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How to Read a Google Ads Report

A useful Google Ads report should explain what was spent, what happened, what changed, and what should happen next.

Start with spend and conversions

Look at media spend, conversions, cost per conversion, and conversion rate. These show whether the campaign is moving toward a business goal.

Check search terms

Search terms reveal the real queries that triggered ads. This is where many budget leaks become visible.

Ask for interpretation

Reports should not be screenshots without context. A good report explains why results changed and what action will be taken.