Does Campaign Timing Matter More Than Optimization?

Everyone talks about better creatives, better bidding and better targeting.
But I've seen campaigns become profitable simply because user behavior changed.

Have you ever launched exactly the same setup at a different time and received completely different results?

timing can absolutely change the numbers, but i'd be careful not to use it to explain away a weak campaign.

if performance changes by hour/day, that's something you can eventually daypart around. but i'd want enough data by source and time window first.

otherwise it's very easy to look at normal variance and convince yourself you've found a “good time” to run.

timing definitely matters, but i'd separate actual dayparting patterns from normal campaign variance. if the same hours/days keep outperforming across enough traffic, then you've got something you can optimize around. one launch doing well at 8pm and another doing badly at 8am doesn't tell you much by itself. i'd look at source/placement + time together too. sometimes the “good hour” is really just when your better inventory was available.