What’s next. Expect further clarification from Google as advertisers push for answers. Many are watching closely to see if this policy change sticks or evolves with additional feedback.
First seen. This change was shared by Adriaan Dekker on LinkedIn. He wondered whether Google will make an announcement about this change or whether this might be an error.
Maybe an error? This change happened two days ago. The last time Google’s “About ad scheduling” page appeared in Wayback Machine (Feb. 28, 2024), this page said:
“Ad scheduling is not compatible with both Smart Shopping campaigns and App campaigns.”
Bottom line. Google’s shift toward automation-first advertising continues to disrupt traditional PPC strategies, forcing advertisers to adapt or find creative workarounds to maintain control over their campaigns.