Introducing the New Google Ads Report: Finally See Which Ads Drive Revenue — Not Just Clicks

Running Google Ads without lead-quality visibility is guesswork. CTR, CPC, and impression share tell you what happened, but not whether those clicks turned into real customers. Agencies end up defending budgets using surface metrics while high-intent opportunities stay buried in the noise.

The new Google Ads Report in WhatConverts closes that gap. It pulls your Google Ads data into WhatConverts, enriches it with full lead attribution, and ties every click and conversion to lead quality, quote value, and sales value.

One report. One source of truth. A clear line from Google Ads spend → lead → ROAS.

Why It Matters for Agencies

Google Ads is often your client’s largest marketing investment. And with rising CPCs and CPAs, it’s becoming the hardest channel to justify.

The problem for marketers is that standard dashboards show activity, not outcomes. They can’t answer:

• Which campaigns generate quotable leads?
• Which keywords produce real revenue?
• Where are we wasting budget?
• What should we scale next month?

The Google Ads Report answers all four in a clean, easy-to-understand report.

Instead of “Here are your clicks,” you can finally say, “Here’s where your revenue came from.”

Inside the Google Ads Report

The report is organized into eight views.

• Performance Trends by Value & Spend or by Conversions
• Four Key Metrics
• Conversion Funnel
• Total Spend by Keyword, Campaign, or Content
• Top Lead-Generating Campaigns, Keywords, or Content
• Device Usage
• Hourly & Daily Distribution
• ROAS by Campaign, Keyword, or Content

To keep this product update sharp and useful, we’re spotlighting the four sections agencies rely on most, followed by a quick summary of the additional insights you can unlock.

1. Performance Trends by Value & Spend (or by Conversions)

This is your month-at-a-glance view of how spend, quote value, sales value, cost per lead, and cost per quotable lead shift over time. Toggle between Value + Spend or Conversions depending on what matters most for the conversation.

Example

A roofing agency spotted a drop in cost per quotable lead halfway through the month, right after launching new emergency-repair messaging. Lead volume stayed flat, but quality improved dramatically.

What Agencies Do With It

Highlight the effects of recent changes and optimize campaigns based on those learnings. For example, adjust more campaigns to target emergency-repair messaging.

2. Conversion Funnel (Impressions → Clicks → Leads → Quotable Leads)

This funnel shows exactly where performance breaks down, from visibility through to quotable lead outcomes.

Example

An HVAC company had strong click volume but low conversion rates. The funnel revealed most clicks came from mobile searches like “AC tune-up coupons” and other high-intent, low-value keywords.

What Agencies Do With It

Exclude mismatched keywords, tighten targeting, and fix device-specific drop-offs (like mobile landing pages).

3. Budget Allocation: Spend by Campaign, Keyword, or Content

Quickly see where budget is flowing and whether those dollars are producing quality leads or wasted clicks.

Example

A personal injury firm discovered 40% of spend went to broad “injury lawyer” keywords that produced weak leads. But niche “truck accident attorney” terms — only 10% of spend — drove their highest-value cases.

What Agencies Do With It

Cut waste. Expand proven niches. Reinvest with confidence.

4. ROAS by Campaign, Keyword, or Content

This is the payoff. ROAS ties revenue directly to ad spend, showing which parts of your account generate profit (and which only look good in Google Ads dashboards).

Example

One agency found that a keyword with a high CPC and low conversion volume returned 6× ROAS, while “efficient” keywords barely broke even.

What Agencies Do With It

Make revenue-led bidding decisions, not volume-led ones.

Additional Insights You Can Explore

The four sections below give you the data you need to extract even more nuanced insights from your Google Ads.

Four Key Metrics

Impression Share, CTR, CPC, CPM: this is the visibility + efficiency snapshot. Great for quick “top-of-funnel health” context.

Top Lead-Generating Campaigns, Keywords, or Landing Pages

See which entities drive lead volume. Then pair with ROAS to separate volume drivers from value drivers.

Device Usage

Compare spend, clicks, and quotable leads by device. Spot mismatches like mobile-heavy clicks but desktop-heavy revenue.

Hourly & Daily Distribution

Find your peak revenue windows. Tighten ad schedules to spend when quotable leads are most likely to convert.

How Agencies Use the Google Ads Report

Here are additional ways agencies put the Google Ads Report to work:

• Shift budget to high-ROAS campaigns and profitable niches
• Eliminate wasted spend from low-value keywords
• Improve conversion paths by device or landing page
• Identify dayparting opportunities for faster lead responses
• Prove revenue outcomes in client meetings with confidence

This is the clarity agencies need to optimize faster and defend budgets with data that actually holds up.

Getting Started (30 Seconds)

1. Connect your Google Ads account to WhatConverts
2. Open Reports → Google Ads Report
3. Add quote or sales values in Lead Manager to unlock revenue-based insights

Once your lead values are in place, every section in the report lights up automatically.

Turn Google Ads Activity Into Revenue Clarity

Clicks, impressions, and CPC only show activity. This report shows impact — the campaigns, keywords, and pages that actually drive revenue.

For agencies, that means stronger reporting, smarter optimization, and bulletproof conversations with clients.

Ready to see which ads really pay off?

Book a 20-minute demo or start your 14-day free trial now!