28 Free Google Ads Report Templates and Dashboards (Data Studio, Power BI, Tableau, Google Sheets, Excel)

What is a Google Ads report template?

A Google Ads report template brings your campaign metrics into one ready-made dashboard. Track impressions, clicks, and conversions, and break down results by campaign, ad group, keyword, device, or country to see what drives performance and where you’re wasting spend.

With Windsor.ai, you can send Google Ads data directly to Data Studio, Power BI, Tableau, Google Sheets, or Excel. Connect Search Console to add organic search data to the same report. Compare both channels during monthly PPC reviews or use the report to update clients, without manual CSV exports.

Which Google Ads report template to pick

Use the table below to compare all 28 free templates in this gallery. Choose from 9 Google Ads-only reports or 19 templates that combine Google Ads with Meta Ads, GA4, or other platforms. Some template titles still use the name Looker Studio instead of Data Studio.

Google Ads report example: campaign types and brand clicks with Search Console

This example combines Windsor.ai’s Google Ads and Search Console data from Q3 2026 (1 July to 30 September). It shows which campaign types get impressions and clicks, then compares brand-ad clicks with organic search clicks for the company name to help assess how paid and organic results work together.

Step 1: Connect Google Ads and Search Console. Sign in at onboard.windsor.ai, choose the Google Ads connector, and authorize your account. Then add the Search Console connector and select your site.

Step 2: Pull the campaign fields. In the data preview, select your date range and include these fields: campaign name, campaign type, impressions, clicks, and spend.

Step 3: Group the campaigns. Group campaigns into three categories: brand search (Search campaigns targeting the company name), Performance Max (campaigns of this type), and non-brand search (all other Search campaigns). The table below shows which field IDs to select in Windsor.ai.

Step 4: Compare the shares. Divide each group’s impressions, clicks, and spend by the account total. CTR is clicks divided by impressions.

Performance Max drove most impressions (58.2%) and nearly a third of clicks (29.7%), using 8.6% of spend. Its 1.5% CTR was lower than the 3.8% recorded by non-brand search. The difference makes sense given its channel mix: Performance Max serves ads on YouTube, Display, and Gmail as well as other placements, where click behavior differs from search.

Brand search contributed 18.4% of clicks from just 0.9% of impressions, with a CTR of 58.1%. This high rate reflects the intent behind branded searches: people looking for a company often click its ad. However, Windsor.ai ran brand ads mostly in early July and stopped them after 4 September. A quarter with brand ads running throughout would likely show a larger share for this campaign group.

The 2.96% account-wide CTR doesn’t show the whole story. Each campaign type behaves differently, so compare CTR by type before comparing weeks, months, or accounts. The Google Sheets Google Ads Report template in the table helps you identify your highest-CTR campaigns.

Step 5: Filter Search Console to brand queries. Keep the queries that contain your brand name, in every spelling people use, and drop the ones that mean something else. For Windsor.ai, that means queries with “windsor” plus “ai” or “ia”: “windsor ai”, “windsor.ai”, and “windsorai” stay, and searches for the town of Windsor drop out.

Step 6: Compare paid and organic brand clicks. For each period, calculate paid brand clicks as a share of total brand clicks: divide Google Ads brand clicks by the sum of paid brand clicks and organic clicks on brand queries. The example splits the data into three periods: full brand budget through 15 July, reduced budget from 16 July to 4 September, and no brand ads after 4 September.

Brand ads accounted for 34.9% of brand-search clicks at full budget, but just 3.0% after the cut. Organic CTR rose from 44.2% to 59.5%, while daily impressions stayed level. Total daily clicks fell by only 9%, meaning organic search recovered about 70% of the clicks lost by brand ads.

A 21% increase in brand-query impressions makes September harder to compare with earlier months. More people were searching for Windsor.ai, which may explain the higher click index. Google Ads alone can’t show whether those searches led to paid or organic clicks. The Power BI Web Media & SEO Overview template in the table puts Search Console and ad platforms side by side.

What KPIs does a Google Ads dashboard track?

Choose the KPIs that match your campaign goals. Windsor.ai pulls the fields for each one from Google Ads, plus Search Console for the last one.

• CTR: clicks divided by impressions. Compare CTR within the same campaign type, as Search and Performance Max typically have very different rates.
• CPC: spend divided by clicks.
• Conversion rate: conversions divided by clicks.
• Cost per conversion: spend divided by conversions. Lead generation accounts often call it cost per lead.
• ROAS: conversion value divided by spend.
• Budget pacing: spend to date divided by the budget allocated for the same period.
• Wasted search spend: spend on search terms with no conversions, divided by all search term spend.
• Paid share of brand clicks: Brand campaign clicks divided by the combined total of paid brand clicks and organic clicks on brand queries. If the paid share drops while organic CTR rises, some of the clicks lost by ads may have shifted to organic search.

What to include in a monthly Google Ads report

A monthly Google Ads report shows how you spent your budget, what results it generated, and how performance compares with the previous period or your targets.

Split the data by the following fields:

• campaign type (Search, Performance Max, Display, Video, Shopping)
• campaign and ad group
• network (Google Search, search partners, Display, YouTube)
• device
• search term
• country or region
• date (by day, week, or month)

A useful monthly Google Ads report should help you see what worked and what needs attention. Start with spend vs. budget, conversions, and cost per conversion, compared with the previous month. Then break down CTR, CPC, and conversion rate by campaign type. End with the ten most expensive search terms, highlighting those with no conversions for a negative keyword review. For brand campaigns, compare paid results with Search Console clicks on brand queries.

Browse the full template gallery for dashboards by platform and destination, or see the paid media templates for reporting across ad platforms. How to use Windsor.ai for paid media shows how to ask an AI assistant which campaigns waste budget, then act on the answer.