Your 2026 budget depends on understanding what happened in 2025.

But here's the problem: Getting clean data out of Google Ads is harder than it should be.

You've got campaign data scattered across Search, Display, Performance Max, and maybe YouTube. Each report shows different numbers. The interface has changed (again). And you need to compare year-over-year performance while your CFO is asking for the budget by end of week.

Sound familiar?

Here's what most marketers do: They open Google Ads, export whatever report looks right, paste it into a spreadsheet, and hope they didn't miss anything important.

Then they realize three things:

1. The data doesn't match what they exported last month

2. They're missing key metrics (like actual conversions vs. platform-reported conversions)

3. They can't easily compare 2024 vs. 2025 performance

This guide fixes that.

I'll show you exactly how to export the RIGHT Google Ads data for budget analysis—step by step, with no guesswork.

Why Google Ads Data Export Matters for Budget Planning

Let's be honest: Google Ads wants you to stay inside their platform. They've built great dashboards, automated bidding, and AI-powered recommendations.

But when it's time to build your 2026 budget, you need YOUR data in YOUR format. You need to:

• Compare performance across channels (Google Ads vs. LinkedIn vs. Meta)

• Cross-check platform conversions with CRM data (because Google over-reports)

• Identify trends over time (what worked in Q1 vs. Q4?)

• Build budget scenarios (what if we increase spend by 20%?)

• Present findings to stakeholders (who don't have access to your Google Ads account)

You can't do any of this inside Google Ads.

Plus, here's an uncomfortable truth: Google Ads reported conversion discrepancies in 2024-2025 were widespread. Data transfer issues to BigQuery, reporting table generation failures, and attribution messiness in multi-touch purchase journeys created headaches for thousands of advertisers.

Translation: Don't blindly trust what the dashboard shows. Export. Verify. Analyze.

Current State of Google Ads Performance (2024-2025 Benchmarks)

Before we get into HOW to export data, let's quickly cover WHAT you should expect to see in your Google Ads performance:

B2B SaaS Benchmarks (2024-2025):

Click-Through Rates (CTR):

• Search campaigns: 3.2% to 4.7% (some B2B campaigns hit 8.37% with tight targeting)

• Display campaigns: 0.9% to 1.2%

• Performance Max: 1.92%

Conversion Rates:

• Search campaigns: 3.04% to 4.7%

• Display campaigns: 0.80% to 1.2%

• Overall B2B tech: 1.42% (2.3 points lower than 8-year average—suggesting gated content fatigue)

Cost Metrics:

• Average CPC: $3.33 for B2B Search

• Average CPC for B2B SaaS specifically: $1.52 to $1.86

• Cost per lead: $66.69 in 2024, rising to $70.11 in 2025 (+5.13% increase)

• Cost per acquisition: $95 for Search

Critical 2024-2025 Trend:

• Non-branded search CPC up 29%, clicks down 26% (August 2024 to July 2025)

• AI Overviews capturing clicks before ads—requires strategy adjustment

Source: Varos, WordStream, FirstPageSage, Dreamdata 2024-2025 benchmarks

If your numbers are drastically different, you either have a problem or an opportunity. Either way, you need to export the data and find out why.

What Data You Actually Need for Budget Analysis

Don't export everything. Export what matters.

Here's what you need for a proper budget analysis:

Essential Metrics:

Performance Metrics:

• Impressions

• Clicks

• CTR (Click-Through Rate)

• Conversions (ALL conversion actions)

• Conversion rate

• Cost

• Cost per click (CPC)

• Cost per conversion

Campaign Structure:

• Campaign name

• Ad group name

• Campaign type (Search, Display, Performance Max, etc.)

• Network (Search, Display Network, YouTube)

Time-Based Data:

• Date range (full 2025: Jan 1 - Dec 31)

• Month-by-month breakdown

• Day of week (if testing timing)

Attribution Data:

• Conversion action

• Conversion window

• Attribution model used

Advanced (if available):

• New customer conversions vs. repeat

• Search terms (for Search campaigns)

• Placement data (for Display/YouTube)

• Asset performance (for Performance Max)

Method 1: Export via Google Ads Reports (Easiest)

This is the fastest way to get basic performance data. Good for quick analysis or year-over-year comparisons.

