BOREALISDATA LAB
Available

Google Ads monitoring that shows what changed, where and why

Borealis reads every campaign in your Google Ads accounts, from Search to Performance Max, and tells you which changes are real, what drove them and which campaign to open first.

Get early access See example alerts

Available now: connect it in the Borealis app.

What Borealis reads

  • Conversion actions you choose
  • CPA and conversion rate
  • ROAS and conversion value
  • CPC, CTR and clicks
  • Every campaign type
  • Ad conversions vs. GA4

Google Ads monitoring at a glance

What it is
Borealis reads every campaign in your Google Ads accounts, from Search to Performance Max, and tells you which changes are real, what drove them and which campaign to open first.
Data read
Conversion actions you choose, CPA and conversion rate, ROAS and conversion value, CPC, CTR and clicks, Every campaign type, Ad conversions vs. GA4
Connection
Sign in with Google (OAuth); scope adwords. Borealis only calls read endpoints.
Data freshness
Daily, up to yesterday's complete day in the account's time zone.
Availability
Available
Page updated

Google Ads

Google Ads performance monitoring, campaign by campaign

Borealis reads cost, impressions, clicks, conversions and conversion value for every campaign and ad group, day by day. Each campaign is judged against its own history, not a generic threshold.

Conversion actions you choose

By default, exactly what the account reports in its Conversions column: the primary actions. Or pick the actions that count for each client, primary or secondary, grouped by category: purchase, lead form, phone call and more.

CPA and conversion rate

When CPA moves, Borealis splits the change into cost per click and conversion rate, so you know whether to look at the auction or at the landing page and tracking.

ROAS and conversion value

Conversion value gives ROAS and value per conversion for every campaign. Fewer but more valuable conversions show up as an opportunity, not as a drop.

CPC, CTR and clicks

A CPC jump with a steady CTR points to the auction. A falling CTR points to ads, keywords or audiences losing relevance, and it usually hits volume next.

Every campaign type

Search, Performance Max, Shopping, YouTube, Demand Gen and Display. Performance Max has no ad groups, so it is read at campaign level; the others down to the ad group.

Ad conversions vs. GA4

With GA4 in the same project, Borealis checks that the conversions your ads report and your site's key events still move together. When they part ways, tracking or attribution changed on one side.

Example

Google Ads alerts that point to the cause

Three examples of what Borealis flags in a Google Ads account, from critical to opportunity; the numbers are illustrative.

Critical

CPA up 45% in Performance Max

In “PMax – All products”, conversion rate fell 31% starting on the 12th while cost per click held. The campaign explains 64% of the account's CPA increase: check landing pages, offer and conversion tracking before moving budget.

Attention

Conversions down 26% on brand Search

In “Search – Brand”, impressions fell 29% while CTR and conversion rate held, so the drop happens before the click. Check budget, bid limits and whether another campaign, such as Performance Max, is now serving those brand searches.

Opportunity

ROAS up 38% in Shopping

In “Shopping – Best sellers”, conversions fell 12% but value per conversion rose 57%: fewer orders, higher-value ones. Borealis reports the gain, not the drop in volume; if it holds a few more days, the campaign is a candidate for more budget.

Google Ads

Connect Google Ads, manager (MCC) accounts included

Sign in with Google and approve access. Borealis lists the accounts your login reaches directly and the client accounts linked to your manager (MCC) accounts; you pick one Google Ads account for each client project.

Borealis works with daily data, up to yesterday's complete day in each account's time zone, so it is not real-time. You pick the window: the last 7, 14 or 30 days against the 28, 56 or 60 days before them.

  • Borealis never creates, edits, pauses or deletes anything: it only calls Google Ads read endpoints, and automated tests enforce it.
  • Aggregated metrics only: cost, impressions, clicks, conversions and conversion value per campaign and ad group, per day. Nothing about the people who saw your ads.
  • Your Google token is stored encrypted (AES-256-GCM), used only on the server and never sent to the browser.
  • Disconnect in Borealis and the token is revoked with Google. You can also remove access anytime in your Google Account.
How we handle your data →

FAQ

Questions about Google Ads monitoring

Why does Google's permission screen mention editing my Google Ads account?

Because the Google Ads API has a single permission, adwords, that covers every operation; there is no read-only option to request. Borealis only calls read endpoints, and automated tests block any code that would change an account.

Does Borealis work with Google Ads manager (MCC) accounts?

Yes. Sign in with a Google login that has access to your manager account and Borealis lists the client accounts linked to it. Manager accounts hold no metrics of their own, so for each client project you pick the client account to monitor.

Which conversions does Borealis use for Google Ads CPA and ROAS?

By default, the account's primary conversion actions, exactly as in its Conversions column. You can instead pick exact actions for each client, secondary ones included, grouped by category, and CPA and ROAS are recalculated from them. Secondary actions come from Google's All conversions figures, which can include view-through conversions.

How is Borealis different from Google Ads automated rules or anomaly detection scripts?

Rules and scripts, such as Google's Account Anomaly Detector, fire when a number crosses a threshold you set and have to keep tuning. Borealis needs no thresholds or spreadsheets: it judges each campaign against its own history and shows the driver and the campaign behind every change.

Every platform, one monitor

Other platforms Borealis monitors

Early access

Google Ads monitoring for every account you manage

Borealis is in early access for media buyers and agencies running Google Ads. Leave your name and email and we'll get in touch to set you up.

Request early access

Only your name and email. No spam, unsubscribe anytime.