Best SEM dashboard templates for marketing teams and agencies (2025)

Free, white-label SEM dashboard templates on Looker Studio and Google Sheets built and curated by our team and customers, downloaded by +10,000 marketing teams and agencies in 60 countries.

SEM Dashboard template

The SEM Dashboard Template is designed for professionals managing PPC and Paid Media campaigns, specifically focusing on Google Ads. This template provides a structured approach to monitor and analyze campaign performance.

Key features include:

  • Performance Metrics: Track essential metrics such as Click-Through Rate (CTR), Cost Per Click (CPC), and Conversion Rate.
  • Budget Tracking: Monitor daily and monthly spend to ensure alignment with financial goals.
  • Ad Group Analysis: Evaluate the performance of different ad groups to identify top performers.
  • Keyword Insights: Analyze keyword performance to optimize bidding strategies.

This template serves as a foundational tool for managing and optimizing Google Ads campaigns, providing actionable insights for data-driven decision-making.

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PPC multi-channel Dashboard template

The PPC Multi-Channel Dashboard Template is designed for marketers managing campaigns across various platforms. This template integrates data from TikTok Ads, Facebook Ads, Google Ads, Twitter Ads, and LinkedIn Ads.

With this dashboard, users can:

  • Track performance metrics across all channels in one place.
  • Analyze campaign data to identify trends and patterns.
  • Compare ad spend and ROI across different platforms.
  • Monitor audience engagement and conversion rates.

This template supports data-driven decision-making by providing a unified view of multi-channel PPC efforts.

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PPC monthly Dashboard template

The PPC Monthly Dashboard Template provides a structured overview of your advertising performance across multiple platforms. This template is designed to streamline the analysis of your campaigns on Facebook Ads, Google Ads, LinkedIn Ads, TikTok Ads, and Twitter Ads.

Each section of the dashboard focuses on specific metrics and data points relevant to each platform:

  • Facebook Ads: Analyze metrics such as impressions, clicks, and conversion rates.
  • Google Ads: Review data on cost-per-click (CPC), click-through rate (CTR), and quality score.
  • LinkedIn Ads: Monitor engagement metrics, including sponsored content performance and lead generation.
  • TikTok Ads: Evaluate video views, engagement rates, and audience demographics.
  • Twitter Ads: Track tweet engagement, follower growth, and ad spend efficiency.

This template is updated monthly to provide a consistent view of your advertising efforts, allowing for data-driven decision-making and strategic planning.

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PPC KPIs Dashboard template

The PPC KPIs Dashboard template provides a centralized view of your advertising performance across multiple platforms, including Facebook Ads, Google Ads, LinkedIn Ads, TikTok Ads, and Twitter Ads.

This dashboard tracks essential metrics to help you monitor and optimize your campaigns effectively. It includes:

  • Impressions: Total number of times your ads are displayed.
  • Clicks: Number of times users click on your ads.
  • Click-Through Rate (CTR): Percentage of impressions that result in clicks.
  • Cost Per Click (CPC): Average cost incurred for each click.
  • Conversion Rate: Percentage of clicks that result in a desired action.
  • Cost Per Conversion: Average cost for each conversion achieved.
  • Return on Ad Spend (ROAS): Revenue generated for every dollar spent on advertising.

Utilize this dashboard to gain insights into your PPC campaigns’ performance and make data-driven decisions to optimize your advertising strategy.

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PPC Funnel Dashboard template

The PPC Funnel Dashboard template is designed to streamline the management of your advertising campaigns across multiple platforms, including TikTok Ads, Facebook Ads, Google Ads, Twitter Ads, and LinkedIn Ads.

This dashboard provides a centralized view of your funnel performance, allowing you to track and analyze the effectiveness of your campaigns at each stage of the funnel. It integrates data from various ad platforms to offer a holistic view of your marketing efforts.

  • Campaign Overview: Monitor the overall performance of your PPC campaigns with metrics such as impressions, clicks, and conversions.
  • Funnel Stages: Analyze the performance at each stage of the funnel, from awareness to conversion, to identify areas for optimization.
  • Platform Comparison: Compare the performance of different ad platforms to allocate budget effectively.
  • Real-Time Data: Access up-to-date information to make informed decisions quickly.

