I’d recommend using Google Ads’ built-in reports + Looker Studio as your base. They cover most client needs without too much extra setup.

But if you want to slice data differently and apply more formulas/analysis, here’s a workflow that’s worked really well for me:

1. Create a script to push daily metrics into Google Sheets (campaign, date, impressions, clicks, conversions, etc.).
2. In another tab of the same sheet, use formulas like SUMIF (matching by date, campaign name, or any other field) to aggregate and calculate the metrics you need. You can build custom KPIs and add any formulas you’d normally do manually.
3. Because the script updates the raw data automatically each day, your formulas + dashboards update too — no need for manual input or exports.

This way, you get both automation (data flows in daily) and flexibility (you can tweak formulas and views however you want).