Running a Google ads campaign is very important, but are you able to see the performance of the campaign well? If not, then it is time to use Google ads reporting tools. In 2025, the competition in the PPC world has increased a lot, due to which it has become very important for you to analyze every click, impression and conversion. Reporting tools are very important because they not only provide data but they also help in visualizing, analyzing and optimizing the data. When you need to give presentable reports to the client or you need to scale your own campaign, then you need a good and advanced user-friendly PPC reporting software. There are many free tools which give you very advanced features and make Adwords reporting effortless. With all these tools, you can improve the ROI of your campaign.
In this blog, we will talk about top free Google ads reporting tools which will help you in Adwords Reports, PPC Analysis, and Client Reporting.
What is Google Ads Reporting Tool?
Google ads reporting tool is very important for your campaign. This is a tool or software that helps a lot in visualizing, analyzing and making reports of your ad campaigns data. In this way, with the help of Google Ads Reporting Tool, you can analyze the performance of your ads well. These tools tell you:
- How much was spent?
- What was the CTR (Click Through Rate)?
- Which are the best performing keywords?
- What is the status of conversions?
- Which campaign is giving ROI?
In this way, by using Google Ads Reporting Tools, you can see all the data clearly at one place. When you handle multiple clients or campaigns, then it is also very easy.
Why is Adwords Reporting Tool important?
The native dashboard of Google ads is quite powerful and good for beginners but it also has many limitations. With the Adwords reporting tool, you can easily get visual reports, client-ready formats, and in-depth performance insights that you will greatly benefit from. These tools make decision making fast and smart.
That’s why an AdWords Reporting Tool makes your job easier by:
- Automated reports
- Custom dashboards
- White-label client reports
- Cross-platform performance tracking
Best Free Google Ads Reporting Tools (2025)
Now let’s see the best free tools of 2025 which will help you a lot in Google Ads reporting. By using these tools, you can do a deep analysis of your campaigns, track performance, and also generate effective Adwords Reports for the client.
1. Google Looker Studio (formerly Data Studio)
This is Google’s own tool and is also the most trusted. This tool is completely free, has very good features and integrates seamlessly with tools like Google ads, Analytics, Sheets.
Price: Free
Key Features:
- This tool is always free
- You also get a Drag-and-drop dashboard builder
- Real-time reporting with live data
- Integration with Google Ads, GA4, Sheets, BigQuery
- You get pre-built report templates for AdWords
- You also get custom branding and sharing options in this tool
If you are a freelancer or agency owner, then this tool is very good for you and with this you can create branded reports for the client easily. The UI of Google Looker Studio is also very good and easy for beginners.
2. Adzooma
Adzooma is a very good and smart platform that optimizes campaigns along with Google Ads reporting. Its UI is also good and simple and pre-built insights also help you understand the data.
Price: Free
Key Features:
- Free plan with Google Ads integration
- In this you get a combo of both reporting + optimization
- Visual performance dashboard is also available
- Campaign recommendations (bids, keywords, budget)
- One-click reporting options are also there
- Works with Google, Microsoft & Facebook Ads
One of the biggest plus points of Adzooma is automation. You don’t need to analyze yourself, the tool itself gives you good and smart suggestions.
3. Reporting Ninja
If you are a digital marketing agency that needs to create detailed Adwords reports for many clients, then Reporting Ninja is tailor-made for you. You can create many reports easily and efficiently with it. It also provides you advanced automation and high-quality presentation.
Price: Paid (No free plan)
Key Features:
- You get dedicated Google Ads & PPC reporting templates
- Multi-channel integration (Facebook, Bing, GA, LinkedIn)
- Scheduled email reports (daily, weekly, monthly)
- White-label branding for clients
- Advanced filters and segmentation
This tool is magical because you can do a lot of customization in it. You can use a good and different template for each client and send a professional-looking PDF report. Similarly, you can prepare multiple and costomis reports in it.
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4. Whatagraph
Whatagraph is great for users who want to make every report presentable and visually appealing. If you want an all-in-one reporting platform that gives you data from multiple platforms (Facebook Ads, Instagram, LinkedIn, Google Analytics, etc.) along with Google Ads in one place and it also looks good, then Whatagraph is a solid choice.
Price: Paid (No free plan)
Key Features:
- You get beautiful visual dashboards and widgets
- Google Ads + 40+ platform integrations
- Team collaboration options
- Automated report delivery
- Live data sharing via links
Whatagraph is also a great tool for agencies where you can see Google ads, Facebook ads, SEO metrics all together in a single report and that too with full brand customization
5. Octoboard
Octoboard works from a slightly different angle because here you get a live dashboard along with traditional reports, which you can share real-time access to with the client. Its automated system always ensures that your report is always fresh. This way you can create a good visually appealing representative with website embedding.
Price: Paid (No free plan)
Key Features:
- Best for Live dashboards with real-time data & website embedding
- Email + cloud scheduled reporting
- Public or password-protected shareable links
- Here you get 50+ integrations including Google Ads, GA, LinkedIn and more
- Client portals & white-label options
If you are a SaaS or agency that wants to show transparency to clients, Octoboard is an amazing option.
