Google Ads Performance Report Template

A full month of paid performance in one report, from spend down to return, without exporting screenshots from the Ads UI the night before it is due. See what is working, what is leaking, and what to do next, with the "so what" written for you, and send something the client actually reads.

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Google Ads8 sections · Written insights · Free
What this template covers

A good Google Ads report answers four questions before anyone has to ask them

1Is the spend working, and by how much?
2Which campaigns and keywords are carrying the return?
3Where is money leaking, and what is capping visibility?
4What should we change next month?

This template is built from a real Analyse8 report. It opens with the account at a glance, works down through campaigns, efficiency, keywords and audiences, and closes with a single read of the month and a prioritised action list. Every section below is a page in the template.

Google Ads Performance ReportLast 30 days
Breakdown
Google Ads Performance ReportLast 30 days
Executive summary
Metric A
4,117
Metric B
186
Metric C
3.1%
MARKETING REPORTGoogle Ads Performance ReportLast 30 days
Inside the template

What's in the Google Ads performance report, page by page

Section 01Google Ads

Account Overview

The top-level month. Spend, efficiency and return at a glance.

Metrics shown
Impressions, clicks, CTR, avg CPC, cost, conversions, cost per conversion, conversion value and ROAS, each with a change vs the previous period
Charts usedKPI scorecards, daily spend line, daily conversions line.
Why it matters. Answers "is it working" in ten seconds and sets up whether the month was about volume, efficiency or both.
Sample data. Open the live web version
Section 02Google Ads

Campaign Performance

Where the return actually comes from, brand vs non-brand.

Metrics shown
Spend by campaign typeClicks by campaignAnd campaign-level spendClicksImpressionsConversionsCost per conversion and ROAS
Charts usedSpend bars, clicks bars, campaign table.
Why it matters. Separates the campaigns carrying return from the ones carrying scale, so you know where the next dollar should go.
Sample data. Open the live web version
Section 03Google Ads

Efficiency and Impression Share

Whether spend or ad rank is the ceiling on visibility.

Metrics shown
Search impression shareShare lost to budgetShare lost to rankAnd Quality Score components across expected CTRAd relevance and landing page
Charts usedImpression share donut, Quality Score component bars, impression share over time line.
Why it matters. Tells you whether more budget or a better landing page is the higher-leverage fix, before you spend either way.
Sample data. Open the live web version
Section 04Google Ads

Keywords and Search Terms

What people actually typed, and what it cost.

Metrics shown
Top keywords by clicksSpend and impressionsTop converting search termsAnd negative keyword opportunities
Charts usedKeyword table, search-term table, negative-keyword table.
Why it matters. Surfaces proven converters to scale and wasted spend to cut, in the same view.
Sample data. Open the live web version
Section 05Google Ads

Quality Score by Keyword

The quality signal behind every keyword's cost and rank.

Metrics shown
Quality Score per keyword with expected CTR, ad relevance and landing page ratings, plus impressions
Charts usedQuality Score table.
Why it matters. Shows which keywords are earning cheap clicks and which are quietly paying a bad-quality tax.
Sample data. Open the live web version
Section 06Google Ads

Audiences, Devices and Location

Who is clicking, on what, and when.

Metrics shown
Clicks by device and conversions by day of week
Charts usedDevice split, day-of-week conversion bars.
Why it matters. Tells you whether to lean into mobile, adjust bids by device, or concentrate budget on the days that convert.
Sample data. Open the live web version
Section 07Google Ads

Conversions and Assets

What counted as a result, and which creative earned it.

Metrics shown
Conversion actionsConversions over timeConversion valueAnd ad asset performance ratings
Charts usedConversion-action bar, conversions-over-time line, asset rating breakdown.
Why it matters. Confirms the numbers trace to a clean outcome and points you at the creative worth scaling.
Sample data. Open the live web version
Section 08Google Ads

Read of the Month and Recommendations

One honest paragraph on the month, then a ranked to-do list.

Metrics shown
Story of the month, priorities scored by effort and impact, numbered next steps
Charts usedEffort vs impact table, recommendation list.
Why it matters. A report that stops at the data makes the reader do the thinking. This one hands over the decisions.
Sample data. Open the live web version
Build your own

Build this report by asking, not by dragging widgets

Most reporting tools make you assemble this by hand, field by field. Analyse8 doesn't. Ask for the report in plain language and get it back written and formatted, with the insights under each section generated for you.

  • Plain-language requests, no query builder
  • Your logo and colours, as a live link or a PDF
  • Schedule it to build and send itself every month
ReportsDescribe it, or start from a template
Connect your data

The data this template runs on

This template runs on the Google Ads account you already manage. Connect it once and the report stays current. Add GA4 and Search Console when you want the full cross-channel picture.

See every integration
Google AdsSee the Google Ads integration
Built for how you work

For owners, freelancers and agencies alike

Whether you run your own business, freelance or handle a book of clients, the job is the same: prove the work landed and decide what's next. Share it as a live link or a branded PDF, for a quick internal check-in or a polished monthly send.

FoundersKnow how the month wentFreelancersSend it in minutesAgenciesOne per client
FAQ

Google ads performance report questions, answered

What should a Google Ads report include?

At a minimum: a top-level read on spend, clicks, conversions and ROAS, then a breakdown by campaign and keyword, an efficiency check on impression share and Quality Score, and a clear set of next steps. This template covers all of it and closes with a ranked action list, so nobody has to piece it together themselves.

How often should I send a Google Ads report?

Monthly is the standard cadence for owners and clients because it smooths out weekly noise while staying recent enough to act on. This template is set up around a rolling month, and you can run it on any date range you like.

Do I need to export data from the Google Ads UI?

No. Connect the account once and the report pulls and writes itself. No screenshots, no CSV exports, no rebuilding it every month.

Can I add my own branding to the report?

Yes. Add your logo and your client's name, then share it as a live link or export a branded PDF. Reports carry a small "Prepared on Analyse8" note. The version you are looking at was generated the same way.

Is this template free?

Yes. Preview the web and PDF versions above, and start building your own on the free plan. See the pricing page for what each plan includes.

How do I build my own version?

Connect your Google Ads account, ask Analyse8 for a Google Ads performance report, and it returns this structure filled with your data and written insights. Adjust the date range or ask for more detail on any section in plain language.

Your Google Ads performance report, written for you

Connect your accounts, ask for the report and send it the same day. Free to start, no credit card required.

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