Terms of Service

Version 3.1 · Effective August 24, 2026 · Applies from account creation or first use of the Service

Please read these Terms carefully. By creating an account or using Bidhelm in any way, you are legally bound by these Terms. If you do not agree, do not use the Service.

1. Acceptance of Terms

These Terms of Service (“Terms”) are a legally binding agreement between you (“User,” “you,” “your”) and Bidhelm (“Bidhelm,” “we,” “us,” “our”) governing all access to and use of the Bidhelm platform, website, and related services (the “Service”).

By accessing the Service, creating an account, connecting a Google Ads account, or clicking any acceptance button, you confirm that: (a) you have read, understood, and agree to these Terms; (b) you are at least 18 years old; (c) you have authority to enter these Terms for yourself or any organization you represent; and (d) your use complies with all applicable laws.

These Terms apply to every user of the Service, regardless of plan tier or trial status.

Business use. The Service is built and sold for business use, and by using it you confirm you are acting for purposes relating to a trade, business, craft or profession, whether your own or a client's. If that is not true of you, say so at legal@bidhelm.com before subscribing.

Rights these Terms cannot remove. If the law of the country you live in gives you rights as a consumer that cannot be signed away, nothing here removes or reduces them, and where a clause below conflicts with such a right, that right wins for you and the clause continues to apply to everyone else. This includes any statutory right to cancel or be refunded, and it is stated once here rather than repeated under every clause it touches.

2. Description of Service

Bidhelm provides an AI-powered Google Ads optimization platform that analyzes connected accounts and automatically applies changes intended to improve advertising performance. The Service includes: automated campaign analysis, budget management, keyword optimization, negative keyword management, Performance Max asset and channel optimization, product-feed-aware Shopping and PMax optimization (where Merchant Center is connected), performance reporting, and AI-generated recommendations and creative assets. It also includes an assistant you can instruct in chat, which remembers context about your account between conversations; the generation of ad copy and images; and the creation and hosting of landing pages that your ads can be pointed at. Section 5 describes what all of this is permitted to change in your account, and it is worth reading in full.

Each plan includes a monthly allowance of the work the Service does on its own initiative - landing pages published, strategy analyses run, ad drafts written - and Growth includes twice as much of it as Starter. The allowance is stated in your dashboard before you subscribe and on the Billing & Payment Terms. Nothing you ask for in chat is counted against it, and it carries no extra fee: when the allowance for a month is used up, work the Service had started on its own waits for the next month rather than being billed.

Feature availability varies by plan tier. Some capabilities - such as Performance Max optimization, product-feed-aware Shopping optimization, and autonomous campaign creation - are restricted to specific tiers, as described on our pricing page and in your dashboard.

The Service is a software tool, not a managed service or advertising agency. Bidhelm employs no human account managers, provides no advertising strategy consulting, and guarantees no outcomes. All decisions are algorithmic.

A paid subscription is required to activate automated optimization. By subscribing, you remain the account owner and can cancel or revoke access at any time, but the Service actively applies automated changes to your campaigns while your subscription is active. Subscribing is an explicit authorization for those changes.

We may modify, suspend, or discontinue any feature at any time with reasonable notice where practicable.

3. No Guarantee of Results

Bidhelm makes no guarantee of any specific results, savings, ROI, conversion improvements, or advertising performance outcomes of any kind. Any figures presented on our website, in marketing materials, in case studies, or within the platform - including savings estimates, waste projections, and performance metrics - are based on historical data or illustrative estimates only. They are not promises or representations of future performance.

Advertising performance is affected by numerous factors entirely outside our control: market conditions, competitor behavior, seasonal shifts, changes to Google's algorithms and policies, landing page quality, product pricing, economic conditions, and more. Bidhelm cannot predict or control these factors.

Savings and waste projections displayed in the platform are forward-looking estimates based on historical patterns and are expressly not guaranteed. Actual results may be higher, lower, or nonexistent. The Service may also, in some circumstances, have no effect on or negatively affect campaign performance - this is a known risk of automated optimization and is not grounds for a refund or claim against Bidhelm.

By using the Service, you accept full responsibility for monitoring your campaigns and all advertising outcomes.

4. Account Registration

You must create an account with accurate, complete, and current information. You are responsible for maintaining credential security and for all activity under your account. Notify us immediately of any unauthorized access. We are not liable for losses from your failure to secure your account. You may not create accounts using false information or transfer accounts without our written consent.

