managers review exceptions rather than manually changing every bid

For a small-to-mid PPC team, I’d usually shortlist Optmyzr + Google Ads Smart Bidding first. For an agency or enterprise team with many accounts, I’d look harder at Marin, Skai, or similar platforms.

If you tell me:

• monthly ad spend,
• Google Ads only vs Google + Microsoft + Meta,
• number of accounts/campaigns,
• whether you use tCPA/tROAS already,

I can narrow this to the 2–3 platforms that fit your setup.

Yes. There are two main approaches, and for a growing PPC team I’d distinguish them carefully:

• Google Ads Smart Bidding — If you’re primarily on Google Ads, this may already do what you want. Google’s Smart Bidding adjusts bids at the individual-auction level, using signals including time of day, day of week, device, location, browser, OS, and the search query itself. It supports strategies such as Target CPA, Target ROAS, Maximize Conversions, and Maximize Conversion Value. Google Help Google Help
• Optmyzr — More of a PPC management/optimization layer for teams that want additional control and workflow automation. Its Hour of Week Bid Adjustments analyzes performance by hour/day and recommends or applies adjustments. It supports Google Ads and Microsoft Ads. Optmyzr Help Center Optmyzr Google Ads Optimization
• Marin Software — Another dedicated bid-management platform. Marin says it can automatically adjust bids based on day-of-week and hour-of-day performance, as well as set different device-level targets. Marin Software

What I'd look at for a growing team

If your goal is “stop having PPC managers manually change bids based on hour/device”, I'd start with Google Smart Bidding rather than adding another platform. It actually models interactions between signals instead of simply saying “mobile +20%, evenings -15%.” Google Help Google Help

If your goal is “give a growing team centralized controls, automation, rules, auditing, and the ability to manage Google + Microsoft Ads”, then Optmyzr or Marin becomes more interesting.

One important distinction: with Smart Bidding, you generally don't manually layer time-of-day bid adjustments on top. Google explicitly says Smart Bidding already optimizes for time of day and that manual bid adjustments aren't used for these strategies. Google Help

If you tell me roughly how many campaigns/accounts you manage, Google vs. Microsoft split, and monthly ad spend, I can narrow this down to the 2–3 platforms that fit your team's scale and workflow.

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

• Time of day/day of week: Optmyzr’s Hour of Week tool analyzes performance by hour and weekday and recommends bid adjustments. Optmyzr Help Center Optmyzr Help Center
• Device: Its Rule Engine can automatically adjust device bids based on metrics such as CPA/conversion performance. Optmyzr Help Center
• Automation: You can turn rules into scheduled automations across Google Ads and Microsoft Ads, rather than having each account manager make adjustments manually. Optmyzr Google Ads Optimization Optmyzr Help Center
• Scale/team controls: It supports bulk optimization and guardrails, which becomes particularly useful when several PPC managers are handling many accounts. Optmyzr Google Ads Optimization

optmyzr.com

One important caveat

If you're using Google Smart Bidding (Target CPA, Target ROAS, Maximize Conversions, etc.), traditional time/device bid modifiers don't always work the way they do with manual bidding. Optmyzr specifically notes that Google automated bidding can make manual time adjustments ineffective. Optmyzr Help Center

In that situation, I'd look at platforms that optimize around the automated bidding system, rather than simply applying bid modifiers.

Another option worth evaluating is Marin Software. Its bidding system explicitly incorporates device and time-of-day factors into automated bidding and can adjust bids based on day/week and hour-of-day performance. Marin Software

marinsoftware.com

My short recommendation:
If your goal is “give a growing PPC team a centralized system that automates the repetitive bid work while keeping humans in control,” I'd start with Optmyzr. If you're managing very large/multi-channel accounts and want a more algorithm-heavy enterprise bidding platform, I'd also put Marin on the shortlist.

If you tell me roughly how many accounts/monthly ad spend, Google vs. Microsoft split, and whether you're mostly using Manual CPC or Smart Bidding, I can narrow this down to 2–3 platforms and compare them on automation, device/dayparting, team workflows, and cost.

Yes. For a growing PPC team, there are several platforms that can automate bid adjustments by time of day (dayparting), device, audience, location, and performance signals. The right choice depends on whether you manage mostly Google Ads, Microsoft Ads, Amazon, or multiple channels.

Platforms worth evaluating

How I’d think about it for a growing PPC team

• Small-to-mid team (few hundred campaigns): Start with Google Ads Smart Bidding + a layer like Optmyzr/Adalysis for monitoring, alerts, and workflow automation. Google’s automated bidding already incorporates signals such as device and time of day at auction time. Google Help
• Agency or multi-account team: Look at Optmyzr, Marin, or Skai because the value is less about the algorithm and more about governance: approvals, bulk changes, reporting, and consistency.
• High-spend accounts where hourly performance matters: Consider platforms that explicitly support intraday optimization and dayparting logic. Marin, for example, supports automated adjustments based on day/week and hour performance. Marin Software

A few questions that would narrow this down:

1. Are you managing mostly Google Search, Shopping, Meta, Microsoft Ads, or a mix?
2. Roughly how much monthly PPC spend are you managing (e.g., <$50k, $50k–$500k, $500k+)?
3. Do you want fully automated bidding, or a system that recommends changes for PPC managers to approve?

