How to Set Up Bid Adjustments for Device, Location & Time (2026 Guide)

By Rafirit Station Editorial Team · Updated 2026 · ⏱ 10 min read

Bid adjustments are a powerful feature in Google Ads that allow you to modify your bids based on device, location, time of day, and more. According to Google, advertisers who use bid adjustments see an average 15% increase in conversion rates. Source

In 2026, with increasing competition in Dhaka‘s digital market, smart bid adjustments are no longer optional. Mobile traffic now accounts for 68% of clicks in Bangladesh, but conversion rates vary across devices. Without adjustments, you risk overpaying for clicks that don’t convert.

For a Dhaka-based e-commerce store, ignoring location adjustments can cost ৳50,000 or more per month in wasted spend. Targeting high-value areas like Gulshan and Banani can double your ROI.

After reading this guide, you’ll know exactly how to set up bid adjustments for device, location, and time, with real examples and a step-by-step checklist.

---

---

📚 External Resources (Bookmark These)

• Google Ads Help: About bid adjustments
• Google Ads: Set bid adjustments
• HubSpot: Google Ads Bid Adjustments Guide
• Moz: The Complete Guide to Bid Adjustments
• Semrush: How to Use Bid Adjustments
• Ahrefs: Google Ads Bid Adjustments Explained
• Backlinko: Bid Adjustment Strategies
• Shopify: Optimize Google Ads with Bid Adjustments
• Search Engine Journal: Bid Adjustments Guide
• Neil Patel: Bid Adjustments for Beginners

---

🔗 Rafirit Station Services

• Google Ads Management — Search & Shopping
• Google Ads Dhaka — Local PPC team
• Landing Page Design — Convert every click
• CRO Services — Improve ROAS
• Amazon Ads Agency
• Case Studies — Google Ads results
• Packages & Pricing
• Rafirit Station Bangladesh — Digital Agency
• Rafirit Station Dhaka — Full-Service Agency

---

---

Phase 1: Analyze Current Performance

Before setting bid adjustments, you need data. Review your campaign’s device, location, and time performance over the last 30-90 days.

Tactic 1.1: Segment by Device

Why this works: Mobile, desktop, and tablet often have different conversion rates. Without segmentation, you might overbid on low-converting devices.

Exactly how to do it:

1. Go to Campaigns > Reports > Segment > Device.
2. Look at metrics: clicks, conversions, cost per conversion.
3. Identify devices with highest conversion rates and lowest CPA.
4. Note the percentage difference between devices.
5. Use this data to set initial bid adjustments.
6. Export report for reference.
7. Repeat for each campaign.

Pro script / template: “For my Dhaka campaign, mobile CPA is ৳120 vs desktop ৳80. I’ll set a -10% adjustment on mobile to start.”

📊 Expected results: After 2 weeks, you can see a 10-15% reduction in overall CPA.

Tactic 1.2: Segment by Location

Why this works: In Dhaka, areas like Gulshan have higher purchasing power than others. Location adjustments ensure your budget goes to profitable areas.

Exactly how to do it:

1. Go to Campaigns > Locations > View location report.
2. Sort by conversions or ROAS.
3. Identify top 5 performing locations.
4. Calculate bid adjustment: e.g., +20% for areas with 30% higher conversion rate.
5. Apply adjustments at the campaign or ad group level.
6. Monitor location performance weekly.
7. Add negative locations for low-performing areas.

Pro script / template: “Gulshan has 2x conversion rate of other areas. I’ll increase bid by 25% for this location.”

📊 Expected results: Targeting high-value locations can boost ROAS by 20% within a month.

Tactic 1.3: Segment by Time

Why this works: Conversion rates vary by hour and day. For Dhaka, peak hours might be 10am-12pm and 8pm-10pm. Dayparting helps allocate budget effectively.

