diff --git a/WORKSPACE b/WORKSPACE
index d6fa21c9a..0e1454aed 100644
--- a/WORKSPACE
+++ b/WORKSPACE
@@ -112,21 +112,6 @@ go_repository(
     importpath = "sigs.k8s.io/kind",
 )
 
-## Install buildozer, for mass-editing BUILD files
-http_file(
-    name = "buildozer_darwin",
-    executable = 1,
-    sha256 = "294357ff92e7bb36c62f964ecb90e935312671f5a41a7a9f2d77d8d0d4bd217d",
-    urls = ["https://github.com/bazelbuild/buildtools/releases/download/0.15.0/buildozer.osx"],
-)
-
-http_file(
-    name = "buildozer_linux",
-    executable = 1,
-    sha256 = "be07a37307759c68696c989058b3446390dd6e8aa6fdca6f44f04ae3c37212c5",
-    urls = ["https://github.com/bazelbuild/buildtools/releases/download/0.15.0/buildozer"],
-)
-
 ## Install dep for dependency management
 http_file(
     name = "dep_darwin",
@@ -191,7 +176,7 @@ load("@build_bazel_rules_nodejs//:defs.bzl", "npm_install")
 npm_install(
     name = "brodocs_modules",
     package_json = "@brodocs//:package.json",
-    package_lock_json = "//hack/reference-docs/bin:package-lock.json",
+    package_lock_json = "//docs/generated/reference/generate/bin:package-lock.json",
 )
 
 # Load kubernetes-incubator/reference-docs, to be used as part of the docs
diff --git a/docs/generated/reference/BUILD.bazel b/docs/generated/reference/BUILD.bazel
index 6df04e38c..6f8a177a0 100644
--- a/docs/generated/reference/BUILD.bazel
+++ b/docs/generated/reference/BUILD.bazel
@@ -7,7 +7,16 @@ filegroup(
 