Yes. For a growing PPC team, there are a few good approaches—but the key distinction is whether you want true auction-time automation or a platform that actually writes time/device bid adjustments into campaigns.

Best options

• Google Ads Smart Bidding — probably the first thing I'd evaluate if most of your spend is Google Ads. Its Target CPA, Target ROAS, Maximize Conversions, and Maximize Conversion Value strategies automatically adjust bids at auction time using signals including device, time of day/day of week, location, browser, OS, and query context. Google Google Help

• Best for: teams that want less manual bid management.
• Important: with Smart Bidding, you generally don't manually layer +20% mobile or +30% evenings adjustments; Google incorporates those signals itself. Google Help
• optmyzr.com — particularly interesting if your team wants more control and automation across accounts. Its Hour of Week tool analyzes performance by hour/day and can recommend/apply bid adjustments, while its broader bid-management tooling supports both manual and automated bidding. Optmyzr Help Center Optmyzr Help Center

• Best for: agencies/in-house teams managing lots of campaigns where standardized rules, approvals, and bulk optimization matter.
• marinsoftware.com — a more enterprise-oriented option. Marin says its bidding can automatically adjust based on day of week and hour of day, while also considering device and other dimensions. Marin Software

• Best for: larger, multi-account teams needing centralized bid management.

What I'd choose

If you're growing but not yet enterprise-scale, I'd start with Google Smart Bidding + Optmyzr rather than building a complicated bid-adjustment system yourselves.

A practical setup would be:

Google Smart Bidding
→ handles auction-level device/time/context signals
→ Optmyzr
→ handles cross-account monitoring, rules, exceptions, reporting, and team workflows.

That gives your PPC team automation without requiring someone to continually maintain dozens of device × hour × campaign bid modifiers.

If you tell me roughly how many Google/Microsoft Ads accounts, monthly spend, and whether you use Search/Shopping/PMax, 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.

• Time of day/day of week: Optmyzr’s Hour of Week tool analyzes performance by hour and weekday and recommends bid increases/decreases based on your chosen goal (CPA, conversions, ROAS, etc.). Optmyzr Help Center Optmyzr Help Center
• Device: Its Rule Engine can automate device bid adjustments, including campaign- and ad-group-level rules. Optmyzr Help Center Optmyzr Help Center
• Scale: You can schedule rules to run automatically across accounts/campaigns rather than having each PPC manager make changes manually. Optmyzr Help Center
• Google + Microsoft: It supports both Google Ads and Microsoft Ads, including hour-of-week optimization for Microsoft. Optmyzr Help Center Optmyzr Google Ads Optimization

optmyzr.com

One important caveat

If you're using Google's automated bidding (e.g. Maximize Conversions, tCPA, Maximize Conversion Value, tROAS), traditional bid modifiers aren't necessarily the right mechanism. Optmyzr itself notes that Google automated bidding doesn't consider externally applied time-based bid adjustments. Optmyzr Help Center

In that setup, I'd look for a platform that adjusts bidding targets/budgets or feeds additional signals into the optimization, rather than simply stacking device × time modifiers.

Another option worth evaluating is Marin. Its bidding product explicitly supports automatic adjustments based on day/week and time-of-day performance and can set different targets by device. Marin Software

If you tell me roughly how many 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 3 best platforms for your team and compare automation, pricing, and team workflow.

Yes. For a growing PPC team, you’re probably looking for a bid management platform (often called a PPC automation or optimization platform) that can handle dayparting (time-of-day bidding), device modifiers, budget pacing, and rules/workflows across accounts.

A few options worth evaluating:

A few things to consider before choosing:

• Google Ads Smart Bidding may already cover much of this. Google’s automated bidding uses auction-time signals including device and time of day, so if you’re using Target CPA, Target ROAS, Maximize Conversions, or Maximize Conversion Value, a third-party tool should add something beyond what Google already does. Google Help
• Avoid tools that only apply static rules. A good system should adjust based on conversion rate, CPA/ROAS goals, conversion lag, seasonality, and volume—not just “increase bids 20% from 5–8 PM.”
• Look for team features: approval workflows, change history, account permissions, automated alerts, and reporting templates.

