Google Ads ad performance report template. Each ad with its strength, clicks, cost and conversions.

Campaigns that hold ads in ad groups: Search, Display, Demand Gen and video. Performance Max works with asset groups instead of ad groups, so its ads do not appear here. The Performance Max template shows its asset groups with their ad strength.

An ad with no impressions in the period is left out, so paused ads drop off once their last impression falls outside the dates.

Compare ads inside the same ad group

Twenty-five ads across an account mix brand and generic, cheap clicks and dear ones. Ads only compete within their ad group, so read them that way. Filter with Campaign containing, then compare the ads that share a campaign and ad group line.

Impressions are already Google's verdict

With ad rotation on Optimize, the default, Google shows the ad it expects to do better more often. An ad with a fifth of its ad group's impressions has usually lost on predicted results already. Rewrite it rather than keep it for balance.

Judge results on conversions per impression, not CTR alone. An ad that draws clicks with a vague promise can convert worse than a plainer one. CTR times conversion rate gives the figure.

Ad strength grades the build

Ad strength (Excellent, Good, Average, Poor) rates how an ad is put together: enough distinct headlines and descriptions, your keywords in them, few pins. Google reports more conversions on average for stronger ads, yet a Good ad can beat an Excellent one in your own table. Raise the Poor ones first, then let the figures decide.

• Tick Conversion rate and Conversion value in the ads table: a shop wants value, not a count.
• Sort by cost per conversion. Best first means cheapest first for a cost.
• Give each key figure its own comparison, Same days last year for a seasonal business.

Add the Assets card from the card library to see which headlines inside those ads carry them. Customize saves the whole thing as a report your workspace can open.