The Paid Search Report (under Reports > Paid Search) provides reporting on paid search keywords from several vendors (Google AdWords, Bing, Yahoo!,, and Indeed), as well as statistics on your Google AdWords campaigns (pulled in through the Google AdWords connector). These statistics are tied back to opportunity value and revenue to measure ROI.

Under Reports > Paid Search, the table at the top displays paid search ad clicks. That is, if a prospect searched in Google, Bing, Yahoo!,, or Indeed and then clicked on a paid link/ad, the query would appear in the table.

While that table aggregates data from all of those search vendors, and you can view a breakdown by vendor for an individual term by clicking the links in the Query column. The data is updated continuously so it should be close to real-time.

We will automatically detect keyword data from clicks on AdWords ads in Google search results if your Google AdWords connector is verified. In order to properly record Bing, Yahoo!,, and Indeed paid search campaigns, you will need to append your ad URLs with the parameter “utm_medium=ppc“.  This is the same approach that Google Analytics has taken.

For example, if your ads link to, your URL would become If you already have parameters appended to your URL, you would add the “utm_medium=ppc” parameter at the end with an ampersand (‘&’) rather than a question mark (‘?’) before it. You can also use the Google URL builder to add the “medium” parameter to your links.

View options: Use the Filter field or Query Date dropdown to narrow down the data displayed in the table. Also, should you choose to sort the data by the number of ‘Opportunities’, any Keywords with 0 opportunities will be filtered out.

paid search report screenshot

Unique SearchesThe number of unique searches for a particular keyword in Google, Bing, Yahoo!,, or Indeed that resulted in clicks on paid links or ads.
ProspectsThe number of prospects in Pardot that have searched for a particular keyword in Google, Bing, Yahoo!,, or Indeed and clicked on a paid link or ad (this does not have to be their first touch).
OpportunitiesThe number of opportunities in Pardot that were created after the associated prospect searched for a particular keyword and clicked on a paid search link or ad. Opportunities created before the paid search ad click will not be counted here. See Opportunities for more information about the ways opportunities can be created in Pardot.
Opportunity ValueThe total value of the opportunities in Pardot that were created after the associated prospect searched for a particular keyword and clicked on a paid search link or ad.
RevenueThe total value of the “won” opportunities in Pardot that were created after the associated prospect searched for a particular keyword and clicked on a paid search link or ad.

Clicking on a particular keyword in the table will also display a breakdown of the statistics by vendor (Google, Bing, Yahoo!,, and Indeed).

Google AdWords Paid Search Campaigns Report: Overview

The bottom table under Reports > Paid Search displays data for AdWords ad clicks, which are pulled in through the Google AdWords connector. These clicks can either be from ads displayed in Google searches or Google Content Network ads that display on third-party sites.

This table is updated nightly via Google’s API (so it may be slightly off from what you see in the AdWords UI).

View options: Change the View to filter the reports by All Paid Search Campaigns, Active Paid Search Campaigns, Paused Paid Search Campaigns, or Deleted Paid Search Campaigns.

Campaign: Optionally filter the Paid Search campaigns by their Pardot campaign (this is not related to the prospects’ or opportunities’ Pardot campaigns).

Search date range
: Select a date range to sort the table’s data.

paid search campaigns google adwords

Google AdWords Paid Search Campaigns Report: Metrics Captured

Status Shows information about the current state of your campaign keywords at the time you sign in or refresh the page.
CostThe cost for the campaign, usually the number of clicks multiplied by the CPC for that specific keyword (Given to Pardot by your AdWords account).
Cost per click (CPC)How much the search engine company charges you every time a visitor clicks on your ad.
Unique ProspectsNumber of unique prospects in your account who clicked on a paid search ad activity within the selected date range. This number includes both prospects who were pre-existing in Pardot and new prospects (meaning they were created in Pardot because of the ad click and form submission) when they clicked on the ad.
Unique OpportunitiesNumber of opportunities tied to those prospects who clicked on a paid search ad (opportunities number could be more or less than prospect number, since more than one prospect can be tied to an opportunity and vice-versa).
Cost per opportunity (CPO)The cost per each opportunity created in relation to the cost for the Google AdWords campaigns–how much it costs your company to acquire a new opportunity.
RevenueThe total sales that was derived from your paid search ads based on the number of “Won” opportunities and their values (only counts unique opportunities).
Return on Investment (ROI)The amount of revenue that is derived from every dollar you spent on your paid search campaign (the percentage of revenue gained minus the cost of the ads divided by the cost of the ads).
Click TypeShows which clicks resulted in visits to your website, or clicks on your phone number when your ad is shown on a mobile device (also called click-to-call).
ClicksNumber of Ad clicks pulled from Google AdWords. We only start tracking clicks in Pardot’s paid search report from the moment the connector was set up onward so again Google AdWords reports could have higher statistics if you recently set up your connector.
ImpressionsTotal number of campaign impressions.
ConversionsAn action that a customer takes on a website that has business value, such as a purchase, a sign-up, or a view of a key page. These actions are called conversions because a customer’s click translated — or converted – to business.
Ad NetworkThe networks used to deliver your ads (Content, Search, Search partners, etc.).
DeviceSpecifies which of the three Adwords supported platforms: Desktop and laptop computers, Mobile devices with full browsers, Tablets with full browsers, the campaign was viewed on.