®Google Ads dashboard
Read Google Ads performance, investigate campaigns and search terms, review recommendations, and generate reports.
Before you use this dashboard
The Google Ads dashboard combines advertising data with Superpractice contacts, meetings, matters, and retained revenue.
For the most useful reporting:
- Connect the correct Google Ads account under Settings > Integrations.
- Map campaigns or ad groups to practice areas under Settings > Google Ads.
- Keep contact attribution and retained matter values accurate.
- Compare the same date range when checking a number against Google Ads.
See Google Ads setup and Campaign to practice-area mapping if either step is incomplete.
Read the Dashboard tab
- Open Grow > Google Ads > Dashboard.
- Select the date range you want to review.
- Follow the page from delivery to business outcome:
| Section | What it shows |
|---|---|
| Ad delivery funnel | How impressions become clicks and platform-reported conversions |
| Conversions & cost | Conversion volume and the cost of producing those conversions |
| Spend & budget | Actual spend, budget context, and pacing |
| Practice area performance | Performance grouped by your campaign or ad-group mappings |
| Campaign performance | Campaign-level delivery, cost, and outcome metrics |
Google Ads conversions and Superpractice retained matters are different outcomes. Use the platform conversion columns to understand ad delivery, and use retained revenue or return metrics to understand the firm's business result.
Use the Campaigns tab
The Campaigns view is for comparing campaigns and reviewing their current performance.
- Match the date range to the business question.
- Sort or scan for unusually high spend, weak conversion volume, or a high cost per result.
- Open the relevant campaign when you need more detail.
- Check its practice-area mapping before drawing conclusions from categorized spend.
If you use campaign creation tools, review targeting, budget, dates, and conversion settings carefully before confirming. Changes to an advertising campaign can affect live spend.
Use the Keywords tab
The Keywords table includes the keyword, match type, campaign, clicks, average cost per click, conversions, cost per acquisition, quality score, and status.
Use the filters to focus the review:
- All Keywords — the complete synced keyword set
- Phrase + Exact — tighter match types
- Over Target — keywords whose cost is above the target shown by the product
- Cannibalized — keywords that may be competing across the account
A flagged keyword is a reason to investigate, not an automatic instruction to pause it. Check search intent, conversion quality, sample size, and the matching campaign before changing live ads.
Use the Search Terms tab
Search terms are the actual queries that caused an ad to appear.
- Choose All, Wasteful, Converting, or Unreviewed.
- Review the query, campaign, clicks, cost, and conversions together.
- Investigate irrelevant queries with meaningful spend.
- Confirm legitimate converting queries are supported by appropriate keywords and landing pages.
Some bulk controls shown in this view may not yet apply changes. Make negative-keyword changes in Google Ads unless the Superpractice control explicitly confirms that the update succeeded.
Use Recommendations
Recommendations bring reviewable opportunities into one place.
- Open a recommendation and read the rationale.
- Check the affected campaign, expected impact, and current performance.
- Approve only when the recommendation matches the firm's strategy and budget.
- Dismiss recommendations that are not appropriate.
Approval can change advertising behavior. Treat it as a live account action, not simply as clearing an alert.
Use Ads, Negatives, and Reports
Ads
Use Ads to inspect ad-group and creative coverage. Some creative-freshness information appears only when ad-copy sync data is available. If an action does not present a confirmation or saved result, make the change in Google Ads.
Negatives
Use Negatives to review synced negative-keyword lists. Create or edit a list in Google Ads when the Superpractice control does not yet complete the action.
Reports
- Open Reports.
- Generate a report for the period or question you need.
- Search previous reports before generating a duplicate.
- Regenerate a report when its underlying reporting period or data has changed.
Reports summarize the data available at generation time. They do not replace a current review of the dashboard.
A practical review routine
Daily
- Check spend and delivery for unexpected stops or spikes.
- Review high-cost search terms.
- Confirm important campaigns are still active.
Weekly
- Compare campaigns and practice areas.
- Review cost per contact, meeting, and retained result.
- Work through relevant recommendations.
- Investigate mapping or attribution gaps.
Monthly
- Compare spend with Google Ads for the same range.
- Review retained revenue and return, not only platform conversions.
- Generate a period report.
- Revisit budgets and targets with enough data to avoid reacting to short-term noise.
If the numbers do not match
- Confirm the account and date range.
- Allow for normal sync and advertising-platform reporting delays.
- Check whether Google Ads is reporting conversions by click date while another view groups business outcomes differently.
- Confirm campaigns and ad groups are mapped.
- Confirm contacts and retained matters carry accurate attribution and values.
- Remember that one platform conversion is not necessarily one new contact, meeting, or client.