 filegroup(
     name = "all-srcs",
-    srcs = [":package-srcs"],
+    srcs = [
+        ":package-srcs",
+        "//docs/generated/reference/generate:all-srcs",
+    ],
     tags = ["automanaged"],
     visibility = ["//visibility:public"],
 )
+
+filegroup(
+    name = "output",
+    srcs = glob(["output/**/*"]),
+    visibility = ["//visibility:public"],
+)
diff --git a/hack/reference-docs/BUILD.bazel b/docs/generated/reference/generate/BUILD.bazel
similarity index 72%
rename from hack/reference-docs/BUILD.bazel
rename to docs/generated/reference/generate/BUILD.bazel
index 11064bdd8..c5571456c 100644
--- a/hack/reference-docs/BUILD.bazel
+++ b/docs/generated/reference/generate/BUILD.bazel
@@ -1,9 +1,9 @@
 genrule(
     name = "__internal_markdown_tar",
     srcs = [
-        "//hack/reference-docs:config.yaml",
-        "//hack/reference-docs/static_includes:all-srcs",
-        "//hack/reference-docs/json_swagger:swagger.json",
+        "//docs/generated/reference/generate:config.yaml",
+        "//docs/generated/reference/generate/static_includes:all-srcs",
+        "//docs/generated/reference/generate/json_swagger:swagger.json",
     ],
     outs = ["defs.tar.gz"],
     cmd = "; ".join([
@@ -11,9 +11,9 @@ genrule(
         "mkdir -p \"$$tmpdir/static_includes/\"",
         "mkdir -p \"$$tmpdir/includes/\"",
         "mkdir -p \"$$tmpdir/openapi-spec/\"",
-        "cp -L \"$(location //hack/reference-docs/json_swagger:swagger.json)\" \"$$tmpdir/openapi-spec/\"",
-        "cp -L \"$(location //hack/reference-docs:config.yaml)\" \"$$tmpdir/\"",
-        "cp -LR $(locations //hack/reference-docs/static_includes:all-srcs) \"$$tmpdir/static_includes/\"",
+        "cp -L \"$(location //docs/generated/reference/generate/json_swagger:swagger.json)\" \"$$tmpdir/openapi-spec/\"",
+        "cp -L \"$(location //docs/generated/reference/generate:config.yaml)\" \"$$tmpdir/\"",
+        "cp -LR $(locations //docs/generated/reference/generate/static_includes:all-srcs) \"$$tmpdir/static_includes/\"",
         "rm \"$$tmpdir/static_includes/BUILD.bazel\"",
         "$(location @io_kubernetes_incubator_reference_docs//gen-apidocs) --copyright \"<a href=\\\"https://jetstack.io\\\">Copyright 2018 Jetstack Ltd.</a>\" --title \"Cert-manager API Reference\" -config-dir $$tmpdir",
         "orig=$$(pwd)",
@@ -29,7 +29,7 @@ genrule(
 genrule(
     name = "__internal_brodocs_out",
     srcs = [
-        "//hack/reference-docs:__internal_markdown_tar",
+        "//docs/generated/reference/generate:__internal_markdown_tar",
     ],
     outs = [
         "index.html",
@@ -38,13 +38,13 @@ genrule(
     cmd = "; ".join([
         "input=$$(mktemp -d)",
         "output=$$(mktemp -d)",
-        "tar -C \"$$input\" -xf $(location //hack/reference-docs:__internal_markdown_tar)",
-        "$(location //hack/reference-docs/bin:brodocs) \"$$input/manifest.json\" \"$$input/includes\" \"$$output\"",
+        "tar -C \"$$input\" -xf $(location //docs/generated/reference/generate:__internal_markdown_tar)",
+        "$(location //docs/generated/reference/generate/bin:brodocs) \"$$input/manifest.json\" \"$$input/includes\" \"$$output\"",
         "cp $$output/index.html $(@D)",
         "cp $$output/navData.js $(@D)",
     ]),
     tools = [
-        "//hack/reference-docs/bin:brodocs",
+        "//docs/generated/reference/generate/bin:brodocs",
     ],
     visibility = ["//visibility:private"],
 )
@@ -54,7 +54,7 @@ genrule(
 # The output this script is then consumed by the hack/update-reference-docs.sh
 # to place the data into the correct directory to be displayed by readthedocs.
 genrule(
-    name = "reference-docs",
+    name = "generate",
     srcs = [
         ":__internal_brodocs_out",
         "@brodocs//:static",
@@ -94,10 +94,10 @@ filegroup(
     name = "all-srcs",
     srcs = [
         ":package-srcs",
-        "//hack/reference-docs/bin:all-srcs",
-        "//hack/reference-docs/go_openapi:all-srcs",
-        "//hack/reference-docs/json_swagger:all-srcs",
-        "//hack/reference-docs/static_includes:all-srcs",
+        "//docs/generated/reference/generate/bin:all-srcs",
+        "//docs/generated/reference/generate/go_openapi:all-srcs",
+        "//docs/generated/reference/generate/json_swagger:all-srcs",
+        "//docs/generated/reference/generate/static_includes:all-srcs",
     ],
     tags = ["automanaged"],
     visibility = ["//visibility:public"],
diff --git a/hack/reference-docs/bin/BUILD.bazel b/docs/generated/reference/generate/bin/BUILD.bazel
similarity index 100%
rename from hack/reference-docs/bin/BUILD.bazel
rename to docs/generated/reference/generate/bin/BUILD.bazel
diff --git a/hack/reference-docs/bin/package-lock.json b/docs/generated/reference/generate/bin/package-lock.json
similarity index 100%
rename from hack/reference-docs/bin/package-lock.json
rename to docs/generated/reference/generate/bin/package-lock.json
diff --git a/hack/reference-docs/config.yaml b/docs/generated/reference/generate/config.yaml
similarity index 100%
rename from hack/reference-docs/config.yaml
rename to docs/generated/reference/generate/config.yaml
diff --git a/hack/reference-docs/go_openapi/BUILD.bazel b/docs/generated/reference/generate/go_openapi/BUILD.bazel
similarity index 86%
rename from hack/reference-docs/go_openapi/BUILD.bazel
rename to docs/generated/reference/generate/go_openapi/BUILD.bazel
index f6618e39a..b5ddcf703 100644
--- a/hack/reference-docs/go_openapi/BUILD.bazel
+++ b/docs/generated/reference/generate/go_openapi/BUILD.bazel
@@ -2,7 +2,7 @@
 
