Ask HN: Recommendations on Concentrating Paid Traffic?

If you are launching a game where players compete, you may want to concentrate ad dollars into shorter timeframes so that there are enough players simultaneously to "get things going". They can't play if there is no one to play against, type thing.

Logicially, there are various ways of approaching this. You could, for example, spend the year's ad budget in one month. Or concentrate every day's budget at a specific hour of the day. Etc.

Mechanically, it doesn't look that straightforward to do with Google Ads. Their ad platform is structured around continuous monthly spend and not discrete time frames (from my extremely limited study). Seems like you would have to build a custom solution. I'm not sure about other networks.

What are some recommendations/tools/insights/wisdom for maximizing the simultaneity of ad spend?