Google Ads already has a dedicated reporting section.
So the problem is not that the reports are impossible to find.
The real problem is what happens after you find them.
You still need to decide which report to pull first. Which dimensions matter. Which filters to apply. Whether to export. What changed. What deserves action.
That is where AI changes the workflow.
Not by replacing Google Ads reporting.
By turning reporting into a guided conversation.
With HireOtto, you can ask for campaign, keyword, search terms, geo, device, impression share, demographic, extension asset, and PMax reports in plain English. You can get a quick summary, a CSV export, or both. Then you can ask the next question without rebuilding the report from scratch.
The value is not “one more dashboard.”
It is a shorter path from:
“What happened?” → “Why did it happen?” → “What should I do next?”
That is the workflow this article covers.
Why reporting still takes longer than the report itself
Most PPC operators do not struggle because they cannot access campaign data.
They struggle because reporting is rarely one report.
A weekly review usually becomes a chain:
campaign performance to find the spend pattern
keyword performance to spot inefficient targets
search terms to find waste
geo and device splits to explain variance
impression share to separate budget limits from rank problems
change history if something looks weird
Each report answers one slice of the question.
The operator’s job is to connect the slices.
That is where time disappears.
HireOtto helps because you can keep the investigation in one thread. Pull the first report. Ask a follow-up. Narrow to one campaign. Export when needed. Then move from analysis to action.
What changes when you use AI for reporting
Do not think of AI reporting as “pull me a report.”
Think of it as building a report chain.
One answer should lead to the next better question.
For example:
Which campaigns spent the most?
Which of those had weak conversion output?
Which keywords or search terms drove that waste?
Is the issue location, device, match type, or rank?
What action is safe to take now?
That is the difference.
The old workflow is report-first.
The AI workflow is question-first.
A simple weekly reporting workflow
Here is the cleanest way to run a weekly review.
You do not need every report every time. You need the reports that answer the next question.
1) Start with campaign performance
This gives you the top-level picture.
Use it to see where spend is going, which campaigns are producing conversions, and which ones are quietly setting fire to your budget.
Prompt:
Get campaign performance for account [CUSTOMER_ID] for the last 30 days, sorted by cost. Then summarize the top spenders, flag campaigns with high spend and low or zero conversions, and point out which campaigns may be worth scaling.If you want day-level trendlines:
Get campaign performance for account [CUSTOMER_ID] for the last 30 days, segmented by day, output mode summary_and_csv. Then call out any day-of-week patterns or sudden changes in spend or conversions.2) Then pull keyword performance
This is where the waste and opportunity usually start to show.
Keyword performance helps you answer:
which keywords spend without converting
whether you are too broad-match heavy
which keywords need QS attention
where pause decisions might be coming
Prompt:
Get keyword performance for account [CUSTOMER_ID] for the last 30 days, sorted by cost, output mode summary_and_csv. Then summarize match type spread, flag high-spend keywords with low or zero conversions, and highlight any obvious Quality Score problems.If you already know the problem campaign:
Get keyword performance for campaign [CAMPAIGN_ID] for the last 30 days, sorted by cost. Then identify keywords that likely need to be paused, tightened, or reviewed.3) Pull the search terms report
This is where Google stops speaking in abstractions and starts confessing.
Keywords tell you what you targeted.
Search terms tell you what actually happened.
Prompt:
Get the search terms report for account [CUSTOMER_ID] for the last 30 days, sorted by cost, output mode summary_and_csv. Then group wasted queries into likely negative keyword candidates and flag any search terms with spend but zero conversions.For a specific campaign:
Get the search terms report for campaign [CAMPAIGN_ID] for the last 14 days, sorted by cost. Then show me which queries look irrelevant, which look promising, and which should likely become exact-match keywords.This is also where HireOtto becomes more than a reporting tool. If you find obvious junk queries, you can add negatives in the same conversation instead of exporting a CSV, sighing at it, and promising to fix it “later.” We all know how that movie ends.
4) Check geo and device performance
Now that you know what is happening, check where and on what device it is happening.
Geo performance prompt
Get geo performance for account [CUSTOMER_ID] for the last 30 days, sorted by cost. Then highlight regions with strong efficiency, and flag locations spending meaningfully with weak or no conversion output.Device performance prompt
Get device performance for account [CUSTOMER_ID] for the last 30 days. Then summarize which devices are strongest, which are weakest, and whether the performance split suggests budget or bidding changes.These reports are especially useful when campaign performance looks “fine” overall, but the efficiency is hiding inside one geography or device type.
Sometimes the issue is not efficiency.
Sometimes it is visibility.
Impression share tells you how much of the available auction you are winning, and whether budget or rank is the thing holding you back.
