The story behind AdPace Sentinel
We started AdPace Sentinel because we lived the pain ourselves. After years of waking up to Monday-morning surprises — blown budgets, silently broken conversion tags, and reports that took longer to build than the campaigns they measured — we decided enough was enough.
From frustration to focus
Our founding team has collectively managed over $50 million in Google Ads spend across agencies and in-house roles. We watched the same problems repeat year after year: a CPC spike goes unnoticed over a holiday weekend, a GTM tag fires incorrectly for a week before anyone checks, and stakeholder reporting eats entire afternoons that should be spent on strategy.
Existing tools were either too generic (built for all ad platforms but great at none) or too manual (dashboards you still have to check yourself). We wanted something purpose-built for Google Ads — a sentinel that understands campaign rhythms, learns what "normal" looks like for your specific accounts, and only interrupts you when something genuinely requires attention.
That vision became AdPace Sentinel: a focused, intelligent monitoring layer that sits on top of your Google Ads accounts and works tirelessly so you do not have to.
Our mission
To give every advertiser — from solo freelancers to enterprise agencies — the confidence that their Google Ads budget is performing as expected, every hour of every day. We exist to replace worry with clarity and manual checks with intelligent automation.
What we stand for
Relentless Vigilance
We believe every dollar of ad spend deserves oversight. Sentinel never sleeps, so you can.
Signal Over Noise
Not every fluctuation is an emergency. We engineer our systems to surface only what truly matters — no false alarms, no alert fatigue.
Built for Practitioners
We design for the people in the trenches — PPC specialists, agency operators, and performance marketers who know their campaigns inside out.
Transparent by Default
From our pricing to our alerting logic, we believe clarity builds trust. You will always understand why Sentinel flagged something.
Join us on the journey
We are building AdPace Sentinel in the open, alongside the PPC community. Your feedback shapes our roadmap. Get early access and help us build the monitoring tool you have always wanted.