The main objective of this research is to optimize the parameters affecting the performance of the direct evaporative cooling system, to achieve that, a mathematical model of heat and mass balance of the evaporative cooling pads was developed to predict most important factors affecting the performance of the system. The model was able to predict the temperature, humidity ratio, wet bulb effectiveness, dew point effectiveness and temperaturehumidity index of outlet air at different ambient air temperatures (25, 30, 35 and 40°C), different inlet air velocities (1.5, 3, 4.5 and 6 m s-1), ambient air humidities (0.01, 0.02, 0.03 and 0.04 kg kg-1) and different lengths of pad (0.5, 1.0, 1.5 and 2.0 m). The results showed that the outlet temperature increases with increasing ambient temperature, inlet air velocity, ambient air humidities and lengths of pad. The results also showed that the wet bulb effectiveness ranged from 0.927 to 1.086. The dew point effectiveness ranged from 0.561 to 0.747. The humidity ratio ranged from 0.027 to 0.035 kg kg-1. The temperature-humidity index ranged from 21.15 to 33.56°C on study treatments. The predicted outlet temperatures were in a reasonable agreement with those measured, where, it ranged 17.027 to 29.978°C theoretically while it was from 19.605 to 30.748°C experimentally. The prediction of temperature determines the optimum condition of plant growth in greenhouse, so that the model helps this optimization.