 package(default_visibility = ["//visibility:public"])
 
-load("//hack/reference-docs/go_openapi:def.bzl", "openapi_library")
+load("//docs/generated/reference/generate/go_openapi:def.bzl", "openapi_library")
 
 openapi_library(
     name = "go_default_library",
@@ -11,7 +11,7 @@ openapi_library(
     openapi_targets = [
         "pkg/apis/certmanager/v1alpha1",
     ],
-    tags = ["manual"],
+    tags = ["docs"],
     vendor_targets = [
         "k8s.io/apimachinery/pkg/apis/meta/v1",
         "k8s.io/apimachinery/pkg/runtime",
diff --git a/hack/reference-docs/go_openapi/def.bzl b/docs/generated/reference/generate/go_openapi/def.bzl
similarity index 87%
rename from hack/reference-docs/go_openapi/def.bzl
rename to docs/generated/reference/generate/go_openapi/def.bzl
index 1209e6bee..3e31231b7 100644
--- a/hack/reference-docs/go_openapi/def.bzl
+++ b/docs/generated/reference/generate/go_openapi/def.bzl
@@ -23,7 +23,7 @@ def openapi_library(name, tags, srcs, go_prefix, openapi_targets = [], vendor_ta
     go_library(
         name = name,
         srcs = srcs + [":zz_generated.openapi"],
-        importpath = go_prefix + "hack/reference-docs/go_openapi",
+        importpath = go_prefix + "docs/generated/reference/generate/go_openapi",
         tags = tags,
         deps = deps,
     )
@@ -42,10 +42,10 @@ def openapi_library(name, tags, srcs, go_prefix, openapi_targets = [], vendor_ta
             "--logtostderr",
             "--go-header-file $$GO_GENRULE_EXECROOT/$(location //hack/boilerplate:boilerplate.go.txt)",
             "--output-file-base zz_generated.openapi",
-            "--output-package " + go_prefix + "hack/reference-docs/go_openapi",
+            "--output-package " + go_prefix + "docs/generated/reference/generate/go_openapi",
             # "--report-filename tmp_api_violations.report",
             "--input-dirs " + ",".join([go_prefix + target for target in openapi_targets] + [go_prefix + "vendor/" + target for target in vendor_targets]),
-            "&& cp $$GOPATH/src/" + go_prefix + "hack/reference-docs/go_openapi/zz_generated.openapi.go $$GO_GENRULE_EXECROOT/$(location :zz_generated.openapi.go)",
+            "&& cp $$GOPATH/src/" + go_prefix + "docs/generated/reference/generate/go_openapi/zz_generated.openapi.go $$GO_GENRULE_EXECROOT/$(location :zz_generated.openapi.go)",
         ]),
         go_deps = deps,
         tools = ["//vendor/k8s.io/kube-openapi/example/openapi-gen"],
diff --git a/hack/reference-docs/go_openapi/doc.go b/docs/generated/reference/generate/go_openapi/doc.go
similarity index 100%
rename from hack/reference-docs/go_openapi/doc.go
rename to docs/generated/reference/generate/go_openapi/doc.go
diff --git a/hack/reference-docs/json_swagger/BUILD.bazel b/docs/generated/reference/generate/json_swagger/BUILD.bazel
similarity index 77%
rename from hack/reference-docs/json_swagger/BUILD.bazel
rename to docs/generated/reference/generate/json_swagger/BUILD.bazel
index f9b2032f0..b9a753840 100644
--- a/hack/reference-docs/json_swagger/BUILD.bazel
+++ b/docs/generated/reference/generate/json_swagger/BUILD.bazel
@@ -17,11 +17,11 @@ filegroup(
 go_library(
     name = "go_default_library",
     srcs = ["main.go"],
-    importpath = "github.com/jetstack/cert-manager/hack/reference-docs/json_swagger",
+    importpath = "github.com/jetstack/cert-manager/docs/generated/reference/generate/json_swagger",
     tags = ["manual"],
     visibility = ["//visibility:private"],
     deps = [
-        "//hack/reference-docs/go_openapi:go_default_library",
+        "//docs/generated/reference/generate/go_openapi:go_default_library",
         "//vendor/github.com/go-openapi/spec:go_default_library",
         "//vendor/k8s.io/kube-openapi/pkg/common:go_default_library",
     ],
@@ -38,7 +38,7 @@ genrule(
     name = "swagger",
     outs = ["swagger.json"],
     cmd = "; ".join([
-        "$(locations //hack/reference-docs/json_swagger:generator) > $@",
+        "$(locations //docs/generated/reference/generate/json_swagger:generator) > $@",
     ]),
     tools = [":generator"],
     visibility = ["//visibility:public"],
diff --git a/hack/reference-docs/json_swagger/main.go b/docs/generated/reference/generate/json_swagger/main.go
similarity index 94%
rename from hack/reference-docs/json_swagger/main.go
rename to docs/generated/reference/generate/json_swagger/main.go
index 491ca3235..f36949f14 100644
--- a/hack/reference-docs/json_swagger/main.go
+++ b/docs/generated/reference/generate/json_swagger/main.go
@@ -26,7 +26,7 @@ import (
 	"github.com/go-openapi/spec"
 	"k8s.io/kube-openapi/pkg/common"
 
