Google Ads ad group performance report template. Each ad group with its clicks, cost and conversions, and the account's key figures.
The ad group report shows where the money goes inside each campaign. It opens on the last 30 days against the 30 before, with the account's key figures on top and every ad group below, the costliest first.
- Last 30 days vs the 30 before
- 2 cards
- Campaigns with ad groups
What is in the ad group performance report template?
Key figures, full width: spend, clicks, conversions and cost per conversion for the whole account, each against the 30 days before. They set the bar every ad group is read against.
Ad groups, full width: the 25 costliest ad groups, each with its campaign written under its name. Shown by default: impressions, clicks, CTR, spend, conversions and cost per conversion. Avg. CPC, conversion rate, conversion value and ROAS can be ticked in. The table reads up to 1,000 ad groups, the costliest first, from Google Ads when the report opens.
A Campaign containing filter narrows the table to one campaign, or to every campaign whose name shares a word. It ignores case and accents.
How do you read an ad group performance report?
Compare ad groups inside one campaign
Ad groups in a brand campaign and in a generic one live in different worlds. Ranking them together punishes every generic ad group. Filter on one campaign, then read each ad group's cost per conversion against that campaign's.
Find the groups that spend and do not sell
An ad group with real spend and no conversion over 30 days is the first place to look. How much spend is real depends on your conversion rate: the wasted spend estimator gives the bar for your account. Do not judge an ad group on a dozen clicks.
Read CTR against conversion rate
A high CTR with a low conversion rate means the ad promises something the page or the offer does not keep. A low CTR means the keywords pull in searches the ad does not answer. The first calls for a look at the landing page, the second at the search terms.
Spot the thin ones
Many ad groups with a handful of clicks each spread the data thin. Smart bidding learns from conversions, and an ad group with two a month teaches it little. Merging close ad groups often helps more than tuning each one.
What does an ad group performance report show on a made-up account?
Thornbury Physio
A made-up account, for illustration
Thornbury Physio, a made-up clinic, runs one Search campaign, Sports injuries, with six ad groups. Filtered on that campaign, the table shows Running injuries at €1,120 of spend for 3 conversions, about €373 each. The campaign as a whole converts at €61. Knee pain spent €640 for 18 conversions.
The searches report for Running injuries shows why: running shoes for injuries, couch to 5k injury, free running injury advice. The clinic adds negatives for shoes, free and advice, and checks the ad group again in 30 days.
Which accounts is the ad group performance report template for?
Accounts whose campaigns are built from ad groups: Search, Display, Shopping and Video. Performance Max campaigns are built from asset groups instead, so read them in the Performance Max template.
To change it, click Customize. An online shop can tick conversion value and ROAS in, and sort by ROAS. Sorting by cost per conversion puts the cheapest first. The table shows from 3 to 100 rows, and every row can be downloaded as CSV or Excel. For the level below, open the keyword report or the ad performance template.
Questions about the ad group report template.
Anything else? Ask Oppy in the product, or write to the team.
Can I see the ad groups of one campaign only?
Yes. Type part of the campaign's name in the Campaign containing filter. It ignores case and accents, so one word can catch a family of campaigns.
Does the ad group report include Performance Max?
Performance Max campaigns are made of asset groups, not ad groups. Open the Performance Max template to see their asset groups.
How many ad groups can the table show?
It shows 25 by default and from 3 to 100 rows. It reads up to 1,000 ad groups, the costliest first, from Google Ads when the report opens.
Can I export the ad group table?
Yes. Every table card downloads its rows as a CSV or an Excel file.
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