For a growing PPC team, I’d usually narrow it like this:

• 5–20 accounts / hands-on PPC managers: Optmyzr or Adalysis
• Agency with dozens or hundreds of accounts: Marin or Skai
• Mostly Google Ads with strong conversion data: Google Smart Bidding + a monitoring/automation layer

If you share your setup (Google Ads only vs. Microsoft/Amazon too, monthly spend, number of accounts, and whether you manage lead gen or ecommerce), I can narrow the shortlist.

Yes. There are several PPC platforms that can automatically adjust bids by time of day, day of week, device, audience, geography, and other signals. The best choice depends on whether your team manages a few large accounts or many client accounts.

Here are some common options:

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

If you manage many client accounts

Look at:

• Optmyzr — good agency workflow, bulk changes, rules, scripts, and guardrails.
• Marin Software — better fit when you have larger budgets and more complex portfolios. Marin Software
• Skai — enterprise-level needs.

If you mostly run Google Ads

Before adding another platform, test whether Google’s own Smart Bidding is enough. It already adjusts bids at auction time using signals such as device and time/day context. Google Help A third-party tool is often most valuable when you need:

• cross-account management
• custom rules
• budget pacing
• reporting workflows
• human approval steps

If you specifically want “raise bids 6–9 PM on mobile, lower overnight, etc.”

Look for tools with:

• hourly performance heatmaps
• automated ad schedule adjustments
• device-level rules
• conversion-value optimization
• bid caps/floors and change logs

A couple of questions would narrow this down:

1. Are you managing Google Ads only, or also Microsoft Ads/Amazon/social?
2. Roughly how many accounts and monthly spend are you managing (e.g., 10 accounts / $100k per month vs. 100 accounts / $5M)?

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

• Optmyzr can automate bid rules based on hour/day, device, geography, audience, and performance thresholds. Its Rule Engine can run these optimizations on a schedule, which is useful when multiple PPC managers need standardized processes. www.optmyzr.com
• Its Hour of Week tool analyzes historical performance and recommends bid adjustments by time slot. help.optmyzr.com
• For device bidding, Optmyzr currently recommends using its Rule Engine rather than its older dedicated Device Bid Adjustments tool. help.optmyzr.com
• Marin is another strong option if you want a more sophisticated enterprise bid-management system. Marin says its bidding can automatically account for device, day of week, and time of day and make adjustments during the Google auction process. www.optmyzr.comwww.marinsoftware.com

What I'd choose

One important caveat: Google Smart Bidding already adjusts auction-time bids using signals such as device and time, so manually layering bid modifiers onto Smart Bidding isn't always appropriate. Optmyzr itself notes that external bid adjustments can have limitations under Google's automated bidding strategies. help.optmyzr.com

If you tell me roughly how many Google Ads accounts/campaigns your team manages and whether you're using tCPA/tROAS or manual CPC, I can narrow this down to the best 2–3 platforms and explain how I'd structure the automation.

Yes. There are a few good options, but the best choice depends on whether you want true auction-time automation or a platform that gives your PPC team more explicit control over bid rules.

My shortlist

• Google Ads Smart Bidding — Best if most of your spend is Google Ads. It automatically adjusts bids at the individual-auction level using signals including device, time of day/day of week, location, browser, OS, query, and more. This is generally preferable to manually creating device/time-of-day bid modifiers. Google Google Help
• Optmyzr — Best if you're building a larger PPC team's management/automation layer across accounts. Its Hour of Week tool analyzes performance by day/hour and recommends or applies bid adjustments; it also has device, geo, audience and budget-management tooling. Optmyzr Help Optmyzr Help
• Marin Software — More enterprise-oriented. Marin can automatically adjust bids based on day of week, hour of day, device, geography and other factors, making it interesting if you have substantial multi-account or multi-channel complexity. Marin Software

What I'd choose for a growing team

If you're primarily Google Search/Shopping, I'd start with Google Smart Bidding rather than buying a third-party bidder solely for time/device adjustments. Google already does this at auction time, and its algorithm can account for interactions between signals rather than simply saying "mobile +20%, evenings +15%." Google Help

If your problem is more "we have several PPC managers and hundreds/thousands of campaigns, and we need centralized automation, rules, reporting and governance", I'd look closely at Optmyzr.

One important distinction: with Smart Bidding, you generally shouldn't manually layer time-of-day/device bid modifiers on top. Google says those manual adjustments aren't used by its conversion-focused Smart Bidding strategies; instead, the system incorporates those signals itself. Google Help

If you tell me roughly monthly ad spend + Google Ads vs Microsoft Ads + number of accounts/campaigns, I can narrow this to the 2–3 platforms I'd actually shortlist for your team, including likely pricing and where each one wins/loses.

Yes. For a growing PPC team, Optmyzr and MarinOne are two platforms I’d look at first.

