A fourth media buyer, Georgi Zayakov of Switzerland-based digital ad consultancy Hutter Consult AG, saw a single account impacted. While the direct impact was relatively small—around $1,670 in planned ad spend—the client missed out on an estimated 10-to-15-fold return on that investment, making the disruption more consequential. 

Zayakov expressed frustration over Google’s lack of clear communication around the issue, especially given that this was not the first outage in the past year. A widespread blackout on November 25, 2024 caused issues with campaign management and reporting.

“I wish, as an advertiser, [I received] more clear communication on what exactly happened and why,” Zayakov said.

Another media buyer, speaking on condition of anonymity, told ADWEEK that ads stopped serving for one out of 12 accounts they manage, but that the financial impact was “nominal.” 

Four other media buyers who spoke with ADWEEK said they did not notice any campaign disruption over the weekend. 

Some advertisers have taken to the official Google Ads Help forum, as well as LinkedIn and Reddit, to air their grievances about the disruption.