Short answer
A PPC report generator turns a Google Ads campaign download into a one-page summary of cost, clicks, CTR, average CPC, conversions, conversion rate, cost per conversion, conversion value and ROAS. The math follows Google's definitions: CTR is clicks ÷ impressions, average CPC is cost ÷ clicks, cost per conversion is cost ÷ conversions, and ROAS is conversion value ÷ cost.
How to use the PPC Report Generator
- In Google Ads, download your campaigns table as a CSV with the Campaign, Impr., Clicks, Cost, Conversions and Conv. value columns.
- Upload the file or type the rows in. Include previous-period columns if you want the change shown.
- Add the client name, reporting period, logo and your notes.
- Check the KPI tiles, campaign table, chart and highlights, then print, save as PDF or download a CSV.
What should a PPC report include?
A good report answers three questions: what did we spend, what did it bring in, and what changed since last time. The generator works like a PPC report template that fills itself in from six columns of a Google Ads campaign download: Campaign, Impr., Clicks, Cost, Conversions and Conv. value. The one-page report holds:
- KPI tiles for cost, clicks, CTR, average CPC, conversions, conversion rate, cost per conversion, conversion value and ROAS.
- Change versus the previous period, when your file includes previous-period columns.
- A campaign table showing where the money went.
- A chart of each campaign's share of cost against its share of conversions.
- Highlights written by fixed rules: the top campaign, campaigns spending with no conversions, and cost per conversion outliers.
- Your details: client name, period, logo and notes.
The file is read in your browser and never uploaded, which matters when the data belongs to a client.
How is each metric calculated?
The report uses the same column names as Google Ads (About columns in your statistics table) and follows Google's formulas, with one small difference noted under the table:
| Metric | Formula | Google Ads column |
|---|---|---|
| CTR | Clicks ÷ impressions | CTR (definition) |
| Average CPC | Cost ÷ clicks | Avg. CPC (definition) |
| Conversion rate | Conversions ÷ clicks | Conv. rate (definition) |
| Cost per conversion | Cost ÷ conversions | Cost / conv. (definition) |
| ROAS | Conv. value ÷ cost | Conv. value / cost (definition) |
Cost, clicks, conversions and conversion value are plain totals. Google's own CTR example shows how the ratios work: 5 clicks from 100 impressions is a 5% CTR. One difference to know: Google divides conversions by ad interactions, not clicks, so for campaign types where the two differ, the conversion rate here may not match the Conv. rate column exactly.
How do you read the cost versus conversions chart?
The chart sets each campaign's share of total cost beside its share of total conversions. When the cost share is bigger, that campaign's cost per conversion is above the account average. When the conversion share is bigger, it is converting more cheaply than average.
That turns the chart into a quick budget conversation. Cheaper campaigns may deserve more money, and expensive ones need a look at their search terms, ads and landing page. The Search Term Analyzer shows where their spend went.
What do the highlights mean?
Highlights are written by fixed rules, so the same file always gives the same notes. Each one points to a next step:
- Top campaign. Lead your summary with it, and make sure a budget change elsewhere does not starve it.
- Spending with no conversions. Check the search terms it paid for, then confirm that conversion tracking works on its landing page.
- Cost per conversion outliers. A campaign well above the others needs tighter keywords, sharper ads or a better page. One well below may deserve more budget.
How do you download a campaign report from Google Ads?
- Open the campaigns table in your Google Ads account and set the date range you want to report on.
- Check that the Impr., Clicks, Cost, Conversions and Conv. value columns are showing, and add any that are missing under Columns.
- Download the table. Google offers "Excel CSV, TSV, PDF, XLSX, XML, and Google Sheets" (Create, save, and schedule reports). Choose CSV.
- Upload the file here, or type the rows in by hand for a small account.
Tips for a report clients actually read
- Never average percentages. Add up clicks and impressions first, then divide. Averaging each campaign's CTR gives a tiny campaign the same weight as your biggest one.
- Compare like with like. Use periods of the same length, or the same month last year if your trade is seasonal.
- Go easy on small numbers. A campaign with two conversions cuts its cost per conversion by a third with one more at the same spend.
- Explain the numbers. Use the notes to say what changed, why, and what you will test next.
- Show value, not only cost. If conversions carry no value, ROAS reads zero. The ROAS Calculator turns leads into revenue with your close rate and customer value. If conversions are missing altogether, check the tracking tags with the Landing Page Audit Tool.
Sources
- About columns in your statistics table (Google Ads Help)
- Understand your conversion tracking data (Google Ads Help)
- Create, save, and schedule reports from your statistics tables (Google Ads Help)
- Clickthrough rate (CTR): Definition (Google Ads Help)
- Average cost-per-click (Avg. CPC): Definition (Google Ads Help)
- Conversion rate: Definition (Google Ads Help)
- Conversion value per cost: Definition (Google Ads Help)
Updated 2 October 2026 by the Paid Pilot team. Google Ads is a trademark of Google LLC; Paid Pilot is an independent agency.