• Optmyzr — probably the best fit if you want a team-friendly layer over Google Ads/Microsoft Ads. Its Hour of Week tooling analyzes performance by day/hour and can automate recommendations, while its Rule Engine can automate device bid adjustments on a schedule. Optmyzr Help Center Optmyzr Help Center
• Marin Software / MarinOne — stronger if you want more sophisticated algorithmic bidding. Marin says its bidding can account for device, day of week, and hour of day and automatically recalculate bids based on performance. Marin Software

The important caveat

If you're using Google's Smart Bidding (tCPA/tROAS/Maximize Conversions/Value), you generally can't simply layer traditional +20% mobile or +15% evening bid modifiers on top. Google controls the auction-time bid. Optmyzr instead recommends optimizing the underlying targets/rules when automated bidding is being used. Optmyzr Help Center Optmyzr Help Center

So I'd choose based on your setup:

For a growing agency/team, my initial pick would be Optmyzr because it gives managers automation without completely turning the bidding black box. Its Rule Engine can run scheduled optimizations across Google, Microsoft, and other supported accounts. Optmyzr Help Center Optmyzr Help Center

optmyzr.com
marinsoftware.com

If you tell me Google Ads only vs. Google + Microsoft, approximate monthly ad spend, and whether you're using tROAS/tCPA or manual CPC, I can narrow this down to 2–3 platforms and tell you which I'd pick for your team.

Yes. There are several PPC platforms that can automatically adjust bids using time of day (dayparting), device, audience, location, and conversion signals. The best fit depends on whether your team is managing Google Ads only, Microsoft Ads, Amazon, or large multi-client accounts. Google Help Marin Software

A few options worth evaluating:

A key consideration: if you’re already using Google Ads Smart Bidding (Target CPA, Target ROAS, Maximise Conversions, etc.), you may not want a tool that simply layers manual device/hour adjustments on top. Google’s system already uses those signals at auction time, and manual bid adjustments can conflict with some Smart Bidding strategies. Google Help

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

• 5–50 accounts, need team efficiency: Optmyzr or Adalysis-style tooling.
• Hundreds of campaigns/accounts: Marin, Skai, or a dedicated enterprise bid platform.
• Mostly Google Search/Shopping: Start with Smart Bidding + strong conversion tracking before adding another algorithm.
• Need explicit hourly rules (“increase bids 7–9am, reduce overnight”): Look for dayparting automation features rather than just AI bidding. Pulse Pilot Marin Software

A few questions would help narrow it down:

1. Are you managing Google Ads only, or Google + Microsoft + Amazon/social?
2. Roughly how much monthly spend are you managing?
3. Do you want the platform to fully automate bids, or just recommend changes for your PPC managers to approve?

Yes. There are several PPC bid management platforms that can automate dayparting (time-of-day bidding) and device-based bid optimization. The right choice depends on whether your team manages Google Ads, Microsoft Ads, Amazon PPC, paid social, and how much control you want.

Platforms to consider

• marinsoftware.com — Enterprise-focused PPC management platform. Its bidding tools can adjust bids based on factors like device, audience, geography, and time-of-day performance. Marin Software

• Best for: larger PPC teams, agencies, multi-account management
• Strengths: governance, reporting, portfolio-level optimization
• Watch for: enterprise pricing and implementation complexity
• optmyzr.com — Popular with PPC agencies and in-house teams for automation rules, scripts, and optimization workflows.

• Best for: teams that want automation but still want humans controlling strategy
• Strengths: rules, alerts, audits, bulk changes
• skai.io — Enterprise advertising platform for managing large paid media programs.

• Best for: brands running high spend across multiple channels
• Strengths: cross-channel management, forecasting, automation
• skai.io — Now part of Skai; often used by enterprise advertisers for automated optimization.
• ads.google.com — If most of your spend is Google Search/Shopping, you may not need a third-party tool. Google’s auction-time bidding already uses signals including device, time of day, location, browser, and other contextual factors to set bids dynamically. Google Help

How I’d evaluate for a growing PPC team

Look for:

• Automated dayparting

• Can it discover that, for example, mobile converts better 7–9 AM but desktop converts better 8–11 PM?
• Does it update schedules automatically or only execute rules you create?
• Device-level optimization

• Mobile vs desktop vs tablet performance
• iOS vs Android where relevant
• Device + hour combinations (not just separate averages)
• Guardrails

• Maximum CPC/CPA limits
• Spend caps
• Change logs
• Approval workflows
• Transparency

• Can your team see why a bid changed?
• Can you roll back changes?

A practical stack for a growing team

• Small-to-mid PPC team: Google Ads Smart Bidding + Optmyzr for monitoring, audits, and workflow automation.
• Agency or multi-client team: Marin or Skai.
• Very high spend accounts: Enterprise platforms plus dedicated analytics.

