Google Ads Performance Report Template

What This Resource Is

A professional, comprehensive Google Ads performance report template designed to streamline your PPC reporting process. This template provides a structured framework for analyzing campaign performance, tracking key metrics, and presenting results to stakeholders in a clear, actionable format.

The template includes pre-built sections for campaign overview, performance metrics, audience insights, conversion tracking, and strategic recommendations—everything you need to create executive-ready reports in a fraction of the time.

Who Should Use It

Perfect for:

• PPC Managers & Specialists - Standardize reporting across campaigns and clients
• Marketing Directors - Get consistent, comprehensive campaign insights
• Agency Teams - Scale client reporting with a proven framework
• In-House Marketers - Communicate PPC value to leadership
• Marketing Analysts - Structure data analysis systematically
• Consultants - Deliver professional client reports

Ideal if you:

• Spend 2+ hours creating Google Ads reports from scratch
• Struggle to present PPC data in a stakeholder-friendly way
• Need to report on multiple campaigns consistently
• Want to identify optimization opportunities faster
• Need to justify PPC budget and demonstrate ROI

How to Use It

Step 1: Set Up Your Report

1. Download the template and save a copy for your reporting period
2. Update the report header with campaign name, date range, and client/company info
3. Define your reporting objectives (awareness, leads, sales, etc.)

Step 2: Pull Performance Data

1. Export data from Google Ads for your reporting period
2. Gather comparison data (previous period, last year, industry benchmarks)
3. Collect conversion and revenue data from GA4 or your CRM

Step 3: Complete Each Section

1. Executive Summary - Fill in 3-5 key takeaways and overall performance
2. Campaign Overview - Document campaign structure, budget, and objectives
3. Performance Metrics - Input core KPIs with period-over-period comparisons
4. Campaign Analysis - Break down performance by campaign, ad group, and keyword
5. Audience Insights - Analyze demographic and behavioral performance
6. Conversion Analysis - Track conversion paths and attribution
7. Recommendations - List 3-5 prioritized optimization actions

Step 4: Customize & Present

1. Add custom metrics relevant to your business goals
2. Include visualizations (charts, graphs) for key trends
3. Highlight wins and explain underperformance
4. Schedule regular reporting cadence (weekly, monthly, quarterly)

Key Sections & Fields

1. Report Header

• Campaign Name: Campaign or account being analyzed
• Reporting Period: Date range (e.g., Jan 1-31, 2025)
• Prepared By: Report author and date
• Distribution: Stakeholder list

2. Executive Summary

• Overall Performance Rating: Quick visual indicator (Green/Yellow/Red)
• Budget Utilization: Actual spend vs. budget (% utilization)
• Key Achievements: Top 3-5 wins
• Critical Issues: Top 1-3 concerns requiring action
• Strategic Recommendations: Priority actions for next period

3. Performance Metrics Dashboard

Traffic Metrics:

• Impressions (with % change vs. previous period)
• Clicks (with % change)
• Click-Through Rate (CTR)
• Average Position (if available)

Cost Metrics:

• Total Spend
• Cost Per Click (CPC)
• Cost Per Thousand Impressions (CPM)
• Budget Pacing (on track/over/under)

Conversion Metrics:

• Conversions (total)
• Conversion Rate
• Cost Per Conversion (CPA)
• Return on Ad Spend (ROAS)
• Revenue (if e-commerce)

Quality Metrics:

• Quality Score (average)
• Landing Page Experience
• Ad Relevance
• Expected CTR

4. Campaign Performance Breakdown

For each campaign:

• Campaign name and type (Search, Display, Shopping, etc.)
• Impressions, Clicks, CTR
• Spend and CPC
• Conversions and CPA
• ROAS (if applicable)
• Performance vs. goal
• Status and notes

5. Top Performing Elements

Best Performing Campaigns:

• Top 5 by ROAS or conversions
• What's working and why

Best Performing Ad Groups:

• Top 5 by conversion rate
• Key themes and messaging

Best Performing Keywords:

• Top 10 by conversions
• Search intent analysis
• Expansion opportunities

Best Performing Ads:

• Top 5 ad copy variations
• Common elements of success

6. Underperforming Elements

Campaigns to Optimize:

• Bottom performers by efficiency
• Root cause analysis
• Recommended actions

Keywords to Review:

• High spend, low conversion keywords
• Irrelevant traffic drivers
• Pause/adjust recommendations

Ads to Refresh:

• Low CTR or conversion rate ads
• A/B test suggestions

7. Audience Performance

Demographics:

• Age and gender performance
• Device performance (mobile, desktop, tablet)
• Location performance (geographic)

