Privacy policy

Updated November 3, 2026. The change to how long performance numbers are kept takes effect November 17, 2026.

BidCadence ("BidCadence", "we", "us") is a Google Ads optimization tool for agencies and in-house teams, based in New York, USA. This policy explains what information BidCadence collects, how it's used, and the choices you have. It applies to bidcadence.com and the BidCadence service. Questions: support@bidcadence.com.

What we collect

• Your Google account basics. When you sign in with Google: your name, email address and Google's account ID for you. We never see your Google password.
• Permission to your Google Ads accounts. When you sign in and allow Google Ads access, Google gives BidCadence a token that lets it work in the Google Ads accounts your Google login can access. We store that token encrypted.
• Google Ads data. To build reports, BidCadence reads data from your Google Ads accounts, such as account and campaign names and settings, targeting (for example age ranges, genders, household income ranges, devices, ad schedules, locations, audience segments and bid adjustments), ads and their text, images and videos (their names, addresses and YouTube video titles), landing page addresses, keywords, negative keywords and search terms, bid strategies, performance numbers (such as impressions, clicks, cost, conversions, conversion value and impression share, and any other Google Ads metric you add as a column, including cart, call and video numbers), conversion actions and the account's change history.
• What we keep from Google Ads. So reports load quickly and stay within Google's request limits, we store Google's answers in our database, including performance numbers day by day. Full search terms are kept only inside those answers, for up to 10 hours. For longer, we keep only short phrases (one or two words) from them, with their totals for the last 30 and 90 days; they're replaced every week. We also keep each report run's numbers and recommendations, and a log of every change made in Google Ads through BidCadence (before and after, who and when), so you can review and undo changes.
• Your settings and team. Choices you make in BidCadence (account types, qualified leads, campaign labels, rules, ad text you write, the columns you add), your team members, their access levels and invitations (email addresses you enter, which we use to email those people their invitation, saying who invited them and to which team. An invitation goes once it's used, cancelled or past its date; your team's activity log keeps a line saying who was invited until the team is deleted). If we invite you to start a team, your email address, which we use to email you the invitation, until you join, the invitation is cancelled, or 30 days after it expires. A copy of each invitation email stays in the mailbox we send it from for up to 60 days, and a note of the address for a day after sending, to limit how many a team can send; if you ask us to delete your data, we delete the copies too.
• Conversions your CRM sends. If your team sets up conversion updates from a CRM (Account settings, Conversion adjustments), the CRM sends us the leads to pass on to Google Ads: order IDs, Google click IDs, values and times, and for calls, the caller's phone number and whether the caller agreed to its use for ads. We keep each lead for up to 90 days, then delete it, or sooner if you ask us to delete your data. Once a call is sent, and after 14 days at the latest, we keep only the last 4 digits of the number. We send them to Google Ads once a day with your team's Google Ads connection; a retraction, once sent, can't be undone.
• Images and videos you add. When you upload an image or paste a YouTube link for a Performance Max asset group or a Demand Gen ad, we send it straight to Google Ads, which adds it to that account's asset library. We don't keep the image; the change log keeps only its file name (or the YouTube video's ID), who added it and when. Undo takes it out of the asset group or ad, but Google keeps it in the account's library, where you can manage it in Google Ads.
• Activity and security records. Sign-ins (including refused attempts) and changes made in BidCadence, with time and IP address, shown to your team's admins. We keep the IP address for 90 days, then remove it from the record; backups that contain it are replaced within 7 days after that. Our hosting provider also keeps standard server logs, which include IP addresses, for about 30 days.
• Messages. What you send us when you email us for support or use Report a problem, with the page and account you sent it from.

Cookies and browser storage

We use one cookie, which keeps you signed in for up to 14 days. Your browser also stores some page preferences on your device, such as the view you last picked. We don't use advertising or analytics cookies, and we don't track you across other sites, so we don't change anything in response to "Do Not Track" or similar browser signals. Pages load their fonts from Google Fonts, and the Asset report loads image and video previews from Google's and YouTube's servers, so your browser shares your IP address with Google when they load.

How we use it

Only to provide BidCadence to you and your team: signing you in, showing your accounts and reports, applying the changes you choose, running the rules you set up, keeping a change history, answering you, and keeping the service secure. We don't sell your information or share it for advertising, don't use it for advertising, and don't use it to train artificial-intelligence models.

BidCadence changes your Google Ads accounts only when someone on your team chooses to: clicking Apply, Undo, or creating a copy of an ad group. The changes it can make are:

• bid adjustments for age ranges, genders, household income ranges, devices, audience segments, times of day (ad schedules) and locations;
• age and location exclusions, and location targets (smaller places or radius rings inside an area a campaign already targets);
• ad group copies, and keywords or negative keywords;
• adding, pausing or excluding audience segments (excluding one removes it and adds its exclusion; Undo puts it back);
• replacing, adding or removing ad text (headlines and descriptions), and images and videos in Performance Max asset groups and Demand Gen ads, including images you upload and YouTube videos you link;
• retracting or restating conversions, and uploading calls that became conversions, sent from your CRM: once your team has set this up, it's sent every day without another click;
• max CPC bid limits, including portfolio bid strategies, and lowering manual CPC bids;
• pausing ads that lead to a weaker landing page, URL exclusions, and turning off Final URL expansion;
• turning off Search partners or the Display Network for a campaign, including through a Performance Max budget's Channel prioritization;
• placement exclusions (websites, apps, YouTube channels and videos): on a campaign's own exclusion list, which BidCadence creates and attaches only to that campaign, or, for Performance Max, as the account's own exclusions, which reach every campaign in the account.