One important point: if you are already using Google Ads Smart Bidding (Target CPA, Target ROAS, Maximize Conversions, etc.), manually layering lots of device/time bid rules can sometimes work against the algorithm. Google’s own system already incorporates those signals at auction time. Google Help

If you share your approximate monthly ad spend, channels (Google Search, Shopping, Microsoft, Amazon, Meta), and whether you manage one account or many, I can narrow this down to 2–3 realistic options.

Yes. For a growing PPC team, there are several platforms that can automate bid adjustments by time of day, day of week, and device, but the best fit depends on whether you’re mostly running Google Ads, Microsoft Ads, Amazon Ads, or managing many client accounts.

A few options to look at:

A few things to consider before choosing:

• If you’re on Google Ads Smart Bidding (Target CPA, Target ROAS, Maximize Conversions): Google already uses signals like device, time of day, and user context automatically. External tools are most useful when you need governance, bulk workflows, custom rules, reporting, or cross-account management. Google Support Google Support
• If your team still does manual CPC bidding: a bid management platform can make a bigger impact because it can automate dayparting and device modifiers.
• For an agency/team environment: look for: - approval workflows
• change history/audit logs
• portfolio-level rules
• anomaly alerts
• experiments before rolling changes out broadly

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

1. Optmyzr — if you want PPC specialists to stay in control while automating repetitive work.
2. Marin — if you’re moving toward enterprise-scale automation.
3. Skai — if you manage very large budgets across multiple channels.

If you tell me your setup (Google Ads only vs Google + Microsoft, monthly spend, number of accounts, and whether you use Smart Bidding), I can narrow this down.

Yes. For a growing PPC team, there are a few good options—but the key distinction is whether you’re using manual bidding or Google’s Smart Bidding.

My shortlist

• optmyzr.com — probably the best fit if you want a PPC-team workflow with automation and controls. Its Hour of Week tool can recommend bid changes by day/hour, while its Rule Engine can automate device bid adjustments and other optimizations. It supports Google Ads and Microsoft Ads. Optmyzr Help Center Optmyzr Help Center
• marinsoftware.com — more of an enterprise bid-management platform. Marin says its bidding incorporates device, time of day, geography, audience, and other signals and can calculate bids multiple times per day. Marin Software
• Google Ads Smart Bidding — worth considering before adding another platform. Google already uses device, time of day, location, OS, and other auction-time signals to set individual bids. Google Help Google

The important catch

If you're running Target CPA, Target ROAS, Maximize Conversions, or Maximize Conversion Value, I wouldn't build a system around manually changing +20% for mobile or +30% for evenings. Google says Smart Bidding already incorporates those signals, and manual bid adjustments generally aren't used. Google Help Google Help

Instead, I'd structure a growing team like this:

Google Smart Bidding → automated rules/targets → PPC team monitors exceptions

If you're using Manual CPC or another strategy where granular modifiers actually matter, then Optmyzr becomes particularly interesting because you can automate time-of-week and device adjustments rather than having account managers maintain them manually. optmyzr.com

If you tell me roughly how many accounts/campaigns your team manages, Google vs. Microsoft Ads, and whether you're mostly on Smart Bidding or Manual CPC, I can narrow this down to the 2–3 platforms I'd actually evaluate and compare them on automation, team workflows, and likely cost.

Yes. For a growing PPC team, optmyzr.com is one of the better fits for exactly this use case.

• Time of day/day of week: its Hour of Week tool analyzes historical performance and recommends bid increases/decreases by time slot. Optmyzr Help Center Optmyzr Google Ads Optimization
• Device: its Rule Engine can automatically adjust device bids based on metrics such as CPA, including rules for expensive or underperforming devices. Optmyzr Help Center
• Scale: you can apply rules across multiple campaigns/accounts and automate them on a schedule, which is useful as the team grows. Optmyzr Google Ads Optimization Optmyzr Google Ads Optimization
• Google + Microsoft: it supports both, so you aren't building separate processes for each platform. Optmyzr Google Ads Optimization

One important caveat

If you're using Google's Smart Bidding (Target CPA, Target ROAS, etc.), you generally can't simply layer traditional hourly bid modifiers on top—the Google bidding system controls the auction-time bid. Optmyzr instead uses approaches such as adjusting targets and other automation around Smart Bidding. Optmyzr Help Center Optmyzr Google Ads Optimization

So I'd think about it this way:

If you tell me roughly how many accounts, monthly ad spend, and whether you're primarily Google Ads, Microsoft Ads, or both, I can shortlist 3–5 platforms and compare them on automation depth, pricing, and suitability for an agency team.

If you tell me roughly how many accounts/campaigns your team manages, whether you're mostly Google Ads or also Microsoft Ads, and whether you're optimizing for CPA, ROAS, or profit, I can narrow this down to 2–3 platforms and compare pricing, automation depth, team workflow, and how well each handles device × time-of-day bidding.

