The Search & Shopping report combines data from Google Ads, Search Console, and conversion data based on the selected attribution model into an actionable overview. It provides insights into:
Search: Keywords, search terms, and Search Console data.
Shopping: Performance of Shopping and Performance Max (PMax) campaigns.
Please note:
Product statistics are only available if you are running Shopping or Performance Max campaigns.
Only keywords with spend > 0 are shown in the report. This is a limitation of the Google Ads API, which does not return keyword data with zero spend. As a result, such keywords will not be visible in Billy Grace.
How the report works
By combining paid ad data and attribution-based conversions, this report gives you a holistic view of the actual performance of your Search, Shopping, and Performance Max campaigns.
You’ll gain insight into:
Which keywords or products are driving meaningful results
How your campaigns perform across organic and paid channels
Where to optimize your budgets and targeting for better ROI
Search Terms
Search term data is pulled directly from the Google Ads API. Because UTM's can’t be tracked at the search term level, we are limited to Google-provided metrics.
Note: You might notice discrepancies between search term spend and keyword spend. This is because Google may filter certain search terms, such as rare or long-tail queries, making them unavailable via the API.
Example:
You select the date 01-01-2025 and the keyword "Billy Grace enjoys going to the beach."
That keyword triggered ads and received clicks, generating €0.80 in spend (800,000 micros).
However, Google may consider the related search terms too rare, so no associated search term data is returned.
Search Console Reports
Note: To receive Search Console data, make sure your Search Console and Google Ads accounts are properly linked. You’ll need to re-authorize Google Ads once more after linking.
1. Search Console Insights
Provides organic performance data from Google Search Console, broken down by:
Query
Page
Device
Country
Available metrics:
Impressions: Organic impressions from Google Search
Clicks: Organic clicks from Google Search
Position: Weighted average of organic position (calculated as
(position * impressions) / impressions)
2. Search Console & Paid Search
This combined view merges paid keyword data and Search Console data to show both organic and paid performance at the keyword level.
You’ll see:
Paid clicks, impressions, and spend
Organic clicks and impressions
Combined performance to understand how paid and organic channels interact
Note: Attribution models supported are Multi-Touch Attribution and Last Click.
UMM is not supported, as it requires more granular data and has shown no significant impact in testing.
How to use this report
This report helps you:
Measure the ROI of your Search and Shopping campaigns
Identify top-performing keywords and products
Take action directly within Billy Grace, such as pausing underperforming keywords
Key questions to ask:
Which keywords or products are driving the most value?
Which ones are underperforming?
Based on these insights, you can:
Exclude or include keywords in Search campaigns
Modify product selection in your Performance Max feeds
You can directly pause your keywords within Billy Grace based on the insights surfaced in this report.