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. State change, meaning the account either has the problem or it does not. No threshold to tune.
Google Ads connection broken
Severity: Critical. Default channels: Email and in app.
The OAuth connection Hero Marketer uses to read your Google Ads account has failed 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 goes dark for it. The primary action on this alert is "Go to connections" rather than 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.
Today's tracked conversions sit at zero across the account, while the prior seven days were converting normally and the account is still spending meaningfully today. Conversion tracking has likely broken on the website or in Google Tag Manager. Until it is fixed, every recommendation you read from Google Ads or Hero AI is based on bad data. Google has a "no recent conversions" status indicator buried in the conversion actions table, but it does not email and most users never look there.
Default formula. Today's conversions equal zero, AND average conversions over the prior 7 days are at least 1 per day, AND today'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. State change and threshold rules covering money flowing out the door or demand the account is leaving on the table.
Daily budget running out too fast
Severity: Warning. Default channels: In app only.
A campaign has spent at least 80% of its daily budget before half of the local business day has passed. Afternoon and evening demand will not be captured. 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.
A campaign that converted reliably over the prior 30 days has now spent enough in the last 7 days to expect multiple conversions, by its own historical cost per acquisition, but produced 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 has burned through 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 is losing at least 20% of search impression share to budget, AND it is profitable over the last 14 days. The campaign is performing but the daily cap is the bottleneck. Lifting the budget is the right move.
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 is losing at least 30% of search impression share to rank rather than budget. Either bids, ad relevance, or quality is the problem. The campaign also needs to be spending 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 has spent 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. Time to refresh the headlines and descriptions, ideally using 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 had 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, and held there for three consecutive days. Requiring three consecutive days filters out a single bad auction day; focusing 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, a signal that something started spending unusually fast. Because spend varies by day of week, the comparison uses the same weekday (e.g., today's Tuesday is compared against prior Tuesdays), not a rolling daily average. 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 have 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, useful for catching 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 are getting 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 rather than a fixed dollar amount.
Account changes
One alert, state change. No threshold to tune.
Account changed
Severity: Info. Default channels: In app only.
The Google Ads account's structure or settings were modified between two monitoring passes. Flags changes like campaign additions, budget edits, bid strategy switches, or targeting changes that landed outside of Hero Marketer. Useful for agencies and any account with more than one person making changes, so edits don't go unnoticed between logins.