Short answer: The easiest way to build a Google Ads reporting dashboard is with Looker Studio, which is free. Create a blank report, connect the Google Ads data source, add scorecards for cost, clicks, conversions and cost per conversion, a trend chart over time, a campaign table, a date range control and filters, then share it or schedule it to email automatically. A good dashboard answers one question fast: are we getting leads at a cost that makes sense?
A Google Ads reporting dashboard saves hours every month. Instead of exporting spreadsheets and pasting screenshots, you build one live report that updates itself. For students, a clean dashboard is also one of the best things to show in an interview, because it proves you understand which numbers matter.
This tutorial builds a lead generation dashboard in Looker Studio, step by step. You need a Google account with access to a Google Ads account. If you are just starting with ads, read Google Ads for beginners first.
Before You Build a Google Ads Reporting Dashboard
Most bad dashboards show everything. A useful one answers three questions:
- How much did we spend, and how many leads did we get?
- What did each lead cost, and is that better or worse than last period?
- Which campaigns are working, and which are wasting money?
Everything you add should help answer one of these.
Step 1: Create a New Report in Looker Studio
- Go to lookerstudio.google.com and sign in with the Google account that has Google Ads access.
- Click Create and choose Report.
- Name the report clearly, for example “Clinic Faridabad: Google Ads Leads Dashboard”.
Step 2: Connect Google Ads as the Data Source
- In the “Add data to report” panel, choose the Google Ads connector.
- Authorise access, then select the Google Ads account (or the manager account and the client account).
- Click Add. Looker Studio now pulls live data from Google Ads.
Make sure conversion tracking is set up correctly in Google Ads first. A dashboard only shows what the account tracks.
Step 3: Set Up the Page Layout
Keep a simple top-to-bottom structure that reads like a story:
| Section | What goes there |
|---|---|
| Header | Business name, logo, date range control |
| Row 1 | Scorecards: cost, clicks, conversions, cost per conversion |
| Row 2 | Trend chart: cost and conversions over time |
| Row 3 | Campaign table with key metrics |
| Row 4 | Device and location breakdowns, plus notes |
Step 4: Add Scorecards for the Key Numbers
- Insert a Scorecard and choose the metric Cost.
- Duplicate it and change the metric to Clicks, then Conversions, then Cost / conv.
- In each scorecard’s setup, turn on Comparison date range and choose “Previous period”. The scorecard now shows the change in green or red.
- For cost per conversion, set the comparison so that a decrease is shown as positive, because lower cost per lead is good.
Step 5: Add a Trend Chart
- Insert a Time series chart.
- Set the dimension to Date (or week for longer periods).
- Add Cost and Conversions as metrics, and put Conversions on the right axis so both lines are readable.
This chart quickly shows whether leads follow spend or whether something broke, such as a form or tracking problem on a particular day.
Step 6: Add a Campaign Table
- Insert a Table with dimension Campaign.
- Add metrics: Cost, Clicks, CTR, Avg. CPC, Conversions, Cost / conv., Conv. rate.
- Sort by Cost, descending, so the biggest spenders sit at the top.
- Add conditional formatting or heatmap colours on Cost / conv. so expensive campaigns stand out.
Step 7: Create a Custom Cost per Lead Field
If you count only certain conversion actions as leads, create a calculated field:
- Open the data source and click Add a field.
- Name it “Cost per Lead” and use a formula such as
Cost / Conversions, or divide by a specific conversion column if you track several actions. - Set the type to currency in rupees, then use it in scorecards and tables.
Step 8: Add Controls and Breakdowns
- Date range control in the header, defaulting to “Last 30 days”.
- Drop-down filter for Campaign, so a client can view one campaign at a time.
- Device breakdown as a small bar chart: mobile, desktop, tablet.
- Location table by city or region, useful for Faridabad and Delhi NCR targeting decisions.
- A text box for your monthly notes: what changed and what you will test next.
The location and device views connect directly to our Google Ads optimization checklist for Faridabad and Delhi NCR.
Step 9: Share and Schedule the Report
- Click Share and add the client or manager with view access.
- Use Schedule email delivery to send the report automatically, for example every Monday morning.
- Check the report on a phone before sending; many owners will only ever open it on mobile.
Optional: Add Website Data From GA4
Add Google Analytics 4 as a second data source to show what visitors from ads did on the website, such as engaged sessions and key events. Keep it on a second page so the main page stays simple.
Common Google Ads Reporting Dashboard Mistakes
- Showing impressions and clicks prominently while leads are hidden at the bottom.
- No comparison period, so nobody can tell if results improved.
- Too many charts on one page.
- Counting every conversion action as a lead, including page views.
- No notes, so the client sees numbers but not the story behind them.
Use This Dashboard in Your Portfolio
A dashboard is the perfect final piece of a Google Ads budget optimization project. Share a view-only link or screenshots with private figures hidden, and be ready to explain why you chose each metric.
Learn Google Ads Reporting Hands-On
At AdifySkills in Sector 81, Faridabad, students build a Google Ads reporting dashboard for live campaigns as part of the Google Ads course, along with the campaigns it reports on.
Key takeaways on Google Ads Reporting Dashboard
- Most bad dashboards show everything.
- Go to lookerstudio.google.com and sign in with the Google account that has Google Ads access.
- In the "Add data to report" panel, choose the Google Ads connector.
- Keep a simple top-to-bottom structure that reads like a story:
SectionWhat goes there
HeaderBusiness name, logo, date range control
Row 1Scorecards: cost, cli - Insert a Scorecard and choose the metric Cost.
- Insert a Time series chart.
Set the dimension to Date (or week for longer periods).
Add Cost and Conversions as metrics, and put Conversions on the right axis s
Further reading
Frequently Asked Questions
Is Looker Studio free for Google Ads reporting?
Yes. Looker Studio and its Google Ads connector are free to use with a Google account.
Does a Looker Studio dashboard update automatically?
Yes. It pulls live data from Google Ads, so it refreshes when someone opens it or according to the data freshness setting.
Can I build a dashboard inside Google Ads itself?
Yes. Google Ads has a Reports section where you can create custom reports and dashboards. Looker Studio is more flexible for client-friendly layouts and combining data sources.
Which metrics should a lead generation dashboard show?
Cost, clicks, conversions, cost per conversion and conversion rate, with a comparison to the previous period and a breakdown by campaign.
How do I show a client only their own campaigns?
Connect only that client’s Google Ads account as the data source, or add a filter on the account or campaign name before sharing.
Related Reading
- Google Ads Account Audit: A Portfolio Project for Students
- Google Ads A/B Testing for Faridabad and Delhi NCR Lead Generation
- Cross-Domain Tracking in Google Tag Manager and GA4: A Lead Generation Guide
- Google Ads Conversion Tracking: A Step-by-Step Practical Tutorial
- Google Analytics 4 for Beginners
- CPC, CPM, CTR and ROAS Explained With Indian Examples
Want to learn this with live campaigns and a trainer beside you? See the full digital marketing course in Faridabad, or check admission and batch dates.