The Service requires authorization to access your Google Ads account via Google's official OAuth 2.0 protocol. By granting this access you agree to the following:

5.1 Your Sole Responsibility

You remain solely and exclusively responsible for your Google Ads account at all times - including all advertising spend, campaign performance, compliance with Google's Terms of Service and advertising policies, payment of Google invoices, and any account suspensions, policy violations, or penalties - regardless of whether they resulted from changes made by the Service.

5.2 Authorization of Automated Changes

By subscribing to a paid plan, you explicitly authorize Bidhelm to make automated changes to your campaigns on your behalf. These are the categories, stated in full:

  • Pausing or resuming campaigns, ad groups, or keywords
  • Adjusting bids and bidding strategies, and raising or lowering daily budgets
  • Adding negative keywords and blocking search terms
  • Adding keywords found to be performing, including from your own search-term data
  • Removing underperforming Performance Max assets
  • Excluding low-performing products or product groups from Shopping and Performance Max campaigns
  • Writing and publishing new ad copy, headlines, descriptions, and images generated by the Service
  • Creating new campaigns, which spend money from the moment they are enabled
  • Creating and hosting landing pages for your campaigns, and changing the destination URL of your live ads so that traffic you are paying for lands on them - see Section 5.6
  • Creating a conversion action in your Google Ads account to receive leads from those pages, and, where your account has no primary lead conversion action of its own, setting that action as a primary conversion goal - which affects what your automated bidding optimizes toward. Where you already have one, it is left alone
  • Uploading conversions to your Google Ads account, including from leads captured on a hosted landing page

Some of these actions increase what your Google Ads account spends. That is the intended behavior of the Service, not a malfunction. Scaling a campaign that is working, raising a budget that is capping out, and enabling a new campaign all cost more money than doing nothing. You remain responsible for every dollar of it - see Section 5.1 - and we strongly recommend setting account-level budget caps in Google Ads, which the Service does not override.

You acknowledge these changes are algorithmic, may occur without individual prior notice, and may not always produce intended outcomes. Every change is recorded in your dashboard. You remain the account owner and can cancel this authorization at any time by cancelling your subscription, switching individual categories of change to require your approval in your settings, or revoking Google Ads access.

Defaults. Unless you change them, the categories above are applied automatically once your subscription is active and a Google Ads account is connected. Your settings let you require approval for a category instead, so that changes in it are held as drafts for you to accept or reject.

5.3 Merchant Center Connection (optional)

If you connect a Google Merchant Center account, you additionally authorize Bidhelm to read your product feed and per-product performance data via Google's Content for Shopping API in order to provide Shopping and Performance Max optimization. The Service may surface product-feed health issues and may exclude low-performing products from PMax listing-group bidding. We do not edit or push changes to your Merchant Center feed itself. You may revoke the Merchant Center grant at any time at myaccount.google.com/permissions without affecting your Google Ads connection.

5.4 Google Policy Compliance

You are solely responsible for ensuring your advertising content, landing pages, products, and services comply with Google's advertising policies. Bidhelm does not review the legality or policy compliance of your content. Any Google account suspension or penalty arising from your content or business practices is entirely your responsibility.

5.5 Access Revocation

You may revoke access at any time through your Google account security settings at myaccount.google.com/permissions. Revoking Google access stops automated changes but does not cancel your Bidhelm subscription - you must cancel separately, as described in Section 7.1.

5.6 Hosted Landing Pages

The Service can build landing pages for your campaigns and host them on a Bidhelm domain, at an address of the form bidhelm.com/your-account/lp/page-name. When a page is published, the destination URL of the live ads routed to it is changed to that address, and the original URL is stored first so it can be put back.

  • The page and its content are yours. You own the copy, images, and any material of yours it uses, and you receive a licence to the generated content as described in Section 11. The hosting and the software that serves it remain ours.
  • You are responsible for what the page says - its claims, its prices, its compliance with Google's policies and with the law of your market - exactly as you are for any other advertising of yours. Review a page before it takes your traffic.
  • Hosting lasts as long as your plan does. If your subscription ends, pages already published keep serving while your account exists, so that live ads pointing at them do not break. If your account is deleted, the destination URLs of your ads are restored to the originals we stored, and any page whose original could not be restored is redirected rather than left to fail. We give no uptime commitment for hosted pages.
  • Pages are not a website. They are campaign destinations, not a substitute for your own site, and no page is indexed for search.

