Connect ad spend
Connect Google Ads or Meta Ads, add other ad spend, and understand where Keel HQ uses it.
Keel HQ can include connected platform spend, manual spend, and selected costs in the business-wide ad spend figures used across your workspace.
Google Ads
Members, admins, and owners can connect or disconnect Google Ads. Viewers can see the connection, but cannot change it.
Open the Google Ads card
Go to Settings → Integrations. In the Google Ads card, choose Connect Google Ads.
Sign in with Google
Complete the Google sign-in. When you return to Keel HQ, the card shows: “Google authorized. Choose an accessible account to finish connecting.”
Choose the account
Choose an account in the picker, then choose Connect account. Each account shows its name, account ID, and currency. Keel HQ confirms the connection with a Google Ads connected toast.
The card then shows the connected account and its latest sync. Choose Disconnect there to stop syncing it; Keel HQ confirms with a Google Ads disconnected toast. Keel HQ supports one Google Ads account per workspace.
What Google Ads syncs
Keel HQ imports daily platform spend, not campaigns or creatives. It runs once a day at 10:15 UTC and re-pulls the most recent 14 days each time.
Your first import starts with 180 days of history. It fills in over several runs, so the card can show this warning while it is in progress: “Google Ads is importing history. Spend remains unavailable for periods not yet covered.” Google Ads figures are not a same-day or intraday report.
If the Google Ads account and workspace use different time zones, the card says: “Google Ads reports in a different account timezone. Spend remains unavailable until the account and workspace timezones match.” Keel HQ does not count the spend until the time zones match.
Google Ads affects your spend totals, but it does not unlock the Ads module. That module is for Meta Ads.
Meta Ads
Go to Settings → Integrations and choose Connect Meta Ads in the Meta Ads card. Complete the Facebook Login for Business flow to connect the selected ad account.
Some beta workspaces show a Coming soon status instead. In those workspaces, new Meta Ads connections are not yet available.
Other ad spend
For a channel without a connection, add it as Other ad spend in Settings → Costs.
You can also mark a variable cost Counts as ad spend. Keel HQ adds that cost to ad spend instead of variable costs, so it is not counted twice.
How Keel HQ adds up ad spend
Keel HQ combines connected Google Ads and Meta Ads spend, manual Other ad spend, and costs marked Counts as ad spend. That total feeds the Ad Spend tile, Blended ROAS, MER, CPA, and CM3.
If spend is unknown, Keel HQ shows —, never $0. See Ad Spend in the metrics glossary and the FAQ for the ratio rules.
Updated October 28, 2026