Behavior:

• New vs. returning user performance
• In-market audience performance
• Custom audience performance

Remarketing:

• Remarketing list performance
• Cart abandonment recovery
• Customer list performance

8. Search Terms Analysis

• Converting Search Terms: Queries driving conversions
• Negative Keywords Added: Recently excluded terms
• Search Query Themes: Emerging patterns and opportunities
• Match Type Performance: Exact, phrase, broad performance comparison

9. Conversion Path Analysis

• Conversion Funnel: Steps from click to conversion
• Attribution Model: Last click, first click, data-driven, etc.
• Assist Conversions: Campaigns contributing to conversion path
• Time to Conversion: Average days/touchpoints to convert

10. Competitive Landscape

• Impression Share: Absolute top, top, total
• Lost Impression Share: Budget vs. rank
• Auction Insights: Competitor overlap rate
• Average Position vs. Competitors: Relative positioning

11. Strategic Recommendations

For each recommendation, include:

• Action: Specific change to implement
• Rationale: Why this matters (data-driven)
• Expected Impact: Projected improvement
• Priority: High/Medium/Low
• Timeline: When to implement
• Owner: Who's responsible

Categories:

• Budget reallocation opportunities
• Campaign structure improvements
• Keyword expansion/refinement
• Ad copy optimization
• Landing page tests
• Audience targeting adjustments
• Bid strategy changes
• Automation opportunities

12. Appendix

• Methodology notes
• Data sources and collection dates
• Calculation formulas
• Industry benchmark sources
• Glossary of terms
• Change log (for recurring reports)

Examples & Use Cases

Use Case 1: Monthly Executive Report

Scenario: CMO needs monthly PPC performance overview

Approach:

• Focus on Executive Summary and Performance Metrics sections
• Highlight budget efficiency and ROAS
• Keep campaign details high-level
• Emphasize strategic recommendations with business impact

Customization:

• Add revenue contribution to overall marketing goals
• Include competitive positioning data
• Show trend graphs (3-6 month view)

Use Case 2: Campaign Optimization Review

Scenario: PPC manager conducting weekly optimization

Approach:

• Deep dive into Campaign Performance Breakdown
• Extensive Search Terms Analysis
• Detailed Audience Performance review
• Tactical, actionable recommendations

Customization:

• Add hourly performance analysis
• Include device-specific metrics
• Detail A/B test results

Use Case 3: Client Quarterly Business Review

Scenario: Agency presenting quarterly results to client

Approach:

• Comprehensive Executive Summary with business outcomes
• Year-over-year performance comparisons
• Market context and competitive insights
• Strategic roadmap for next quarter

Customization:

• Add case studies of successful campaigns
• Include testimonials or conversion examples
• Create visual dashboard summary
• Align metrics to client's business KPIs

Use Case 4: Budget Justification

Scenario: Justifying increased PPC budget to CFO

Approach:

• Emphasize ROI and revenue metrics
• Show efficiency improvements over time
• Highlight lost opportunity from impression share
• Project impact of budget increase

Customization:

• Add incremental revenue modeling
• Include CAC vs. LTV analysis
• Show budget vs. demand gap
• Forecast scenarios with increased investment

Example Metrics by Industry

E-commerce:

• Focus on ROAS, revenue, average order value
• Shopping campaign performance
• Product category breakdown
• Cart abandonment remarketing

Lead Generation (B2B):

• Focus on cost per lead, lead quality
• Form submission conversion rate
• Sales-qualified lead percentage
• Lead-to-customer conversion

SaaS:

• Focus on trial signups, demo requests
• Free-to-paid conversion rate
• Customer acquisition cost
• Lifetime value ratios

Local Services:

• Focus on phone calls, form fills, directions
• Location extension performance
• Call conversion rate
• Service area performance

Frequently Asked Questions

How often should I create this report?

It depends on your spend and stakeholders:

• Weekly: High-spend accounts ($50k+/month), fast-moving campaigns
• Monthly: Most standard accounts, executive reporting
• Quarterly: Strategic reviews, board presentations
• Ad-hoc: Campaign launches, major changes, budget requests

Pro tip: Create a lightweight weekly dashboard and comprehensive monthly report using this template.

What benchmarks should I use for comparison?

Compare against:

1. Your own historical performance - Most relevant baseline
2. Industry averages - Context for expectations (WordStream, Google benchmarks)
3. Competitor estimates - Auction Insights data
4. Your goals - Most important comparison

Benchmark sources:

• Google Ads Industry Benchmarks
• WordStream PPC benchmarks
• LocaliQ advertising benchmarks
• Your agency or consultant's data

How do I calculate ROAS?

