Optimise Google Ads Spend and Improve Campaign ROAS
Get a clear view of campaign efficiency, wasted spend, and the specific keywords and ad groups to scale or cut to improve your Google Ads ROAS.
Overview
Google Ads can be one of the highest-ROI acquisition channels or one of the fastest ways to burn budget — and the difference usually comes down to how closely you monitor campaign efficiency at the keyword and ad group level. This template builds the complete performance picture that every PPC manager and business owner needs to make confident optimisation decisions.
Unlike generic Google Ads dashboards that show only top-level metrics, this template is structured as an optimisation workflow — starting with overall ROAS and efficiency, then drilling into which campaigns and ad groups are dragging performance, then identifying the specific keywords and search terms worth bidding up or pausing.
Google Ads performance metrics tracked:
- ROAS, CPA, and conversion rate by campaign and ad group
- Impression share and lost impression share — are budget or quality score limits holding you back?
- Search term performance — actual queries triggering your ads, revealing negative keyword opportunities
- Top and bottom performing campaigns — ranked by conversion value and cost efficiency
- Quality score indicators — CTR trends as a proxy for ad relevance and landing page quality
You'll be able to answer:
- Which campaigns are delivering the highest ROAS and should receive more budget?
- Which ad groups have a high CPA and should be paused or restructured?
- What search terms are triggering our ads that we should add as negatives?
- Are we losing impression share due to budget constraints or quality score issues?
Questions In This Template
Q1. What is the overall spend, conversions, conversion value, ROAS, and CPA for all Google Ads campaigns this month vs last month?
Q2. Which campaigns have the highest ROAS and lowest CPA this month — ranked by conversion value?
Q3. Which campaigns or ad groups have a CPA above average or a ROAS below target this month?
Q4. What are the top 20 search terms by spend this month, and which have zero conversions — potential negative keyword candidates?
Q5. What is the impression share, lost impression share due to budget, and lost impression share due to rank for each campaign this month?
Q6. What is the CTR trend by campaign over the last 60 days — which campaigns have improving or declining ad relevance?
