Alert types
Hero Marketer monitors 17 things on each connected Google Ads account. They split into four groups by what they catch. Every one of them is something Google does not proactively email about.
You can turn any of these on or off, change which channel they use, or override their thresholds at Configure alert preferences.
Outages and connection
Two critical alerts. Each is a state change: the account either has the problem or it does not. There is no threshold to tune.
Google Ads connection broken
Severity: Critical. Default channels: Email and in app.
This alert fires when the OAuth connection Hero Marketer uses to read your Google Ads account fails for three consecutive monitoring passes (about 45 minutes). Until you reconnect, Hero Marketer cannot see anything in this account. Hero AI, the dashboard, and every other Hero Marketer feature stop working for this account. The primary action on this alert is "Go to connections," not the usual Hero AI handoff, because Hero AI also cannot reach the account when the connection is broken.
Conversion tracking stopped working
Severity: Critical. Default channels: Email and in app.
This alert fires when the most recent completed day's tracked conversions sit at zero across the account. The prior seven days convert normally, and the account still spends meaningfully that day. Conversion tracking is likely broken on the website or in Google Tag Manager. Until you fix it, every recommendation you read from Google Ads or Hero AI relies on bad data. Google has a "no recent conversions" status indicator buried in the conversion actions table. Google does not email about it, and most users never look there.
Default formula. The most recent completed day's conversions equal zero, AND average conversions over the prior 7 days are at least 1 per day, AND that day's spend is at least 30% of the account's average daily spend from the last 30 days (with an absolute floor of $5 spend for accounts too young to have an average from 30 days).
Money waste and opportunity
Eight warning alerts. These are threshold rules for money the account wastes, or demand the account misses.
Daily budget running out too fast
Severity: Warning. Default channels: In app only.
A campaign spends at least 80% of its daily budget before half of the local business day passes. The campaign then misses afternoon and evening demand. Google labels the campaign "limited by budget" in the UI but does not send an email about it.
Default formula. Today's spend is at least 80% of the daily budget, AND less than 50% of the business day (09:00 to 22:00 local) has elapsed.
Campaign spending without converting
Severity: Warning. Default channels: Email and in app.
Take a campaign that converts reliably over the prior 30 days. In the last 7 days, it spends enough to expect multiple conversions, by its own historical cost per acquisition. But it produces none. This is one of the highest signal money waste alerts.
Default formula. Spend over the last 7 days is at least 3x the campaign's average cost per acquisition from the last 30 days, AND conversions over the last 7 days equal zero, AND the campaign had at least 3 conversions in the prior 30 days, AND the campaign is older than 14 days. Absolute floor: spend over the last 7 days is at least $30.
Search terms wasting budget
Severity: Info. Default channels: In app only.
A specific search term spends at least 2x the campaign's average cost per acquisition over the last 14 days, with zero conversions. The fix is one click: add the search term as a negative keyword on the campaign or ad group.
Default formula. Spend on the term over the last 14 days is at least 2x the campaign's average cost per acquisition from the last 30 days, AND conversions on the term over the last 14 days equal zero. Absolute floor: spend on the term over the last 14 days is at least $15, or at least 5x the campaign's average cost per click from the last 30 days.
Profitable campaign capped by budget
Severity: Warning. Default channels: Email and in app.
A campaign loses at least 20% of search impression share to budget. It is also profitable over the last 14 days. The campaign performs well, but the daily cap is the bottleneck. The right move is to raise the budget.
Default formula. Search budget lost impression share is at least 20%, AND campaign ROAS over the last 14 days is positive (revenue greater than cost).
Losing impression share to competitors
Severity: Warning. Default channels: In app only.
A campaign loses at least 30% of search impression share to rank, not budget. Either bids, ad relevance, or quality is the problem. The campaign must also spend meaningfully before this alert fires, so dormant campaigns do not generate noise.
Default formula. Search rank lost impression share is at least 30%, AND spend over the last 14 days is at least 50% of what the campaign would spend in 14 days at its average daily spend from the last 30 days. Absolute floor: spend over the last 14 days is at least $50.
Campaign not spending its budget
Severity: Info. Default channels: In app only.
