Guides
Distilled from the incident logs
Every guide here started as an incident that cost someone real money, ours included. They are written so an in-house team can act on them without hiring us, which we consider fair: the more you build, the more interesting the conversation when you do call.
Monitoring
The Google Ads monitoring checklist
Five vital signs, sane thresholds, alert routing, and the free version you can build with scripts in an afternoon.
Wout · Oct 2025, re-tuned Jul 2026
Policy
Disapprovals: fix, appeal, prevent
What 8.3 billion removed ads mean for a normal account, and the fix-then-appeal order that keeps ad problems from becoming account problems.
Lena · Jan 2026, checked Aug 2026
Spend control
Budget pacing and runaway spend
The 2x daily rule, monthly true-up math, shared-budget traps, and the pacing alerts that catch runaways while they're still cheap.
Wout · Nov 2025, checked Aug 2026
Measurement
Silent conversion tracking failures
Why tags die quietly, what Smart Bidding does during the silence, and the recovery order that limits the damage.
Lena · Mar 2026, checked Jul 2026