Step-by-Step Instructions:

Step 1: Log into Google Ads

Go to ads.google.com and select the account you want to analyze.

Step 2: Navigate to Reports

Click "Reports" in the left menu, then select "Predefined reports (dimensions)" from the dropdown.

Step 3: Choose Your Report Type

For budget analysis, start with:

• "Campaign performance" (overview of all campaigns)

• "Ad group performance" (more granular view)

• "Landing page performance" (see which pages convert best)

Click on one to open it.

Step 4: Set Your Date Range

In the top-right corner, click the date selector.

• Select "Custom"

• Set: Jan 1, 2025 - Dec 31, 2025

• Click "Apply"

Pro tip: Also create a comparison report for 2024 (Jan 1 - Dec 31, 2024) to see year-over-year changes.

Step 5: Customize Columns

Click the "Columns" icon (looks like a table) and select "Modify columns".

Add/remove columns to match what you need. For budget analysis, include:

• Impressions

• Clicks

• CTR

• Conversions (select ALL conversion actions)

• Conversion rate

• Cost

• Cost per click

• Cost per conversion

• Conv. value (if you track revenue)

• ROAS (Return on Ad Spend)

Click "Apply".

Step 6: Segment Your Data (Optional but Recommended)

Click "Segment" at the top of the report and choose:

• Time > Month (to see monthly trends)

• Conversions > Conversion action (to see which actions are driving results)

• Network > Network (with search partners) (to see Search vs. Display)

Step 7: Export the Report

Click the download icon (looks like a down arrow) in the top-right corner.

Choose your format:

• CSV (works with Excel, Google Sheets, best for analysis)

• Excel (.xlsx) (if you need formulas pre-built)

• Google Sheets (if you collaborate with a team)

Click "Download".

Step 8: Verify Your Data

Open the file and check:

• Does the date range match what you selected?

• Are all your campaigns included?

• Do the totals match what you see in the Google Ads interface?

Common issue in 2024-2025: Google Ads had intermittent service interruptions affecting data accuracy. If numbers look off, try exporting again or check the Google Ads Status Dashboard.

Method 2: Use Google Ads Editor (Best for Large Accounts)

If you manage multiple campaigns or need more control over what you export, Google Ads Editor is your friend.

Why Use Editor?

• Export ALL campaigns at once

• Work offline (no internet needed after download)

• Make bulk changes before exporting

• Access historical data easily

Step-by-Step Instructions:

Step 1: Download Google Ads Editor

Go to ads.google.com/home/tools/ads-editor and download the desktop app for Windows or Mac.

Step 2: Open Editor and Download Your Account

• Launch Google Ads Editor

• Click "Add account" and sign in

• Select your Google Ads account

• Click "Download" (this pulls all your campaigns into the Editor)

Step 3: Select Your Campaigns

In the left panel, you'll see your account structure:

• Campaigns

• Ad groups

• Ads

• Keywords

• Extensions

Click "Campaigns" to see all campaigns.

Step 4: Filter by Date Range

In the top toolbar:

• Click the date range dropdown

• Select "Custom"

• Set: Jan 1, 2025 - Dec 31, 2025

• Click "Apply"

Step 5: Export Campaign Data

With campaigns selected:

• Go to File > Export > Selected items

• OR: Click "Export" in the toolbar

Choose your format:

• CSV (recommended for analysis)

• TSV (tab-separated, works with some BI tools)

Save the file.

Step 6: Repeat for Ad Groups and Keywords (if needed)

Click "Ad groups" or "Keywords" in the left panel and repeat the export process.

Pro tip: Export each level separately (campaigns, ad groups, keywords) if you need granular analysis.