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 time slot and recommends higher/lower bids; those changes can also be automated through its Rule Engine. Optmyzr Help Center Optmyzr Help Center
• Device: you can create rules that automatically increase/decrease device bid adjustments based on performance. Optmyzr Help Center Optmyzr Google Ads Optimization
• Automated bidding: if you're using Google Smart Bidding rather than manual CPC, Optmyzr can optimize targets such as tCPA and tROAS rather than directly overriding Google's auction-time bids. Optmyzr Google Ads Optimization Optmyzr Help Center
• Team-scale automation: its Rule Engine lets you build standardized optimization rules and run them on a schedule, which is useful when multiple account managers need to follow the same playbook. Optmyzr Google Ads Optimization

Another one worth considering

Marin Software / MarinOne is more enterprise-oriented. Its bidding system explicitly incorporates device, time of day, day of week, audience, geography, and other signals, and can automatically adjust bids based on performance. Marin Software

One important distinction: Google's own Smart Bidding already considers device and time of day at auction time. So if you're running tROAS/tCPA/Maximize Conversion Value, I wouldn't automatically add a third-party system just to make those adjustments manually. Google Help

My shortlist:

1. Optmyzr — best fit if you want a PPC team to create repeatable rules, guardrails, and workflows.
2. MarinOne — worth evaluating if you're managing a larger/enterprise account portfolio and want sophisticated portfolio-level bidding.
3. Native Google/Microsoft Smart Bidding — often best if your main need is simply letting the ad platforms optimize device/time signals automatically.

If you tell me roughly how many accounts/campaigns your team manages, monthly ad spend, and whether you're mostly on Google Ads, Microsoft Ads, or both, I can narrow this down to the best 2–3 platforms and compare them on automation depth, team workflows, pricing, and bid-control capabilities.

Yes. There are several PPC platforms that can automatically adjust bids based on time of day, device, audience, location, and conversion performance. For a growing PPC team, the right choice usually depends on whether you want hands-off AI optimization or more control with rules and workflows.

A few platforms to evaluate:

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

1. Optmyzr — if you have PPC managers who want guardrails, approval workflows, and automation without losing control.
2. Marin or Skai — if you manage many accounts, large budgets, or multiple channels.
3. Google Smart Bidding + strong reporting — if most spend is Google Ads and you have clean conversion data.
4. A specialized bid engine — if you want the system to continuously reprice bids. For example, Adlogic advertises predictive bidding that adjusts bids using signals including hour of day and device. Adlogic

A few questions would narrow this down:

• Are you managing Google Ads only, or also Microsoft Ads, Amazon, Meta, etc.?
• Roughly what monthly ad spend are you managing?
• Do you want fully automated bidding, or a system that recommends changes for PPC managers to approve?

Yes. For a growing PPC team, there are a few good options, but you may not actually need a third-party platform if you're primarily on Google Ads.

Best options

• Google Ads Smart Bidding — probably the first thing I'd test. It automatically sets bids at the auction level and considers signals including device, time of day/day of week, location, browser, OS, and query context. That is more sophisticated than simply saying “+20% on mobile” or “+15% after 5 PM.” Google Help Google Help

support.google.com

• Optmyzr — attractive if your team wants a management/automation layer on top of Google Ads and Microsoft Ads, with more control over rules and workflows. Its current Hour of Week Bid Adjustments tool analyzes performance by hour/day and can apply recommended adjustments across campaigns. Optmyzr Help Center Optmyzr Help Center

optmyzr.com

• Marin Software — another option for larger/more complex PPC operations. Marin specifically supports automatic bid adjustments based on day of week and time of day, as well as device-specific bidding strategies. Marin Software

marinsoftware.com

What I'd recommend for a growing team

If you're running mostly Google Search, I'd start with:

Google Smart Bidding → portfolio strategies → Target CPA / Target ROAS

rather than building a complicated system of manual device + daypart rules. Google explicitly says Smart Bidding already models interactions between signals; for example, it can recognize that mobile might perform differently at different times of day, rather than applying one blanket mobile adjustment. Google Help Google Help

If your team needs cross-account automation, standardized rules, bulk optimization, reporting, and human oversight, then I'd look seriously at Optmyzr.

If you tell me roughly how many Google/Microsoft Ads accounts, monthly spend, and whether you're optimizing for leads or ecommerce revenue, I can narrow this down to the best 2–3 platforms for your team and explain the tradeoffs.

Yes. For a growing PPC team, you’ll typically want a bid management / optimization platform that can automate dayparting (time-of-day bidding) and device-level bid adjustments rather than having managers maintain spreadsheets and rules manually. Google Ads and Microsoft Ads already support these dimensions, but third-party tools can layer automation, reporting, and portfolio management on top. Google Help Microsoft Ads Help

Some commonly used options:

A few selection questions matter:

• How many accounts/campaigns?

