Case study · E-commerce, 13 country markets
Google Ads year-over-year dashboard, 13 markets
For a European luggage e-commerce retailer. A Google Ads dashboard for ~80 campaigns across 13 countries: year-over-year KPI cards, spend vs revenue efficiency, and a like-for-like comparison that still works after every PMAX campaign was rebuilt.
Google AdsLooker Studio
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What the animation shows, scene by scene:
- The question: About 80 campaigns across 13 markets, PMAX, Shopping and Search: are we spending more than last year?
- Rebuilt: Last year's campaigns were rebuilt, so a 1:1 campaign comparison with last year is impossible.
- KPI cards: Scorecards for spend, revenue, conversions and ROAS with colour-coded change vs last year, and the question: did revenue grow faster than spend?
- Like for like: All PMAX campaigns grouped together and all Shopping campaigns grouped together, for a fair year-over-year comparison.
- Checked: The dashboard reconciled line by line with Google Ads; the wrong conversion value metric fixed and non-shopping campaign types taken out.
- Result: First version 2 days after kickoff, signed off after 4 short calls. A demo with sample data is linked below.
~80 campaigns, 13 country markets, one view
Fair YoY comparison despite rebuilt PMAX campaigns
First version 2 days after kickoff
The problem
- ~80 Google Ads campaigns (PMAX, Shopping, Search) across 13 country markets. The marketing manager needed to see at a glance: are we spending more or less than last year, and how are ROAS, cost and revenue moving?
- Campaigns were rebuilt during the year, especially PMAX, so a 1:1 campaign comparison with last year was impossible.
- Campaign type wasn’t in every campaign name, and some campaigns weren’t grouped where she expected them.
What I delivered
- KPI snapshot on top: large scorecards for spend, revenue, conversions and ROAS, each with a colour-coded year-over-year delta, plus a revenue vs cost efficiency view: did revenue grow faster than spend?
- Total overview: account level and per campaign type (PMAX, Shopping, Search), current period vs the same period last year.
- Country level: all metrics per market, plus CPC and target ROAS; one page per key market.
- Cumulative YoY logic: all PMAX and all Shopping campaigns aggregated together, so this year is compared fairly with last year despite the rebuilt campaigns.
- Detail view: every Search and PMAX campaign individually, without YoY where campaigns are new.
- Country mapping by campaign labels, switched mid-project when the client restructured the account.
- Data checks with the client: found and fixed a revenue mismatch between the dashboard and Google Ads (the wrong conversion value metric, and non-shopping campaign types included), and added a separate view for asset-only PMAX campaigns.
Results
- First version delivered 2 days after kickoff; final version accepted after 4 short calls (about a month, including the client’s own account restructuring).
- Numbers reconciled line by line with Google Ads before sign-off.
Similar dashboard with demo data
The client's report stays private. This one runs on a sample account, so you can click through the same kind of layout.
Open the demo in Looker Studio