# Google Ads Report Template: Metrics, Layout and Example

- URL: https://betteranalyst.com/data-connectors/google-ads/report-template
- Published: 2026-11-09
- Updated: 2026-11-09
- Author: David Bressler, Founder (https://betteranalyst.com/authors/david-bressler)

> **Summary:** A useful Google Ads report template answers three questions: what was spent, what came back, and what changed since last period. It usually has one table by campaign with cost, conversions, CPA and ROAS, plus a trend. In Better Analyst you ask for that layout once against your live account, then refresh it instead of filling in a template.

Data source: [Google Ads](https://betteranalyst.com/data-connectors/google-ads)

A Google Ads report template for clients or your team: which metrics to include, a sample table and charts, and how to build it from your live account.

## Who this report is for

Agency account managers and in-house marketers who send the same monthly Google Ads summary to a client or manager and want to stop copying numbers into a slide or spreadsheet by hand.

## What the report includes

*Metrics and dimensions in this report*

| Metric | Source field | Why it matters |
| --- | --- | --- |
| Campaign | campaign.name | The row most readers think in, and the level where budget decisions get made. |
| Channel type | campaign.advertising_channel_type | Separates Search, Performance Max and other campaign types, which shouldn't be judged the same way. |
| Month | segments.month | Gives the period-over-period view that a single total can't show. |
| Cost | metrics.cost_micros | Total spend, returned in micros, so divide by 1,000,000 for account currency. |
| Impressions | metrics.impressions | Shows reach, and helps explain whether a change came from volume or from efficiency. |
| Clicks | metrics.clicks | The traffic bought, and the base for click-through rate and average cost per click. |
| Conversions | metrics.conversions | The outcome count, using the conversion actions set to count in the account. |
| Conversion value | metrics.conversions_value | Divide it by cost to get ROAS, the headline number for most ecommerce accounts. |

## How to build it in Better Analyst from Google Ads

1. Open Connectors in Better Analyst, choose Google Ads and click Connect with Google.
2. Pick the customer account from the list. If it sits under an MCC, the manager context is saved with it.
3. In a new chat with that account attached, describe the report: campaign rows, the metrics above, last month compared with the month before.
4. Ask for a monthly spend and conversions trend, then turn the answer into a web dashboard.
5. Use a rolling range such as the last 30 days if you want the report to move forward on each refresh. A fixed date range stays fixed.

## Questions to ask

- “Build a monthly Google Ads report by campaign with cost, clicks, conversions, CPA and ROAS, last month versus the month before.”
- “Write a three-sentence summary of what changed this month and which campaign caused it.”
- “Show monthly cost and conversion value for the last 12 months as a combo chart.”
- “Split last month's results by campaign type: Search versus Performance Max.”
- “Which campaign had the biggest change in CPA, and was it driven by cost or by conversions?”

## Sample output

Sample data for illustration, not real account data.

*Sample data: monthly report by campaign (illustrative, not a real account)*

| Campaign | Cost | Clicks | Conversions | CPA | ROAS | CPA vs prior month |
| --- | --- | --- | --- | --- | --- | --- |
| Brand - Search | $1,840 | 2,310 | 186 | $9.89 | 11.2 | -4% |
| Non-brand - Search | $9,420 | 5,120 | 142 | $66.34 | 2.6 | +11% |
| Performance Max | $6,200 | 4,480 | 121 | $51.24 | 3.4 | -7% |
| Competitor - Search | $2,150 | 690 | 14 | $153.57 | 0.9 | +22% |

## Charts to use

- **Cost and conversion value by month** (Combo chart): Whether returns kept up as spend changed over the last year.
- **CPA by campaign** (Horizontal bar chart): Which campaigns cost the most per conversion, sorted from worst to best.
- **Spend share by campaign type** (Stacked column chart): How the budget moved between Search and Performance Max each month.

## Keep it up to date

Keep the report as a dashboard that refreshes on a schedule, or schedule a task that sends the written summary by email or Slack on the 1st of each month. To put the same numbers in a client sheet, save the report as a Data Flow to Google Sheets.

## Further reading

- [Google Ads connector](https://betteranalyst.com/data-connectors/google-ads)
- [PPC reporting](https://betteranalyst.com/solutions/ppc-reporting)
- [ROAS dashboard](https://betteranalyst.com/solutions/roas-dashboard)
- [ROAS formula](https://betteranalyst.com/metrics/roas)
- [Web dashboards](https://betteranalyst.com/product/dashboards)
- [Data Flows](https://betteranalyst.com/product/data-flows)

[Try Better Analyst free](https://betteranalyst.com/signup)

## Frequently asked questions

### What should a Google Ads report include?

Spend, conversions, cost per conversion and, if you track value, ROAS, by campaign and compared with the prior period. Impressions, clicks and CTR help explain changes but rarely belong in the headline. Add a sentence on what changed and what you'll do about it.

### Should I report on all conversions or just conversions?

Use the conversions column for performance, since it counts only the actions set as primary in the account. All conversions adds secondary actions and is better for diagnosis. Name which one you use so the numbers aren't misread.

### Can I make this report for several client accounts?

Yes. Connect through the manager account and save each customer account. Attach one account to a chat or dashboard at a time, and repeat the report for each client.

### Why don't the numbers match Google Ads exactly?

Recent days can still change as conversions come in, and totals depend on the account time zone and date range. Compare the same range after a few days have passed. Better Analyst uses the selected account's currency and time zone.

## Related reports

- [Google Ads Search Terms Report: Find Waste and New Keywords](https://betteranalyst.com/data-connectors/google-ads/search-terms-report)
- [Google Ads Keyword Performance Report: CPA and Quality Score](https://betteranalyst.com/data-connectors/google-ads/keyword-performance-report)
- [GA4 Monthly Client Report for Agencies (Template + Fields)](https://betteranalyst.com/data-connectors/google-analytics/monthly-client-report)