Step 7: Cross-Reference with Online Account

Google Ads Editor doesn't always show real-time conversion data. After exporting, compare totals with your online Google Ads account to verify accuracy.

Method 3: Google Ads API (For Automation & Advanced Users)

If you run regular reports or manage multiple accounts, the Google Ads API is the most powerful option.

When to Use the API:

• You need automated daily/weekly exports

• You manage multiple Google Ads accounts

• You want to integrate with your BI tool (Looker, Tableau, Power BI)

• You need historical data beyond what the interface shows

How to Access the API:

Option 1: Use a third-party tool (easiest)

• Supermetrics (connects Google Ads to Google Sheets, Excel, BI tools)

• Funnel.io (consolidates all marketing data)

• DOJO AI (automatically pulls Google Ads data + connects with Meta, LinkedIn, CRM for unified analysis)

Option 2: Build your own integration (requires developer)

• Go to Google Ads API documentation

• Set up OAuth 2.0 credentials

• Use Python, PHP, or Java client libraries

• Query the reports you need

API Advantages:

• Access to ALL historical data (not just last 24 months)

• Custom queries (pull exactly what you need)

• Scheduled exports (automate daily reporting)

• Integrate with CRM (match Google Ads conversions to actual customers)

API Challenges in 2024-2025:

Google Ads Data Transfer to BigQuery experienced missing or partial cost data for Demand Gen campaigns starting July 22, 2024. If you're using BigQuery exports, verify your data against the UI to catch discrepancies.

Method 4: Export Search Terms Report (Critical for Budget Decisions)

One of the most valuable reports for budget analysis is the Search Terms Report. This shows you the ACTUAL search queries that triggered your ads (not just your keywords).

Why This Matters:

• You might be wasting money on irrelevant searches

• You'll discover new high-performing keywords

• You'll find negative keywords to add (save budget)

How to Export It:

Step 1: Go to Reports > Predefined Reports

Select "Search terms" under the Basic section.

Step 2: Set Your Date Range

Jan 1, 2025 - Dec 31, 2025 (or your target period).

Step 3: Add Performance Columns

Include:

• Search term

• Match type

• Impressions

• Clicks

• CTR

• Conversions

• Cost

• Cost per conversion

Step 4: Sort by Cost (Descending)

This shows you which search terms are eating your budget.

Step 5: Export as CSV

Download and analyze:

• Which search terms have high cost but low conversions? (Pause or add negative keywords)

• Which search terms convert well? (Add as exact match keywords, increase bids)

2025 Reality Check:

With the push toward broad match keywords and Performance Max, you have LESS control over search terms. This report is more important than ever to see where Google's AI is actually spending your money.

Common Google Ads Export Mistakes (And How to Avoid Them)

Mistake 1: Trusting Conversion Numbers Without Verification

The Problem: Google Ads shows conversions based on attribution windows and models that might not match your CRM reality.

The Fix: Export both Google Ads conversion data AND your CRM lead data for the same period. Compare them side by side.

Example:

• Google Ads says: 500 conversions

• Your CRM says: 350 leads from Google Ads

• Gap: 150 conversions (30%)

What happened? Google counted:

• Form fills that bounced

• Multi-device conversions (counted twice)

• Test submissions

• Leads that sales rejected as junk

Always cross-check with your CRM.

Mistake 2: Exporting Without Segmentation

The Problem: A single aggregated export hides what's actually working.

The Fix: Segment by:

• Campaign type (Search vs. Display vs. Performance Max)

• Time period (month-by-month)

• Conversion action (form fill vs. demo request vs. purchase)

• Device (mobile vs. desktop)

This shows you WHERE to allocate budget in 2026.

Mistake 3: Ignoring Attribution Windows

The Problem: You export "Conversions" without checking the attribution window used.

The Fix: Check Settings > Conversions to see:

• Conversion window: 30 days? 90 days?

• Attribution model: Last-click? Data-driven?

If you changed these settings mid-2025, your year-over-year comparison is broken.

