A Google Ads report will often be focused on paid search performance, but it may also contain data and insights from other ad formats available through Google Ads such as display, video, local or call campaigns. Common metrics in a Google Ads report include impressions, clicks, cost-per-click (CPC), click-through rate (CTR), and conversions. You might combine this platform-specific report with results from other paid search or PPC channels.
Google has been dominating the digital advertising space for well over a decade and doesn’t show any signs of slowing down. With nearly one-third of global digital ad spend going to the search giant, Google Ads generate close to $150 billion in revenue every year. In the U.S., more than half of search ad revenue goes to Google. So chances are, if you are doing digital marketing, Google Ads is almost certainly part of your media plan. That’s why it’s important to have a good report template in your tool box that demonstrates how the channel drives results.
While performance data associated with the typical Google Ads campaign is easily and freely accessible though the platform's ad interface, it isn’t as easy to share or present that data to clients without a ton of manual processing. An effective Google Ads report should contain enough details about the keywords and ad groups that are working, but not so much data that it becomes overwhelming to the reader. With a reliable Google Ads report template, you can reduce time spent building reports and increase time spent building value.
Begin your Google Search Ads report with a one-page summary of the most important KPIs for your campaign. Common KPIs to include in your executive summary are: impressions, clicks, click-through rate, conversions, conversion rate, cost per conversion and cost per click.
Give your report reader the opportunity to digest this information at a glance as well as a breakdown by campaign. Show progress and trends over time by visualizing the data in a line or column graph. Simple up or down directional arrows in red and green next to each KPI will let the reader know at a glance how they are performing compared to the last report period.
Since conversions or leads are often a Google Search Ads KPI, dedicate one slide to conversion details. Examples of how you might break down pertinent information about conversions
Show the actual ad copy that is performing best. Pulling the ads in directly from Google Ads provides a preview of what people are actually seeing on the search results page. Provide specific performance details for each of the top ads: impressions, clicks, CTR and conversions.
Reviewing the ad copy can provide valuable insight for the marketer on which CTAs are resonating most with searchers. Similarly, show what specific keywords are driving traffic. Understanding search intent is critical for improving your campaigns.
Make sure to showcase your display ad creative to see what visuals, copy and versions are working best. If you are using automated reporting, your marketing performance reporting platform should pull in the creative directly from Google Ads, no copying and pasting required!