Exactly how to do it:

1. Go to Campaigns > Ad schedule > View report.
2. Segment by hour and day of week.
3. Identify time blocks with highest conversions.
4. Create ad schedule with bid adjustments (e.g., +30% for peak hours).
5. Set lower adjustments or -100% for low-converting hours.
6. Test for 2 weeks and refine.
7. Use scripts to automate adjustments if needed.

Pro script / template: “Weekdays 8-10pm have 40% more conversions. I’ll increase bid by 30% during that time.”

📊 Expected results: Dayparting can increase conversion rate by 15-25% within 3 weeks.

---

---

Phase 2: Set Device Bid Adjustments

Now that you have data, implement device adjustments. Start with conservative changes (10-20%) to avoid shocking your campaign.

Tactic 2.1: Increase Mobile Bids if Conversion Rate is Higher

Why this works: In Dhaka, mobile is often the primary device. If mobile conversion rate is 20% higher than desktop, increase mobile bid by 20%.

Exactly how to do it:

1. In Campaigns > Settings > Devices.
2. Set mobile bid adjustment to +20% (if data supports).
3. Keep desktop at 0% initially.
4. Tablet often underperforms; set -20% if conversion rate is low.
5. Monitor impression share and costs.
6. Adjust after 1 week based on performance.
7. Use bid adjustment simulator to predict impact.

Pro script / template: “Mobile conversion rate is 5.2% vs desktop 4.1%. I’ll increase mobile bid by 15%.”

📊 Expected results: A 15% mobile bid increase can boost mobile conversions by 10-12% in 2 weeks.

Tactic 2.2: Decrease Underperforming Device Bids

Why this works: If tablet has a high CPA, reducing bids saves budget for better-performing devices.

Exactly how to do it:

1. Identify devices with CPA > 20% higher than average.
2. Set a negative bid adjustment (e.g., -30% for tablet).
3. Use -100% only if zero conversions after 30 days.
4. Re-evaluate monthly.
5. Consider pausing if no improvement.
6. Watch for impression drop.
7. Test with a separate campaign if needed.

Pro script / template: “Tablet CPA is ৳200 vs average ৳120. I’ll decrease tablet bid by 40%.”

📊 Expected results: Reducing tablet bids can lower overall CPA by 8-10%.

Tactic 2.3: Use Smart Bidding with Device Preferences

Why this works: Smart bidding (e.g., Target CPA) automatically adjusts for device performance, but you can still set device preferences.

Exactly how to do it:

1. Switch to Target CPA or Target ROAS bidding.
2. Set device bid adjustments as modifiers.
3. Let Google optimize bids within those constraints.
4. Monitor conversion volume.
5. Adjust targets based on performance.
6. Use enhanced cost-per-click (ECPC) as intermediate step.
7. Test for 2 weeks before full implementation.

Pro script / template: “I’ll use Target CPA with a +15% mobile device adjustment to give mobile priority.”

📊 Expected results: Smart bidding with device preferences can increase conversions by 15% while maintaining CPA.

---

Phase 3: Set Location Bid Adjustments

Location adjustments are crucial for Dhaka campaigns. Target high-income areas and exclude low-converting locations.

Tactic 3.1: Target Specific Dhaka Areas

Why this works: Areas like Gulshan, Banani, Dhanmondi have higher purchasing power. A +25% bid adjustment can capture more conversions.

Exactly how to do it:

1. In Campaigns > Locations > Location groups.
2. Create a custom location group for target areas.
3. Set bid adjustment +25% for that group.
4. Exclude low-performing areas with -100%.
5. Use radius targeting around specific points.
6. Monitor reach and impression share.
7. Update weekly based on performance data.

Pro script / template: “I’ll increase bids by 30% for Gulshan and Banani, and exclude areas with no conversions.”

📊 Expected results: Location targeting can improve overall ROAS by 25-30% within 3 weeks.

Tactic 3.2: Adjust for Location Demographics

Why this works: Different locations have different age and income groups. Adjust bids based on your target demographic.

Exactly how to do it:

1. Use location demographics report in Google Ads.
2. Identify areas with high concentration of your target demographic.
3. Set positive bid adjustments for those areas.
4. Use negative adjustments for mismatches.
5. Combine with audience targeting.
6. Test for 2 weeks.
7. Refine based on conversion data.

Pro script / template: “Areas with high income have 30% higher conversion rate. I’ll increase bid by 20%.”

📊 Expected results: Demographic-location adjustments can increase conversion rate by 12-18%.

Tactic 3.3: Use Location Bid Adjustments for Seasonal Events

Why this works: During Eid or festivals, certain areas have higher demand. Temporarily increase bids to capture traffic.

Exactly how to do it:

1. Create a seasonal campaign or use existing.
2. Set +40% bid adjustment for target locations during event period.
3. Monitor budget to avoid overspend.
4. Revert after event.
5. Use custom labels to track adjustments.
6. Analyze post-event performance.
7. Plan for next year based on insights.

Pro script / template: “During Eid, increase bid by 50% for commercial areas in Dhaka.”

📊 Expected results: Seasonal location adjustments can boost revenue by 40-50% during peak periods.

---

Phase 4: Set Time-Based Bid Adjustments (Dayparting)

Dayparting allows you to schedule bid adjustments for specific hours and days. For Dhaka, peak times vary by industry.

Tactic 4.1: Identify Peak Conversion Hours

Why this works: Focusing budget on hours with highest conversion rates reduces wasted spend.

Exactly how to do it:

1. Run an hour-of-day report in Google Ads.
2. Identify top 3 hours with highest conversion rate.
3. Set +25% bid adjustment for those hours.
4. Set -20% for low-performing hours.
5. Consider timezone differences.
6. Test for 2 weeks.
7. Adjust based on cost per conversion.

Pro script / template: “From 10am to 12pm conversion rate is 8% vs 3% other times. I’ll increase bid by 40% during these hours.”

📊 Expected results: Dayparting can reduce CPA by 15-20% in 2 weeks.

Tactic 4.2: Adjust by Day of Week

Why this works: Some days (e.g., weekends) may have higher or lower conversion rates. Adjust bids accordingly.

Exactly how to do it:

1. Analyze day-of-week performance.
2. Set separate bid adjustments for each day.
3. For example, increase bids on Saturday by 20% if conversions are high.
4. Decrease on Monday if low.
5. Use ad schedule in campaign settings.
6. Monitor daily spend.
7. Update monthly.

Pro script / template: “Saturdays have 50% more conversions. I’ll increase bid by 30% on Saturdays.”

📊 Expected results: Day-of-week adjustments can increase weekly conversions by 10-15%.

Tactic 4.3: Use Automated Rules for Time Adjustments

Why this works: Automated rules can change bids based on time without manual intervention.

Exactly how to do it:

1. Go to Tools > Rules > Automated rules.
2. Create a rule to adjust bids on a schedule.
3. Set condition: Time is between 8pm and 10pm.
4. Action: Increase bid by 20%.
5. Set frequency to daily.
6. Enable and monitor email alerts.
7. Test for reliability.

Pro script / template: “Automate a 25% bid increase from 8pm to 10pm every weekday.”

📊 Expected results: Automated rules save time and ensure consistency; can improve performance by 5-10%.

---

🏆 Real Case Study: How a Dhaka-Based Business Achieved 40% More Conversions

Client: Dhaka fashion e-commerce store (anonymous). Industry: Apparel. Campaign: Google Search with Shopping.

Before: The client was spending ৳200,000 per month with an average CPA of ৳800. Conversion rate was 2.5%. Most clicks came from mobile (70%) but desktop had better conversion rate. Location data was not used, and ads ran 24/7.