Rules prepare recommendations; they don't change Google Ads on their own.

Google user data

BidCadence's use and transfer to any other app of information received from Google APIs will adhere to the Google API Services User Data Policy, including the Limited Use requirements. In particular, we use Google user data only to provide and improve the features described here; we don't transfer it to others except as needed to provide the service, to comply with law, or as part of a merger or sale with notice to you; we don't use it for advertising; and beyond the list described under "BidCadence itself" below, no one reads it except with your permission, for security, or as the law requires.

Who we share it with

• BidCadence itself. The person who runs BidCadence can see a list of every team and everyone with a login: name, email address, teams and access levels, whether Google Ads is connected, and last sign-in. It's used to run the service, answer requests and keep it secure, and each look is logged. It doesn't include Google Ads data or tokens.
• Your team. Members of your BidCadence team see the team's settings, reports, change log and activity, according to their access level. Numbers for a Google Ads account are shared within a team, among people whose own Google login can open that account.
• Google, as our service provider. BidCadence runs on Google Cloud (United States), which stores and processes the data for us. Our support email and the invitation emails we send run on Google Workspace. BidCadence also talks to Google Ads on your behalf.
• When the law requires it, or to protect the rights, safety and security of users and the service.
• If our business changes hands, in a merger or sale, with notice to you first.

How we protect it

Connections are encrypted (https). Data is stored in Google Cloud and encrypted at rest; Google Ads tokens are additionally encrypted with a key kept in Google Secret Manager. Each team's data is kept separate, and access inside a team follows the access levels its admins set. No system is perfectly secure. If a breach affects your information, we'll tell you as the law requires.

How long we keep it, and deleting it

• We keep your information while your account is active. Performance numbers are kept while your team uses BidCadence, as far back as Google Ads provides them day by day (about 3 years), so reports can show any date range. They're deleted when a report goes unused for a month, when an account leaves your team's list, or when you ask us to delete your data. Until November 17, 2026, when this takes effect, performance numbers by day are kept for up to about 13 months. Server logs are kept by our hosting provider for about 30 days, and IP addresses in activity records for 90 days.
• Disconnect Google Ads (on the Google Ads connection page) deletes the stored token and asks Google to cancel the permission. You can also remove BidCadence any time at myaccount.google.com/permissions. If you are your team's owner, disconnecting locks the whole team out at once: nobody on it can use BidCadence, except the owner, who can sign in only to connect Google Ads again, and everyone else is told why when they next sign in (we don't email them, so owners should tell their team). If you don't connect Google Ads again within 30 days, we delete what we'd delete if you asked us to delete the team (see the next item), except the change log. If you do connect again in time, everything comes back. The change log, which names the people who made each change, is kept for 6 months after that deletion so we can answer questions about changes made to Google Ads accounts, then deleted; we also keep a short record that the deletion happened. Backups that contain the data are replaced within 7 days after each deletion. If Google doesn't confirm cancelling a permission, we delete our copy anyway after a week; you can remove BidCadence at the link above. When someone who isn't the owner disconnects, only their own connection is removed.
• To delete your account or your team's data, email support@bidcadence.com. We delete it within 30 days; backups that contain it are replaced within 7 days after that. Deleting a team removes its settings, rules, reports, change log, activity, invitations and memberships, and what we kept from Google Ads for it. Anyone left on no team also loses their account and stored token, and we ask Google to cancel their permission; someone still on another team keeps their account and connection. Server logs expire on their own, and nothing changes in your Google Ads accounts. We keep a short record that the deletion happened: when, who at BidCadence ran it, the team's number and how many items went, with nothing about your team's people. We may keep what the law requires us to keep.

Your rights

You can ask to see, correct, delete or get a copy of the information we hold about you by emailing support@bidcadence.com. We'll answer within 30 days, and we won't treat you differently for asking. If we say no, you can ask us to look at it again. Depending on where you live, including California, other US states, the European Economic Area and the UK, the law may give you further rights, such as objecting to or limiting how we use your information, and complaining to your data protection authority.

If you're on a team, or your information is in a Google Ads account that an agency or company manages, that team or company decides what's done with it, and we may refer your request to them.

Legal basis and international transfers

Where the law asks for a legal basis, we rely on what's needed to perform our agreement with you, our legitimate interest in keeping the service secure and working, your consent to Google Ads access (which you can withdraw by disconnecting), and our legal obligations.

BidCadence is run from the United States and the data is stored there, so if you use it from another country, your information is transferred to the United States, whose laws may differ from yours. Business customers who need a data processing agreement can contact us.

Children

BidCadence is a business tool and isn't meant for anyone under 18. We don't knowingly collect children's information. If you think we have, tell us and we'll delete it.

Changes

If we change this policy, we'll update it here with a new effective date, and tell you about important changes before they take effect, in the service or by email.

Contact

BidCadence, New York, USA: support@bidcadence.com