5.7 Leads and Other People's Personal Data

A hosted landing page may carry a form. When someone completes it, their details are stored for you and made available in your dashboard, and a conversion is reported to your Google Ads account. Where the visitor has separately agreed to it, that report includes a one-way hashed version of their email address so the click can be credited; where they have not, only the anonymous click identifier is reported and nothing personal is sent.

For that data, you are the controller and we are your processor. You decide why it is collected; we handle it on your instructions. Those instructions, and the security and deletion terms that go with them, are set out in the Data Processing Addendum, which forms part of these Terms and applies automatically - there is nothing to sign.

You are responsible for having a lawful basis to collect and use those details, for answering the requests their subject makes to you, and for your own compliance with Google's policies on the data you send it. We provide the consent wording and the privacy notice the form links to, and we keep both accurate to what the Service actually does with a submission.

6. Billing & Payment

Full details are in our Billing & Payment Terms. Summary: the Service is offered through paid plans only. Each plan has a fixed monthly base fee plus a flat 3% of your managed Google Ads spend - the same rate on either plan, billed monthly, with no usage-based fees charged on top. Current pricing for the two self-serve plans - Starter and Growth - is published on our pricing page and in your dashboard, and is incorporated by reference into these Terms. Agency is a custom contract; its fees are the ones written into that contract and no price is published for it.

Optional add-ons. Beyond the base fee and the 3%, the only other charges that exist are optional capacity add-ons - an extra Google Ads account, or an extra seat - each charged monthly at the price shown in your dashboard before you add it. Adding capacity beyond your plan's limit, including where reducing your plan leaves you above the new limit, creates such an add-on, and the price and the recurring nature of it are shown to you for confirmation at that point. There are no other fees: no AI usage fee, no overage, no per-campaign, per-keyword, per-optimization, or per-search-term charge, and nothing to top up. See the Billing & Payment Terms for the current schedule.

We will never charge a fee that was not shown to you first.

Payments are processed through our third-party payment provider, which also serves as Merchant of Record and is responsible for calculating and remitting applicable taxes. If a payment fails we will retry; if payment remains outstanding after reasonable retries, access to paid features will be suspended. You remain liable for all outstanding charges. See our Billing Terms for the full retry schedule and failed-payment process.

7. Cancellation & Refunds

7.1 Cancellation

You may cancel at any time from Billing in your dashboard, which opens the payment provider's portal and cancels there. No one has to be contacted and no reason has to be given.

Cancelling ends your plan at the end of the period you have already paid for - it is not a same-day stop, and it is not a refund of that period. Until that date the Service keeps running and keeps working on your account, which also means the 3% keeps accruing on spend up to that date. So:

  • Optimization continues until the period ends. If you want it to stop sooner, switch the categories in Section 5.2 to require approval, or revoke Google Ads access - either takes effect at once.
  • One final invoice follows the period. It covers the base fee and the 3% of the ad spend managed up to the cancellation date, and it arrives after the period closes, in line with Section 6 - which means after your access has ended. It is the last one.
  • No charge is made for any period beginning after that date.

Your historical data remains accessible for the retention period described in Section 7.4.

Where the Service offers a “pause” state, pausing stops automated changes and stops accrual of usage-based fees but does not cancel your subscription - base fees and any charges for spend that occurred before the pause continue to apply. Pause availability and behavior are described in the Billing & Payment Terms.

7.2 Refund Policy

All fees are non-refundable, except where the law says otherwise - see “Rights these Terms cannot remove” in Section 1. This includes fees charged up to and including the cancellation date, any prior billing periods, and fees charged during periods of non-use or dissatisfaction with campaign performance outcomes. No prorated refunds are issued, and cancelling part-way through a period does not refund the remainder of it.

7.3 Exceptions

We may, at our sole and exclusive discretion, issue account credits (not cash refunds) for verified total service outages exceeding 72 consecutive hours directly attributable to Bidhelm's own infrastructure failure. This is discretionary and creates no obligation or precedent.

7.4 Data After Cancellation

Cancelling does not delete anything by itself - your data is kept so that you can come back to it, and campaign history stays available for at least 30 days. If you want it gone, ask: email privacy@bidhelm.com from the address on the account and it is deleted within 30 days, along with the stored Google tokens. You do not have to cancel first, and you do not have to give a reason.

