Google Ads Usage Examples

Practical query recipes and report configurations for the Google Ads connector.

Recipe 1: Weekly Campaign Summary

Task: get a weekly summary across all active campaigns.

SELECT
  campaign.id,
  campaign.name,
  campaign.status,
  metrics.impressions,
  metrics.clicks,
  metrics.ctr,
  metrics.cost_micros,
  metrics.conversions,
  metrics.conversions_value
FROM campaign
WHERE segments.date DURING LAST_7_DAYS
  AND campaign.status = 'ENABLED'
ORDER BY metrics.cost_micros DESC

What to analyze: campaigns with the highest spend, best conversion rate, low CTR.

Recipe 2: Search Impression Share

Task: assess impression losses in search campaigns.

SELECT
  campaign.name,
  metrics.search_impression_share,
  metrics.search_rank_lost_impression_share,
  metrics.search_budget_lost_impression_share,
  metrics.impressions
FROM campaign
WHERE segments.date DURING LAST_30_DAYS
  AND campaign.advertising_channel_type = 'SEARCH'
  AND campaign.status = 'ENABLED'

Interpretation:

• search_impression_share < 80%: the campaign is losing a significant share of impressions
• search_rank_lost_impression_share > 10%: a ranking issue — raise bids or quality
• search_budget_lost_impression_share > 10%: not enough budget

Recipe 3: Search Term Analysis

Task: find search terms with high cost and low conversion.

SELECT
  search_term_view.search_term,
  ad_group.name,
  campaign.name,
  metrics.clicks,
  metrics.impressions,
  metrics.cost_micros,
  metrics.conversions,
  metrics.ctr
FROM search_term_view
WHERE segments.date DURING LAST_30_DAYS
  AND metrics.clicks > 0
ORDER BY metrics.cost_micros DESC
LIMIT 100

What to look for:

• Terms with high cost and zero conversions → add as negative keywords
• Terms with high CTR and conversions → raise bids
• Irrelevant terms → check keyword match types

Recipe 4: Performance by Device

Task: compare performance on desktop vs mobile.

SELECT
  segments.device,
  metrics.impressions,
  metrics.clicks,
  metrics.ctr,
  metrics.cost_micros,
  metrics.conversions,
  metrics.conversion_rate
FROM campaign
WHERE segments.date DURING LAST_30_DAYS
  AND campaign.status = 'ENABLED'

Analysis:

• If mobile CTR is much lower than desktop → issues with the mobile version of ads/site
• If mobile conversion_rate is lower → UX issues on the mobile version of the site
• Bid adjustments by device can improve performance

Recipe 5: Cross-Account Reporting (via Manager)

Task: compare performance across multiple child accounts.

SELECT
  customer.id,
  customer.descriptive_name,
  metrics.impressions,
  metrics.clicks,
  metrics.cost_micros,
  metrics.conversions,
  metrics.conversion_rate
FROM campaign
WHERE segments.date DURING LAST_30_DAYS

To use this: a Manager account with access to child accounts is required.

General Recommendations

1. Always filter by campaign.status = 'ENABLED' to exclude removed campaigns
2. Add metrics.impressions > 0 to exclude empty rows
3. Use LIMIT 1000 or less for test queries
4. Use pagination for large reports
5. Periodically review search terms to identify negative keywords

Related Pages

• Query Parameters
• Metrics
• Filters
• Conversions