Google Ads Columns

Instant access to ready-to-use Google Ads custom column formulas you can browse, search and copy.

The Google Ads Columns library contains 98+ pre-built formulas, created by experts and tested inside real Google Ads accounts. Each formula includes a short explanation of what it measures, the full formula you can paste into Google Ads, the levels it supports (Campaign, Ad Group, Keyword, etc.), and its data format (Money, %, Number, True/False). This makes it easy to find high-value metrics such as expected month performance, device-level ROAS, lost impressions, POAS, desktop vs mobile benchmarks and ProfitMetrics-specific formulas.

Example of the Google Ads Columns library table


Expected Month Spend	Projects this month’s spend based on the daily average so far.	(Cost / Day(Today())) * Day(LastDayOfMonth(Today()))	Campaign	Money
Device ROAS Gap	Difference between mobile and desktop ROAS, to spot device imbalance.	(ConvValue / Cost) - (ConvValueDesktop / CostDesktop)	Ad group	%

What makes these formulas useful

These columns help you:

Understand pacing vs expected spend
Compare mobile vs desktop profitability
Detect investment opportunities
Find lost impressions, clicks and revenue
Monitor CPA, ROAS and POAS trends
Track performance over custom time ranges
Measure conversion quality and funnel behavior
Support ProfitMetrics integrations automatically

Each formula is written to match Google Ads' custom column syntax, so you can copy and paste it directly.

Best use cases

The Google Ads Columns library is ideal for advertisers who want more granular insights than Google Ads provides by default, faster decision-making with real business metrics, a reliable set of formulas without building them themselves, consistency for teams using the same calculated metrics and a single place to manage and update all custom formulas. Whether you manage one account or hundreds, this library saves time and improves reporting accuracy.

Copy and use instantly

Every custom column can be copied with one click. Paste it into Google Ads under Custom Columns, name it and it's ready to use across campaigns and reports.