> Quick answer: Google Ads does not use "ad sets." That is a Facebook concept. In Google, the structure is Campaign, Ad Group, and Ad. Each level has its own reporting view, and you can drill down or export at any level.
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Google Ads Account Hierarchy Overview
Per Google's Ads Help Center, every account is organized into three levels: Account, Campaign, and Ad Group. Every report you run lives inside this structure.
The Three Levels: Account, Campaign, Ad Group
The account is the top level. It holds your billing and user access settings. Below that sit your campaigns. Each campaign controls budget, networks, and targeting. Ad groups live inside campaigns. They hold your ads and keywords.
Where Ads Sit in the Structure
Ads sit inside ad groups. Not at the campaign level. One ad group can hold multiple ads. Each ad shares the same targeting as the other ads in that group.
Why Hierarchy Matters for Reporting
Every metric rolls up through this structure. A click on an ad adds to the ad group total. The ad group total feeds the campaign total. The campaign total feeds the account total. Knowing this lets you isolate exactly where performance breaks down.
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Understanding Campaigns
Campaigns are the highest reporting layer below the account.
What a Campaign Is
A campaign defines the goal, budget, and channel. You set the campaign type here: Search, Display, Shopping, Video, or Performance Max. Every ad group and ad below inherits these decisions.
Campaign-Level Settings and Budgets
Per Google Ads documentation, each campaign has its own budget and settings that determine where your ads appear. Daily budgets and bid strategies live here. These settings apply to every ad group and ad inside the campaign.
Campaign-Level Reporting
At the campaign level, you see total spend, impressions, clicks, conversions, and ROAS across all ad groups combined. This is your big-picture view. If a campaign is underperforming, you drill down to find the cause.
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Understanding Ad Groups
Ad groups are where targeting and creative start to separate.
What an Ad Group Is
Per the Google Ads Help Center, an ad group contains one or more ads that share similar targets. Each campaign is made up of one or more ad groups. Think of an ad group as a theme. One ad group for "running shoes." Another for "trail shoes."
Grouping Similar Ads and Keywords
Ad groups should contain keywords closely linked to your ad text. Google uses this alignment to match your ads to relevant searches. Tight ad groups improve relevance. Higher relevance can improve Quality Score.
Ad Group-Level Reporting
At the ad group level, you see performance broken out by theme. One ad group might have a 12% CTR while another has 2%. That gap tells you which theme resonates with searchers. You use this data to cut, scale, or restructure.
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Understanding Ads and Keywords in Reporting
Ad-Level Performance Metrics
Below the ad group, you can see each individual ad's performance. Impressions, clicks, conversions, and CTR per creative. This tells you which headline and description combination earns clicks.
Keyword and Search Term Reports
Keywords are what you bid on. Search terms are what users actually typed. Both have their own report views in Google Ads. The search terms report often reveals irrelevant queries. Adding negative keywords based on this data reduces wasted spend.
Drilling Down to Specific Dimensions
Google Ads lets you add dimension columns to any report. Device, time of day, location, audience segment. Each dimension layer adds precision to your analysis.
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How to Access Drill-Down Reports in Google Ads
Using the Statistics Table
The statistics table is your main reporting workspace. Navigate to Campaigns and select a campaign. Click into it to see ad groups. Click an ad group to see its ads and keywords. Each level shows its own metrics in context.
Creating Hierarchical (Tree) Reports
Per Google Ads' reporting documentation, you can create hierarchical (tree) tables by dragging and dropping elements into the row section. This lets you view Campaign, Ad Group, and Ad data in a single nested view without switching screens.
Customizing Columns and Metrics
Click the columns icon in any statistics table to add or remove metrics. Common additions include Search Impression Share, Avg. CPC, and Conversion Rate. Save your column set as a preset to reuse it across sessions.
Exporting and Downloading Reports
Google Ads allows export of fully customized reports. Click the download icon in any table view and choose CSV, Excel, or PDF. You can also schedule recurring exports to keep your data fresh. There are no restrictions on the number of rows or columns in an export.
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Exception: Performance Max Hierarchy
Account > Campaign > Asset Groups
Performance Max campaigns do not use ad groups. The structure is Account > Campaign > Asset Groups. Per Google Ads documentation, asset groups replace traditional ad groups in PMax campaigns. An asset group holds your images, headlines, descriptions, and URLs.
How Reporting Differs
PMax reporting is more limited at the sub-campaign level. You can see asset group performance, but keyword-level data is not available. Use the Insights tab and search category data to understand where your traffic is coming from.
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Using Reports to Optimize Performance
Reports only help when you act on them. Identify your lowest-performing ad groups. Export the data. Compare creative performance at the ad level. Pause what does not convert. Test new creative against what does.
Coinis does not publish directly to Google Ads today. That is on the roadmap. But you can build and test creative variations in Coinis, download them, and upload directly to your Google Ads account. Run the data in Google. Bring insights back to Coinis to generate smarter next iterations.
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Frequently Asked Questions
What is the difference between an ad set and an ad group in Google Ads?
"Ad set" is a Facebook/Meta term. Google Ads does not use it. The equivalent in Google is an "Ad Group." Both serve the same structural purpose: grouping ads together under shared targeting settings inside a campaign.
Can I export Google Ads reports at the campaign and ad group level separately?
Yes. Google Ads allows you to export a customized statistics table at any level: account, campaign, ad group, ad, or keyword. Click the download icon in any table view and choose CSV, Excel, or PDF. There are no restrictions on rows or columns.
How does reporting work for Performance Max campaigns?
Performance Max uses a different hierarchy: Account > Campaign > Asset Groups. Traditional ad groups do not exist in PMax. You can view asset group performance in the campaign dashboard. For traffic source data, use the Insights tab and search category breakdown.
How do I drill down from a campaign to individual ads in Google Ads?
In your Google Ads dashboard, click into a campaign to see its ad groups. Click an ad group to see its individual ads and keywords. Each level displays its own performance metrics. You can also create hierarchical (tree) reports to view all levels in a single nested table.