Marketing and analytics · data source guide

Google Ads data in Power BI

Google Ads reporting is about spend and return: what each campaign cost, the clicks and conversions it bought, and whether cost per conversion stays inside target. In Power BI it sits next to CRM and revenue so the team can see which campaigns bring customers, not just clicks.

Connector status

No connector of its own in Microsoft's list

Google Ads has no connector of its own in Microsoft's index. The Google BigQuery connector is listed, so a common path is Google's data transfer from Google Ads into BigQuery, then BigQuery into Power BI.

Checked against Microsoft Learn's Power Query connector list on 5 November 2026. Connectors change; check the list before you build.

How to get Google Ads data into Power BI

In order of preference for a report that refreshes on its own.

  1. 1

    Google Ads → BigQuery → Power BI

    Google offers a BigQuery data transfer for Google Ads. Once tables land in BigQuery, use Get data → Google BigQuery and import the campaign and ad-group stats tables you need.

  2. 2

    Exports for small accounts

    Download campaign reports from Google Ads as CSV or schedule them to Google Sheets; Power BI's Google Sheets connector is in Microsoft's list.

  3. 3

    Third-party marketing connectors

    Microsoft's list includes certified marketing-data connectors (for example Funnel and Windsor). Check which ad platforms each vendor covers and how it is priced.

  4. 4

    Join to conversions you trust

    Ad-platform conversions are attributed by the platform. For revenue, join campaign IDs or UTM parameters to CRM or e-commerce data in the model.

Typical Google Ads KPIs

Table and column names in the DAX are illustrative: rename them to match your model.

Spend

Cost in the account currency, by campaign and day.

DAX
Spend = SUM ( AdsStats[Cost] )

Cost per click (CPC)

Spend divided by clicks.

DAX
CPC = DIVIDE ( [Spend], SUM ( AdsStats[Clicks] ) )

Cost per conversion

Spend divided by platform-attributed conversions.

DAX
Cost per Conv = DIVIDE ( [Spend], SUM ( AdsStats[Conversions] ) )

Return on ad spend (ROAS)

Attributed revenue divided by spend.

DAX
ROAS = DIVIDE ( SUM ( AdsStats[ConversionValue] ), [Spend] )

Budget pacing

Spend to date against the month's budget, adjusted for days elapsed.

DAX
Pacing % = DIVIDE ( [Spend MTD], [Monthly Budget] * DIVIDE ( DAY ( TODAY () ), DAY ( EOMONTH ( TODAY (), 0 ) ) ) )

Modelling notes for Google Ads

Templates for Google Ads data

Free page layouts with a background, theme JSON and PBIP project. Swap the sample tables for your own queries.

More by department: Marketing templates

Visuals for Google Ads KPIs

Chart types that suit these KPIs, with data shapes and example prompts.

Google Ads and Power BI: questions

Is there an official Google Ads connector for Power BI?

Not in Microsoft's Power Query connector index (checked 5 November 2026). Use BigQuery with Google's data transfer, exports, or a certified third-party connector.

Why do my conversions change after a few days?

Google Ads attributes conversions back to the click date, so recent days fill in later. Refresh the last 30 days on every run.

Related data sources

Other sources teams often combine with this one.

Google Ads is a trademark of its owner. Product names are used only to describe compatibility; VizForge is not affiliated with, endorsed by or sponsored by the owner or by Microsoft.

Design the Google Ads report page first

Lay out KPI cards and visual slots in the free Design Studio, then export the background, theme JSON and a PBIP project to bind to your data.

Open in the design studio →Browse templates

The design studio for Power BI. Free, in your browser, no sign-up.