Managing Google Ads reports manually takes too much time, especially when you’re working with several clients. As campaigns grow, so do the demands.
You can’t afford to build each report from scratch, double-check every number, or rewrite the same insights over and over. That’s why learning how to scale Google AdWords client reports matters for any agency or freelancer who wants to keep their marketing team productive and clients happy.
To scale your Google AdWords reports, build standardized templates, automate data pulls, and use tools that let you add metrics from multiple accounts without repeating work.
In this post, you’ll learn the types of Google Ads reports to send, the common problems with manual reporting, and how TapClicks helps you scale.
Types of Google Ads Reports
Not every client needs the same report. Some care about ad clicks, others want to see conversions or ad spend trends. That’s why knowing the different types of Google Ads reports is important.
Each one offers a unique view of your campaigns, and using the right mix helps you show the full story without overwhelming your client.
Campaign Performance Report
Campaign-level data helps you understand where your ads are working and where you’re losing money. Instead of guessing which campaigns deserve more budget, you can review results tied to actual numbers, such as clicks, conversions, and cost.
Use a campaign performance report to:
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Compare outcomes across campaigns - Spot the top performers based on cost per click, conversion rate, and click-through rate.
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Track performance over time - Use a consistent date range to monitor trends and patterns.
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Redirect wasted budget - Find campaigns that drain ad spend without delivering a return.
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Show clear results to clients - Build trust by using facts from real ads and campaign data.
If you run multiple accounts, it helps you prioritize and scale faster. It also supports stronger conversations during client calls by backing your recommendations with easy-to-read visuals and numbers.
Account Performance Report
While campaign-level views show how each ad set performs, account-level reporting focuses on the bigger picture.
It combines data from all campaigns running under the same Google Ads account to give you a complete view of how your budget is working across the board. Use an account performance report to:
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Summarize account-wide results - View total ad spend, overall clicks, and conversions from all campaigns.
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Evaluate return on investment - See if your combined campaigns are producing a positive ROI.
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Identify shifts in total performance - Spot sudden drops or gains in account-wide Google Ad metrics.
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Compare results month to month - Use consistent date ranges to track account-level growth or decline over time.
For marketers managing several Google Ads accounts, the account report is useful when presenting to decision-makers who want a high-level snapshot, not a campaign-by-campaign breakdown.
Keyword Performance Report
The success of your campaigns often comes down to the performance of specific search terms. Some keywords bring in high-value leads. Others drain your budget without results.
A keyword performance report helps you separate the winners from the losers by showing how each term contributes to your goals. You’ll get a clear breakdown of:
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Search term effectiveness - Review impressions, click-through rate, and conversion rate to see which terms attract the right clicks.
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Spending patterns - Identify where you’re overspending on keywords with a high cost per click and low return.
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Optimization opportunities - Adjust match types, pause poor performers, or add negative keywords based on actual results.
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Budget direction - Redirect funds toward high-converting keywords with a lower cost per action.
When you manage multiple Google Ads campaigns, it helps you align search intent with results, focus your digital marketing spend, and improve the overall health of your campaigns.
Ad Group Performance Report
The ad group report helps you analyze clusters of ads that share the same keyword themes, audience targets, or goals. You can use this report to:
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Spot winning combinations - See which ad groups pair the right message with the right audience.
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Fix underperformers faster - Identify groups that spend more without converting and adjust them before they affect your overall budget.
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Keep structure clean - Use the data to refine how you group ads within each campaign for better control.
Ad group reporting becomes more important as Google Ads campaigns grow. With multiple themes or product categories in a single account, this layer of reporting gives you the detail you need without overwhelming the client with noise.
Search Term Performance Report
Search terms show what people actually type into Google before clicking your ad. It helps you understand which queries drive performance and which ones waste spend.
When you review search term data, focus on high-converting queries and highlight search terms that lead to conversions and reinforce your most effective targeting. Spot unrelated queries that trigger your ads and eat into your ad spend.
