Google Ads Dashboard

A Google Ads dashboard is a reporting tool designed to quickly let you know the status and results of your Google Ads campaigns. Clean and simple, it allows everyone from associates to CMOs to understand how well Google paid search campaigns are performing and can guide actions for further improvement.

Why You Need A Google Ads Dashboard

Google Ads dashboards contain data directly sourced from Google Ads (formerly known as Google Adwords), providing visualizations designed to monitor performance, spend, and help identify optimization opportunities.

It can also save hundreds of hours of manual labor, updating frequently through the Ads API to provide you and your clients up-to-date data. Dashboards enable agencies to reduce their reporting cycle and allowing them to provide clients with immediate answers and actionable insights.

Google Ads provides various metrics that can be used to evaluate a paid search campaign’s efficiency and effectiveness, but here are the ones we've included in our dashboard template. Each one is not only an important number in its own right, but can also help contextualize Google Ads performance. If you want to copy our template, all you need to do is integrate your adwords account.

What to Include in a Google Ads Dashboard

  • 1. Impressions

    Impressions are how many times a Google Ads paid search ad has been seen among search results. For campaigns designed to increase awareness, this metric can be important as it’s an indication of interest in search terms related to the brand.

    Google Ads Impressions on Dashboard

    Impression volume can also provide insight into search volume trends. It's a good gauge to monitor how many eyes have seen your ads.

  • 2. Clicks

    A click is recorded when a user clicks on a link in an ad. Clicks can be on the header of a paid search ad, or any of the extensions Google Ads supports such as location or featured products.

    Google Ads Clicks on Dashboard

    It’s an essential metric to monitor campaign performance, as a click is often an signal a user liked an ad enough to learn more.

  • 3. CPC (Cost Per Click)

    CPC (cost per click) how much it charged on average for a click on a Google Ad. This metrics often change daily due to Google’s real-time bidding algorithm and so it’s best not to compare it week-over-week in a dashboard. Instead, CPC should me judged against predetermined pay limits.

    Google Ads CPC on Dashboard

    The lower the cost, the more efficient your ad is, and the more of your audience you can reach within budget. It’s important to keep an eye on high cost metrics. If the CPC is $5 but the average revenue per click is $3.75, it would be wise to make adjustments to the campaign if not pause it altogether.

  • 4. Conversions

    Google Ads can report on several conversion events and should be the main target of any campaign.. This includes calls from mobile ads, purchases, and Google Analytics custom goals. Conversions can be seen at the ad or keyword level in addition to at the campaign level, and allow you to track the real impact of marketing dollars.

    Google Ads Conversions on Dashboard

    Tracking conversions makes it easy to track ROI (return on investment) of campaigns which makes it easy to prove the value of Google Ads.

  • 5. Conversion Rate

    As many paid search campaigns exist to drive consumer action, their effectiveness is an important KPI. Conversion rate shows the rate that clicks lead to conversions.

    Google Ads Conversion Rate on Dashboard

    A Google Ads conversion rate can be calculated for various conversion metrics, and for purchase driven campaigns is often the main KPI. In a dashboard, the conversion rate can be broken into several granularities, including individual ads, ad group and more.

  • 6. Top Performing Keywords

    Metrics such as conversions, cost, CPC, and CTR (click-through rate) can be viewed by the Google Ads keywords level. Data at this granularity can help agencies identify trends and insights into customer desires, guiding optimizations and/or the creation of new ads.

    Google Ads Top Performing Keywords on Dashboard

    Top performing keywords are a frequent client ask, and including them in a Google Ads dashboard allows you to anticipate questions.

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