6. Supermetrics
Supermetrics is not just a reporting tool, but a data connector tool. If you want to create a custom dashboard yourself, you can create it in Looker studio, Excel or Sheets, then supermetrics is an advanced and very good tool.
Price: Paid (No free plan)
Key Features:
- Best for you for Data transfer to Sheets, Excel and BigQuery
- Pulls data from 100+ marketing platforms
- Google Sheets, Excel, BigQuery support is available
- Automation with scheduled data refresh
- Ideal for data analysts and advanced users
- Clean API connections for raw data access
In Supermetrics you get complete control like which metric to fetch, in which format and on which schedule. It is powerful but very useful for slightly advanced users.
If you are running Google Ads then these tools will help you a lot. Some of these tools are free and some offer free trial or limited access. Every tool is different and good, you can choose from them which suits you and makes your work easy. By using all these tools you can analyze and optimize your campaign, which will benefit you a lot.
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Google Ads Reporting Software: Automation is the key
Every digital marketer dreams of:
- Reports being automatically generated
- Clients receiving timely reports through scheduled emails
- And the tools themselves starting to give campaign optimization suggestions
In this case, software like Pay Per Click Reporting Software like Whatagraph, Adzooma, and Supermetrics become game-changers for marketers. These tools give you a lot of features like real-time data integration, automated dashboard, and performance alert. Which makes your reporting fast, error-free and very smart. Whether you are an agency or a freelancer, your work becomes easy with these tools and the client is also impressed. Automation saves hours and delivers clarity.
AdWords Reports for Clients: Best Practices
Client needs actionable insights along with data in their reports. That’s why you should use visual charts, ROI highlights, and goal-based KPIs in every report. It’s also best to write a summary, provide a PDF format, and use Looker Studio templates. This is how you can create a good AdWords Report for your client.
- You can use visuals and graphs to make complex data easy to understand. clearly
- Highlight ROI, conversions, and budget utilization
- Compare week-over-week (WoW) and month-over-month (MoM) performance
- Focus on KPIs aligned with client business goals (leads, ROAS, CTR)
Tips:
You can use Looker Studio templates for customized and branded dashboards
Send reports as PDFs via tools like ReportGarden or Whatagraph
Maintain KPI glossary so clients understand each metric
Add a short executive summary on top with key wins & action items
Use annotations to explain sudden drops or spikes in performance
Schedule reports weekly or monthly for consistent communication
How to Choose the Right Reporting Tool?
Every tool is very good in its own way. All these tools are best for different tasks. Here are some questions that will help you choose a tool.
- Are you creating a report for a client or for yourself?
- Do you prefer spreadsheet analysis or a dashboard?
- How much data do you want to export?
- Do you need automation?
If you can answer all these questions easily, then you can easily choose the right tool. All the tools are good for different things like if you want a visual report, then Looker studio or Whatagraph are perfect. If you need raw data in Excel or Sheets, Supermetrics is a good choice. Agency clients need white-label and scheduled reports for which Reporting Ninja and Octoboard are good. Each tool has a different use-case, so focus on your needs while selecting the tool.
Pro Tips for PPC Reporting
Keyword-level insights: Keywords with high CPC and low conversions waste your budget. Identify such keywords and pause them. This keeps your costs under control and lets you spend your budget on keywords that actually generate leads or sales. So regular monitoring is very important.
- Search Term Report: Use this to identify negative keywords.
- Dayparting analysis: Check which time is driving the most conversions.
- Device segmentation: Understand the performance difference between desktop vs mobile.
By following these tips, you can optimize your PPC campaigns much better. You should always monitor KPIs like CTR, Conversion Rate, and ROAS. Geo-targeting is also a powerful tactic that will benefit you greatly, see which regions are bringing in good traffic. It is also important to do A/B testing so that you can improve ad copies. Reporting can help you look at the data and take action.
Conclusion
Ultimately, Google Ads reporting is not a boring or time-wasting job. It can become your digital marketing superpower if you use the right tool. You can clearly see which campaign is working and which one is just wasting money. This means you can make quick decisions, optimize your budget, and boost ROI.
Whether you are a freelancer, run a small business, or manage a digital marketing agency, you can make your job super easy by using Google Ads reporting tools. These tools help you a lot in viewing data clearly, understanding trends, and showing impact to the client. Regular reporting builds good trust and enables you to make confident decisions.
In 2025, PPC competition has increased a lot in every industry. Only those people will move ahead who will constantly improve their ads using smart reporting. So you should also choose the reporting tool that suits your workflow. Reporting is not complicated, the tool should just be right, and the strategy should be clear!
The stronger the reporting, the longer your growth will be.
Amiteshwar Singh
PPC HEAD
Ami Singh is a dynamic PPC leader at Softtrix, and he’s well-known for helping the company grow online by coming up with creative paid advertising plans. With a keen eye for numbers and great knowledge of Platforms like Google, Meta and Microsoft Ads, Ami knows how to get the most out of digital ads and make campaigns that actually work well. His leadership encourages everyone, inside and outside the team, by mixing real technical skills with a good sense of strategy. Ami doesn’t just follow industry trends; he helps create them, which is why people know they can count on him for good advice in performance marketing.
Looking to step your PPC game up? Connect with Ami Singh at Softtrix and find out how she can help your brand do even better online.
