Google Ads reporting: campaigns, queries and keywords

Choose the right Google reporting tool, define the reporting scope, and interpret keyword and search-term evidence.

Updated 2026-10-26·PlugMind team

Try this in your assistant

Copyable starting prompt

Review workspace [name], Google account [name or ID], for the last 30 days. Start with campaign performance, then inspect search terms and keyword quality. Separate observations from recommendations. Show the reporting period and any row limits. Do not modify the account.

Start broad, then inspect the evidence

List campaigns to identify exact campaign IDs and inspect spend, results, status and configuration. Use campaign details when you need the campaign hierarchy and diagnostics. Then request keyword or search-term evidence for the selected scope.

Keywords are the advertiser’s targeting criteria. Search terms are the actual queries reported by Google. A poorly performing query does not automatically justify pausing its entire matched keyword.

Keep dates and row limits explicit

The Google reporting schemas support named reporting periods. The shared date-range default is LAST_30_DAYS. The shared collection limit defaults to 50 and is capped at 100; a returned collection is not necessarily every object in a large account.

Ask the assistant to show the requested period and limit. Compare like-for-like periods and do not describe a partial result as an exhaustive account audit. A missing row is not proof of zero activity.

Investigate before changing spend

Check conversion settings, reporting delay and sample size before interpreting low ROAS or high CPA. Quality components are diagnostic signals, not a promise that a bid change will improve results.

Use a supported performance breakdown to investigate segments. Keep this review read-only; any proposed keyword, budget or status change must go through the relevant proposal and approval flow.

Tool reference

Selected tools used in this guide. Names, descriptions and declared input fields are extracted from the MCP implementation. The connected assistant exposes the complete live schema, including field types, limits and account-routing options.

List deep Google Ads campaignslist_google_ads_campaigns

Lists up to 100 campaigns from the selected account with status, channel and bidding configuration, budget, diagnostics, schedule, and performance for the requested period.