Campaign performance analysis helps you understand which Google Ads campaigns are driving results and where to focus your optimization efforts. ConvertMate provides detailed metrics, comparative analysis, and actionable insights to improve your return on ad spend.
Before you start
You need:
- A connected Google Ads account in Settings → Connections
- At least one active campaign with performance data
- Starter plan or higher to access Google Ads data
If you haven't connected Google Ads yet, follow the connection guide.
What you can analyze
ConvertMate provides several ways to analyze your Google Ads performance:
Campaign overview:- All campaigns with spend, conversions, and ROAS
- Performance trends over time
- Campaign status and budget information
- Comparison across campaign types
- Performance by ad group within campaigns
- Ad group status and optimization suggestions
- Spend distribution across ad groups
- Daily or hourly performance trends
- Identify best performing days and hours
- Spot seasonal patterns
- Results by desktop, mobile, and tablet
- Device-specific conversion rates
- Bid adjustment recommendations
- Performance by country, region, or city
- Location targeting optimization
- Market opportunity identification
Viewing campaign performance
To analyze your campaigns:
- Go to Insights in the main navigation
- Select Google Ads from the submenu
- Choose Campaign performance
- Select your date range (defaults to last 30 days)
- Apply any filters (status, campaign type)
- Click Analyze
The analysis typically takes 10-20 seconds and costs 10 credits.
Understanding campaign metrics
Each campaign shows:
Impressions - How many times your ads appeared in search results or display placements. Low impressions might indicate limited budget, low bids, or narrow targeting. Clicks - Number of times people clicked your ads. Compare clicks to impressions to calculate click-through rate. Click-through rate (CTR) - Percentage of impressions that resulted in clicks. Higher CTR generally indicates relevant, compelling ad copy. Industry averages range from 2-5% for search campaigns. Cost - Total amount spent on the campaign. Monitor this against your budget to ensure proper pacing throughout the month. Average cost per click (CPC) - Average amount paid for each click. Lower CPC means more clicks for your budget, but very low CPC might indicate low-intent traffic. Conversions - Number of completed conversion actions (purchases, leads, signups). This is what matters most for ROI. Conversion rate - Percentage of clicks that resulted in conversions. Rates vary by industry but typically range from 2-10%. Low rates suggest targeting or landing page issues. Conversion value - Total value generated from conversions. For e-commerce, this is revenue. For lead generation, assign values to different lead types. Cost per conversion - How much you spent to acquire each conversion. Compare this to your customer lifetime value or lead value to ensure profitability. Return on ad spend (ROAS) - Revenue divided by cost. A ROAS of 3.0 means you generated $3 in revenue for every $1 spent. Most profitable campaigns target 4.0 or higher.Comparing campaign types
Different campaign types serve different purposes:
Search campaigns - Text ads shown when people search on Google. Best for high-intent keywords and direct response. Typically have the highest conversion rates but higher CPCs. Display campaigns - Image ads shown across Google's display network. Good for brand awareness and remarketing. Lower conversion rates but broader reach and lower costs. Shopping campaigns - Product ads showing image, price, and store name. Essential for e-commerce. Performance depends heavily on product feed quality. Video campaigns - Ads on YouTube and video partners. Best for awareness and consideration stages. Harder to track direct conversions but valuable for building audience. Performance Max campaigns - Google's automated campaigns using all inventory. Can work well but offer less control and transparency. Monitor closely to ensure performance meets goals.Compare performance across types to understand what works for your business. Allocate budget to the types driving the best results.
Identifying optimization opportunities
Look for these patterns:
High impressions, low clicks - Your ads are showing but not compelling people to click. Test new ad copy, adjust targeting to reach more qualified audiences, or improve ad extensions. High clicks, low conversions - Traffic quality or landing page issues. Review search terms to identify irrelevant queries, improve landing page relevance, or adjust targeting parameters. High conversion rate, low volume - Campaign is working well but needs more budget or expanded targeting to scale. Consider increasing daily budget, expanding keyword targeting, or duplicating successful campaigns. High cost per conversion - Not profitable at current levels. Lower bids, improve quality scores, optimize landing pages for better conversion rates, or pause if unprofitable. Low impression share - You're missing potential impressions. Check the impression share report to see if you're losing due to budget (increase budget) or rank (improve quality score or raise bids).Analyzing performance over time
Time-based analysis reveals:
Day of week patterns - Some businesses see better performance on weekdays, others on weekends. Use this to adjust bid schedules or concentrate budget on high-performing days. Hour of day trends - Identify when your audience is most likely to convert. Increase bids during peak hours, decrease or pause during low-performing hours. Seasonal trends - Compare performance month-over-month to spot seasonal patterns. Plan budget increases ahead of peak seasons, reduce spend during slow periods. Performance degradation - Gradual decline in metrics might indicate increased competition, creative fatigue, or market changes. Refresh ad creative, test new targeting, or adjust bids. Sudden changes - Sharp drops or spikes warrant immediate investigation. Check for policy violations, technical issues, budget exhaustion, or external factors like news events affecting your market.Device and location insights
Device performance comparison:Most campaigns see different performance across devices. If mobile has lower conversion rates but strong click volume, your landing pages might not be mobile-optimized. Consider creating mobile-specific landing pages or adjusting mobile bids downward.