-	openapi "github.com/jetstack/cert-manager/hack/reference-docs/go_openapi"
+	openapi "github.com/jetstack/cert-manager/docs/generated/reference/generate/go_openapi"
 )
 
 func main() {
diff --git a/hack/reference-docs/static_includes/BUILD.bazel b/docs/generated/reference/generate/static_includes/BUILD.bazel
similarity index 100%
rename from hack/reference-docs/static_includes/BUILD.bazel
rename to docs/generated/reference/generate/static_includes/BUILD.bazel
diff --git a/hack/reference-docs/static_includes/_certmanager.md b/docs/generated/reference/generate/static_includes/_certmanager.md
similarity index 100%
rename from hack/reference-docs/static_includes/_certmanager.md
rename to docs/generated/reference/generate/static_includes/_certmanager.md
diff --git a/hack/reference-docs/static_includes/_definitions.md b/docs/generated/reference/generate/static_includes/_definitions.md
similarity index 100%
rename from hack/reference-docs/static_includes/_definitions.md
rename to docs/generated/reference/generate/static_includes/_definitions.md
diff --git a/hack/reference-docs/static_includes/_oldversions.md b/docs/generated/reference/generate/static_includes/_oldversions.md
similarity index 100%
rename from hack/reference-docs/static_includes/_oldversions.md
rename to docs/generated/reference/generate/static_includes/_oldversions.md
diff --git a/hack/reference-docs/static_includes/_overview.md b/docs/generated/reference/generate/static_includes/_overview.md
similarity index 100%
rename from hack/reference-docs/static_includes/_overview.md
rename to docs/generated/reference/generate/static_includes/_overview.md
diff --git a/hack/BUILD.bazel b/hack/BUILD.bazel
index 8acbbe854..7fc8b4fcd 100644
--- a/hack/BUILD.bazel
+++ b/hack/BUILD.bazel
@@ -34,7 +34,6 @@ sh_binary(
     name = "update-bazel",
     srcs = ["update-bazel.sh"],
     data = [
-        "//hack/bin:buildozer",
         "//hack/bin:gazelle",
         "//hack/bin:kazel",
     ],
@@ -118,10 +117,7 @@ sh_binary(
     name = "update-reference-docs",
     srcs = ["update-reference-docs.sh"],
     data = [
-        "//hack/reference-docs",
-    ],
-    deps = [
-        "@bazel_tools//tools/bash/runfiles",
+        "//docs/generated/reference/generate",
     ],
 )
 