After a deletion request completes, the data is gone and we are not liable for its loss - so export anything you want to keep before asking. Section 8 of the Privacy Policy sets out the full retention schedule.

8. Limitation of Liability

Nothing in these Terms excludes or limits liability that cannot be excluded or limited under applicable law, including liability for fraud, death, or personal injury caused by negligence. Subject to this, and to the maximum extent permitted by applicable law:

Bidhelm's total cumulative liability to you for any and all claims - whether in contract, tort, negligence, or otherwise - shall not exceed the lesser of: (a) total fees actually paid by you to Bidhelm in the one (1) calendar month immediately preceding the event giving rise to the claim, or (b) $100 USD.

Under no circumstances shall Bidhelm be liable for:

  • Loss of advertising revenue, profits, or business opportunities
  • Losses resulting from automated changes made to your Google Ads campaigns
  • Google Ads account suspensions, penalties, or policy violations
  • Decreased campaign performance, conversion rates, or ROAS
  • Indirect, incidental, special, consequential, exemplary, or punitive damages
  • Loss of data, goodwill, or business reputation
  • Advertising spend incurred during any Service outage or failure
  • Damages arising from reliance on savings estimates, projections, or any platform-displayed figures

These limitations apply regardless of foreseeability and whether Bidhelm was informed of such possibilities.

9. Indemnification

You agree to defend, indemnify, and hold harmless Bidhelm and its officers, directors, employees, contractors, and agents from all claims, damages, losses, costs, and legal fees arising from:

  • Your use of the Service or breach of these Terms
  • Your Google Ads account, advertising content, or business practices
  • Google policy violations, account suspensions, or penalties affecting your account
  • Your violation of any law, regulation, or third-party right
  • Any claim that your advertising content infringes intellectual property rights
  • Personal data you collect through the Service, including leads captured on a hosted landing page, where the claim arises from your instructions, your lawful basis, or your handling of it
  • Unauthorized use of your account

This applies to third-party claims arising from your content, your instructions, your business, or your breach of these Terms. It does not ask you to indemnify us for a claim caused by our own failure to operate the Service as described.

Procedure: Bidhelm reserves the right to assume exclusive control of the defense of any matter subject to your indemnification obligation, at your expense. You agree to: (a) cooperate fully with Bidhelm's defense of such claims; (b) not settle any claim that imposes any liability, obligation, or restriction on Bidhelm without Bidhelm's prior written consent; and (c) provide Bidhelm with prompt written notice of any claim you become aware of that is subject to indemnification.

10. Disclaimer of Warranties

The Service is provided “as is” and “as available” without any warranty of any kind. To the maximum extent permitted by applicable law, Bidhelm expressly disclaims all warranties, including implied warranties of merchantability, fitness for a particular purpose, and non-infringement, and any warranty that the Service will be uninterrupted, error-free, secure, accurate, or suitable for your specific business or advertising goals. You use the Service entirely at your own risk.

11. Intellectual Property

The Bidhelm platform - including all software, proprietary algorithms, artificial intelligence systems, optimization logic, interfaces, branding, and content - is the exclusive intellectual property of Bidhelm, protected by applicable IP laws.

You receive a limited, non-exclusive, non-transferable, revocable license to use the Service for your own internal business purposes only. This excludes: copying, reverse engineering, decompiling, reselling, sublicensing, using to build competing products, or scraping data from the platform. All feedback you provide may be used by Bidhelm without restriction or compensation.

11.1 Content the Service Generates for You

Ad copy, headlines, descriptions, images, and landing pages the Service produces for your account are yours to use, keep, and modify, during your subscription and after it ends, including in advertising you run elsewhere. We claim no ownership of them and charge nothing further for them.

Two things follow from how generated content is made, and both are yours to carry:

  • Review it before it runs. Generated copy and imagery can be wrong about your business, can make a claim you cannot substantiate, or can breach a rule specific to your market or profession. You are responsible for what your ads say, and your settings let you require your approval before anything is published.
  • We do not warrant that generated content is original or non-infringing. Generative systems can produce material resembling something that already exists. We give no indemnity for a claim that generated content infringes someone's rights, and if you are in a field where that risk matters, require approval and have it checked.

Material you give us - your brand, logo, site content, product feed - stays yours, and is used only to run the Service for you.