• <10 accounts: Optmyzr or Adalysis is often enough.
• Dozens/hundreds of accounts: Marin or a more enterprise bid platform may make sense.
• Are you using Google Smart Bidding already?

If you’re on Target CPA/Target ROAS/Maximize Conversion Value, Google’s own bidding system already considers time and device signals. Adding manual bid rules can sometimes conflict with that approach. Google Help

• Do you need rule-based control or AI optimization?

• Rule-based: “Increase bids 30% on weekdays 5–8 PM on mobile.”
• Algorithmic: “Find the best bid based on conversion probability and ROI.”

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

1. Optmyzr — if you want PPC managers to stay in control while reducing repetitive work.
2. Google Smart Bidding + strong reporting workflows — if most spend is in Google Ads and conversion tracking is mature.
3. Marin — if you’re managing large budgets across many channels.

If you share your approximate monthly ad spend, number of accounts, and channels (Google Ads only vs Google + Microsoft + Amazon/Meta), I can narrow this down.

Yes. For a growing PPC team, there are a few good options, but the best choice depends on whether you want the platform to replace manual bid modifiers or layer automation on top of Google/Microsoft’s native Smart Bidding.

My shortlist

• optmyzr.com — probably the best fit for a growing PPC team. It can automate bid management across Google and Microsoft Ads, including rules based on hour of week, device, geography, audience, CPA/ROAS, and other signals. Its Hour of Week tool specifically analyzes performance by day/hour and recommends bid changes. Optmyzr Google Ads Optimization Optmyzr Help Center
• marinsoftware.com — strong for larger/more complex teams. Marin can automatically adjust bids based on day of week and, for Google campaigns, hour of day, while also supporting device-specific bidding targets. Marin Software
• Google Ads Smart Bidding — worth considering before buying another platform. Google's own system already adjusts bids at the individual-auction level, taking into account device, time of day, query, location, browser, language, and other signals. Google Google Help

One important distinction

If you're currently doing something like:

"Desktop +20% during business hours, mobile -15% after 8 PM"

I'd lean toward Optmyzr because you can explicitly build and automate those rules.

But if you're running Target CPA / Target ROAS / Maximize Conversions / Maximize Conversion Value, you generally shouldn't manually layer time-of-day or device bid modifiers on top. Google's Smart Bidding already incorporates those signals dynamically at auction time, and Google says manual bid adjustments aren't used with those Smart Bidding strategies. Google Help

For a growing team, I'd therefore structure it as:

Google Smart Bidding for auction-level optimization + Optmyzr for cross-account automation, guardrails, reporting, budgets, and exceptions.

That gives your PPC managers leverage without creating a giant collection of brittle manual bid rules.

If you tell me roughly how many accounts/campaigns your team manages and whether you're primarily Google, Microsoft, or both, I can compare Optmyzr vs Marin vs SA360 specifically for your setup and give you a recommended stack.

Yes. For a growing PPC team, I’d look at Optmyzr first, with Marin as another strong option.

• optmyzr.com — probably the best fit if you want a PPC-management layer over Google Ads and Microsoft Ads. Its Hour of Week tooling analyzes performance by day/hour and recommends bid adjustments, while its Rule Engine can automate device bid adjustments and other optimizations on a schedule. Optmyzr Help Center Optmyzr Help Center
• marinsoftware.com — more focused on algorithmic bid management. Marin says its bidding can automatically account for device, day of week, and time of day, with adjustments incorporated into its bidding process. Marin Software Marin Support

What I'd choose for a growing team

Optmyzr if your team still wants humans reviewing recommendations and building repeatable optimization rules. It gives you a nice middle ground between manual PPC management and full automation.

Marin if you're managing a sufficiently large account portfolio and want the bidding engine itself to take more of the workload.

One important caveat: if you're primarily using Google's Smart Bidding / automated bidding, you generally don't want to simply stack manual time/device bid modifiers on top. The capabilities and allowed adjustments depend on the campaign type and bidding strategy. Optmyzr Help Center

If you tell me roughly how many accounts/campaigns you manage, monthly ad spend, and whether you're mostly Google Ads, Microsoft Ads, or both, I can narrow this down to 2–3 platforms and compare automation depth, team workflows, pricing, and scalability.

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

• Google Ads Smart Bidding — If most of your spend is Google Search, this may already solve the problem. Google says Smart Bidding adjusts bids at auction time using signals including device, time of day, day of week, location, OS, browser, and the actual search query. That is more sophisticated than simply applying a +20% mobile or +15% evening modifier. Google Support Google Support
• optmyzr.com — Probably the first third-party platform I'd evaluate for a growing PPC team. It supports Google Ads and Microsoft Ads and has automation for hour-of-week bid adjustments, budget management, target CPA/ROAS optimization, and bulk campaign operations. Optmyzr Google Ads Optimization Optmyzr Google Ads Optimization
• marinsoftware.com — More enterprise-oriented. Marin's bidding system can automatically adjust based on day of week and time of day, while also considering device and other dimensions. Marin Software

What I'd choose

If your team is growing from, say, a handful of accounts to dozens/hundreds, I'd lean toward Google Smart Bidding + Optmyzr rather than building a giant system of manual bid modifiers.