Utilize this dashboard to gain insights into your PPC strategies and optimize your advertising spend across all major platforms.

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PPC Creative performance Dashboard template

The PPC Creative Performance Dashboard template provides a centralized view of your advertising efforts across multiple platforms, including Facebook Ads, Google Ads, LinkedIn Ads, TikTok Ads, and Twitter Ads.

This dashboard focuses on creative performance metrics to help you analyze and optimize your ad creatives. It includes:

  • Impressions: Track the number of times your ads are displayed.
  • Clicks: Monitor the number of clicks your ads receive.
  • CTR (Click-Through Rate): Calculate the percentage of clicks per impression.
  • Conversion Rate: Measure the percentage of clicks that result in a conversion.
  • Cost Per Click (CPC): Analyze the average cost incurred for each click.
  • Cost Per Conversion: Determine the cost associated with each conversion.

Utilize this dashboard to compare performance across different platforms and identify trends in your ad creatives. This tool is essential for marketers looking to maximize their advertising ROI by focusing on creative elements that drive results.

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PPC Campaign performance Dashboard template

The PPC Campaign Performance Dashboard template provides a centralized view of your advertising efforts across multiple platforms. This dashboard is designed to track and analyze the performance of your campaigns on Facebook Ads, Google Ads, LinkedIn Ads, TikTok Ads, and Twitter Ads.

With this dashboard, you can monitor:

  • Impressions and Clicks to understand audience engagement.
  • Click-Through Rate (CTR) to measure the effectiveness of your ad creatives.
  • Cost Per Click (CPC) and Cost Per Acquisition (CPA) for budget management.
  • Conversion Rates to assess the success of your campaigns in achieving desired actions.
  • Return on Ad Spend (ROAS) to evaluate the profitability of your advertising investments.

This template allows for a detailed comparison of performance metrics across different platforms, providing insights into which channels are delivering the best results.

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PPC budget tracking and pacing Dashboard template

The PPC Budget Tracking and Pacing Dashboard template is designed for managing and monitoring advertising spend across multiple platforms, including Facebook Ads, Google Ads, LinkedIn Ads, TikTok Ads, and Twitter Ads.

This dashboard provides a centralized view of your advertising budget and spend, allowing for real-time tracking and adjustments. It is structured to support the following functionalities:

  • Budget Allocation: Set and adjust budgets for each platform to align with campaign goals.
  • Spend Monitoring: Track daily, weekly, and monthly spend to ensure alignment with budgetary constraints.
  • Pacing Analysis: Evaluate spend rates to determine if campaigns are on track to utilize the allocated budget effectively.
  • Performance Metrics: Integrate key performance indicators (KPIs) to assess the impact of spend on campaign outcomes.

Utilize this dashboard to maintain control over your PPC campaigns, ensuring that your advertising spend is optimized across all platforms.

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PPC Dashboard template

The PPC Dashboard Template is designed for managing and analyzing advertising campaigns across multiple platforms. This template supports:

  • Google Ads
  • Facebook Ads
  • LinkedIn Ads
  • TikTok Ads
  • Twitter Ads

Utilize this dashboard to track performance metrics such as click-through rates (CTR), cost per click (CPC), and conversion rates. The template provides a centralized view of your advertising data, allowing for streamlined reporting and analysis.

Features include:

  • Real-time data integration from all supported platforms
  • Customizable widgets for specific campaign insights
  • Automated reporting for daily, weekly, and monthly performance

This template is ideal for marketers looking to optimize their PPC strategies across various social media and search engine platforms.

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Paid media Creative performance Dashboard template

The Paid Media Creative Performance Dashboard template is designed for marketers managing campaigns across multiple platforms such as PPC, TikTok Ads, Google Ads, Facebook Ads, LinkedIn Ads, and Twitter Ads.

This dashboard provides a centralized view of your advertising efforts, allowing you to track and analyze performance metrics in real-time. It supports:

  • Impressions and Clicks tracking for visibility and engagement analysis.
  • Cost-per-click (CPC) and Cost-per-acquisition (CPA) metrics for budget management.
  • Conversion rates to measure the effectiveness of your ad creatives.
  • Platform-specific insights for TikTok, Google, Facebook, LinkedIn, and Twitter.