You can use the report to identify new terms that consistently perform well and add them to your campaigns. By using match types, you can control how broadly your ads show and block terms that bring poor-quality traffic.
For agencies managing several clients, the search term report makes it easier to tailor campaigns based on real user intent. Regularly reviewing this data improves how your campaigns reach the right audience and reduces wasted budget.
Common Challenges of Creating Google Ads Reports
Creating high-quality Google Ads reports takes more than pulling numbers. For agencies and marketing teams handling multiple clients or accounts, the process often comes with repeated frustrations.
From delays to data confusion, these issues waste time and slow down decision-making. Here are some of the most common problems:
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Manually pulling Google Ads data takes too long - Without automation, gathering key performance indicators from multiple accounts becomes time-consuming and drains your resources.
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Inconsistent formats and AdWord dashboards - Every report looks different when there’s no unified system, which causes confusion and delays during review.
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Too much data - With so many numbers to sort through, it’s easy to miss the important metrics that actually impact performance.
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Lack of visual clarity - Reports filled with rows of numbers and no visual summaries are hard to interpret, especially for clients who need a quick overview.
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Missed deadlines for client delivery - Without scheduling tools or automated reports, teams often run behind and deliver reports late.
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Inflexible templates - Some platforms limit how much you can customize, which makes it hard to reflect your client’s brand or goals clearly.
How TapClicks Helps You Scale Google AdWords Reports
TapClicks is a marketing operations platform that helps your agency scale by:
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Pulling in real-time data via hundreds of different data sources.
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Providing valuable insights through data visualization in customizable dashboards.
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Creating white-label recurring custom reports for your clients.
Below, we cover examples of how agencies use each of these features to provide value-driven Google AdWords reports for their clients, while creating an operational framework that facilitates agency growth.
1. Bring In Real-Time Google AdWords Data
TapClicks connects to your Google Ads account using a live API link maintained by our team. Anytime Google updates its metrics or changes reporting fields, we handle those updates automatically.
You won’t need to re-map data sources, update your PPC campaign report templates, or manually pull new datasets.
We use the TapClicks Instant-On Connector for Google Ads, so you can complete the setup in just a few minutes, right inside your TapClicks dashboard. There’s no need for coding or Google Ads API knowledge.
When onboarding a new client, you can also pull up to 12 months of historical data. That gives you a full view of their past performance and helps you start strong by identifying what worked (and what didn’t) before your campaigns go live.
Easily Connect Your Google AdWords Account to TapClicks
To get started, go to “Manage Data Sources” in the left sidebar.
You’ll see our library of more than 250 Instant-On Connectors, including platforms for SEO (like Moz), ecommerce platforms (like Magento), and other ad channels (like Facebook Ads and LinkedIn Ads).
Click on Google Ads, log in to the correct account, and authenticate the connection. TapClicks will begin pulling fresh, accurate performance data right away, so your Google AdWords reports are always current.
2. Create a Customizable Google Ads Dashboard Template
With TapClicks, you can create a new report dashboard from scratch or start with one of our ready-to-use templates. Our library includes layouts for platforms like Google Analytics, Facebook Ads, and Mailchimp, so you don’t have to build everything manually.
If your marketing team runs Google Ads campaigns for various clients, any update to a dashboard template, such as changing the key metrics you track, will automatically apply to every linked client dashboard. Automating AdWords reporting will save hours of work.
Instead of managing each dashboard one by one, your team can focus on digital marketing strategies and performance.
Using Your Google AdWords Dashboard
In the sample above, you’ll see a Google Ads dashboard in action. At the upper right corner, you can set the date range for the data you want to display.
You can also configure each widget to show data from different timeframes, which is helpful when you need to compare campaign performance over custom periods.
Dashboards are made of widgets, each tracking a different metric. You can resize, remove, or edit each widget to match your reporting needs.
How to Create and Edit Widgets
To add a widget, click the plus (+) icon at the top of your dashboard.
