Terms of service

Using this website

You are welcome to read anything here, quote it with attribution, and use the audit checklist and the other guides in your own work, including on accounts we have nothing to do with. That is what they are for. What you may not do is republish substantial portions of this site as your own, scrape it to train a service that resells it, or misrepresent our views.

The guidance here is general

Everything published on this site is written for a general audience and cannot account for your specific circumstances. Advertising results depend on your offer, your margins, your market and your competition, variables we know nothing about until we look at them.

Nothing here is legal, financial, tax or accounting advice. The industry pages describe compliance constraints as we understand them in order to explain how they shape campaign work; they are not a substitute for your own counsel, who should review any claim you intend to advertise. Any figures used to illustrate a calculation are hypothetical, chosen to make arithmetic legible, and are not forecasts.

What we do not promise

We do not guarantee advertising results, and you should be wary of any agency that does. Paid media operates in a live auction against competitors who are also adjusting. Our commitment covers method, transparency and effort, not a number.

• No guaranteed positions, costs per click, conversion rates, or return on ad spend.
• No guarantee that a platform will approve a given ad, keyword or landing page. Platform policy is theirs to enforce and it changes.
• No guarantee of uninterrupted access to this website, or that every external link on it still resolves.
• Historical or illustrative figures do not predict future performance.

Engagements are governed separately

If we work together, a separate written agreement covers scope, fees, payment terms, account ownership, confidentiality, term and termination. That agreement, not this website and not any page on it, defines the relationship. Nothing on this site constitutes an offer to contract, and submitting the contact form does not create a client relationship.

The principles we will not negotiate away are worth stating up front: clients own their advertising accounts and their data; there is no long term lock in; and when an engagement ends, the accounts stay with the client. More on how that works on the process page and in the FAQ.

Third party platforms

We operate inside Google Ads, Microsoft Advertising, Meta, LinkedIn and various demand side platforms. Each has its own terms, which you accept directly with them, and each can change policy, pricing, targeting capability or reporting methodology without notice to us. We are not responsible for those changes, though managing around them is a large part of the job.

Liability

To the extent permitted by law, we are not liable for indirect or consequential losses arising from use of this website, including decisions made on the basis of general guidance published here. The full terms set out the limitations formally, including how they apply to client engagements.

Governing law and contact

Viper Hold LLC is a limited liability company based at 3003 Tamiami Trail North, Naples, FL 34103. The full terms specify governing law and dispute resolution. Questions about anything on this page go to [email protected].