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HireOtto gives you every performance report available in Google Ads — campaign, ad group, keyword, search terms, geo, device, impression share, demographics, and more — through a single conversation. This guide covers when to use each report, how to pull it efficiently, and how to get the output format that suits your workflow.

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Before you start: choosing the right output mode

Most reports support three output modes. Pick the right one upfront to avoid pulling twice:
  • summary (default) — results inline in chat, up to 50 rows. Good for quick checks on small accounts or when you want to read and act immediately.
  • summary_and_csv — inline preview plus a CSV download. Best for weekly reviews where you want to scan in chat and keep the full export.
  • csv_only — CSV link only, nothing printed inline. Best for large accounts, bulk pulls, or when you’re taking the data elsewhere.
CSV download links expire after 30 minutes by default. Download before the link expires.

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Filtering saves you money

Every performance report accepts optional campaign_id and (where relevant) adgroup_id filters. If you only need data for one campaign, pass the ID — it limits what gets fetched and keeps responses fast. List your campaigns first if you need the IDs:

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Campaign performance

Your top-level view: spend, impressions, clicks, conversions, CTR, avg CPC, cost per conversion — one row per campaign.
To segment by day (useful for spotting day-of-week patterns or the impact of a change):

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Ad group performance

Drill into how individual ad groups are performing within a campaign. Pass campaign_id to limit the pull to one campaign.
For a large account where you want the full export:

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Keyword performance

One of the most useful reports — covers metrics, match types, and Quality Score signals. A single pull answers several questions: which keywords are spending without converting, how match type is distributed, and where QS needs work. Always filter by campaign or ad group when you can — keyword reports across large accounts can be very long.
For a full export to analyse match type distribution or pause decisions:

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Search terms report

Shows the actual queries that triggered your ads — the raw input your match types are working with. Essential for finding wasted spend and negative keyword candidates.
For a specific campaign:
From the output: terms with spend and zero conversions are your first negative keyword candidates. You can add them directly from the same conversation — see the Negative keywords guide.

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Ad performance

Ad-level metrics: impressions, clicks, CTR, conversions, cost. Useful for comparing RSA performance within an ad group.

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Geographic performance

Spend and conversions broken down by location. Useful for identifying regions to exclude, adjust bids for, or expand into.

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Device performance

Splits performance across desktop, mobile, and tablet. Use this alongside campaign settings — if mobile is converting at half the rate of desktop, that should be reflected in your device bid modifiers.

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Impression share

Competitive visibility metrics: Search Impression Share, Lost IS (Budget), Lost IS (Rank), and Click Share. Tells you how much of the available auction you’re winning and why you’re losing the rest.
For a specific campaign:

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Conversion actions

Lists all conversion actions in the account with their aggregated performance. Useful for auditing which conversion types are firing and which aren’t.

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Demographics (age & gender)

Breaks down performance by age range or gender. Only meaningful if your campaigns target the Display Network or YouTube, or if you have demographic bid modifiers set.

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Extension asset performance

Use extension asset performance when you want to understand how sitelinks, callouts, structured snippets, call assets, and price assets are performing. This is useful when you want to answer questions like:
  • Which sitelinks are getting impressions?
  • Are call assets getting clicks?
  • Which account-level assets are active but not delivering?
  • Which campaign or ad group has attached assets with no recent activity?

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Supported levels

HireOtto can pull extension asset performance at three levels:
  • customer — account-level assets
  • campaign — campaign-level assets
  • ad_group — ad group-level assets

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Supported asset types

  • SITELINK
  • CALLOUT
  • STRUCTURED_SNIPPET
  • CALL
  • PRICE

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Example prompts

Newly created or newly linked assets may show zero metrics until they start serving.Some Google Ads asset reports may return zero rows for fresh campaign-level or ad group-level associations with no delivery yet. If you want to check whether an asset is attached, use the extension asset listing action instead of the performance report.

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Running multiple reports in sequence

You can pull several reports in one conversation — HireOtto keeps context across turns. A typical weekly review sequence:
If you want everything in one go and plan to work in spreadsheets:

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Performance Max reports

PMax has its own dedicated report set. See the Performance Max guide for the full breakdown.

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Custom reports (Agency plan)

If none of the above cover your specific report cut, you can write a custom GAQL query: