Check out creating a Google ad schedule. This means you decide when Google will display your ad. If your goal is website traffic, form fills, and overall awareness don't worry about setting one up, let google run 24/7. However, if you are running call ads and your company is only open 9-5 we recommend setting up ad schedule to when your team will answer. Wasted calls with no answer can be a huge ad spend killer. Other option is to set up things like callrail where they will receive an auto text, interactive VM, or even AI receptionist. Way the pros and cons of letting your ads run on a schedule. Let me know what you have found works best. Head To Campaigns > Audience, Keywords & Content > Ad Schedule.