The important distinction is that Google Smart Bidding already handles time × device interactions at the individual-auction level. For example, rather than saying:

Mobile = -15%
6–9 AM = +10%

it can learn that mobile users at 7 AM on certain searches are particularly valuable and bid accordingly. Google Support

Optmyzr becomes particularly useful around the bidding algorithm: bulk management, guardrails, budget allocation, reporting, rules, and optimization workflows across a team. Its Hour of Week tool can also analyze historical performance and recommend time-based adjustments. Optmyzr Help Center Optmyzr Help Center

One caveat: if you're already using Smart Bidding, don't layer manual device/time bid adjustments on top expecting them to modify the Smart Bidding bid. Google says manual bid adjustments aren't used by Smart Bidding, although ad schedules still control when ads can run. Google Support

If you tell me roughly how many Google/Microsoft accounts you manage, monthly ad spend, and whether you're mostly Search/Shopping/PMax, I can narrow this down to the 2–3 platforms I'd actually shortlist for your team, including likely cost and where each fits.

Yes. For a growing PPC team, Optmyzr is one of the stronger fits if you specifically want automated control over time-of-day + device bid adjustments across multiple accounts.

optmyzr.com

Why it fits

• Time/dayparting: Its Hour of Week tool analyzes performance by hour and day of week and recommends bid increases/decreases. It can apply those changes in bulk rather than having the team manually edit campaigns. Optmyzr Help Center Optmyzr Google Ads Optimization
• Device: Its Rule Engine can automatically apply campaign- or ad-group-level device bid adjustments based on conditions you define. Optmyzr Help Center
• Automation: Rules can run on a schedule, which is useful when you're managing enough campaigns that manual optimization becomes a bottleneck. Optmyzr Help Center
• Google + Microsoft: It supports both Google Ads and Microsoft Ads, which is particularly useful if your team manages both. Optmyzr Google Ads Optimization Optmyzr Help Center

One important caveat

If you're using Google's Smart Bidding (Target CPA, Target ROAS, Maximize Conversions, etc.), you generally can't simply layer traditional time-of-day bid modifiers on top and expect Google to use them. Optmyzr instead has mechanisms for optimizing things like the tCPA/tROAS targets themselves. Optmyzr Help Center Optmyzr Help Center

So I'd think about it this way:

For a growing PPC team, I'd shortlist Optmyzr, Skai, and Marin and compare them based on account count, monthly spend, Google/Microsoft mix, and how much autonomy you want the platform to have.

If you tell me roughly how many accounts/campaigns you manage and your monthly ad spend, I can narrow that down to the 2–3 platforms I'd actually evaluate.

Yes. For a growing PPC team, there are a few platforms that can automate this, but the right choice depends on whether you're using manual bidding or Google/Microsoft Smart Bidding.

My top pick: Optmyzr

Optmyzr is particularly well suited to a team environment. Its automation can analyze performance by hour/day of week and recommend/apply bid adjustments, while its Rule Engine can automate device bid adjustments on a schedule. help.optmyzr.com

Optmyzr

The important caveat: those explicit bid modifiers are primarily useful with manual bidding. If you're using Google Smart Bidding, Google already incorporates time of day, device, location, query, browser, etc. at auction time rather than simply applying a +20% mobile modifier. support.google.com

Other option: Marin

Marin Software has automated dayparting recommendations and can manage scheduling across Google, Microsoft, and Amazon. support.marinsoftware.com

Marin Software

Enterprise option: Skai

Skai has AI-driven dayparting with hourly insights and bid recommendations. It's more of an enterprise marketing platform than a lightweight PPC optimization tool. skai.io

Skai

One important distinction

If your goal is:

"Automatically bid differently at 9am vs. 2pm and differently on mobile vs. desktop."

I'd not automatically buy a third-party bid-management platform. Google's Smart Bidding already does this at the individual-auction level, including interactions between time and device. support.google.comsupport.marinsoftware.comskai.iobusiness.google.com

If instead your goal is:

"Give our PPC team centralized rules, controls, reporting, alerts, and automated optimization across dozens/hundreds of campaigns and accounts."

then Optmyzr is probably the first platform I'd evaluate.

If you tell me roughly how many Google Ads accounts/campaigns your team manages and whether you're primarily on tCPA/tROAS or manual CPC, I can narrow this down to the best 2–3 platforms for your setup.

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.