Prompt:
Get impression share data for account [CUSTOMER_ID] for the last 30 days. Then identify campaigns losing visibility due to budget versus rank, and point out where more budget or stronger quality may unlock growth.If you are deciding whether to scale a campaign, this report matters a lot. A campaign with strong CPA and high lost impression share due to budget is a very different conversation from one with weak efficiency and poor rank.
6) Use the optional reports when the question calls for them
You do not need these every week, but they are valuable in the right context.
Ad performance
Use it when you want to compare RSAs within a campaign or ad group.
Prompt:
Get ad performance for campaign [CAMPAIGN_ID] for the last 30 days. Then compare RSAs and call out which ads likely need rewriting or replacement.Conversion actions
Use it to audit what is actually firing.
Prompt:
Get conversion actions for account [CUSTOMER_ID] for the last 30 days. Then summarize which conversion actions are active and which appear inactive or weak.Age and gender
Useful when the campaign type or targeting makes demographic cuts meaningful.
Prompt:
Get age performance and gender performance for account [CUSTOMER_ID] for the last 30 days. Then flag any demographic splits that suggest wasted spend or adjustment opportunities.Extension asset performance
Use it when you want to know whether sitelinks, callouts, structured snippets, call assets, or price assets are doing anything useful.
Prompt:
Show extension asset performance for account [CUSTOMER_ID] over the last 30 days. Then summarize which asset types are active, which are driving engagement, and which look underused.Performance Max
Use the dedicated PMax reports for asset groups, assets, strength, combinations, and search terms.
Custom GAQL
If the standard report set is not enough, Agency users can run custom read-only GAQL queries. That is the “fine, I’ll do it myself” mode — except you still do it in plain English first.
The UI way vs the AI way
Manual UI way
open one report
export it
switch views
repeat for keywords
repeat for search terms
repeat for geo
repeat for device
try to remember what you saw 12 clicks ago
HireOtto way
ask for the report you want
get the summary
export the CSV if needed
ask the next question in the same conversation
act on what you found
That last part matters.
The goal is not prettier reporting.
The goal is faster decisions.
What to check before acting on the data
Do not let the ease of pulling reports trick you into lazy decisions.
Before you pause, scale, or add negatives, check:
time range — is the data recent enough and large enough?
conversion volume — are you acting on signal or noise?
campaign context — brand, non-brand, prospecting, remarketing, and PMax should not be judged the same way
recent changes — did budgets, bids, ads, or targeting just change?
business reality — some campaigns support the funnel even when last-click reporting looks less flattering
AI can shorten the work.
It should not shorten your judgment.
A solid weekly prompt stack
If you want a simple repeatable workflow, save these:
Get campaign performance for account [CUSTOMER_ID] for the last 7 days, sorted by cost. Summarize top movers and any clear issues.Get keyword performance for account [CUSTOMER_ID] for the last 7 days, sorted by cost, output mode summary_and_csv. Flag expensive low-converting keywords and notable Quality Score issues.Get the search terms report for account [CUSTOMER_ID] for the last 7 days, sorted by cost, output mode summary_and_csv. Group likely negative keyword candidates.Get geo performance and device performance for account [CUSTOMER_ID] for the last 7 days. Summarize any obvious efficiency patterns.Get impression share data for account [CUSTOMER_ID] for the last 7 days. Show where visibility is being lost due to budget versus rank.From there, you can keep going.
Add negatives. Adjust budgets. Review ads. Run a deeper account audit. Or run the daily ops audit if you want a faster morning routine focused on pacing and wasted search terms. HireOtto supports that workflow too.
Final thought
Google Ads reporting should help you think.
It should not consume the whole thinking window.
That is the appeal of AI here. Not magic. Not vibes. Just less dashboard wandering, faster pattern recognition, and a shorter path from question to action.
If you already know what good Google Ads management looks like, HireOtto helps you do more of it with less friction.
And that is usually the kind of “AI” people actually want.
Try HireOtto
HireOtto is a remote Google Ads MCP server for PPC operators.
It lets you manage Google Ads through natural language inside AI clients like Claude, Make, and other MCP-capable tools.
You can use it for reporting, audits, search terms, campaign creation, PMax workflows, extension assets, change history, CSV exports, and controlled account updates.
No separate dashboard.
No Google Cloud setup.
No terminal.
Just connect your Google Ads account and start asking better questions.
Start with one workflow: audit, report, or search terms.
That is usually enough to feel the shift.
Get started here: https://docs.hireotto.com/setup/connect-ai-tool
About Me
I’m Suyash – badminton junkie, ex‑GroupM ad‑ops grunt, first marketer at a B2B SaaS startup, and creator of Hiretto: Google Ads MCP Server.
My mission: think, so you can click less.
Let’s build leverage together.