Terms of service

plowhorse.co (the "Site"), the free audit, the Plowhorse app at app.plowhorse.co and the Plowhorse service (together with the Site, the "Service") are owned and operated by AskHercules LLC ("Plowhorse," "us," "our" or "we").

These Terms of Service ("Terms") govern your use of the Service. By using the Service, running a free audit, or creating an account, you agree to these Terms on behalf of yourself or the business you represent, and you confirm you have the authority to do so. You must be at least 18 years old to create an account. If you don't agree to these Terms, don't use the Service.

IMPORTANT: please read Section 20 carefully. It requires most disputes to be resolved by binding individual arbitration instead of in court, and it waives class actions and jury trials. You have 30 days to opt out, as described in Section 20.

1. The Service

Plowhorse looks after how a business appears on Google. On the Found plan, that means its Google Business Profile, reviews and replies, photos and posts, ranking checks and a monthly report. On the Leads plan, it adds Local Services Ads and Google Ads leads tracked to booked jobs, junk-lead disputes, budget guardrails and one Google Ads search campaign. Software does the routine work, and our staff check anything sensitive. Clients may also sign a service agreement or order form; where it differs from these Terms, it controls.

2. The free audit

The free audit is a snapshot of how a business appears on Google at the time we check, based on public data. It's offered as is, for your information. Please only run audits on businesses you own, work for, or are considering hiring.

3. Your Google accounts and our authority

• You must have the right to manage the business and the Google accounts you connect.
• You authorize us to act on your behalf as the Service describes: updating your Business Profile, replying to reviews, posting photos and updates, sending review requests you ask for and, on the Leads plan, managing your Local Services Ads and Google Ads through our manager account.
• Some changes, such as your business name, address, phone number or primary category, are only made by our staff, and some need your approval first.
• You own your Business Profile and your Google Ads and Local Services Ads accounts and campaigns. You can disconnect us at any time, and they stay yours.
• Google's own terms and policies apply to your Google accounts, and we follow them when we work in your accounts.

4. No guarantees about Google

We work to improve how your business appears on Google, but Google decides rankings, what appears in its results, and whether to credit disputed leads. We don't promise any particular position, number of calls, leads or other outcome. Plowhorse is not affiliated with or endorsed by Google.

5. Advertising spend

On the Leads plan you pay Google directly for any advertising. You set a budget cap, and we won't raise spending above it without your approval. You're responsible for advertising charges billed by Google within the budgets you approve.

6. Accounts

Creating an account. Give us accurate and complete information and keep it current.

Account security. Sign-in links go to your email, so keep your email account secure. You're responsible for all activity under your account, including your team's. Tell us right away if you think your account was accessed without permission.

7. Acceptable use

You may not use the Service to:

• post false or misleading information about your business or anyone else;
• ask for reviews any way other than the same way for every customer: no incentives, no asking only happy customers, no screening customers first, no asking customers to name staff, and no review quotas;
• upload photos you don't have the rights to, or that show people's faces or house numbers without their permission;
• break Google's policies or the law;
• try to get around our security, rate limits or bot checks.

We may suspend an account that breaks these rules or Google's policies.

8. Fees and billing

• The free audit is free.
• Plans are priced as shown when you sign up or in your order form or service agreement.
• Payment: fees are billed in advance by card through our payment processor. They are non-refundable except where the law requires.
• Price changes: we'll give you at least 30 days' notice before changing prices.

9. Cancelling and your data

You can cancel at any time, unless your service agreement sets a term. When you cancel or disconnect, we stop scheduled work, revoke our Google access, and remove your accounts from our manager account; your Business Profile, Ads and Local Services Ads accounts and campaigns stay yours. We'll offer you a download of your reports, leads, reviews and replies, and photos. We delete client data within 30 days, except billing records and a log of actions we took, with personal details removed.

10. Access to the Site

License. Subject to these Terms, we grant you a limited, non-exclusive, non-transferable, revocable license to use the Service for your own personal or internal business purposes.

Restrictions. You may not:

• license, sell, rent, lease, transfer or commercially exploit the Service;
• modify, reverse-engineer or create derivative works from any part of the Service;
• access the Service to build a competing product;
• copy or republish any part of the Service except as these Terms allow.

Changes to the Service. We may modify, suspend or discontinue any part of the Service. We'll give clients reasonable notice of material changes when we can.

Ownership. We and our suppliers own all intellectual property rights in the Service. These Terms don't transfer ownership to you.

Feedback. If you send us feedback or suggestions, you grant us a perpetual, irrevocable, worldwide, royalty-free license to use it without attribution.

11. Your content

You own your business information, photos and other content you give us. You grant us the rights needed to use it to provide the Service, including publishing it to your Google Business Profile, as described in our Privacy Policy. You also allow us to create de-identified data, as described in our Privacy Policy, to improve the Service. You're responsible for having the right to give us the content you provide.

