In one aspect of the teachings herein, a radio network node advantageously adapts the transmission duration of a synchronization signal with respect to transmission of the synchronization signal in different directions. For example, the radio network node uses a shorter transmission duration in beam directions that are associated with better reception conditions and a longer transmission duration in beam directions that are associated with poorer reception conditions. As a consequence of varying the transmission duration according to received-signal qualities known or expected for the different directions, the radio network node can shorten the overall time needed to complete one synchronization-signal transmission cycle and use less energy, as compared to using a more conservative, longer transmission time in all beam directions.