Formula: ROAS = Revenue from Ads / Cost of Ads

Example: $10,000 revenue / $2,000 ad spend = 5:1 ROAS (or 500%)

Interpretation:

• 5:1 ROAS means you earn $5 for every $1 spent
• Break-even ROAS depends on your margins
• Good ROAS varies by industry (e-commerce: 4:1, lead gen: 2:1+)

Pro tip: Calculate at campaign, ad group, and keyword level to find efficiency opportunities.

What if I don't have conversion tracking set up?

Short-term:

• Focus on top-of-funnel metrics (CTR, quality score)
• Track assisted conversions in GA4
• Use engagement metrics (time on site, pages per session)

Long-term:

• Set up Google Ads conversion tracking immediately
• Implement GA4 goals and events
• Connect Google Ads to GA4 for attribution
• Use offline conversion imports for phone/store sales

This template will be most valuable once tracking is in place.

Can I automate this report?

Yes, several ways:

Basic Automation:

• Google Ads scheduled email reports
• Google Data Studio (Looker Studio) dashboards
• Google Sheets with Ads add-on

Advanced Automation:

• Supermetrics or Funnel.io for data consolidation
• Tableau or Power BI for enterprise reporting
• Custom scripts for Google Ads reporting API
• Tools like Cogny for AI-powered report generation

Recommendation: Start with this manual template to understand what matters, then automate recurring reports.

How do I handle multiple campaigns or accounts?

For multiple campaigns in one account:

• Use the Campaign Performance Breakdown section extensively
• Create one comprehensive report with all campaigns
• Highlight cross-campaign insights

For multiple accounts (agency/enterprise):

• Create separate reports per account using this template
• Build a summary rollup report for portfolio view
• Standardize metrics across all client reports
• Use Google Ads MCC for consolidated reporting

Pro tip: Maintain consistency in structure across all reports for easy comparison.

What's the difference between this and Google Ads automated reports?

This template provides:

• Strategic context and recommendations
• Custom analysis and insights
• Stakeholder-friendly formatting
• Business impact framing
• Optimization priorities

Google Ads automated reports provide:

• Raw data exports
• Standard metric tables
• Limited customization
• No strategic guidance

Use both: Pull data from Google Ads automated reports, then analyze and present using this template.

How do I present this to non-technical stakeholders?

Key strategies:

1. Start with Executive Summary - Business outcomes first
2. Use plain language - Avoid jargon (explain CPA, ROAS, CTR)
3. Visualize trends - Charts > tables for key metrics
4. Tell a story - Connect data to business goals
5. Focus on "so what" - Every metric needs context
6. Highlight actions - What you're doing about the data

Red flags to avoid:

• Leading with technical metrics
• Tables without context
• No period-over-period comparison
• Metrics without targets
• Data dumps without insights

What tools do I need to use this template?

Minimum required:

• Google Ads account access
• Spreadsheet software (Excel, Google Sheets)
• Access to conversion data

Recommended:

• Google Analytics 4 (for deeper insights)
• Google Data Studio (for visualization)
• Presentation software (PowerPoint, Google Slides)

Optional but helpful:

• Supermetrics or similar data connector
• CRM integration (Salesforce, HubSpot)
• Call tracking software
• Heat mapping tools (for landing page insights)

How do I customize this for my industry?

Key customization areas:

1. Metrics priority - Highlight what matters most to your business
2. Conversion definitions - Tailor to your sales funnel
3. Benchmark comparisons - Use industry-specific data
4. Recommendation categories - Align to your growth strategy
5. Visual elements - Match your brand guidelines

Industry-specific additions:

• E-commerce: Product performance, shopping feed quality
• Lead gen: Lead quality scores, sales follow-up rates
• SaaS: Free trial quality, product-qualified leads
• Local: Call tracking, store visit conversions

Download & Get Started

What You'll Get

Download this template and receive:

• Editable spreadsheet template (Excel & Google Sheets)
• Sample completed report (with dummy data)
• Metric calculation guide
• Benchmark reference sheet
• Customization checklist
• Video walkthrough (15 minutes)

Implementation Support

Need help getting started?

• Join our weekly "Office Hours" for template questions
• Access our Google Ads reporting community
• Get template customization consulting
• Explore our Google Ads optimization guides

Ready to Streamline Your Reporting?

Stop spending hours building reports from scratch. Download the Google Ads Performance Report Template and start delivering professional, insight-driven reports in half the time.

[Download Free Template]

What happens next:

1. Instant download of template files
2. Email with setup guide and best practices
3. Access to template library and updates
4. Optional: Join our PPC community

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