Google Ads monthly report template. Last month: the results, where the money went, the campaigns and the searches.

Months are not the same size. March has three more days than February, and a month with five weekends sells differently from one with four. Totals can rise 10% with nothing changed in the account.

So read the rates before the totals. Cost per conversion and, if you sell online, conversion value against spend are fair across months of any length. Raw spend and conversions are fair only when you divide them by the days.

For a business with seasons, change the comparison to Same days last year. December against November tells a gift shop nothing it did not already know.

Breakdown of spend by campaign type

Watch the share each type takes from month to month. If Performance Max takes a larger slice every month while total conversions stay flat, it may be buying searches your Search campaigns used to win, your brand among them. The Performance Max and brand guide shows how to check.

Conversions by kind

This card splits conversions by what they are: purchases, leads, calls, sign-ups and so on. A kind that grows suddenly often means a new conversion action was added, not that customers changed. A kind that has no business value, such as a page view, should not count toward bidding. See primary conversions.

Searches that convert

The eight searches that brought the most conversions last month. For a client, it is the most concrete card of the report: the words their own customers typed. From one month to the next, watch for newcomers. A search that shows up for the first time often marks a new need, a season starting or a competitor leaving the auction. The card reads the account's 2,000 costliest searches of the month, and the searches report says what to do with each one.

Campaigns and What Oppy did

Read the ten campaigns by spend against the changes of the month. A campaign whose cost per conversion moved the week a bid strategy or a budget changed is telling you what that change did.

Any account. Searches that convert reads the search terms of Search and Shopping campaigns. On an account that runs only Performance Max, Display or Video, it says No searches to show, and the other cards still fill.

Conversion value needs values on your conversion actions. A lead generation account without values can swap it for conversion rate in Key figures. Click Customize, open the card's settings and pick the figure.

Other useful changes: add Searches that waste beside Searches that convert, so the month's waste and its winners sit side by side. Add Main goal to set the month against the target you agreed. More in the report builder.