Google Ads Report Builder: a monthly report your client can read
Turn a Campaigns export into a clear monthly report with changes, charts and notes, ready as a PDF.
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- No sign-up
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About the Google Ads Report Builder
Upload this month's Campaigns report from Google Ads, and last month's if you want the changes, or type the totals. You get a short report a business owner can follow: spend before and with 18% GST, clicks, CTR, average CPC, conversions, conversion rate, cost per conversion, conversion value and ROAS, each with its change, plus simple charts, a campaigns table, highlights in plain English and your notes on what you did and what comes next. Print it or save it as a PDF. Everything runs in your browser and nothing is uploaded.
How it works
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Step 1
In Google Ads, open Campaigns, set the date range to the month, click the download icon above the table and choose CSV. Download the month before as well.
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Step 2
Upload or paste both files, add the business name, period labels, an optional logo and your target cost per conversion or ROAS, and write what you did and the next steps.
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Step 3
Check the report and highlights, then select Print or save as PDF. You can also download the campaigns table as a CSV or copy a text summary for email or WhatsApp.
How the numbers are worked out
The report uses the same definitions as Google Ads: CTR is clicks divided by impressions, average CPC is cost divided by clicks, cost per conversion is cost divided by conversions, and ROAS is conversion value divided by cost (Google's Conv. value / cost). Conversion rate divides conversions by interactions when your export has that column, and by clicks when it does not. When the export has a "Total: Account" row, the headline numbers use it.
Spend and GST
The Cost column in Google Ads is campaign spend. Taxes and fees are added on the billing pages and your invoice, so in India the amount you pay is higher. The report shows spend as Google Ads does and, next to it, spend with 18% GST as our estimate. Your invoice is the record of the tax actually charged, and credits for things such as invalid clicks appear only on the billing pages.
What this tool cannot do
It reads only the exports or totals you give it. It does not connect to Google Ads, check that conversion tracking works, or explain why a number changed; the highlights are our plain-English wording of the biggest changes and the best and worst campaigns by cost per conversion. Read them before you send the report, and add your own explanation in the notes.
Frequently asked questions
How do I download a Campaigns report from Google Ads?
Open Campaigns in Google Ads and choose the date range you want. Click the download icon in the upper right corner above the table, then choose a format such as CSV, Excel CSV or TSV. Any of these work here. Repeat with the previous month's dates if you want the report to show changes.
Does Google Ads spend include GST?
No. The Cost column in your campaigns shows campaign spend. Google Ads adds taxes and fees to it on the billing pages and the monthly invoice, where the total is called net cost. Advertisers in India billed by Google India pay GST at 18% in total, as IGST or as CGST plus SGST depending on the billing state. The report shows spend before GST and an estimate with 18% added.
What is ROAS in Google Ads?
Return on ad spend is the conversion value your ads brought in divided by what they cost. Google Ads shows it as Conv. value / cost: 5 means ₹5 of conversion value for every ₹1 spent, which is 500% as a target ROAS. It depends on the conversion values you set up, so it is only as accurate as your conversion tracking.
Can I add my agency name and logo?
Yes. Type your name or agency in Prepared by and pick a logo image from your computer. The logo stays in your browser and is not uploaded. The Prepared by name is remembered in this browser so you do not have to type it each month; nothing else is saved.
How do I save the report as a PDF?
Select Print or save as PDF. Only the report is printed, on A4. In the print window choose "Save as PDF" as the printer. If the coloured bars do not show, turn on background graphics in the print settings. You can also copy a short text summary or download the campaigns table as a CSV.
Related reading
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