Client reporting
How do you white-label Google Ads reports for clients?
Updated 1 November 2026
White-labelling means the client sees your agency, not the tool you built the report with: your logo (and theirs, if you co-brand), your colour, your name on it, and no third-party logo or product name on the page.
Brand the report, not the data. Say plainly that the figures come from the client's own Google Ads account; that is what makes them trustworthy.
What to brand
| Element | What clients see | Why it matters |
|---|---|---|
| Logo | Your logo above the title; the client's too if you co-brand | The first thing they see, and what tells them the report is yours |
| Colour | One accent colour from your brand, used sparingly | Looks considered without making charts harder to read |
| Name | "Prepared by" with your agency's name | Shows who to call when they have a question |
| Title | "[Client] — Google Ads, October 2026" | Easy to find later in an inbox or a folder |
| Sender | The report arrives from you, not from a tool's address | A tool's email looks like a newsletter and gets skipped |
| Address | The link's domain | The hardest part to change; see below |
Agency-only or co-branded?
An agency-only report puts your logo first. It suits clients who read the report themselves.
A co-branded report puts the client's logo first and yours in a "Prepared by" line. It suits clients who forward the report to their own manager or board: the document looks like theirs, and you are still credited. If you don't know which a client does, ask; it is a one-time setting.
What not to hide
- Where the figures come from. "Source: Google Ads account 123-456-7890" builds trust. A client who can check a figure in their own account believes the rest.
- Which conversions you count. Say which conversion column and date basis the report uses. See why reports don't match.
- Google's names for things. Don't present Google's trademarks as your own, and don't invent new names for standard metrics; the client may look them up.
How the common tools handle it
- Google Ads' own reports and scheduled emails. Accurate and free, but the emails come from Google with Google Ads branding. Fine internally; not white-labelled.
- Looker Studio. You can add your logo and colours to the report itself. The report still lives at a Google address and shows Looker Studio's own header unless you embed it in a page of your own.
- Paid reporting tools. Most offer full white-labelling, often including your own domain and sender address, usually on higher plans.
- PDFs. Fully yours, but static, and they go stale in inboxes. If you send PDFs, name the file with the client and month.
Your own domain
The link's address is the one thing a client might notice that the page itself doesn't show. For most clients it doesn't matter: they click the link in your email and read the report. If it does matter, say a client on a strict IT policy, a tool that serves reports from your own subdomain, or a PDF, solves it.
How Roster does it
Roster's share links carry your agency's logo, the client's logo if you co-brand, your accent colour and a "Prepared by" footer. The report page carries no Roster name or logo. Reports are served from Roster's address; your own domain isn't offered yet. Roster reports on Google Ads, and is free during early access.
Questions
- Is it allowed to white-label Google Ads reports?
- Yes. The figures are the client's own data from their own account, and reporting them under your agency's brand is normal practice. Just don't present Google's trademarks as your own, and say that the figures come from Google Ads.
- Should the client know which reporting tool I use?
- They don't need to. What they need to know is where the figures come from, which is their Google Ads account. The tool is your business; the data is theirs.
- Do I need my own domain for white-labelled reports?
- Usually not. Most clients open the link from your email and never look at the address. If a client's IT policy or your positioning needs it, use a tool that serves reports from your own subdomain, or send a PDF.