Mistake 4: Forgetting About "View-Through Conversions"

The Problem: Google Ads counts "view-through conversions" (people who SAW your ad but didn't click, then converted later).

The Fix: Export with "View-through conversions" as a separate column. Don't include them in your primary analysis—they inflate numbers.

Mistake 5: Not Exporting Performance Max Asset-Level Data

The Problem: Performance Max is a black box. You can't see what's actually driving results.

The Fix (as of 2025): Google FINALLY added asset-level reporting. Export:

• Asset performance (which headlines, images, videos work best)

• Search terms (yes, you can now see search terms in PMax!)

• Conversion paths

Go to: Reports > Predefined Reports > Performance Max > Asset performance

This helps you optimize (or kill) underperforming PMax campaigns.

How to Organize Your Exported Data for Budget Analysis

You've exported the data. Now what?

Create a Budget Analysis Spreadsheet:

Tab 1: Raw Data

• Paste your exported Google Ads data here (don't modify it)

Tab 2: Campaign Summary

• Pivot table showing:

  • Total spend by campaign

  • Total conversions by campaign

  • Cost per conversion by campaign

  • Year-over-year comparison (2024 vs. 2025)

Tab 3: Monthly Trends

• Line chart showing:

  • Monthly spend

  • Monthly conversions

  • Cost per conversion over time

Identify seasonality and trends.

Tab 4: Winners vs. Losers

• Sort campaigns by:

  • ROI (highest to lowest)

  • Cost per acquisition

  • Conversion rate

Tag campaigns as:

• Winners (scale these)

• Zombies (optimize before scaling)

• Losers (cut budget or pause)

Tab 5: 2026 Budget Scenarios

• Model different budget allocations:

  • What if we increase winner budgets by 50%?

  • What if we cut loser budgets by 75%?

  • What's the expected ROI?

Want a template? Download our Google Ads Budget Analysis Spreadsheet →

How to Compare Google Ads Data Across Years (2024 vs. 2025)

Year-over-year comparison is critical for budget planning.

Step-by-Step:

1. Export 2024 data:

• Date range: Jan 1, 2024 - Dec 31, 2024

• Same metrics as your 2025 export

2. Export 2025 data:

• Date range: Jan 1, 2025 - Dec 31, 2025

3. Combine in one spreadsheet:

• Create columns: Campaign, 2024 Spend, 2025 Spend, % Change

• Calculate: (2025 Spend - 2024 Spend) / 2024 Spend

4. Analyze the changes:

• Which campaigns grew? (Intentional or accidental?)

• Which campaigns declined? (Why? Budget cuts? Performance drop?)

• Which campaigns are NEW in 2025?

5. Cross-check external factors:

• Did you change bidding strategies?

• Did you launch new products?

• Did competitors increase their budgets?

• Did Google make major updates (like AI Overviews reducing clicks)?

Context matters. Don't just look at the numbers—understand WHY they changed.

Automate Your Google Ads Data Exports (Save Hours Every Month)

If you do this analysis quarterly or monthly, manual exports waste time.

Automation Options:

1. Google Sheets + Supermetrics

• Connect Google Ads to Google Sheets

• Automatically refresh data daily/weekly

• Build dashboards that update automatically

2. Google Data Studio (Looker Studio)

• Free tool from Google

• Connect directly to Google Ads (no export needed)

• Build visual dashboards for stakeholders

3. DOJO AI

• Automatically pulls Google Ads data

• Connects with Meta Ads, LinkedIn Ads, GA4, and your CRM

• Calculates TRUE cost per acquisition (platform data + CRM data)

• Shows multi-touch attribution (which channels work together)

• Exports ready-made budget analysis reports

Instead of spending a week exporting and cleaning data, you get it in an afternoon.

See how DOJO AI automates Google Ads reporting →

What to Do After You Export Your Data

Exporting is step one. Analysis is step two.

Here's what to look for:

1. Identify Your Top Performers

Which campaigns have:

• Lowest cost per acquisition?

• Highest ROAS?

• Best conversion rate?

