Ads report. Sample data.
A month of a Google Ads account — spend against real conversions, down to the search term and the hour of day.It runs the same report engine that builds your clients’ PDFs — only the figures are different: Data shown is illustrative and does not represent an actual client. Northstar Home Services is a fictional business, reported for Aug 1 – Aug 31, 2026.
What’s in this sample (15 sections)
- 1.Cover & reporting period
- 2.Spend, clicks & conversion KPIs
- 3.Conversion funnel
- 4.Spend vs conversions trend
- 5.Campaign performance
- 6.Campaign status & budget pacing
- 7.Ad group performance
- 8.Keyword performance & quality score
- 9.Search terms
- 10.Device breakdown
- 11.Geographic performance
- 12.Age & gender demographics
- 13.Household income
- 14.Dayparting heatmap
- 15.Call tracking
Print this page to get the PDF version — it carries the same A4 print rules the generated PDF does.
The report is laid out at A4 width — scroll it sideways to read the full page.
northstarhomeservices.example
Data shown is illustrative and does not represent an actual client. Prepared for Northstar Home Services, a fictional business, so that the layout can be shown in public without exposing a client’s data.
Total Spend
$17.6K
+6.8% vs $16.5K prev. period
Impressions
486.2K
+10.0% vs 441.8K prev. period
Clicks
14.9K
+15.1% vs 12.9K prev. period
Conversions
611
+22.7% vs 498 prev. period
Conv. Value
$72.3K
+22.8% vs $58.9K prev. period
ROAS
4.10x
+15.0% vs 3.57x prev. period
CTR
3.06%
+4.6%
Avg CPC
$1.18
-7.2%
CPA
$28.87
-13.0%
Conv. Rate
4.10%
+6.6%
Active Campaigns
4 / 5
Conversion Funnel
Impressions
486.2K
Clicks
14.9K
Conversions
611
Revenue
$72.3K
Spend & Conversions Trend
Campaign Status & Spend Mix
4
Enabled
1
Paused
5
Total
Spend Distribution
Campaign Performance (5)
| Campaign | Type | Spend | Impr. | Clicks | CTR | Conv. | Conv. Val | ROAS |
|---|---|---|---|---|---|---|---|---|
| Search — Non-brand | Search | $6.9K | 182.6K | 5.2K | 2.9% | 223 | $24.5K | 3.54x |
| Search — Brand | Search | $4.2K | 68.4K | 4.1K | 6.0% | 214 | $25.7K | 6.14x |
| Performance Max — Services | PMax | $3.5K | 141.8K | 3.2K | 2.2% | 118 | $14.2K | 4.09x |
| Display — Remarketing | Display | $1.9K | 78.9K | 1.9K | 2.4% | 41 | $5.3K | 2.75x |
| Search — Competitor | Search | $1.1K | 14.5K | 490 | 3.4% | 15 | $2.6K | 2.30x |
Top Ad Groups (8)
| Ad Group | Spend | Clicks | CTR | Conv. | Conv. Val | ROAS |
|---|---|---|---|---|---|---|
| Brand — Core | $4.2K | 4.1K | 6.0% | 214 | $25.7K | 6.14x |
| PMax — Service Assets | $3.5K | 3.2K | 2.2% | 118 | $14.2K | 4.09x |
| Emergency Plumbing — Exact | $2.6K | 2.0K | 4.6% | 96 | $10.6K | 4.05x |
| Water Heater Repair | $1.9K | 1.4K | 2.8% | 58 | $6.4K | 3.39x |
| Drain Cleaning | $1.6K | 1.2K | 2.4% | 44 | $4.8K | 3.10x |
| Remarketing — Site Visitors | $1.9K | 1.9K | 2.4% | 41 | $5.3K | 2.75x |
| Sewer & Pipe Repair | $870.00 | 660 | 1.7% | 25 | $2.8K | 3.16x |
| Competitor Terms | $1.1K | 490 | 3.4% | 15 | $2.6K | 2.30x |
Top Keywords (12)
| Keyword | Match | QS | Impr. | Clicks | Cost | Conv. | Conv. Val | CPC |
|---|---|---|---|---|---|---|---|---|
| emergency plumber chicago | [exact] | 9 | 24.8K | 1.6K | $1.9K | 96 | $11.5K | $1.14 |
| northstar home services | [exact] | 10 | 18.2K | 1.5K | $1.2K | 88 | $10.6K | $0.81 |
| 24 hour plumber | "phrase" | 8 | 21.4K | 1.0K | $1.0K | 56 | $6.7K | $1.04 |
| water heater repair near me | "phrase" | 8 | 19.6K | 890 | $1.1K | 41 | $4.5K | $1.26 |