12. Prohibited Conduct

You may not use the Service to advertise illegal products, violate Google's policies, attempt unauthorized system access, introduce malware, scrape platform data, impersonate Bidhelm, damage our systems, share credentials, or resell access. Violations may result in immediate account termination without refund.

13. Service Availability

We do not guarantee uninterrupted or error-free access. The Service may be temporarily unavailable due to maintenance, updates, technical issues, third-party failures (including Google Ads API outages), or circumstances beyond our control. Bidhelm is not liable for any damages resulting from unavailability, regardless of duration or cause.

14. Termination

Bidhelm may suspend or terminate your account at any time, with or without notice, for any reason including violation of these Terms, non-payment, or fraud. Upon termination your right to use the Service ceases immediately. Sections 3, 5.7, 8, 9, 10, 11, 15, 16, and 17 survive termination.

15. Dispute Resolution & Binding Arbitration

Disputes are resolved through binding arbitration, not in court, except as specified below.

Informal Resolution First. Before initiating arbitration, contact legal@bidhelm.com and attempt good-faith informal resolution for at least 30 days.

15.1 Business Users

If you are using the Service on behalf of a business, company, or agency - meaning you are not a natural person entering this agreement for primarily personal, family, or household purposes - disputes shall be resolved by final binding arbitration administered by the American Arbitration Association (AAA) under its Commercial Arbitration Rules. Arbitration takes place in Delaware, United States.

15.2 Consumer Users

If you are a natural person using the Service primarily for personal, family, or household purposes, disputes shall be resolved by final binding arbitration administered by the AAA under its Consumer Arbitration Rules. Arbitration fees are governed by the AAA's then-current fee schedule. Each party bears their own costs unless the arbitrator determines a claim was brought in bad faith, in which case the arbitrator may award fees and costs to the prevailing party. You may elect telephonic or video arbitration.

15.3 Exceptions

Either party may seek emergency injunctive relief in a court of competent jurisdiction to prevent irreparable harm pending arbitration, without waiving arbitration rights. Small claims court actions that otherwise qualify are also exempt from mandatory arbitration.

16. Class Action Waiver

All proceedings shall be conducted solely on an individual basis. You expressly waive your right to bring or participate in any class action lawsuit, class-wide arbitration, private attorney general action, or any other representative proceeding against Bidhelm in any forum.

If a court finds this waiver unenforceable as to a particular claim or a particular person, that waiver alone is severed for that claim or person, and the arbitration agreement in Section 15 continues in force for everything else. Only the representative claim itself proceeds in a court of competent jurisdiction in Delaware; it does not carry the rest of the agreement out of arbitration with it.

17. Governing Law

These Terms are governed by the laws of the State of Delaware, United States, without regard to conflict of law principles. Subject to Section 15, you consent to the exclusive jurisdiction of Delaware courts for non-arbitrable matters.

Where the law of your country of residence gives you a non-waivable right to bring a claim in your local courts, or applies its own consumer law to this agreement regardless of the choice above, that right is unaffected and this clause does not attempt to displace it. The choice of Delaware law and forum continues to apply to everyone else.

18. Changes to Terms

We may update these Terms at any time. Every version carries a version number and an effective date at the top of this page, and the version in force when you subscribed is the one your subscription was made under.

Material changes are notified in the dashboard at least 14 days before they take effect, and the notice stays until you have seen it. Notice is given in the product rather than by email: the Service sends no marketing or lifecycle email, so the dashboard is where anything that matters is said. A change that increases what you pay is handled under Section 9 of the Billing & Payment Terms.

Continued use after the effective date constitutes acceptance. If you disagree, cancel before the effective date.

19. Who You Are Contracting With, and How to Reach Us

These Terms are an agreement between you and Bidhelm, the operator of the Bidhelm platform, trading as Bidhelm.

Notice. Any notice under these Terms - including a claim, a dispute, or the start of the informal-resolution step in Section 15 - is validly given to us when sent by email to legal@bidhelm.com, and to you when sent to the email address on your account or shown in your dashboard. Email is the agreed method for both of us, and neither side may argue a notice was ineffective for having been sent that way.

Legal matters: legal@bidhelm.com

Support: support@bidhelm.com

Privacy and data requests: privacy@bidhelm.com

Response within 5 business days for legal inquiries.

20. The Other Documents These Terms Refer To

Each of these forms part of your agreement with us, and each is linked from the section of these Terms that relies on it. They are listed together here so that none of them has to be hunted for.