This page summarises Google Ads performance. It shows clicks (how many people tapped an ad), CTR (how appealing ads were), average CPC (cost per click), conversions (leads), total cost, and cost per conversion (how much each lead costs). It also lists top keywords with their results. Treat it like a scoreboard for your budget, are dollars turning into enquiries at a sensible price?
All Campaigns Conversion Summary
Conversions: The number of tracked actions that happened after ad clicks (e.g., form submits, calls), within the chosen period and attribution settings.
Cost/Conv: The average amount paid to get one conversion (total ad cost ÷ number of conversions).
Clicks: How many times people clicked your ads.
CTR (Click-through rate): The share of impressions that became clicks (clicks ÷ impressions).
Avg, CPC (Average cost per click): The average amount paid for each click (total cost ÷ clicks). (Your label shows “Avg, CPC”; this is the same as Avg. CPC.)
Cost: Total amount spent on ads in the period.
Search Campaigns Keywords
Search Keyword: The user’s search term or the keyword you targeted that matched the search leading to your ad click.
Impressions: How many times your ad was eligible and shown for searches related to the keyword.
Clicks: How many times the ad was clicked after those impressions.
Avg. CPC: The average amount paid for each click from that keyword.
Conversions: The number of tracked actions that occurred after clicks from that keyword.
Cost: Total spend attributed to that keyword in the period.