Keel Terms Of Service

Last updated: 10/20/2026

1. About these terms

These terms cover Keel by Surface Agency ("Keel"), an agency-operated platform for paid-media reporting, campaign creation, and optimization. Hand and Lever LLC, doing business as Surface Agency ("Surface", "we", "us"), operates it.

They apply to Surface clients who give Keel access to their accounts on Meta, Google Ads, The Trade Desk or Apple Ads, and to anyone Surface lets sign in to Keel. Keel is an internal Surface tool. Surface uses it only for clients that have a written agreement with Surface, as part of the services under that agreement. If your agreement with Surface says something different from these terms, your agreement applies, except that it cannot allow any use of platform data that our privacy policy or the platform's terms do not allow.

2. What Keel is

  • Keel is an internal tool Surface staff use to report on and manage clients' paid advertising. Only Surface staff can change your advertising through Keel.
  • It is not a self-service product. You do not create a Keel account or sign in with your advertising platform accounts. Surface may give some of your staff read-only access to view aggregate performance reports for your own business only.
  • Keel reads advertising data from Meta, Google Ads, The Trade Desk and Apple Ads. Only where you have engaged Surface for campaign work does it also create ads and change budgets and settings, on Meta and Google Ads.

3. Giving Keel access

When you give Surface access to an advertising account - by sharing assets in Meta Business Suite, accepting a link to Surface's Google Ads manager account, issuing Surface an API login for The Trade Desk, or giving a Surface user API access in Apple Ads - you confirm that:

  • you have the authority to give that access;
  • you give access only to the accounts our work needs; and
  • you will tell us when the person who approved the access leaves, or when the work you have engaged us for changes.

You can remove access at any time in the platform's own tools. Removing access stops Keel's work on those accounts. It does not by itself end your agreement or delete data Keel already holds; the data deletion instructions explain how to ask for that.

We ask you to give us access through each platform's own sharing and API access features, not a person's password. Where a platform needs an API login that your business issues to us, such as on The Trade Desk, we keep it in restricted storage that only authorized staff can access, use it only for your work, and stop using it when your access ends.

4. How Surface uses that access

Surface uses the access you give Keel:

  • only for the services you have engaged us for, and on your behalf;
  • for reporting, to read your advertising data;
  • for campaign changes, only within the work you have agreed with us, and through Surface's approval steps; and
  • in line with each platform's terms and our privacy policy.

5. Your responsibilities

  • You have the rights to the content, such as images, text and brand assets, that you give us for your ads.
  • Your products, offers and claims comply with the law.
  • If Surface gives your staff sign-in access, they keep it to themselves and tell us when someone should no longer have it.
  • You tell us promptly if you suspect someone is misusing Keel or your data.

6. Acceptable use

Anyone using Keel must not:

  • try to see data for a business they are not authorized to see;
  • share their sign-in with anyone else;
  • copy, resell or interfere with Keel;
  • reverse engineer Keel or test its security without Surface's written permission;
  • sell or license data obtained from an advertising platform; or
  • use Keel or platform data in any way a platform's terms forbid, including to monitor people, to build profiles of people, to discriminate, or to decide anyone's eligibility for housing, employment, credit, insurance, education or similar benefits.

7. The advertising platforms

Keel depends on Meta, Google Ads, The Trade Desk and Apple Ads. Each platform's own terms and policies apply to your use of its products. A platform can change, limit or end access to its systems, change how it measures results, and revise results for recent days, so recent numbers can change. Keel shows each platform's data as the platform provides it. Surface is not responsible for the platforms' systems or their numbers.

If a platform asks us to stop handling your data, or to end your use of that platform through Keel, we must do so.

8. No guarantee of results

Keel helps Surface run your advertising. It does not guarantee performance or results. Keel may sometimes be unavailable - for example, for maintenance or because a platform is unavailable. Any service commitments are in your agreement with Surface.

Unless your agreement with Surface says otherwise, Keel is provided "as is" and "as available". To the extent the law allows, Surface makes no warranties about Keel beyond those in these terms - including any implied warranties of merchantability, fitness for a particular purpose or non-infringement - and does not promise that Keel will be uninterrupted or error-free, or that the advertising platforms' data in it is complete or accurate.

9. Your data

As between you and Surface, your advertising data is yours. Surface keeps it confidential and handles it as our privacy policy describes.

10. Suspending or ending access

Surface may suspend Keel's access to your accounts, or a person's sign-in, if it is needed to protect security, to follow the law, or because a platform requires it.

When our work for you ends, Keel stops collecting your data, and we delete it within 30 days, without waiting for you to ask. Our privacy policy explains the logs and backups we keep after that, and for how long.

11. Legal terms

Limits on liability. Unless your agreement with Surface says otherwise, and to the extent the law allows:

  • Surface is not liable for indirect, incidental, special, consequential or punitive damages, or for lost profits, revenue, data or goodwill, arising from Keel or these terms, even if Surface was told they were possible.
  • Surface's total liability for all claims arising from Keel or these terms is limited to the greater of $100 and the amount you paid Surface for the services the claim relates to in the 12 months before the event that caused it.

Governing law. These terms are governed by the laws of the State of Georgia, without regard to its rules on conflicts of laws, unless your agreement with Surface chooses another law.

Disputes. If a dispute arises, please tell us first, in writing, by email to keel-support@surfaceagency.co or by post to the address in section 13, and we will try in good faith to resolve it within 30 days. If we cannot, the dispute will be decided only by the state or federal courts serving Cobb County, Georgia, and you and Surface agree to those courts' jurisdiction, unless your agreement with Surface names other courts.

12. Changes to these terms

When we change these terms, we post the new version here with a new date. Before a material change takes effect, we email the main contact at each client.

13. Contact us