Read your Google Ads results

Google reports impressions, clicks and cost. It doesn't tell you which companies clicked. IntentBid adds that from the website script, so every Google Ads report shows both. Results are synced every hour.

The Google Ads overview

Open Google Ads in the menu (Overview & next moves).

1. Tiles for the last 30 days: Spend, Impressions, Clicks, CTR, CPC, CPM, Companies reached and Cost per company. CTR, CPC and CPM show a B2B benchmark range adjusted for your industry. A note under the tiles gives the search benchmarks too (CTR 3–6 %, CPC $3–8).
2. Google Ads campaigns: the campaign table and charts. See Customise the campaign table.
3. Next best moves: for example Create the buying-stage lists, Target chosen companies on Display, audiences that are too small to serve, or Exclude [n] low-quality placements.
4. Top companies from Google Ads (by Visits or Intent score) and Where the clicks come from (Countries, Devices).
5. Top placements (by Clicks or Impressions) and Creative sizes (by CTR or Clicks) for Display, YouTube and Gmail.

Before your first Google campaign runs, the page shows example data marked Sample.

The ABM report

Google Ads → ABM report puts what Google reports next to what only IntentBid knows.

• Tiles: impressions, clicks, CTR, CPC, spend, conversions, Companies from ads, Cost per company, Hot accounts from ads and Ad clicks with a company (the share of clicks IntentBid could tie to a company).
• How companies reach you: every visit from an identified company, split by channel. Click a channel to see the companies that came through it.
• Top companies from Google Ads: sort by Ad clicks, All visits, Share from ads or Score. Click a company, or See journey →, to see its whole path: first touch, first ad click, pages read and buying signals such as pricing or demo pages.
• Placements (where the ads ran), Countries the clicks came from, Creative sizes and formats, Devices and Networks: Google's own breakdowns with CTR and CPC.

Est. ad cost per company is an estimate: ad clicks × average CPC. Google doesn't report cost per company.

One campaign in detail

Click any campaign to open its workspace:

1. Pick a date range. Every tile compares it with the previous period.
2. Click a tile to chart that metric per day, with the previous period dashed.
3. In Settings, change the Daily budget and click Save budget. For image campaigns, set Max a day and Max a week and click Save frequency cap. For B2B, 3–5 a day and 10–20 a week per person is typical, and 0 removes the cap.
4. Use Pause or Resume at the top of Settings.
5. In Company drill-down, choose a company and click Show to see every visit, channel and page.

Account engagement

Google Ads → Account engagement lists every account with an engagement score, ad clicks, visits, pages, channels, stage and last seen. Click Target accounts to see only your list. Impressions shows — for Google, because Google reports impressions per campaign, not per company.

Put budget where it works

• Exclude placements with many impressions and no company visits, in Google Ads under Content → Exclusions.
• Move budget to the creative sizes and countries with the best CTR.
• Compare Cost per company across campaigns, not just CPC. A cheap click from nobody you sell to is still expensive.

FAQ

Why doesn't every click have a company?

Many people browse from home or mobile networks that can't be identified. See Why some visits have no company.

Can I see conversions?

Yes. Conversions comes from Google Ads, if you track conversions there. Add the column in the campaign table.