Google Ads Report Template: The Weekly Report for Stores

A Google Ads report template for a store needs six blocks, in this order: the money line, campaigns, products, waste, what changed, and next moves. Each block uses Google's own column names, so you can find them in the Columns menu. Build it free in Report editor, schedule it every Monday, and add one margin column in a sheet. The template is below. Copy it.

Most report templates are built for one job: sending a client a monthly PDF. A store owner needs something else: one page on Monday that says where the money went and what to cut. I run ZenoX Media, a Google Ads agency, and I build Scaley. This is the sheet I would hand a store owner on day one.

The Weekly Google Ads Report, Block by Block

The order matters. Money first, so you know if there is a problem. Then the cause. Then the waste. Then what you changed. Then what you will do next. If you flip it, you end up reading 40 rows of keywords before you know if the week was good.

Compare each number with last week and with the same week four weeks ago. Never with yesterday. One day is noise.

Block 1: The Money Line

One row for the whole account.

The last row is the one that matters most, and Google has no column for it. Google knows what you sold. It does not know what the product cost you. Not sure what ROAS to aim for? See what a good ROAS is, or run your numbers in the ROAS calculator.

Block 2: Campaigns

Columns: Campaign, Cost, Conv. value, Conv. value / cost, Conversions, Search lost IS (budget).

This block tells you which campaign carried the week and which one dragged it down. The last column is the clever one. Google defines Search lost IS (budget) as "the percentage of time that your ads weren't shown on the Search Network due to insufficient budget." It only exists at campaign level. A campaign with a strong ROAS and a high lost share here is running out of money while it wins. That is the first place to add budget. More on the metric in our impression share entry.

Block 3: Products

Columns: Item ID, Title, Cost, Clicks, Conversions, Conv. value.

This block is easy to skip, and for a Shopping or Performance Max store it is where the money really moves. Google's path: "Go to Products within the Campaigns menu." At account level it covers Standard Shopping and Performance Max. Google even suggests you "sort your inventory by Conversion Value."

Sort by Cost, highest first. Mark every product that spent real money and sold nothing. Those rows are your shortlist for the week.

One warning. Google says that "starting June 2026, product reporting has expanded." Product numbers for Performance Max now count all networks, not just Search. Google says this "may cause a one-time increase in metrics such as impressions, clicks, and more for Performance Max campaigns only." So if you compare products across June 2026, the jump is the new counting, not new sales.

Block 4: Waste, Named

Columns: Search term, Campaign, Cost, Clicks, Conversions.

Filter Conversions to zero. Sort by Cost. What is left is money that bought nothing, with a name on each line. Not a total. A total is easy to ignore. A list of terms is not.

Block the word that caused each one. The full walkthrough is in our search terms report guide. If you have an export, drop it into the free search terms waste finder and it sorts the waste for you.

Block 5: What Changed

Columns: Date, Change, Who, What happened after.

Google keeps this for you. Open Change history in the Campaigns menu. It covers the past 2 years. The User column shows who did it, and changes made through the API show up there too. Google also says some account-level changes and some changes made by Google reps may not be listed.

Here is how I read it. If ROAS moved and nobody changed anything in the account, look outside it: the feed, the site, stock, a price change, or the season. If ROAS is down and you are not sure why, start with why Google Ads ROAS drops.

Block 6: Next Moves

Columns: Move, Why, Check date.

Two or three rows. "Move budget to the campaign that lost impression share on budget. Check next Monday." "Block 'free' and 'used' in all campaigns. Check in two weeks." A sheet full of numbers with no move at the end tells you what happened and changes nothing. This block is the reason you made the report.

How to Build It in Google Ads for Free

You do not need a tool for this. Google's Report editor builds every block above.

1. Go to Campaigns > Insights & reports > Report editor.
2. Select Custom. Google offers six views: Table, Line, Column, Bar, Scatter or Pie. Pick Table.
3. Drag in the rows for one block, like Campaigns. Then drag in the columns from the template.
4. Save it with the block name. Make one saved report per block.
5. Select the schedule icon on each. Pick the account users who should get it, choose weekly, and pick .csv.