A campaign spends below 50% of its daily cap for five consecutive days. The cap is too high, targeting is too narrow, or bids are too low. Either lower the cap, broaden targeting, or raise bids.
Default formula. Daily spend at most 50% of the daily budget, for at least 5 consecutive days.
Keyword Quality Score dropping
Severity: Warning. Default channels: In app only.
A top spend keyword's Quality Score fell from 7 or above to 5 or below and held there for three consecutive days. The three day debounce filters out the noise of Google's per auction Quality Score recompute, so you only see the alert when the drop is real.
Default formula. Quality Score went from at least 7 to at most 5, for at least 3 consecutive days, AND the keyword is among the top 3 spenders in the account.
Responsive search ad got weaker
Severity: Warning. Default channels: In app only.
An active responsive search ad regressed from Good or Excellent ad strength to Poor or Average. Ad strength changes less often than Quality Score, so one observation is enough. It is time to refresh the headlines and descriptions, ideally with Hero AI.
Default formula. Active responsive search ad with ad strength Poor or Average, where the prior strength was Good or Excellent.
Performance signals
Six alerts compare recent performance to the account's or campaign's own baseline. These are the noisiest category, so they ship with conservative defaults, noise floors (minimum impressions, clicks, and spend), and consecutive observations debounce.
Click through rate dropping
Severity: Warning. Default channels: Email and in app.
A campaign's click through rate over the last 7 days fell to 70% or less of its own baseline from the previous 28 days. The comparison only runs if the recent 7 days have at least 1,000 impressions, so low volume campaigns do not trip the alert.
Default formula. CTR over the last 7 days is at most 70% of the baseline from the previous 28 days (days 8 through 35), AND impressions over the last 7 days are at least 1,000.
Conversion rate dropping
Severity: Warning. Default channels: Email and in app.
A campaign's conversion rate over the last 7 days fell to 70% or less of its own baseline from the previous 28 days. The comparison requires at least 100 clicks in the recent 7 days to avoid noise.
Default formula. Conversion rate over the last 7 days is at most 70% of the baseline from the previous 28 days (days 8 through 35), AND clicks over the last 7 days are at least 100.
Cost per click spiking
Severity: Info. Default channels: In app only.
The average cost per click over the last 7 days, for one of the ten keywords with the highest spend, rose to 150% or more of its own baseline from the previous 28 days. It held there for three consecutive days. The three day requirement filters out a single bad auction day. This focus on the ten keywords with the highest spend keeps attention on keywords that actually matter to the account.
Default formula. Average CPC over the last 7 days is at least 150% of the baseline from the previous 28 days, for at least 3 consecutive days, AND the keyword is among the top 10 spenders over the recent 7 days.
Daily spend spiking
Severity: Warning. Default channels: Email and in app.
The account's daily spend today is well above its baseline for the same weekday in recent weeks. This is a signal that something started to spend unusually fast. Spend varies by day of week, so the comparison uses the same weekday, not a rolling daily average. For example, if today is Tuesday, the comparison uses prior Tuesdays. This alert fires early in the day so you can act before the day's budget is gone.
Delivery collapsing
Severity: Warning. Default channels: Email and in app.
A campaign's impressions today fell sharply below its recent baseline ratio. The ads effectively stopped showing. Unlike "campaign not spending its budget" (which watches spend over five consecutive days), this alert triggers fast, on a one day impression collapse. This helps catch sudden eligibility or disapproval events that cut delivery overnight.
Cost per acquisition spiking
Severity: Warning. Default channels: Email and in app.
A campaign's cost per acquisition over the recent window rose to a significant multiple of its own historical baseline. Conversions get meaningfully more expensive. This uses the same baseline ratio approach as CTR and conversion rate alerts, so the threshold scales with the campaign's own economics, not a fixed dollar amount.
Account changes
One alert. It is a state change. There is no threshold to tune.
Account changed
Severity: Info. Default channels: In app only.
Someone changed the Google Ads account's structure or settings between two monitoring passes. This alert flags changes, for example campaign additions, budget edits, bid strategy switches, or targeting changes made outside Hero Marketer. This is useful for agencies and for any account where more than one person makes changes. So edits do not go unnoticed between logins.