Best Google Ads report templates for marketing teams and agencies (2024)

Automate marketing reporting with dozens of 100% customizable, white-label Google Ads report templates. Used and made by +10,000 marketers in over 60 countries.

Funnels report template for marketing teams and agencies

Optimize your marketing strategy with this Funnels report template. Track conversion rates, ROI, and CTR from Facebook Ads, Google Ads, and Paid Media. Analyze by acquisition, conversion, and retention stages. Perfect for marketing teams leveraging Google Analytics 4 to achieve specific goals and improve performance across various audience segments.

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Local SEO report template for marketing teams and agencies

Optimize your local SEO strategy with this Local SEO report template. Track CTR, conversion rate, and cost per conversion. Analyze keyword ranking, organic traffic, and local pack visibility. Segment data by demographics, location, and behavior over time. Perfect for marketing teams aiming to achieve specific goals and improve performance.

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Lead generation report template for marketing teams and agencies

Optimize your strategy with the Lead generation report template. Track conversion rates, cost per conversion, and ROI. Analyze B2B, CRM, Email Marketing, and Facebook Ads data. Segment by audience, demographics, and behavior. Measure SQLs, sales cycle length, and CRM contact performance. Ideal for marketing teams seeking actionable insights.

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Google Ads report template for marketing teams and agencies

Optimize your PPC strategy with this Google Ads report template. Track conversion rate, cost per conversion, and CTR. Analyze by campaign type, audience, and time. Perfect for marketing teams to measure performance and align with objectives. Consolidate data from Google Ads and Paid Media for actionable insights and enhanced campaign management.

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SEM report template for marketing teams and agencies

Optimize your SEM strategy with this report template. Analyze cost per conversion, conversion rate, and ROAS. Measure click-through rate, social media engagement, and organic search ranking. Segment by audience, content, platform, and more. Perfect for PPC specialists to track Google Ads and Paid Media performance.

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Conversions report template for marketing teams and agencies

Optimize your marketing strategy with the Conversions report template. Track conversion rates, cost per conversion, and CTR across platforms like Facebook Ads, TikTok Ads, and Google Ads. Analyze by channel, campaign, and demographics. Perfect for PPC specialists using Google Analytics 4 to measure performance and align with marketing goals.

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Omni-channel report template for marketing teams and agencies

Optimize your marketing strategy with this Omni-channel report template. Track metrics like conversion rate, ROAS, and AOV across CRM, E-commerce, Facebook Ads, Google Analytics 4, and LinkedIn Ads. Analyze customer demographics and behavior. Segment by timeframes for actionable insights. Perfect for marketing teams seeking unified analytics and performance measurement.

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Google Ads Funnel report template for marketing teams and agencies

Track key metrics like conversion rate and CTR with the Google Ads Funnel report template. Analyze performance across campaigns, ad groups, and devices. Segment by time and audience type. Perfect for PPC specialists and marketers using Google and Facebook Ads to optimize paid media strategies and achieve specific marketing objectives.

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What is a Google Ads report?

A Google Ads report is a tool that consolidates data from Google Ads to track and display key performance indicators (KPIs) (e.g., CTR, CPC, conversions), enabling teams and agencies to monitor campaign performance and create presentations for clients and executives. 

Google Ads reports are typically built using flexible tools like Google Looker Studio, Power BI, Google Sheets, or platform-specific solutions to enable high customization and integration of multiple data sources.

What to include in a Google Ads report?

An actionable Google Ads report balances context and specificity based on the audience (executives, managers, and analysts) and their use cases.

Executive Google Ads reports

Executive reports for CMOs, CEOs, and clients show the bottom-line impact of Google Ads. Reviewed weekly, monthly, or quarterly, they include:

  • ROI analysis: by campaign, using attribution for large budgets (≈100k/mo).
  • Unit economics analysis: CAC, LTV, payback, ARPU from ad-acquired customers
  • Cohort analysis: retention, expansion, and LTV by customer cohort (sign-up period, acquisition channel)
  • Add text for additional context to translate metrics for non-technical audiences. Present in slide decks and simplified Looker Studio reports.