| drain cleaning service | "phrase" | 7 | 18.9K | 760 | $980.00 | 33 | $3.6K | $1.29 |
| burst pipe repair | [exact] | 8 | 12.6K | 640 | $810.00 | 31 | $3.7K | $1.27 |
| plumber near me | broad | 6 | 31.2K | 620 | $940.00 | 24 | $2.6K | $1.52 |
| competitor plumbing chicago | "phrase" | 4 | 14.5K | 490 | $1.1K | 15 | $2.6K | $2.33 |
| sump pump installation | "phrase" | 7 | 11.4K | 480 | $610.00 | 19 | $2.1K | $1.27 |
| sewer line repair cost | "phrase" | 6 | 13.8K | 420 | $560.00 | 14 | $1.5K | $1.33 |
| commercial plumbing services | "phrase" | 7 | 10.2K | 360 | $490.00 | 13 | $1.4K | $1.36 |
| tankless water heater install | "phrase" | 7 | 8.9K | 310 | $420.00 | 11 | $1.2K | $1.35 |
Search Terms (12)
| Search Term | Clicks | Impr. | Cost | CTR | Conv. |
|---|---|---|---|---|---|
| emergency plumber chicago il | 720 | 9.8K | $810.00 | 7.3% | 44 |
| northstar home services chicago | 640 | 7.4K | $520.00 | 8.6% | 40 |
| plumber open now near me | 510 | 8.9K | $590.00 | 5.7% | 27 |
| hot water heater not working | 430 | 7.6K | $540.00 | 5.7% | 19 |
| clogged main drain cleaning | 380 | 6.9K | $470.00 | 5.5% | 16 |
| burst pipe emergency repair | 340 | 5.2K | $430.00 | 6.5% | 17 |
| 24 hour plumbing service | 300 | 6.1K | $340.00 | 4.9% | 15 |
| sump pump replacement cost | 240 | 4.8K | $300.00 | 5.0% | 9 |
| licensed plumber chicago | 210 | 4.1K | $260.00 | 5.1% | 8 |
| sewer camera inspection | 170 | 3.6K | $220.00 | 4.7% | 5 |
| tankless water heater installer | 150 | 3.1K | $200.00 | 4.8% | 5 |
| cheap plumber chicago | 120 | 2.8K | $180.00 | 4.3% | 2 |
Device Performance
| Device | Clicks | Cost | Conv. | CTR |
|---|---|---|---|---|
| Mobile | 9.4K | $10.8K | 361 | 3.2% |
| Desktop | 4.6K | $5.9K | 219 | 3.0% |
| Tablet | 890 | $990.00 | 31 | 2.3% |
Hour-of-Day Heatmap (Clicks)
Geographic Performance (6)
| Country | Impr. | Clicks | Cost | Conv. | CTR |
|---|---|---|---|---|---|
 United States | 452.2K | 13.8K | $16.4K | 573 | 3.1% |
 Canada | 18.2K | 590 | $720.00 | 22 | 3.2% |
 United Kingdom | 8.9K | 268 | $312.00 | 9 | 3.0% |
 Australia | 4.1K | 128 | $128.00 | 4 | 3.1% |
 Ireland | 1.7K | 52 | $44.00 | 2 | 3.1% |
 Germany | 1.1K | 32 | $26.00 | 1 | 2.9% |
Demographics
Age Distribution
Gender Split
7.2K
clicks
6.7K
clicks
1.0K
clicks
Household Income
| Income Range | Clicks | Cost | Conv. | Conv. Val | Conv. Rate |
|---|---|---|---|---|---|
| Top 10% | 2.1K | $2.5K | 89 | $10.8K | 4.3% |
| 11-20% | 1.8K | $2.1K | 74 | $8.7K | 4.1% |
| 21-30% | 2.4K | $2.8K | 98 | $11.6K | 4.1% |
| 31-40% | 2.8K | $3.4K | 116 | $13.7K | 4.1% |
| 41-50% | 3.3K | $3.9K | 134 | $15.9K | 4.1% |
| Lower 50% | 2.5K | $3.0K | 100 | $11.6K | 4.0% |
Call Analytics (11)
11
Total Calls
9
Received
2m 44s
Avg Duration
10
Calls 60s+
Calls by Campaign
Duration Distribution
| Date | Campaign | Status | Duration |
|---|---|---|---|
| Aug 2 | Search — Brand | RECEIVED | 3m 34s |
| Aug 4 | Search — Non-brand | RECEIVED | 1m 36s |
| Aug 6 | Search — Non-brand | MISSED | 41s |
| Aug 9 | Search — Brand | RECEIVED | 5m 2s |
| Aug 11 | Performance Max — Services | RECEIVED | 2m 38s |
| Aug 14 | Search — Non-brand | RECEIVED | 3m 7s |
| Aug 17 | Search — Brand | MISSED | 1m 4s |
| Aug 20 | Search — Non-brand | RECEIVED | 4m 1s |
| Aug 23 | Performance Max — Services | RECEIVED | 2m 13s |
| Aug 26 | Search — Brand | RECEIVED | 4m 36s |
| Aug 29 | Search — Non-brand | RECEIVED | 1m 28s |
Budget Pacing
$660.00
Total Daily Budget
$569.03
Avg Daily Spend
$17.1K
Projected Monthly
$17.6K
Total Spend