Google ad performance data & linking with other platforms

Looker Q&A Looker Studio
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1

Hi,

I would like to learn more about the features like what we can do or can’t do with Looker Studio.

  1. google ads - ad performance data

Can we pull aggregated data for headlines or descriptions at campaign level or account level? Or can filter by campaign for headlines or descriptions performance data?

  1. Linking with other platforms
  • Can we link Bing, LinkedIn and RollWorks ad accounts?
  • Also can you provide all platforms that can be connected to Looker Studio?
  • Can we link with LinkedIn company page?
  1. Best Use Cases of Looker Studio

We are a B2B marketing team within a Coporate. Please let me know what we can be utilize/leverage Looker Studio for our reporting.

Thank you!

Esther

2

Hi @ekwon2025 !

Looker Studio offers native connectors for several Google services, including Google Ads, Search Console, Google Analytics 4, and YouTube and few more. These connectors are suitable for basic scorecards and simple tables and charts.

For more advanced analyses, such as those requiring complex window functions, results from sophisticated analyses, estimates, and modeling, consider using BigQuery as a data warehouse.

Benefits of using BigQuery:

  • Data Integration: Combines data from various sources, including all PPC channels.
  • Advanced Data Transformations: Enables powerful data transformations using SQL or SQLX.
  • Enhanced Performance: Significantly improves Looker Studio dashboard performance.
  • No Quota Limits: Removes data volume limitations.

For the most efficient workflow within Looker Studio, establishing a professional data warehouse using BigQuery is highly recommended. This approach provides maximum flexibility and scalability for your data analysis needs.

Kind Regards
Arkady Zagdan
bigglo.pl

3

Hi Arkady,

Thanks for your response! Much appreciated.

We are a mid-sized B2B company, and we do not have plans for Big Query yet.
I think you recommend connecting with GA4 to integrate data from other channels, right?

But I would like to hear your experience around the ad performance like if I can see particular headlines or descriptions by campaigns.

4

1. Pulling Google Ads Performance Data

Aggregated Headline/Description Data:
Looker Studio can pull campaign- and ad-group-level data from Google Ads. You can filter by campaign and check performance metrics like CTR and impressions for specific ads (including headlines and descriptions). However, the default Google Ads connector might not always show all the fields you want, so you may need to:

  • Check connector settings for available fields.
  • Use third-party connectors like Supermetrics or export data to BigQuery for more granular reporting.

Liability Note:
Google provides these services “as is.” If there are issues (e.g., bugs like defaulting to UA instead of GA4), Google’s liability is minimal. So, it’s essential we verify the accuracy before making big decisions.

2. Linking with Other Platforms

Bing, LinkedIn, RollWorks:
While Looker Studio’s native connectors primarily work with Google platforms, third-party or community connectors can link data from platforms like Bing Ads and LinkedIn Ads.

  • Some connectors are free; others may require a subscription.
  • LinkedIn organic metrics are trickier due to limited APIs, but it’s worth checking if specialized connectors are available.

Liability Note:
Using third-party data connectors means adhering to those platforms’ terms. If the connector breaches a platform’s policies, it could pose issues, so it’s essential to use approved connectors.

3. Best Use Cases for B2B Marketing

  • Cross-Channel Reporting: Consolidate data from Google Ads, LinkedIn Ads, and Bing Ads to compare metrics like spend, cost-per-lead, and conversions.
  • Lead Funnel & Attribution: Integrate GA4 or CRM data to track leads from click to conversion.
  • Executive Dashboards: Build high-level KPI dashboards to track pipeline value, opportunities, and ROI by channel.
  • BigQuery: While you’re not planning to use it now, setting up BigQuery later could help with advanced queries and data linking.

Final Thoughts:
Looker Studio is fantastic for unifying marketing data, but it does have limitations, particularly for granular reporting or non-Google platforms. If you notice any issues (e.g., data defaults or bugs), double-check before presenting reports internally.

Let me know if you want to dive deeper into B2B dashboards or ad-level performance tracking. I’m happy to brainstorm more ideas!

Best,
Chris

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