Action: Increase budget for these in 2026.

2. Find Your Budget Wasters

Which campaigns have:

• High spend but low conversions?

• Cost per acquisition above your target?

• Declining performance month-over-month?

Action: Reduce budget or pause entirely.

3. Spot Trends

• Did performance drop in certain months? (Seasonality? External factors?)

• Did a specific campaign type (Search, Display, PMax) outperform others?

• Did conversion rate improve or decline over the year?

Action: Use trends to forecast 2026 performance.

4. Compare with Other Channels

Don't analyze Google Ads in isolation.

Compare:

• Google Ads cost per acquisition vs. LinkedIn Ads vs. Meta Ads

• Google Ads ROAS vs. SEO ROI

This tells you where to shift budget in 2026.

Read: How to Run Your 2025 Marketing Post-Mortem →

Your Google Ads Export Checklist

Use this before you export:

• ☐ Logged into the correct Google Ads account

• ☐ Date range set to full 2025 (Jan 1 - Dec 31)

• ☐ All relevant campaigns included (Search, Display, PMax, etc.)

• ☐ Columns include: impressions, clicks, CTR, conversions, cost, CPC, cost per conversion

• ☐ Segmented by: time period, conversion action, campaign type

• ☐ Exported in CSV format

• ☐ Verified totals match the Google Ads interface

• ☐ Cross-checked conversion data with CRM

• ☐ Compared year-over-year (2024 vs. 2025)

Common Questions About Google Ads Data Export

How far back can I export Google Ads data?

Standard interface: Last 24 months (2 years)
Google Ads Editor: Same (24 months)
Google Ads API: ALL historical data (no limit)

If you need data older than 24 months, use the API or a third-party tool.

Can I export data for multiple accounts at once?

Via interface: No, you have to export each account separately.
Via Google Ads Editor: Yes, you can add multiple accounts and export them all.
Via API: Yes, you can query multiple accounts programmatically.

Why don't my exported numbers match the Google Ads dashboard?

Common reasons:

1. Date range mismatch (check timezone settings)

2. Attribution window changed mid-year

3. Conversions were paused/deleted after the data was generated

4. View-through conversions included in dashboard but not export

5. Google Ads reporting glitch (happened frequently in 2024-2025)

Always verify and document discrepancies.

Should I export "All conversions" or specific conversion actions?

For budget analysis: Export ALL conversions, but also export each conversion action separately.

Why? You want to see:

• Which campaigns drive demo requests (high value)

• Which campaigns drive newsletter signups (low value)

Aggregate numbers hide this detail.

How often should I export Google Ads data?

For budget planning: Annually (full year export)
For optimization: Monthly or quarterly
For real-time monitoring: Use automated dashboards (don't export manually)

Next Steps

You've exported your Google Ads data. Now what?

1. Pull data from your other paid channels:

• How to Export Meta Ads Data →

• How to Export LinkedIn Ads Data →

2. Run your full 2025 post-mortem:

• Complete Guide: How to Run Your 2025 Marketing Post-Mortem →

3. Use the data to build your 2026 budget:

• Compare Google Ads ROI to other channels

• Reallocate budget from losers to winners

• Set realistic KPIs based on 2025 performance

4. Automate this process (so you never waste time on manual exports again):

• See how DOJO AI automates Google Ads reporting →

One Last Thing

Google Ads data export shouldn't take a week. But doing it RIGHT makes the difference between a budget that works and one that wastes money.

The 2024-2025 data showed us:

• Non-branded search is getting more expensive (+29% CPC increase)

• AI Overviews are capturing clicks before ads

• Conversion tracking issues are widespread

You can't fix these problems if you don't have clean data.

Export. Analyze. Optimize.

Then build a 2026 budget that actually drives growth.

About DOJO AI: We're the AI Marketing Operating System for challenger brands. We automatically pull data from Google Ads, Meta, LinkedIn, GA4, and your CRM—then show you true ROI, multi-touch attribution, and where to allocate budget. No more manual exports. Learn more →