Question 1

What Google Ads data can I load into BigQuery?

Accepted Answer

The dated performance reports covering campaigns, ad groups, ads, keywords, search terms, geography, demographics and conversion actions, plus the resource objects behind them such as campaigns, ad groups, budgets, labels and conversion action definitions. Reports carry the numbers and resources carry the names and structure that make those numbers readable, so most teams take both and join them once the data is in BigQuery.

Question 2

Should I partition Google Ads report tables in BigQuery?

Accepted Answer

Usually yes, because ad reporting is almost always filtered by date and partitioning decides how much data a query has to read. Each destination table can take one datetime field as its partition key, and the report date is the obvious choice. Newer syncs default to monthly partitions. Decide early though, because BigQuery cannot repartition in place, so changing your mind later means a resync and rebuild rather than a settings tweak.

Question 3

Do restated Google Ads conversions get corrected in BigQuery?

Accepted Answer

Yes, as long as they land inside the lookback. Dated reports are read one day at a time and the last eight days are read again by default, then merged over the existing rows. Google keeps attributing conversions after the fact, so a day's numbers move for a while. If your conversion windows run longer than eight days, widen the lookback, because anything restated outside it stays wrong until a full resync.

Question 4

How do I keep BigQuery costs down on ad data?

Accepted Answer

Three things help. Partition the report tables on the report date so filtered queries do not scan everything. Sync only the reports you actually use, since the breakdown reports multiply rows quickly. And remember that non report objects like campaigns and budgets are read in full each run, which is fine because those tables are small. There is no staging storage to pay for on this side, since loads go straight into BigQuery.

Question 5

Why move Google Ads data into BigQuery?

Accepted Answer

Because spend on its own tells you nothing about value. The Google Ads interface reports on Google Ads, so linking a campaign to closed revenue, retention or margin means putting ad data next to CRM and billing data. Once it is all in one place that is an ordinary join. Running ETL on a schedule also gives you a daily record that stops changing, rather than a dashboard quietly reattributing history underneath you.

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