Why it matters
For an agency, the report is often the only part of the work a client sees each month. When it carries the agency's logo, colour and name, the client reads the agency's work. When it carries a software company's logo, some clients start asking why they pay the agency and not the software.
Branding the PDF is the easy part. The giveaways sit elsewhere: the sender of the email, the domain of a shared link, a sign-in page in another company's colours, a file name that starts with the tool's name. White-label Google Ads reports walks through the setup for an agency.
White label hides the tool, never the source. A good report still says the figures come from Google Ads, over which days, and when they were read.
How to set one up
- Google Ads has no white-label reporting of its own: its reports and its dashboards carry Google's look.
- In your reporting tool, set the logo, colour and name once at agency level, so every client report follows.
- Point a custom domain at the tool, so shared links and sign-in pages use the agency's address.
- Set a reply-to address, so client replies reach the agency.
- Send a test to yourself and check the PDF, the email and the link the way a client would.
An example
A three-person agency sends a monthly Google Ads report to twelve clients. It sets its logo and a dark green in its reporting tool, adds reports.northlight.example as a custom domain, and routes replies to its account manager.
A client who opens the report link sees the agency's address, logo and colour on every page, and on the PDF attached to the email. The one question that comes back is about the figures, which is the question the agency wants.
In Optizads
Agency workspaces brand their reports from the Branding tab of the agency console: logo, colour and name, a custom domain for sign-in and shared report links, and a reply-to address for emails. Hide the name or the logo and nothing takes its place. The address emails are sent from is the one trace left. Solo workspaces carry the Optizads mark. Each report covers one Google Ads account and can start from one of the report templates. See branding for what each setting changes.
Common mistakes
- Branding the PDF and forgetting the email sender, the shared link and the sign-in page.
- Choosing a brand colour too light to read on white.
- Sending every client the same report, whatever each one is judged on.
Related terms
- Manager account (MCC): A Google Ads account that holds other accounts, used by agencies and large advertisers to manage many accounts from one login.
- KPI (key performance indicator): The number an account is judged on, such as cost per lead or ROAS.
- Budget pacing: Budget pacing is tracking whether spend is on course to land on the month's budget, and correcting the daily budgets when it is not.
