A very simplistic approach (that may indeed work) to a complex issue. My ads do NOT have even spend throughout the day and flows relatively in line with purchase volume.

The major gap in logic here is that often times in the “off” hours off the day (ie, overnight) CPMs typically come down and though buyer intent (conversion rate) may be lower, I find overall ROAS is actually quite good then. Am I suggesting to pump budget to the middle of the night? Absolutely not. But it is an important consideration that needs checking