Google Ads keyword performance report template. Your keywords with their Quality Score, what they cost and what they bring.

The keyword report shows which keywords you pay for, what they bring and how Google rates them. It opens on the last 30 days against the 30 before, with four key figures and a table of your costliest keywords with their Quality Score.

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Last 30 days vs the 30 before
2 cards
Search campaigns

Search keywords

Last 30 days · 14 Sept – 13 Octvs 15 Aug – 13 SeptAcme Store

Key figures

Clicks15,6989.4%vs 14,344

CTR2.4%0.2 ptsvs 2.6%

Avg. CPC€0.590.4%vs €0.59

Conversions46112%vs 411

Keywords

Keyword	Quality Score	Clicks	Impressions	CTR	Avg. CPC	Spend	Conversions	Cost per conversion
acme storeExactBrand · Acme Store	10/10	1,612	4,980	32.4%	€0.56	€905	63	€14.37
rain jacket womenPhraseOuterwear 2026 · Rain jackets	8/10	1,020	17,400	5.9%	€0.67	€688	21	€32.77
waterproof jacketBroadOuterwear 2026 · Rain jackets	5/10	790	24,600	3.2%	€0.65	€513	7	€73.23
insulated jacket menPhraseOuterwear 2026 · Insulated jackets	7/10	466	9,900	4.7%	€0.73	€342	12	€28.53
acme outdoor shopPhraseBrand · Acme Store	9/10	498	2,210	22.5%	€0.61	€302	19	€15.88
packable rain jacketExactOuterwear 2026 · Rain jackets	9/10	352	4,420	8.0%	€0.67	€237	13	€18.22

What is in the keyword performance report template?

Key figures: clicks, CTR, avg. CPC and conversions, against the 30 days before. They describe the price and the pull of your keywords as a whole.

Keywords: the 25 costliest keywords, with their campaign and ad group under each one and their match type beside it. Shown by default: Quality Score, clicks, impressions, CTR, avg. CPC, spend, conversions and cost per conversion. Conversion rate, conversion value and ROAS can be ticked in. Two filters: Campaign containing, and match type (Exact, Phrase or Broad).

How do you read a keyword performance report?

Read CPC and CTR together

Avg. CPC up with CTR steady usually means more competition in the auction: auction insights in Google Ads will say who arrived. CPC up with CTR down means your ads lost position or relevance, which is a problem you can fix yourself.

Quality Score

The score is the one Google gives each keyword today, from 1 to 10. It is not an average over the 30 days. Google leaves it blank for keywords with too little traffic to judge.

A low score matters on a keyword that costs a lot. Open it in Google Ads and look at its three parts: expected CTR, ad relevance and landing page experience. Fix the weakest one. A score of 4 on a keyword that spends €50 a month is not worth an afternoon.

Read match types apart

Filter on Broad and read the cost per conversion against Exact. Broad keywords reach more searches, and some of them are wrong. If broad costs twice as much per conversion, the answer is usually in the searches report, as negatives.

Keywords that spend and do not convert

Pause or lower a keyword only once it has spent enough for zero conversions to mean something at your conversion rate. Before you pause, check that it is not your only keyword for a product you sell.

Keywords

Keyword	Quality Score	Clicks	Impressions	CTR	Avg. CPC	Spend	Conversions	Cost per conversion
acme storeExactBrand · Acme Store	10/10	1,612	4,980	32.4%	€0.56	€905	63	€14.37
rain jacket womenPhraseOuterwear 2026 · Rain jackets	8/10	1,020	17,400	5.9%	€0.67	€688	21	€32.77
waterproof jacketBroadOuterwear 2026 · Rain jackets	5/10	790	24,600	3.2%	€0.65	€513	7	€73.23
insulated jacket menPhraseOuterwear 2026 · Insulated jackets	7/10	466	9,900	4.7%	€0.73	€342	12	€28.53
acme outdoor shopPhraseBrand · Acme Store	9/10	498	2,210	22.5%	€0.61	€302	19	€15.88
packable rain jacketExactOuterwear 2026 · Rain jackets	9/10	352	4,420	8.0%	€0.67	€237	13	€18.22

Last 30 days · 14 Sept – 13 Oct · vs 15 Aug – 13 SeptAcme Store

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

Ashcombe Legal

A made-up account, for illustration

Ashcombe Legal, a made-up law firm, handles employment cases. Its table shows unfair dismissal lawyer, in phrase match, with a Quality Score of 4: €1,940 of spend for 9 conversions, about €216 each. Employment solicitor near me, in exact match, scores 8 and converts at €80.
In Google Ads, the first keyword's landing page experience is below average: its ads send people to the home page. The firm builds a page about unfair dismissal and points the ad group at it.
Filtered on Broad, employment law shows €2,300 of spend for 2 conversions. Its search terms are full of course and degree searches. The firm adds course, degree and jobs as negatives.

Which accounts is the keyword performance report template for?

Accounts with Search campaigns. Shopping and Performance Max campaigns have no keywords, so a Shopping-only account shows an empty table.

Click Customize to change it. Sort by cost per conversion to put the cheapest first, or by Quality Score. Add a Searches that waste card beside the table, so keywords and the searches they bought sit together. The table reads up to 1,000 keywords, the costliest first, and shows from 3 to 100 rows. For the level above, see the ad group report.

Copy of Search keywordsCancelSave

Key figuresThe figures you choose, against the period before.KeywordsYour keywords with their Quality Score, what they cost and what they brought.

Keywords settingsYour keywords with their Quality Score, what they cost and what they brought.

TitleKeywordsColumnsQuality ScoreClicksImpressionsCTRAvg. CPCSpendConversionsConversion rateCost per conversionConversion valueROASTick the columns to show, at least one.Sort byQuality ScoreOrderDescendingDescendingAscendingFiltersCampaign containingAll campaignsMatch typeAllExactPhraseBroadRows shown5810152550100

Questions about the keyword report template.

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

Is the Quality Score in the report an average for the period?

No. It is the score Google gives each keyword today, read when the report opens. A keyword whose ads or landing page changed during the period may have scored differently at its start.

Why do some keywords have no Quality Score?

Google leaves the score blank for keywords with too few searches to judge. It appears once the keyword has enough traffic.

Can I show only broad match keywords?

Yes. Pick Broad in the match type filter. Exact and Phrase work the same way, and the campaign filter narrows the table further.

What is the difference between this and the searches report?

Keywords are what you bid on. Search terms are what people actually typed when your ad showed. This template shows keywords; the searches report shows the search terms.