12. Privacy

Your use of the Service is also governed by our Privacy Policy, which is part of these Terms. If these Terms and the Privacy Policy conflict about personal information, the Privacy Policy controls.

13. Indemnification

You agree to defend, indemnify and hold harmless Plowhorse and its officers, employees and agents from claims, and reasonable costs and attorneys' fees, arising out of:

• your use of the Service;
• content and information you provide, including photos and business details we publish at your direction;
• your violation of these Terms;
• your violation of any law, Google policy or third-party right.

We may take control of the defense of any such claim, and you agree to cooperate. You may not settle a claim without our written consent.

14. Third-party services

The Service works with third-party services, such as Google, our payment processor and our sister services, and links to third-party sites. We don't control them and aren't responsible for them. Their own terms and privacy practices apply.

15. Disclaimers

THE SERVICE IS PROVIDED "AS IS" AND "AS AVAILABLE." TO THE FULLEST EXTENT PERMITTED BY LAW, PLOWHORSE AND ITS SUPPLIERS DISCLAIM ALL WARRANTIES, EXPRESS OR IMPLIED, INCLUDING WARRANTIES OF MERCHANTABILITY, FITNESS FOR A PARTICULAR PURPOSE, TITLE AND NON-INFRINGEMENT. WE DON'T WARRANT THAT THE SERVICE WILL BE UNINTERRUPTED, ERROR-FREE OR SECURE, THAT IT WILL PRODUCE ANY PARTICULAR RANKINGS, CALLS, LEADS OR OTHER RESULTS, OR THAT AI-DRAFTED TEXT WILL ALWAYS BE ACCURATE. WHERE THE LAW REQUIRES WARRANTIES, THEY ARE LIMITED TO 90 DAYS FROM YOUR FIRST USE.

16. Limitation of liability

TO THE MAXIMUM EXTENT PERMITTED BY LAW:

• (A) PLOWHORSE AND ITS SUPPLIERS WILL NOT BE LIABLE FOR ANY LOST PROFITS, LOST DATA, COSTS OF SUBSTITUTE SERVICES, OR ANY INDIRECT, CONSEQUENTIAL, INCIDENTAL, SPECIAL, EXEMPLARY OR PUNITIVE DAMAGES ARISING FROM OR RELATED TO THESE TERMS OR THE SERVICE;
• (B) OUR TOTAL LIABILITY FOR ANY CLAIM IS CAPPED AT THE GREATER OF $50 AND THE AMOUNT YOU PAID US IN THE SIX MONTHS BEFORE THE EVENT GIVING RISE TO THE CLAIM. MULTIPLE CLAIMS DON'T INCREASE THIS CAP.

17. Term and termination

These Terms apply while you use the Service. You can cancel at any time (Section 9). We may suspend or end your access if you break these Terms or Google's policies, or if the law requires it. When we end access for a reason other than a violation, we'll give you notice and a chance to download your data. Sections 10 (Ownership and Feedback), 11, 13, 15, 16, 19 and 20 survive termination.

18. State-specific notices

These notices apply only to users subject to the laws of the states named. If one conflicts with another part of these Terms, the state-specific notice controls for those users.

• California. Under California Civil Code Section 1789.3, the provider of the Service is AskHercules LLC, 5912 Hansen Rd, Edina, MN 55436, hello@plowhorse.co. To file a complaint, write to that address or email us. You may also contact the Complaint Assistance Unit of the Division of Consumer Services of the California Department of Consumer Affairs, 1625 N. Market Blvd., Suite N112, Sacramento, CA 95834, (800) 952-5210. California residents may have rights under the California Consumer Privacy Act; see our Privacy Policy.
• Colorado, Connecticut, Minnesota, Virginia and other states with comprehensive privacy laws. You may have rights to access, correct, delete and get a copy of your personal data, and to opt out of targeted advertising, sales and certain profiling. See our Privacy Policy.
• Nevada. You may ask us not to sell certain information about you. We don't sell personal information; to make a request, email hello@plowhorse.co.

19. General

Changes to these Terms. We may update these Terms. If we make material changes, we'll tell clients by email and post a notice on the Site. Continuing to use the Service after notice means you accept the updated Terms.

Governing law. These Terms are governed by the Federal Arbitration Act and the laws of the State of Minnesota, without regard to conflict-of-law rules. For any dispute not subject to arbitration under Section 20, you and Plowhorse consent to the exclusive jurisdiction of the state and federal courts in Hennepin County, Minnesota. Either party may bring an individual claim in small claims court, or seek an injunction to protect intellectual property, in any court with jurisdiction.