Google Ads manager reports

Manager reports have campaign views with drill-downs to see performance by client, brand, region, team member, funnel stage, and campaign. They help align teams, define tactics, and include:

  • Campaign reporting: overall campaign, product, client, or region reporting
  • Goal tracking: compare current performance vs objectives
  • Audits for prioritization and spotting issues 
  • Competitive analysis for tactic mapping
  • Keyword and audience research

Operational Google Ads reports

Operational reports for analysts and channel managers have granular, customizable KPIs to solve technical issues. Monitored hourly, daily, or weekly, they cover:

  • PPC: budget pacing, engagement, creative performance, CPA

Operational Google Ads reports are highly customized, built in flexible tools like Google Sheets or Looker Studio to enable data cleaning, blending, annotations, and integrating multiple sources.



How to build a Google Ads report?

To build a Google Ads report, connect your data sources, choose a template on Looker Studio or Sheets, build your queries by selecting metrics and dimensions, choose charts to visualize your data, customize the report, design and share via link, PDF or email. 

Here’s the breakdown: 

Connect data sources

Define and connect the data sources to bring to your report. Common sources are Google Ads for PPC performance, GA4 for web analytics, CRM or E-commerce for sales data.

To connect your data sources, go to portermetrics.com, choose the data sources to bring to your report. 

You can follow these tutorials on connecting your data:

Choose a template

Choose from dozens of Google Ads report templates in Google Sheets or Looker Studio, designed for use cases like PPC monitoring, budget pacing, funnels, and creative performance. 

Learn to copy Looker Studio templates

While templates are the starting point. Make them specific for your business or agency. Map your specific metrics, especially custom conversions, CRM contact data, GA4 events, and all the fields and metrics that you define as "conversions" and "revenue".

Depending on your reporting tool—Google Sheets or Google Looker Studio, pick any of the dozens of templates created by our team and customers to solve your reporting use cases, such as PPC monitoring, budget pacing, funnels, and creative performance. 

Select metrics, dimensions, and charts

Once your report template is downloaded, you may 1)modify it or 2) create a blank page to build it from scratch. Whatever the case, setting up a query always follows these steps: 

  1. Select the data source and the account connected to it
  2. Choose metrics (e.g. Clicks, spend, Sessions, ROAS, etc.). 
  3. Choose breakdowns to segment your data (e.g. by date, campaign name, ad image, etc.)

You can follow these tutorials on adding data to your reports

Design

To make your Google Ads reports truly white-label you can add logos, colors, fonts, and styling to mirror your brand. 

Follow these tutorials to design your Google Ads reports:

Share

Share your Google Ads reports via links, PDF, schedule emails, and control permissions.

KPIs to include in a Google Ads report?

Google Ads reports should include a mix of funnel—visibility, engagement, conversion—, efficiency, effectiveness, revenue, and cost metrics and KPIs to fully understand the performance of campaigns towards business goals. They include:

Google Ads funnel KPIs measure the buying process (from the marketer perspective), regardless of the channel: 

  • Visibility metrics: impressions, reach
  • Engagement metrics: clicks, Sessions, average time
  • Conversion metrics: custom conversions, leads, purchases, key events

Efficiency KPIs compare your outputs to the cost, including:

  • Visibility: CPM (Cost per Mille)
  • Engagement: CPC (Cost per Click)
  • Conversion: CPA (Cost per Acquisition), CPP (Cost per Purchase) 

Effectiveness KPIs compare the input with the output from one funnel stage to another

  • Visibility: Frequency
  • Engagement: CTR, engagement rate
  • Conversion: Conversion rate

Sales and cost KPIs show the bottom-line impact of your performance:

  • Sales: customers, revenue
  • Cost: ad spend, OPEX, payroll
  • Efficiency: ROI, ROAS, CAC
  • Effectiveness: AOV, ACV

To analyze these KPIs, segment them by:

  • Channel: Google Ads
  • Time: Hourly, daily, weekly, monthly
  • Campaign: funnel stage, objective
  • Business: client, branch, region
  • Audience: geo, tech, demographics, interests, behavior, placement
  • Content: creatives, format, topic, keyword