Google Ads Report Template In 5 Easy Steps

March 13, 2020image

Building a PPC report from scratch and keeping it updated can be challenging. This is why you need a template to make your life easier. Learn how to create your own Google Ads report template in Semrush with our new PPC report widgets that display metrics directly from Google Ads.

Evaluate Overall Performance

If you link your Google Analytics and Google Ads accounts and then connect your Google Analytics to Semrush, you can integrate Google Ads widgets into your PPC reports.

The new widgets include:

  • Performance Overview
  • Metrics Chart
  • Performance Table
  • Keyword Performance
  • Top Campaigns
  • Top AdGroups
  • Top Keywords

To make the most of your reporting, you should provide your clients or your manager with important information they can understand and use to make the right business decisions. 

Embed The Performance Overview widget into your report to see the performance of your PPC campaign in terms of key metrics. These include impressions, clicks, and CTR (%), and financial metrics like cost, CPC, and conversions.


The data is displayed in comparison to the previous period, which makes it convenient to see the progress. 

Knowing your KPIs can help you quickly gauge the performance of your campaign or your client's Google Ads campaign.

Visualize the Dynamics of Your KPIs

KPI trends are helpful to understand how values are changing over time. However, trends can be hard to view and digest without visualization. Semrush provides a specific Metrics Chart widget that shows you a more detailed view of a specific metric (clicks, CTR, CPC, Cost, Conversions, Cost per Conversion).


Use the widget to better understand and analyze the overall performance of your ad campaign. 

Compare Different Campaigns

The Performance Table widget provides you with an overview of your existing campaigns, so you can compare their performance. Explore the table to dive deep into specific metrics.


Assess your top-performing campaigns by key metrics, using the Top Campaigns widget.


Highlight Your Top-Performing Keyword and Ads

The Keywords Performance widget provides you with an overview of all statistics aggregated at the keyword level.


You can also add the Top Keywords widget to your report. For example, if you want to view the keywords that are driving the most traffic to your web pages, you can choose to display the Top Keywords by Clicks.


Use the Top AdGroups widget to find out the ad groups with the largest number of clicks, impressions, etc.


All the Google Ads widgets are customizable, so you can tailor your PDF report according to your business needs.

How to Create a Google Ads Report: Step-by-Step Workflow

Build your own Google Ads report with Semrush My Reports by performing the following steps.

Step 1. Integrate data from Google Ads

First, you need to connect your Google Ads and Google Analytics accounts together. This can be done in Google Analytics in the admin section. Then connect your Google Analytics account to your Semrush account. Once you’ve done that, you can add the desired widgets to your PPC report template.

Step 2. Add Google Ads widgets to your report

Go to the My Reports PDF builder and choose a ready-made template or start creating your report from scratch. To add the desired widgets, drag items from the left menu bar to your template. You can organize the shape of your PDF in your preferred way.

All Google Ads widgets are customizable, so you can tailor the PDF report to suit your business needs.


Step 3. Select the data you need to display

When adding Google Ads widgets to your report, you’ll need to select the data you need to display. You can do this from the window that pops up once you drag and drop a widget to your template.


Step 4. Specify the time period

With all the widgets, you can specify the time period of the data displayed: last 2/7/14/30/60/90 days, last week, last month, last quarter, and custom.

Note that the last week filter will collect metrics from either the most recent Monday through Sunday or Sunday through Saturday. The last 7 days filter pull data for 7 days starting from 10 days from the current date. 

This means that if you collect information on the 11th with a “last 7 days filter,” this data will actually be from the 1st to the 7th of the month.

Step 5. Save and schedule your report

Finally, you can save your Google Ads report template or automate it with scheduled emails. Set a specific email address you want your PDF sent to and select the day and frequency of sending it. 

Can we make this template even more useful for you? Please share your ideas with us at

About Semrush

Semrush is a leading online visibility management SaaS platform that enables businesses globally to run search engine optimization, pay-per-click, content, social media and competitive research campaigns and get measurable results from online marketing. Semrush offers insights and solutions for companies to build, manage, and measure campaigns across various marketing channels. Semrush, with over 94,000 paying customers, is headquartered in Boston and has offices in Philadelphia, Trevose, Austin, Dallas, Amsterdam, Barcelona, Belgrade, Berlin, Limassol, Prague, Warsaw, and Yerevan.