Google Ads automated reporting to spreadsheets with Airtable

Who's it for

Digital marketing agencies, PPC managers, and marketing teams who manage multiple Google Ads accounts and need automated monthly performance reporting organized by campaign types and conversion metrics.

What it does

This workflow automatically retrieves Google Ads performance data from multiple client accounts and populates organized spreadsheets with campaign metrics. It differentiates between e-commerce (conversion value) and lead generation (conversion count) campaigns, then organizes data by advertising channel (Performance Max, Search, Display, etc.) with monthly tracking for budget and performance analysis.

How it works

The workflow follows an automated data collection and reporting process:

Account Retrieval: Fetches client information from Airtable (project names, Google Ads IDs, campaign types)
Active Filter: Processes only accounts marked as "Actif" for budget reporting
Campaign Classification: Routes accounts through e-commerce or lead generation workflows based on "Typologie ADS"
Google Ads Queries: Executes different API calls depending on campaign type (conversion value vs. conversion count)
Data Processing: Organizes metrics by advertising channel (Performance Max, Search, Display, Video, Shopping, Demand Gen)
Dynamic Spreadsheet Updates: Automatically fills the correct monthly column in client spreadsheets
Sequential Processing: Handles multiple accounts with wait periods to avoid API rate limits

Requirements

Airtable account with client database
Google Ads API access with developer token
Google Sheets API access
Client-specific spreadsheet templates (provided)

How to set up

Step 1: Prepare your reporting template

Copy the Google Sheets reporting template
Create individual copies for each client
Ensure proper column structure (months B-M for January-December)
Link template URLs in your Airtable database

Step 2: Configure your Airtable database

Set up the following fields in your Airtable:

Project names: Client project identifiers
ID GADS: Google Ads customer IDs
Typologie ADS: Campaign classification ("Ecommerce" or "Lead")
Status - Prévisionnel budgétaire: Account status ("Actif" for active accounts)
Automation budget: URLs to client-specific reporting spreadsheets

Step 3: Set up API credentials

Configure the following authentication:

Airtable Personal Access Token: For client database access
Google Ads OAuth2: For advertising data retrieval
Google Sheets OAuth2: For spreadsheet updates
Developer Token: Required for Google Ads API access
Login Customer ID: Manager account identifier

Step 4: Configure Google Ads API settings

Update the HTTP request nodes with your credentials:

Developer Token: Replace "[Your token]" with your actual developer token
Login Customer ID: Replace "[Your customer id]" with your manager account ID
API Version: Currently using v18 (update as needed)

Step 5: Set up scheduling

Default schedule: Runs on the 3rd of each month at 5 AM
Cron expression: 0 5 3 * *
Recommended timing: Early month execution for complete previous month data
Processing delay: 1-minute waits between accounts to respect API limits

How to customize the workflow

Campaign type customization

E-commerce campaigns:

Tracks: Cost and conversion value metrics
Query: metrics.conversions_value for revenue tracking
Use case: Online stores, retail businesses

Lead generation campaigns:

Tracks: Cost and conversion count metrics
Query: metrics.conversions for lead quantity
Use case: Service businesses, B2B companies

Advertising channel expansion

Current channels tracked:

Performance Max: Automated campaign type
Search: Text ads on search results
Display: Visual ads on partner sites
Video: YouTube and video partner ads
Shopping: Product listing ads
Demand Gen: Audience-focused campaigns

Add new channels by modifying the data processing code nodes.

Reporting period adjustment

Current setting: Last month data (DURING LAST_MONTH)
Alternative periods: Last 30 days, specific date ranges, quarterly reports
Custom timeframes: Modify the Google Ads query date parameters

Multi-account management

Sequential processing: Handles multiple accounts automatically
Error handling: Continues processing if individual accounts fail
Rate limiting: Built-in waits prevent API quota issues
Batch size: No limit on number of accounts processed

Data organization features

Dynamic monthly columns

Automatic detection: Determines previous month column (B-M)
Column mapping: January=B, February=C, ..., December=M
Data placement: Updates correct month automatically
Multi-year support: Handles year transitions seamlessly

Campaign performance breakdown

Each account populates 10 rows of data:

Performance Max Cost (Row 2)
Performance Max Conversions/Value (Row 3)
Demand Gen Cost (Row 4)
Demand Gen Conversions/Value (Row 5)
Search Cost (Row 6)
Search Conversions/Value (Row 7)
Video Cost (Row 8)
Video Conversions/Value (Row 9)
Shopping Cost (Row 10)
Shopping Conversions/Value (Row 11)

Data processing logic

Cost conversion: Automatically converts micros to euros (÷1,000,000)
Precision rounding: Rounds to 2 decimal places for clean presentation
Zero handling: Shows 0 for campaign types with no activity
Data validation: Handles missing or null values gracefully

Results interpretation

Monthly performance tracking

Historical data: Year-over-year comparison across all channels
Channel performance: Identify best-performing advertising types
Budget allocation: Data-driven decisions for campaign investments
Trend analysis: Month-over-month growth or decline patterns

Account-level insights

Multi-client view: Consolidated reporting across all managed accounts
Campaign diversity: Understanding which channels clients use most
Performance benchmarks: Compare similar account types and industries
Resource allocation: Focus on high-performing accounts and channels

Use cases

Agency reporting automation

Client dashboards: Automated population of monthly performance reports
Budget planning: Historical data for next month's budget recommendations
Performance reviews: Ready-to-present data for client meetings
Trend identification: Spot patterns across multiple client accounts

Internal performance tracking

Team productivity: Track account management efficiency
Campaign optimization: Identify underperforming channels for improvement
Growth analysis: Monitor client account growth and expansion
Forecasting: Use historical data for future performance predictions

Strategic planning

Budget allocation: Data-driven distribution across advertising channels
Channel strategy: Determine which campaign types to emphasize
Client retention: Proactive identification of declining accounts
New business: Performance data to support proposals and pitches

Workflow limitations

Monthly execution: Designed for monthly reporting (not real-time)
API dependencies: Requires stable Google Ads and Sheets API access
Rate limiting: Sequential processing prevents parallel account handling
Template dependency: Requires specific spreadsheet structure for proper data placement
Previous month focus: Optimized for completed month data (run early in new month)
Manual credential setup: Requires individual configuration of API tokens and customer IDs