Tablet often performs similarly to desktop but with lower volume. If tablet matches desktop performance, maintain similar bids. If it underperforms, adjust bids accordingly.
Desktop typically has the highest conversion rates for B2B and high-consideration purchases. Mobile often wins for local searches and quick decisions.
Geographic analysis:Review which locations drive the best results. Strong performance in specific regions suggests opportunities to create location-specific campaigns with tailored messaging.
Poor performance in some areas might indicate:
- Product or service not relevant in that market
- Language or cultural barriers
- Strong local competition
- Price sensitivity in that region
Use location data to exclude unprofitable areas, increase bids in high-performing locations, or test location-specific ad copy.
Budget pacing
Monitor how quickly you're spending your monthly budget:
Underspending - Budget not fully utilized. This happens when bids are too low to win auctions, targeting is too narrow, or campaign is limited by low search volume. Consider raising bids or expanding targeting. Overspending - Budget depleting too quickly, causing ads to stop showing partway through the month. Options include lowering bids, reducing budget daily limits, or pausing lower-performing campaigns. Uneven pacing - Some days spend more than others. Review whether this matches your business patterns or indicates issues with bid strategies or dayparting settings.Competitive positioning
Use auction insights to understand your competitive landscape:
Impression share - Your share of total available impressions. If you're at 40%, your ads showed for 40% of eligible auctions. Low share means opportunity for growth. Overlap rate - How often competitors' ads showed at the same time as yours. High overlap with specific competitors suggests you're fighting for the same audience. Position above rate - How often competitors ranked above you when both ads showed. High rates indicate they're winning on quality score or bids. Top of page rate - Percentage of times your ads showed in top positions. Higher rates typically drive better performance but cost more per click.Compare your metrics to competitors to identify where you're winning and where you need improvement.
Ad group analysis
Within each campaign, review ad group performance:
Top performers - Successful ad groups provide templates for expansion. Look at their targeting, ad copy, and landing pages. Create similar ad groups for other products or keyword themes. Underperformers - Ad groups with high cost per conversion or low conversion rates need attention. Options include pausing, restructuring keywords, rewriting ads, or changing landing pages. Budget distribution - Ensure budget flows to your best ad groups. If low-performing ad groups consume significant budget, reallocate to better performers. Testing consistency - Each ad group should have at least 2-3 ad variations running to identify what messaging resonates best.Taking action
Based on your analysis:
Immediate actions:- Pause campaigns with ROAS below your profitability threshold
- Increase budgets for campaigns significantly exceeding ROAS targets
- Add negative keywords to campaigns with irrelevant search terms
- Adjust device bid modifiers based on device performance
- Refresh ad creative for campaigns showing declining CTR
- Test new landing pages for campaigns with low conversion rates
- Expand successful campaigns to additional keywords or locations
- Create ad schedules based on hourly performance data
- Shift budget from underperforming to high-performing campaign types
- Develop location-specific campaigns for top-performing regions
- Build remarketing campaigns based on device and audience insights
- Test new campaign structures based on successful patterns
Reporting frequency
How often to check performance:
Daily - Monitor budget pacing and check for technical issues or policy violations. Make sure campaigns are running and spending according to plan. Weekly - Review performance trends, add negative keywords, pause underperforming ad groups, and adjust bids based on early data. Monthly - Comprehensive analysis of all metrics, budget reallocation across campaigns, strategic adjustments to targeting and creative, and comparison to previous months. Quarterly - Major strategic decisions about campaign structure, budget levels, market opportunities, and competitive positioning.Don't make hasty decisions based on a single day's data. Wait for statistical significance before major changes.
Credit costs
Campaign analysis reports cost:
- Campaign performance: 10 credits per report
- Ad group performance: 12 credits per report
- Device performance: 10 credits per report
- Time performance: 10 credits per report
- Geographic performance: 12 credits per report
Run reports as needed based on your budget and campaign size. Most businesses benefit from weekly campaign-level reports and monthly deep dives.
Common questions
Why don't my numbers match Google Ads exactly?Small discrepancies can occur due to:
- Different conversion attribution windows
- Data processing delays (Google Ads data has 1-2 day lag)
- Time zone differences
- Filtered vs. unfiltered metrics
Core metrics like impressions, clicks, and cost should match exactly. If you see major differences, contact support.
What's a good ROAS target?Depends on your business model:
- E-commerce with 30% margins needs 3.33+ ROAS to break even
- High-margin products (50%+) can be profitable at 2.0 ROAS
- Lead generation should calculate based on lead value and close rate
- Brand awareness campaigns might not focus on ROAS at all
Start with break-even ROAS, then optimize to exceed it for profitability.
How long before I have enough data?Wait for:
- At least 30 clicks before evaluating CTR
- At least 100 clicks before trusting conversion rate
- At least 30 conversions before making major optimization decisions
Small sample sizes lead to misleading conclusions.
Should I run broad or narrow targeting?Start narrow with proven high-intent keywords and exact match. Once profitable, gradually expand to broader match types and new keyword themes. Broad targeting works when you have conversion data to train Google's algorithms.
More questions? Use the chat widget in the bottom-right corner or email support@convertmate.io.