Google Ads Performance Report
Everything you need to report Google Ads results — a free template, metric definitions, and a step-by-step build guide.
Template
A Google Slides template with all five sections pre-built. Make a copy and fill in your numbers.
Template preview coming soon
Core metrics in this template
Impressions
Reach. Use as context for CTR, not as a headline number.
Clicks + CTR
Volume and ad relevance. Low CTR = mismatch between keywords and copy.
Average CPC
Cost per click. Compare across campaigns, not against industry averages.
Conversions + conversion rate
Actual outcomes and landing page effectiveness.
Cost per conversion
Unit economics. Rising cost with flat volume = declining efficiency.
ROAS
Revenue per dollar spent. Essential for e-commerce; less useful for lead gen without tracked conversion value.
Report layout used here
1. Summary
Total spend, clicks, conversions, ROAS — one number per metric.
2. Trends
Line chart of spend, clicks, conversions over the period. Explain what changed.
3. Campaign breakdown
Bar chart by campaign: where budget went and which campaigns converted.
4. Top keywords
Top 10 by conversions — clicks, CTR, CPC, cost per conversion.
5. Next actions
One paragraph: what changed, what you're testing next, any budget recommendation.
Weekly vs monthly
Weekly during active campaigns or launches — the data is fresh enough to act on. Monthly for executive stakeholders or steady-state accounts where week-to-week variance is noise. Daily is rarely useful unless you're managing high-spend accounts where budget pacing matters day to day.