Utilize this dashboard to streamline your reporting process and make data-driven decisions for optimizing your ad campaigns.

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Paid media Dashboard template

This Paid Media Dashboard Template is designed for marketers managing campaigns across multiple platforms. It integrates data from PPC channels such as Google Ads, Facebook Ads, LinkedIn Ads, TikTok Ads, and Twitter Ads.

Utilize this dashboard to track and analyze performance metrics from Google Analytics 4 and Base. The template provides a centralized view of your advertising efforts, allowing for data-driven decision-making.

  • Google Ads: Monitor impressions, clicks, and conversion rates.
  • Facebook Ads: Analyze audience engagement and ad spend.
  • LinkedIn Ads: Evaluate lead generation and campaign reach.
  • TikTok Ads: Track video views and user interactions.
  • Twitter Ads: Assess tweet engagement and follower growth.

This template is ideal for marketers seeking to consolidate their advertising data into a single, actionable view.

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Multi-channel Marketing performance Dashboard template

The Multi-channel Marketing Performance Dashboard template provides a centralized view of your marketing efforts across various platforms. This dashboard integrates data from Google Analytics 4, Instagram Insights, Google Ads, YouTube, Facebook Insights, Facebook Ads, LinkedIn Ads, TikTok Ads, and Twitter Ads.

With this template, you can:

  • Track SEO performance and analyze website traffic using Google Analytics 4.
  • Monitor social media engagement and audience growth through Instagram and Facebook Insights.
  • Evaluate advertising campaigns across Google Ads, Facebook Ads, LinkedIn Ads, TikTok Ads, and Twitter Ads.
  • Analyze video content performance on YouTube.

This dashboard template is designed to provide actionable insights by consolidating data from multiple channels, allowing for a streamlined analysis of marketing strategies and outcomes.

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What is an SEM dashboard?

An SEM dashboard is an interface tool that consolidates data from multiple sources (e.g., Google Ads, Bing Ads, SEMrush) to track and display key performance indicators (KPIs) (e.g., CTR, CPC, conversions), enabling teams and agencies to monitor campaign and channel performance and create presentations for clients and executives. 

SEM dashboards 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 an SEM dashboard?

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

Executive SEM dashboards

Executive dashboards for CMOs, CEOs, and clients show SEM's bottom-line impact. Reviewed weekly, monthly, or quarterly, they include:

  • SEM ROI analysis: by channel, using attribution (MMM, lift analysis, multi-touch) for large budgets (≈100k/mo).
  • Unit economics analysis: CAC, LTV, payback, ARPU from SEM-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.

SEM manager dashboards

Manager dashboards have cross-channel 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:

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

Operational SEM Dashboards

Operational dashboards 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
  • Keyword performance: rankings, impressions, clicks, CPC
  • Ad performance: ad copy effectiveness, quality score, ad extensions

Operational SEM dashboards 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 an SEM dashboard?

To build an SEM dashboard, 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 dashboard, 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 dashboard. Common sources are Google Ads and Bing Ads for PPC performance, SEMrush for keyword data, and CRM or E-commerce for sales data.

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

You can follow these tutorials on connecting your data:

Choose a template

Choose from dozens of SEM dashboard 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, 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 SEM reporting use cases, such as PPC monitoring, budget pacing, funnels, and creative performance. 

Select metrics, dimensions, and charts

Once your dashboard 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 dashboards

Design

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

Follow these tutorials to design your SEM dashboards:

Share

Share your SEM dashboards via links, PDF, schedule emails, and control permissions.

KPIs to include in an SEM dashboard?

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

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

  • Visibility metrics: impressions, reach, ad views
  • Engagement metrics: clicks, CTR, ad interactions
  • Conversion metrics: custom conversions, leads, purchases, key events

Efficiency KPIs compare your SEM 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 SEM performance:

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

To analyze these SEM KPIs, segment them by:

  • Channel: paid, search, Google Ads vs Bing Ads
  • Time: Hourly, daily, weekly, monthly
  • Campaign: funnel stage, objective
  • Business: client, branch, region
  • Audience: geo, tech, demographics, interests, behavior, placement
  • Content: ad copy, format, keyword