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Google Ads campaign performance report template. Every campaign over the last 30 days, ranked and compared.

The campaigns report shows which campaigns earn their budget and which do not. It opens on the last 30 days against the 30 before, with six cards that set each campaign's share of spend against its share of results.

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  • Last 30 days vs the 30 before
  • 6 cards
  • Any account

What is in the campaign performance report template? Six cards, in this order.

Card
Width
Set to
Look for
Key figures
Full
Spend, conversions, cost per conversion, search impression share
Which way the account moved
Top campaigns
Half
Ranked by spend, 8 rows
Who takes the money
Breakdown
Half
Conversions by campaign, the top six and the rest
Who brings the results
Impression share
4 of 12 columns
Share won, lost to budget, lost to rank, top of page
Why searches were missed
From view to conversion
8 of 12 columns
Impressions, clicks, conversions
Where people drop off
Campaigns
Full
Sorted by spend, 25 rows
The full picture, campaign by campaign

Does each campaign's spend match its results?

The template puts two cards side by side on purpose. Top campaigns ranks by spend. Breakdown splits conversions by campaign. A campaign that takes 40% of the spend and brings 15% of the conversions stands out at once.

Do not read that gap as a verdict on its own. A brand campaign always converts cheaply, because people already searched for you. A prospecting campaign costs more per conversion and feeds the brand searches of next month. Compare campaigns with the same job.

For an online shop, open Breakdown's settings and split by conversion value instead. A campaign that sells fewer, dearer items looks weak on a count and strong on value.

How do you read impression share and the funnel?

The Impression share card tells you why your ads missed searches. Share lost to budget means the money ran out. Share lost to rank means the ad lost the auction, on bid or on quality. Both are read as Google totals them for the exact 30 days, never averaged from daily shares.

Lost to budget on a campaign whose cost per conversion beats your target is money left on the table: give it more, or take it from a weaker campaign. Lost to rank calls for better ads, better landing pages or higher bids, not more budget. The impression share estimator puts a number on what the missed searches are worth.

From view to conversion shows impressions, clicks and conversions with the rate between each step. A weak first step points at ads and keywords that do not match the searches. A weak second step points at the landing page or the offer. A shop that counts add-to-cart and checkout actions in Google Ads sees those steps too.

What does a campaign performance report show on a made-up account?

Brightside Languages

A made-up account, for illustration

  1. Brightside Languages, a made-up language school, runs evening courses and spends about €12,400 every 30 days. Top campaigns shows Generic English courses taking 41% of the spend. Breakdown gives it 16% of the conversions.

  2. Impression share explains part of it. Business English, a smaller campaign, loses 25% of its searches to budget and converts at €38 against €54 for the account. Generic English loses most of its share to rank, not budget.

  3. The school moves €40 a day from Generic English to Business English, and opens the searches report for Generic English to find the searches that cost money for nothing.

Which accounts is the campaign performance report template for? And how to change it.

Any account. The Impression share card and the search impression share figure need Search or Shopping campaigns: an account that runs only Display, Video or Performance Max has nothing to show there. Swap them for another card or figure.

Click Customize to make it yours. Sort Campaigns by cost per conversion to put the cheapest first, rank Top campaigns by conversions, or raise Campaigns to its maximum of 50 rows. Every card except Impression share can be downloaded as CSV or Excel. More in the report builder.

Questions about the campaigns report template.

Anything else? Ask Oppy in the product, or write to the team.

Which campaigns does the campaigns report include?

Every campaign that had impressions or spend over the period, or is enabled, whatever its type. The Campaigns card shows the 25 costliest by default and up to 50.

Why is the Impression share card empty?

The card shows search impression share, which Google gives for Search and Shopping campaigns. If the account runs neither, the card has nothing to show.

Is impression share averaged over the 30 days?

No. Optizads reads it from Google for the exact days of the report, as Google totals it. Averaging daily shares would give a wrong number.

Can I rank campaigns by conversion value instead of spend?

Yes. Click Customize, open the Top campaigns settings and pick conversion value, or any other figure. The Campaigns table can be sorted by any of its columns in the same way.

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