Top 10 Google Ads Custom Columns I Can't Live Without

Undoubtedly custom columns are one of the best releases from G-ads. But I have seen adoption among PPCers is less for this feature. 

For example, instead of reviewing all CTRs in one column, you could create a custom column displaying "desktop CTRs" and "mobile CTRs" separately.

Here are some quick tips on how to use them efficiently.

Note: Custom columns help you track the right metrics - but knowing which metrics actually matter for SaaS campaigns is the first step. Our SaaS PPC strategy guide covers exactly which KPIs to track at each phase of campaign maturity, from launch through scale.

What Are Google Ads Custom Columns?

Custom columns are user-defined metrics you create by combining existing Google Ads data with formulas. They appear alongside standard columns in your campaign, ad group, and keyword views.

You build them using standard operators (+, -, *, /), constants, and any metric available in your account — including imported conversion actions from your CRM.

1. Maximum Estimated Impressions

Formula: impressions / impression share

This metric calculates the maximum impressions you could have received if your budget and ad rank were sufficiently high.

When this matters: If the gap between actual and estimated impressions is large, you're leaving high-intent searches on the table. Pair this with column #9 below to pinpoint whether budget or ad rank is the bottleneck.

2. Maximum Estimated Cost

Formula: ((impressions / impression share) * CTR) * (average CPC / impression share)

See the performance of the account with 100% impression share. By multiplying your new CPC by your new clicks, you can work out how much your cost would increase by achieving a 100% impression share.

3. Maximum Estimated Conversions

Formula: ((impressions / impression share) * CTR) * Conv. Rate

Calculate how many additional conversions you would get by determining the number of clicks you would receive and multiplying it by your current conversion rate.

4. Predicted Spend

Formula: (Cost / day(today())) * day(offset_days(offset_months(month_start(), 1), -1))

This column is useful for judging the pacing of monthly spending. It takes the current spend divided by the number of days past in the month, times the number of days left in the month.

Pro tip: A healthy spend pacing ratio sits between 85-95% of your monthly budget by mid-month. Anything below 70% signals your bids or targeting are too narrow.

5. Percentage of Daily Budget Spent

Formula: ((Cost / report_days_count()) / Daily_Budget)

This metric is great for identifying underspending or overspending campaigns, allowing you to adjust bid strategy targets or reallocate budgets to other campaigns.

6. Conversion Trends (Last 7 Days vs. Last 30 Days)

Formula: (((Conversions.date_range(last_7_days) / 7) / (Conversions.date_range(last_30_days) / 30)) - 1)

This gives you the ability to see which direction a metric is trending and whether you need to take action to improve performance or capitalize on an opportunity.

How to read the output: A value above 0 means conversions are accelerating. Below 0, they're declining. We flag anything beyond +/- 20% for immediate review. If a campaign's trend turns negative while CPC stays flat, the issue is usually landing page or offer fatigue, not bidding. 

Our PPC strategies guide breaks down the full diagnostic framework.

7. Estimated CPA at 100% Impression Share

Formula: (((impressions / impression share) * CTR) * (average CPC / impression)) / (((impressions / impression share) * CTR) * Conv. Rate)

Calculate your account's estimated CPA and ROAS if you attempted to achieve a 100 percent impression share.

8. Actual ROAS

Formula: (Conv Value/Cost)

Google Ads does not have a ROAS column available by default. You can show ROAS as a percentage using this formula.

For SaaS teams: If you're passing deal values from HubSpot or Salesforce as conversion values, this column shows true pipeline ROAS, not just lead ROAS. That distinction changes budget decisions fast.

9. Lost Due to Budget

Formula: if(or(Search_Lost_IS_budget > 0, Display_Lost_IS_budget > 0), "impr limited by budget", "No lost impr share due to budget")

This column identifies whether your impressions are being limited by budget constraints.

10. Offline Conversions MQL

Formula: Conversions: Hubspot-MQLs + Conversions: Hubspot Opportunities

This metric combines HubSpot MQLs and opportunities to show total offline conversions tracked in your system.

11. Cost Per MQL

Formula: Cost / MQL Conversions

The natural next step after column 10. Now you know what each MQL costs. Use the specific MQL conversion action from your CRM import.

12. Cost Per SQL

Formula: Cost / SQL Conversions

If you only set up one new custom column, make it this one. Cost per SQL is the single most important metric for SaaS Google Ads.

13. MQL-to-SQL Rate

Formula: (SQL Conversions / MQL Conversions) * 100

Measures lead quality by campaign. A low rate signals targeting or landing page problems.

14. Cost Per Opportunity

Formula: Cost / Opportunity Conversions

Requires importing opportunity creation events from your CRM.

15. Pipeline Value Generated

Formula: Opportunity Conversion Value

Total pipeline dollar value per campaign, ad group, or keyword. This is the column that gets you budget increases.

16. Closed Revenue ROAS

Formula: Closed-Won Conversion Value / Cost

The ultimate ROI metric. Requires CRM data with 90–180 day lag for SaaS.

17. Lead Quality Score

Formula: (SQL Conversions * 3 + MQL Conversions) / All Conversions

Weighted composite score that favors campaigns producing SQLs over raw volume.

18. Wasted Spend Estimate

Formula: Cost * (1 - All Conversions / Clicks)

Rough estimate of spend on non-converting clicks. A fast way to spot campaigns bleeding budget.

19. Revenue Per Click

Formula: Closed-Won Conversion Value / Clicks

Shows average revenue per ad click. A campaign with higher CPA but higher revenue per click is often the better investment.

20. Avg Days to SQL

Requires offline import with conversion lag data. Shows average time from click to SQL creation. Sets realistic performance expectations.

21. Brand vs. Non-Brand CPA Ratio

Formula: Non-Brand CPA / Brand CPA

Healthy ratio: 3x–5x. Above 8x, your non-brand campaigns need work.

22. Conversion Rate by Device

Create separate custom columns by device segment. Mobile CVR is typically 30–40% lower for SaaS products.

Why this column is non-negotiable for B2B: Google Ads optimizes toward whatever conversion you feed it. Without offline conversion data flowing back, your smart bidding targets the wrong leads. When we wired CRM conversions into bidding for CleverTap, MQL-to-SAL rates improved 40% within the first quarter.

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FAQs

How do I create a custom column in Google Ads?

Go to any campaign, ad group, or keyword table. Click "Columns" > "Modify Columns" > "Custom Columns" > "+ New Custom Column." Name it, build your formula using the available metrics, and save. The column appears in your table instantly.

Can I use custom columns in automated rules or scripts?

Not directly. Custom columns are display-only inside the Google Ads interface. For automation, recreate the same formula logic inside Google Ads Scripts or export via the API.

Do custom columns work with Performance Max campaigns?

Partially. Formulas that rely on impression share or search-specific metrics won't populate for PMax. Columns using cost, conversions, or conversion value (like ROAS or Predicted Spend) work fine across all campaign types.

How many custom columns can I create?

Google Ads allows up to 36 custom columns per account. Prioritize the ones you'll actually review weekly. Columns nobody checks just add clutter.

Organizing Your Custom Columns View

Create a saved column set called “SaaS Pipeline View”: Campaign, Cost, Clicks, MQL Conversions, SQL Conversions, Cost Per MQL, Cost Per SQL, MQL-to-SQL Rate, Pipeline Value, and Pipeline ROAS.

Keep a separate “Efficiency View” for optimization sessions. Build the views once, use them forever.