Export. You agree not to export or transfer anything from the Service in violation of U.S. export laws.

Electronic communications. You agree to receive communications from us electronically (email or notices on the Site or in the app), and these satisfy any requirement for written notice.

Accessibility. We aim to meet the Web Content Accessibility Guidelines (WCAG) 2.1, Level AA. If anything on the Site is hard to use, email hello@plowhorse.co.

Entire agreement. These Terms, with the Privacy Policy and any service agreement or order form you sign with us, are the entire agreement between you and Plowhorse about the Service. Other terms:

• If a provision is invalid, it will be limited to the minimum extent necessary, and the rest stays in effect.
• Not enforcing a provision doesn't waive it.
• "Including" means "including without limitation."
• You may not assign these Terms without our written consent; we may assign them.

Copyright and trademarks. © 2026 AskHercules LLC. All rights reserved. Plowhorse and its logo are our trademarks. Don't use them without our written permission. Google, Google Business Profile, Google Ads and Local Services Ads are trademarks of Google LLC.

Contact. AskHercules LLC, 5912 Hansen Rd, Edina, MN 55436 · hello@plowhorse.co

20. Dispute resolution

Please read this section carefully. It affects your legal rights, including your right to sue in court and your right to a jury trial.

Applicability. Except as described below, you and Plowhorse agree to resolve all disputes arising out of or relating to the Service or these Terms through binding individual arbitration, not in court. The exceptions:

• (i) claims that qualify for small claims court, brought on an individual basis;
• (ii) requests for equitable relief related to intellectual property, such as trademarks, trade secrets or copyrights.

This arbitration agreement applies to all claims, including those that arose before you agreed to these Terms.

Try to resolve it first. Before starting arbitration, the party raising the dispute must send the other party written notice (an "Informal Notice"). Within 45 days of receiving it, the parties will meet by phone or video in good faith to try to work things out. Plowhorse's notice address is hello@plowhorse.co, or AskHercules LLC, 5912 Hansen Rd, Edina, MN 55436. If the dispute isn't resolved within 60 days of the Informal Notice, either party may start arbitration.

Arbitration rules. JAMS (www.jamsadr.com) will administer the arbitration.

• Claims under $250,000, not counting fees and interest, use JAMS' Streamlined Arbitration Rules. Larger claims use its Comprehensive Arbitration Rules.
• Unless the parties agree otherwise, the arbitration takes place in the county where you live or where your business is located.
• All arbitration materials and documents are confidential.

Arbitration request. The request must include:

• (i) your contact information and the email address on your account, if any;
• (ii) a description of the claims and the facts supporting them;
• (iii) the relief you're seeking and a good-faith estimate of damages;
• (iv) confirmation that you completed the informal resolution process;
• (v) proof of payment of any required filing fee.

Authority of the arbitrator. The arbitrator decides all arbitrable disputes, including the scope and enforceability of this arbitration agreement. A court, not the arbitrator, decides:

• (i) challenges to the class action waiver below;
• (ii) disputes about arbitration fees;
• (iii) whether a condition for starting arbitration has been met;
• (iv) which version of this agreement applies.

The arbitrator may award the same relief as a court, but only on an individual basis. The award is final and binding, and judgment on it may be entered in any court with jurisdiction.

Waiver of jury trial. BY AGREEING TO ARBITRATION, YOU AND PLOWHORSE WAIVE THE RIGHT TO A TRIAL BY JUDGE OR JURY FOR ALL COVERED CLAIMS.

Waiver of class actions. ALL DISPUTES MUST BE BROUGHT ON AN INDIVIDUAL BASIS. NEITHER YOU NOR PLOWHORSE MAY BRING CLAIMS AS A PLAINTIFF OR CLASS MEMBER IN ANY CLASS, REPRESENTATIVE OR COLLECTIVE PROCEEDING. If a court finds this waiver unenforceable for a specific claim, that claim may be brought in the state or federal courts in Hennepin County, Minnesota; all other claims remain subject to arbitration.

Attorneys' fees. Each party pays its own attorneys' fees, unless the arbitrator finds a claim was frivolous or brought for an improper purpose.

Batch arbitration. If the same law firm or coordinated group files 100 or more substantially similar arbitration demands against Plowhorse within 30 days, JAMS will group them into batches of 100. Each batch gets one arbitrator and one set of fees.

Opt-out. You may opt out of this arbitration agreement within 30 days of first accepting these Terms by writing to hello@plowhorse.co or AskHercules LLC, 5912 Hansen Rd, Edina, MN 55436. Include your name, address and the email address on your account, if any, and say clearly that you want to opt out. Opting out doesn't affect the rest of these Terms.

Severability. If any part of this arbitration agreement is found invalid, it will be changed to the minimum extent needed to make it enforceable, and the rest stays in effect.