Every Monday the files land in your inbox. Paste each one into its own tab in a Google Sheet. Add the margin column once, and it fills itself every week after that. Want the bigger yearly check instead of the weekly one? Use the Google Ads audit checklist.

Google Ads used to be called AdWords, so older guides call this AdWords reporting. The same Report editor steps apply.

Google Ads and PPC Reporting Tools, Checked Live

A PPC reporting tool (also sold as PPC reporting software or a reporting platform) pulls your Google Ads numbers into scheduled reports or dashboards. For one store, Google's free Report editor is the Google Ads reporting tool you already have.

If you are one store with one person reading the numbers, stop here. Report editor plus a schedule does the job. Paid reporting tools earn their money when you report to someone else, across many accounts, or need your logo on the file.

Here is what the main ones say about themselves. Every line comes from the tool's own page, read on 12 November 2026. Prices are in US dollars as the page showed them. Where a page showed no US dollar price, we left the price out.

One more thing about Data Studio. Google's docs say campaigns or ad groups with zero impressions do not show up in its Google Ads data. Handy for a clean chart. Less handy if you are hunting for something that stopped serving.

Want the wider view on what goes in any paid search report, not just Google Ads? Read our answer on what PPC reporting is.

Where Scaley Fits

Straight answer: Scaley is not a reporting tool. No tier builds a client PDF, and there is no white-label mode. If that is what you need, use one of the tools above. We build Scaley, so weigh that.

Scaley fits the step after the report: you have the numbers and want to know what to do with them.

• Scaley Consultant, $99/mo flat, for all your stores. Upload screenshots, CSVs and reports - nothing to connect - and get one straight answer. Paste your weekly sheet and ask what to cut.
• Scaley Media Buyer, $99/mo for all your stores + 1% of total ad spend. Reads the live account read-only and answers. It cannot change a setting. It reads live campaign, product and search term data, so you can ask "which products spent and sold nothing this week?" any hour.
• Scaley Suite, $199/mo for all your stores + 4% of total ad spend. Finds dead search terms and products daily and queues them to cut. Sorts every product into Hero, Workhorse or Bleed (Labelizer). Includes the dashboard ZenoX Media clients get, so you can see what to scale, what to cut, and your best price bands. Each change waits until you approve that line.

Every tier starts with a 3-day free trial. A card is required. All prices are on the pricing page.

Want a quick look at where an account leaks before you build anything? Run the free Google Ads audit, or read five places Google Ads wastes money.

Where These Facts Come From

Read on 2026-11-12:

• Create custom reports in Report Editor, Google Ads Help - the Report editor path, the six chart types, .csv and .xml downloads, and the scheduling steps.
• Conversion value per cost, Google Ads Help - Conv. value / cost "estimates your return on investment."
• Understand your conversion tracking data, Google Ads Help - what Value / conv. means and how it is worked out.
• Get impression share data, Google Ads Help - the Search lost IS (budget) definition, campaign level only.
• About Product Reporting, Google Ads Help - where Products lives, the campaign types it covers, and the June 2026 change.
• About change history, Google Ads Help - where Change history lives, the 2-year window, and the changes it may not list.
• Data Studio documentation, Google Cloud - "a no-cost tool," and the Data Studio name.
• Connect to Google Ads, Data Studio docs - one account per data source, 50 sub-accounts for manager accounts, zero-impression rows left out.
• AgencyAnalytics pricing - $20 per client per month, billed annually, 14-day trial.
• DashThis pricing - Individual plan prices, 3 dashboards, 14-day trial.
• Swydo pricing - flat $69 a month in the FAQ, 10 data sources, charged by data source, 14-day trial.
• Optmyzr pricing - plan names, white-labeled reports, report delivery by plan.
• Supermetrics pricing - Starter plan limits and 14-day trial.