10 Core Reports That Must Be On A Google Ads HubSpot Dashboard
Optimising inside Google Ads matters. Bids, keywords, creatives, and budgets all need ongoing attention to perform well.
But when Google Ads is connected to HubSpot, an additional layer of value opens up — understanding what happens after the click.
A Google Ads HubSpot Dashboard isn’t about replacing platform optimisation. It’s about giving that optimisation better direction by tying ad spend to lead quality, pipeline, and revenue outcomes.
Below are the 10 core reports every Google Ads–connected HubSpot portal should include if you want clearer decisions and more effective optimisation.
1. Google Ads Leads by Deal Outcome (Won vs Lost)
This report segments Google Ads–sourced leads by deal status.
It shows:
- Which campaigns contribute to revenue
- Which drive leads that never convert
- The gap between lead volume and deal quality
This is the foundation for understanding real ROI beyond surface metrics.
2. Deal Win Rate by Google Ads Campaign
This report compares win rates across Google Ads campaigns.
It helps identify:
- Campaigns driving high-intent leads
- Campaigns inflating lead numbers without quality
- Where optimisation effort should be focused
High volume doesn’t matter if win rates collapse downstream.
3. Google Ads Leads Marked as Junk or Spam (Post-Qualification)
This report tracks leads manually flagged as junk, spam, or irrelevant after human review.
It surfaces:
- Keyword and targeting issues
- Poor intent alignment
- Campaigns attracting low-quality traffic
This is often more actionable than platform-level invalid traffic metrics.
4. Revenue by Google Ads Campaign
This report ties closed-won revenue back to specific Google Ads campaigns.
It helps answer:
- Which campaigns actually generate revenue
- Where revenue concentration exists
- Whether spend aligns with business priorities
It’s especially valuable when reviewed over longer time horizons.
5. Time-to-Close by Google Ads Source
This report shows how long it takes for Google Ads leads to convert into deals.
It highlights:
- Fast-moving, high-intent segments
- Campaigns that require longer nurture cycles
- Mismatches between expectations and reality
Time-to-close often reveals quality more clearly than conversion rate.
6. Google Ads Lead Quality by Location (State or Region)
This report segments Google Ads leads by geographic region.
It helps uncover:
- States or regions driving stronger outcomes
- Areas producing volume but poor conversion
- Opportunities to refine geo-targeting and bids
Geographic performance often varies more than teams expect.
7. Google Ads Performance by Company Size or Deal Size
This report segments leads or deals by company size or deal value.
It helps identify:
- Whether ads attract the right scale of business
- Campaigns skewing too small or too large
- Misalignment between targeting and sales strategy
Lead volume alone can mask this problem.
8. Assisted Conversions and Influence, Not Just Last Touch
This report shows where Google Ads influenced deals without being the final conversion touch.
It helps:
- Avoid undervaluing upper- or mid-funnel campaigns
- Understand how ads support conversion over time
- Frame optimisation decisions with full context
Influence matters, even when attribution is shared.
9. Google Ads Leads Without Deal Creation
This report highlights Google Ads leads that never progress into deals.
It surfaces:
- Qualification breakdowns
- Targeting mismatches
- Gaps between marketing and sales criteria
This is often where the biggest optimisation opportunities exist.
10. Cost per Won Deal by Google Ads Campaign
This report goes beyond CPA and looks at cost per closed-won deal.
It helps:
- Compare true efficiency across campaigns
- Justify budget decisions with outcomes
- Balance volume and quality intentionally
This is one of the most important metrics for scaling spend responsibly.
How to Use This Dashboard Properly
This dashboard isn’t meant for daily micromanagement.
Use it to:
- Review trends over time
- Identify structural issues in targeting or messaging
- Align marketing and sales around the same outcomes
It should guide direction, not replace platform-level optimisation work.
Why This Dashboard Matters
Google Ads shows how campaigns perform inside the platform. HubSpot shows what happens once leads enter the business.
The real insight comes from using both together.
A Google Ads HubSpot Dashboard shifts the conversation from:
“How many leads did we get?”
to
“Which ads actually drive revenue?”
In Summary
Optimisation inside Google Ads is essential. But optimisation without downstream context is incomplete.
When Google Ads data is connected to HubSpot properly, you gain visibility into lead quality, deal outcomes, and real ROI — not just surface performance.
Optimise the account. Learn from the CRM. Use both to decide what to do next.
That’s how Google Ads becomes a true growth lever.