Strategy: We implemented bid adjustments across all three dimensions:

• Device: Increased mobile bid by 15% (since mobile had higher volume) but decreased tablet by 30%.
• Location: Added +25% for Gulshan, Banani, Dhanmondi; -50% for low-performing areas.
• Time: Increased bids by 30% from 8pm to 11pm (peak conversion time); decreased by 20% during mid-day.

After: Within 4 weeks, the campaign achieved:

• Conversions increased by 40% (from 250 to 350 per month).
• CPA decreased to ৳570 (28.75% reduction).
• ROAS improved from 3.5x to 5.2x.
• Total revenue increased by 48%.

Client quote: “Rafirit Station’s bid adjustment strategy transformed our campaign. We’re getting more sales for less money.”

See more Rafirit Station case studies →

---

✅ Bid Adjustments Checklist

Step	Action	Status
1	Analyze device performance report	✅
2	Set mobile bid adjustment (e.g., +15%)	✅
3	Set desktop bid adjustment (e.g., 0%)	✅
4	Set tablet bid adjustment (e.g., -30%)	✅
5	Identify top locations in Dhaka	✅
6	Add location bid adjustments (+25% for high-performing areas)	✅
7	Exclude low-performing locations	✅
8	Analyze hour-of-day performance	✅
9	Create ad schedule with bid adjustments (+30% peak hours)	✅
10	Set day-of-week adjustments	✅
11	Implement automated rules for time adjustments	⚠️
12	Monitor performance weekly and refine	✅

---

❓ Frequently Asked Questions

Q: What are bid adjustments in Google Ads?

Bid adjustments let you increase or decrease your bids based on specific criteria like device, location, time of day, or audience. They help you allocate budget to the most profitable segments.

Q: How do I set up device bid adjustments?

In your Google Ads campaign, go to Settings > Devices. You can adjust bids for mobile, desktop, and tablet by a percentage (e.g., +20% for mobile). Use performance data to decide which devices to prioritize.

Q: What is a good location bid adjustment for Dhaka?

Start with a +10% to +20% adjustment for high-performing areas like Gulshan or Banani. Monitor conversion rates and adjust based on ROI. Avoid broad adjustments without data.

Q: How do I set time-based bid adjustments (dayparting)?

Go to Ad Schedule in your campaign settings. Set custom bid adjustments for specific hours and days. For example, increase bids by 30% during lunch hours if that’s when conversions peak.

Q: Can I combine multiple bid adjustments?

Yes, Google Ads multiplies adjustments. For example, a +20% device adjustment and +10% location adjustment results in a +32% total bid increase. Ensure the combined adjustment doesn’t exceed your budget.

Q: What common mistakes should I avoid with bid adjustments?

Avoid setting extreme adjustments (e.g., -90%) without data, and don’t use all adjustment types simultaneously. Also, regularly review performance to avoid outdated settings.

Q: Does Rafirit Station offer bid adjustment setup services?

Yes, our Google Ads management team in Dhaka can set up and optimize bid adjustments for your campaigns. We offer free audits and custom strategies to boost your ROAS. Contact us today.

---

🎯 The Bottom Line

Bid adjustments are one of the most effective ways to optimize your Google Ads campaigns, yet many advertisers overlook them. The counterintuitive insight? You don’t need to use all adjustment types at once. Starting with just device and location adjustments can yield significant gains.

By taking a data-driven approach and testing incrementally, you can reduce wasted spend and focus your budget on the most profitable opportunities. Remember, the goal is not just to lower costs but to maximize conversion value.

---

⚡ Your Next Step (Do This Today)

1. Pull a device performance report for your Dhaka campaign.
2. Set one device bid adjustment (e.g., +15% mobile).
3. Identify your top 3 locations and add a +20% adjustment.
4. Set an ad schedule for peak hours based on your data.
5. Schedule a free audit with our team to review your settings.

---

💬 Drop “bid adjustments” in the comments and we’ll send you our free bid adjustments checklist — no email required.