Turns out this happens if you're not using the Google Cloud Container Builder API. I found this by trying --verbosity debug , which displayed a link that I had to follow in order to enable it for my project.
When deployed, a call to https://cloudbuild.googleapis.com/v1/projects/my-project-name/builds?alt=json returns a nice error message:
"The cloudbuild API is not enabled for project ID \"my-project-name\": to enable it, visit https://console.cloud.google.com/apis/api/cloudbuild.googleapis.com/overview?project=my-project-name"
It would be great if this were shown to the user instead of the "app not found" error
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