Google Ads report
Track clicks, cost, leads and sales from your Google search ads alongside the data in the panel.
3 min read
The Google Ads report matches the spend and clicks in your Google ad account with the leads and sales in the panel. Someone searching "3-bed flat for sale in Kadıköy" or "how much is my home worth" is actively looking to buy or thinking about selling. This report shows what that warm demand costs you and how much of it turns into completed deals.
Before you start
- Connect your Google Ads account: Connecting Google Ads. If an agency runs your ads, make sure you pick the right sub-account.
- Auto-tagging must be on in Google Ads. Every click then carries a click ID (GCLID), so the person who fills in a form is linked to the right campaign.
- Ads should land on a page with a form connected to the panel. Ask your consultant whether yours is: Web forms and webhooks.
Opening and reading the report
- Open Reporting → Google Ads and pick the right ad account at the top right.
- Choose a date range.
- Look at the summary: spend, impressions, clicks, leads, CPL and sales.
- Compare campaigns in the table; click one to drill down.
What the metrics mean
| Metric | Meaning |
|---|---|
| Amount spent / Cost | Ad spend in the selected period. |
| Impressions, Clicks, CTR | Impressions, clicks and click-through rate. |
| Avg. CPC | Average cost per click. |
| Conversions | Conversions defined in Google Ads. |
| Leads / CPL | Leads created as opportunities in the panel, and cost per lead. |
| Sales / Revenue / ROI | Won opportunities, their value and return on spend. |
Note
"Conversions" are what Google counts; "Leads" are real records created as opportunities in the panel. If the two are far apart, check how your conversion is defined in Google (a page view or a form submission?).
Comparing with Facebook
- Search ads often have a higher cost per lead than Meta. But searchers are closer to a decision. Compare on cost per sale.
The maths is simple: spend ÷ appointments, and spend ÷ sales. Take appointments from the Appointment Report and sales from this report.
What to look for
- Search terms: add expensive terms that never sell (e.g. "free property listings", "room to rent") as negative keywords in Google Ads.
- Separate buyer and seller campaigns: keep "flat for sale" and "home valuation" searches in separate campaigns. A seller campaign is measured by instructions signed, not sales.
- Phone calls: if people call straight from the ad, those calls appear on your line rather than as forms — read them alongside Call reporting. The assistant answers these calls 24/7 too.
Example
Search_Kadikoy_Satilik looks expensive with 38 leads and a higher CPL than Meta. Yet with one sale and a similar cost per appointment, it is as efficient as Meta. Search_Ev_Degerleme (home valuation) turned 22 leads into 6 valuation appointments and 3 signed instructions; judge a seller campaign by listings won, not sales.
Common issues
Empty report or zero spend. The wrong sub-account may be selected. Check the manager account and ad account in the connection.
Spend but zero leads. Auto-tagging may be off, or the ad leads to a page without a connected form.
I renamed a campaign and lost its history. Don't rename campaigns once live; create a new one if needed.
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