That opens the widget builder, where you can select the data sources you want to pull from, decide how the data should be grouped, such as by ad group or date range, and choose how it will be displayed.
TapClicks supports several chart types, including tables, graphs, and other visual formats.
After you’ve customized the widget to fit your reporting needs, just click save, and it will be added to your dashboard with the latest performance metrics.
3. Creating and Scheduling Reports
Once your Google Ads data is organized in TapClicks dashboards, you can start creating reports in just a few clicks. From the dashboard, go to “Reporting” in the left sidebar.
For quick, one-time needs, use Quick Report. To set up automated delivery, select “Report Scheduler.”
There, you can choose the client, set the frequency, pick a format (PDF, PPT, CSV, and more), and personalize the report. Adding context around ad campaigns, past performance, and goals makes your insights clearer and more valuable, especially when showing results that need explanation.
For more advanced reporting, use “Report Studio.”
It includes editable, white-labeled templates for audience insights, engagement metrics, and executive summaries. All reports update automatically using connected data sources, so they’re always current and ready to send.
Give Clients Direct Access
TapClicks also lets you give clients limited access to a live dashboard. You choose which metrics and views they can see. It reduces manual work and keeps your marketing team focused on digital marketing efforts.
Types of Key Metrics to Include in Your Google Ads Reports
To keep reports focused and helpful, use a consistent set of key metrics that show impact, guide decisions, and support campaign growth. Some metrics to prioritize:
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Click-through rate (CTR) - Measures how often people click after seeing your ad. A low CTR may mean the ad doesn’t connect with your audience.
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Conversion rate - Tracks how many clicks lead to meaningful actions, like purchases or sign-ups.
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Cost per click (CPC) - Shows how much you’re paying for each click. It’s key for spotting waste or efficiency in your ad spend.
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Cost per action (CPA) - Reveals what it costs to generate a lead or sale.
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Impressions - Counts how often your ads are shown. It helps gauge visibility, especially when branding is a goal.
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Ad clicks - Tracks how many users clicked on your ad, which lets you check engagement across different ad formats.
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Impression share - Compares how often your ad appears versus how often it could have appeared. A low share may suggest a limited budget or low ad rank.
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Quality score - Reflects how relevant your ads are to Google search. A higher score can reduce costs and improve visibility.
Make Your Custom Google Ads Reports Impactful With TapClicks
Above, we focused specifically on creating a scalable Google AdWords client-reporting process.
But TapClicks has tools for the three pillars of marketing operations:
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Planning – Use TapOrders to submit new service orders directly in TapClicks. There’s no need for separate order platforms. You can manage incoming client orders in one place without switching tools.
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Execution – Once an order is in, TapWorkflow automates task assignment and approval steps. It turns your sales input into structured tasks for each team. If you’re setting up a Google Ads campaign, you can even launch it directly from TapClicks. No need to re-create it in the Google Ads interface.
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Measurement – As soon as the ad goes live, TapClicks starts pulling real-time data into your dashboard. You can monitor results, spot trends, and quickly adjust your digital marketing strategy without starting over.
FAQs About AdWords Client Report
How to get a report from Google Ads?
You can generate predefined reports directly from the Reports section in your Google Ads account. Use the top navigation bar, choose “Reports,” and select a template or create a custom view. These reports help with managing reports across multiple campaigns and accounts in one place.
How do I download AdWords reports?
Go to the Reports tab in your Google Ads dashboard, open the report you need, and click the download icon. You can export reports in various formats to support marketing analytics, compare performance, and track conversions over time.
Is AdWords still a thing?
Google AdWords was rebranded as Google Ads, but the core tools, including campaign setup, reporting, and optimization, remain the same. The platform now offers broader capabilities on a single platform for search, display, video, and more.
How do I find clients for Google Ads?
Agencies often build a portfolio using case studies that show what each metric represents and how results led to client retention and more revenue. Use direct outreach, referrals, and SEO content that highlights campaign success and reporting capabilities to attract clients.
