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Create a report

You create a report two ways: start from a template that comes pre-configured for a recurring reporting moment, or build a custom report where you set every choice yourself. Both produce a saved report for one Google Ads account that you can reopen and export later. Start from /reports.

Start from a template​

Templates open a report already configured for a common reporting moment, so you don't have to pick a date range and comparison from scratch. There are three:

  • Weekly check-in. Last 7 days versus the prior 7. The "what changed this week, are we on track, and the one next action" report. Use it for the recurring weekly status.
  • Monthly review. Last 30 days, framed as a leadership-ready readout: what changed, what it means, and the next decision. Use it for the monthly update you send up.
  • New-campaign readout. Last 30 days, a time-to-signal check on recently launched campaigns: is there enough signal yet, and what's the next learning step. Use it right after you launch something new.

Pick the template that matches the moment. You can still adjust its configuration before saving if you want a different scope or comparison.

Build a custom report​

When none of the three templates fit, build a custom report at /reports/create. You make five choices:

  • The question. Write the question the report should answer, in your own words. The AI brief is written against this question, so a specific question ("is the non-brand campaign hitting our cost-per-lead target?") produces a sharper brief than a vague one.
  • Scope. Either the full account or a specific set of campaigns. Narrow the scope when you want a report about one campaign or a handful, rather than everything.
  • Date range. Last 7 days, last 30 days, or a custom start and end date.
  • Comparison. Previous period (the same-length window immediately before), same period last year (useful for seasonal businesses), or none.
  • Supporting sections. Which evidence sections to include below the brief: the metric summary, the trend chart, and the campaign table. Include the ones that matter for this report.

Save the report and it appears at the top of your reports list.

What happens after you save​

A saved report opens to its supporting data sections, and the AI brief is generated automatically the first time you open it. Generating that brief spends credits, because it is an AI feature. You can then refresh the brief, edit it inline, and export the report to PDF. See Read and share a report.

Reports cover one account at a time​

A report is created for the Google Ads account you have active. To report on a different account, switch accounts first, then create the report. A single report cannot combine more than one Google Ads account.

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