@@ -129,12 +125,9 @@ sh_test(
     name = "verify-reference-docs",
     srcs = ["verify-reference-docs.sh"],
     data = [
-        "//docs/generated/reference:all-srcs",
+        "//docs/generated/reference:output",
+        "//docs/generated/reference/generate",
         "//hack:update-reference-docs.sh",
-        "//hack/reference-docs",
-    ],
-    deps = [
-        "@bazel_tools//tools/bash/runfiles",
     ],
 )
 
@@ -171,7 +164,6 @@ filegroup(
         "//hack/bin:all-srcs",
         "//hack/boilerplate:all-srcs",
         "//hack/deploy:all-srcs",
-        "//hack/reference-docs:all-srcs",
     ],
     tags = ["automanaged"],
     visibility = ["//visibility:public"],
diff --git a/hack/bin/BUILD.bazel b/hack/bin/BUILD.bazel
index 020c7cc8a..9708a7835 100644
--- a/hack/bin/BUILD.bazel
+++ b/hack/bin/BUILD.bazel
@@ -9,17 +9,6 @@ genrule(
     visibility = ["//visibility:public"],
 )
 
-genrule(
-    name = "fetch_buildozer",
-    srcs = select({
-        ":darwin": ["@buildozer_darwin//file"],
-        ":k8": ["@buildozer_linux//file"],
-    }),
-    outs = ["buildozer"],
-    cmd = "cp $(SRCS) $@",
-    visibility = ["//visibility:public"],
-)
-
 genrule(
     name = "fetch_kazel",
     srcs = ["@io_kubernetes_build//kazel"],
diff --git a/hack/update-bazel.sh b/hack/update-bazel.sh
index bd414361e..7376ca229 100755
--- a/hack/update-bazel.sh
+++ b/hack/update-bazel.sh
@@ -32,8 +32,3 @@ gazelle fix \
 
 # Update autogenerated package-srcs and all-srcs rules
 kazel
-
-# Add manual tags to all rules in vendor/ docs/generated/ and test/e2e/
-buildozer -types 'go_library,go_binary,go_test' 'add tags manual' '//vendor/...:*' || [[ $? -eq 3 ]]
-buildozer -types 'go_library,go_binary,go_test' 'add tags manual' '//docs/generated/...:*' || [[ $? -eq 3 ]]
-buildozer -types 'go_library,go_binary,go_test' 'add tags manual' '//test/e2e/...:*' || [[ $? -eq 3 ]]
diff --git a/hack/update-reference-docs.sh b/hack/update-reference-docs.sh
index 8ebd49e6e..a6efaf65b 100755
--- a/hack/update-reference-docs.sh
+++ b/hack/update-reference-docs.sh
@@ -28,7 +28,7 @@ OUTPUT_DIR="$(cd "${REPO_ROOT}/docs/generated/reference/output/reference/api-doc
 
 TMP_OUTPUT="$(mktemp -d)"
 
-tar -C "${TMP_OUTPUT}" -xf "${SCRIPT_RUNFILES}/hack/reference-docs/generated.tar.gz"
+tar -C "${TMP_OUTPUT}" -xf "${SCRIPT_RUNFILES}/docs/generated/reference/generate/generated.tar.gz"
 
 rm -Rf "${OUTPUT_DIR}"
 mkdir -p "${OUTPUT_DIR}"