Google Ads has its own language, and most of it is unnecessary. Here is what every term in your reports and alerts actually means — in the words you would use yourself. If we use a term anywhere in Ad Pulse Guard and it is not explained here, tell us and we will fix that.
What you actually paid Google over the period. Nothing hidden, nothing estimated — this is the real amount taken from your account.
How much revenue you earned for every $1 you spent on ads. It only works if you have told Google what a sale is worth — if you have not, we show "not tracked" rather than guessing.
What it costs you, on average, to get one customer or one lead. Compare it to what a customer is actually worth to you — that comparison is the whole game.
Someone did the thing you wanted after clicking your ad — bought something, filled in a form, called you. You decide what counts as a conversion when you set up your account.
The setup that tells Google when a click turned into a sale or a lead. If it breaks, Google is optimising blind and you are paying for guesses. This is the single most common expensive problem we find.
How many times your ad was shown. Being shown is not being clicked — an ad with lots of impressions and no clicks is usually a sign it is not matching what people are searching for.
How many people clicked your ad and landed on your site. You pay per click, not per impression.
The share of people who saw your ad and clicked it. A falling CTR usually means your ad has stopped feeling relevant to what people are searching for.
The average amount you pay each time someone clicks. It moves with competition — when more advertisers bid on your keywords, your CPC rises.
Whether you are on track to spend your monthly budget evenly, or racing through it. Pacing too fast means you go dark before month end; too slow means you are leaving customers on the table. We check this every hour and tell you before it becomes a problem.
The most you have told Google you are willing to spend per day on a campaign. Google can go over on a busy day, but it evens out across the month.
Spending materially faster than your budget intends. Usually caused by a bid change, a new competitor, or a campaign being switched on and forgotten.
Your spending jumped sharply compared with your recent normal. Sometimes that is a good thing — but it is worth knowing the same day, not at month end.
You are getting meaningfully fewer sales or leads than usual for the same spend. Often the first visible sign that tracking broke or a landing page went down.
A campaign that was running has stopped being shown entirely. Usually a paused campaign, an exhausted budget, or a disapproved ad.
A word you tell Google you do NOT want to show up for. Without them you pay for searches that were never going to buy — "free", "jobs", "how to do it yourself".
Our single 0–100 read on how your account is doing right now. It is based on your real numbers. If we have not measured your account yet, we say so rather than showing a placeholder.
This is the whole point of Ad Pulse Guard: you should not need to learn any of this to know whether your ads are working. We watch, and we tell you in plain English.
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