Judge every keyword by the pipeline and revenue it creates.

Spectacle connects to Google Ads in about 5 minutes and attributes every lead, deal, and payment to the campaign and keyword that started the journey. Google Ads records the click and whatever its conversion tag fires on. Spectacle records what happened next: the return visit 3 weeks later, the SQL stage in your CRM, the closed-won amount, and sends that outcome back to Google Ads as a conversion with value and click ID.

At a glance

• Category: Ad network
• Setup time: About 5 minutes
• Authentication: OAuth 2.0, Google Ads user with access to the ad account
• Google Ads plan: Any Google Ads account. Customer Match lists need a Customer Match-eligible account in good standing and 1,000 matched users for targeting
• Spectacle plan: All Spectacle plans (Essential, Scale, Enterprise); company-level attribution on Scale and Enterprise
• Direction: Google Ads → Spectacle (structure, spend, click IDs). Spectacle → Google Ads (Enhanced Conversions, Customer Match lists)
• Objects: Campaigns, ad groups, keywords, spend, GCLID / WBRAID / GBRAID, conversions, audiences
• Sync: Spend: near real time, from the first tracked click. Audiences: updated automatically as they change; first sync takes 24 to 48 hours to process in Google Ads
• Docs: /docs/google-ads
• Marketplace: Not applicable, direct connection over the Google Ads API

The gap in Google Ads' own reporting

Google Ads tells you a keyword produced 38 conversions at $64 each. It counts them with its own tag, its own attribution model (data-driven by default), and a configurable conversion window that long sales cycles often outlast. It does not know that 30 of the 38 were students downloading a template, that 2 became SQLs, or that the one deal that closed 5 months later was worth $48,000. With no downstream revenue and no lifetime value in the account, Smart Bidding optimizes for the signal it can see: Target CPA finds you more of the cheapest form fill.

Spectacle sits underneath: a first-party tracking snippet on your domain, your CRM and billing connected, and every Google Ads click stored on the journey it started.

What syncs

• Campaigns, ad groups, and keywords: Structure imported so every visit resolves to the campaign and keyword that paid for it
• Ad spend: Cost imported from the first tracked click and joined to journeys for cost per SQL and cost per closed deal
• Click IDs (GCLID, WBRAID, GBRAID): Captured on the visit, stored on the journey, used as the match key when conversions go back
• Enhanced Conversions: Contacts entering a Spectacle audience are sent back as conversion events with click ID, hashed email and phone, and a value you set
• Customer Match lists: Spectacle audiences kept in sync for retargeting, exclusion, similar audiences, and custom bidding

The complete data-sharing options and every setup step live in the Google Ads docs. This page summarizes; Docs is the source of truth.

What you get

• Cost per SQL and per closed deal by keyword. Spend joined to CRM outcomes at ad group and keyword level, so you see which search terms create deals and which create downloads.
• Revenue attribution across the whole journey. Closed-won value from HubSpot, Salesforce, or Pipedrive, or payment value from Stripe, distributed across first-touch, last-touch, linear, and U-shaped models, with a journey window set to your sales cycle.
• Smart Bidding fed with the outcomes you care about. When a contact enters a Spectacle audience (SQL, Deal Won), Spectacle sends it to Google as an Enhanced Conversion with the click ID, anonymized email and phone, and a conversion value, so Target CPA and Target ROAS optimize for pipeline.
• Customer Match lists that maintain themselves. Exclude current customers, retarget open opportunities, and seed similar audiences from your best segments. Lists update as the audience changes; they hold identified contacts only, never anonymous visitors.
• Clean click accounting. Spectacle counts visits it saw on your domain, so a Performance Max campaign reporting 7,000 clicks against 1,600 tracked visits gets caught in week 1.

Pairs with

HubSpot (dedicated pairing page: HubSpot + Google Ads, planned) · Salesforce · Pipedrive · Stripe · Microsoft Ads

A B2B software company had a keyword costing 3x the account average that Google Ads reported as a steady converter. In Spectacle, with the CRM connected, the keyword had produced zero deals at identical traffic to keywords that had. The same account's Performance Max campaign reported 7,000 clicks for the period; Spectacle had tracked 1,600 visits from it. Both numbers came from the first weeks of the trial, before any bid changed. (Anonymized.)