What to Include in a Weekly PPC Client Report
April 2, 2026
Weekly PPC reports are the backbone of agency-client communication. Get them right and your clients feel informed, confident, and unlikely to churn. Get them wrong — too long, too technical, too infrequent — and clients start wondering what they are paying for.
Here is exactly what to include in a weekly PPC report, what to leave out, and how to structure it so clients actually read it.
The five sections every weekly report needs
1. Performance snapshot
Four to six metrics at the top. Clients should be able to scan this in 10 seconds.
- Total spend
- Conversions (leads, sales, or whatever the client’s goal is)
- Cost per conversion
- ROAS or revenue (if trackable)
- Week-over-week change for each
That is it. Do not add impression share, average position, or quality score to the snapshot. Those are diagnostic metrics for you, not headline metrics for clients.
2. What happened this week
Two to three paragraphs in plain English. Cover:
- Overall performance — was it a good week, bad week, or steady week?
- What drove the results — which campaigns performed well, which did not?
- Any notable changes — new ads launched, budget shifts, seasonal effects?
This is the section clients actually read. Write it like you are explaining performance to a smart person who does not know PPC.
3. Campaign breakdown
A simple table with each campaign’s spend, conversions, and cost per conversion. Keep it at the campaign level. Do not include ad group or keyword detail in client-facing reports — that granularity is for your internal optimization.
4. Week-over-week comparison
Show how key metrics changed from last week. Use simple indicators — arrows, percentages, color coding. Clients want to see the direction things are moving.
When something changed significantly, explain why in one sentence. "CPA increased 15% due to a competitor entering the auction on our top keywords."
5. Next steps
Three to five bullets describing what you are doing next week. This is the most important section for client retention. It shows proactive management and justifies your fee.
What to leave out
- Keyword-level data. Clients do not need to see your keyword performance table. That is for you.
- Quality score. Meaningless to clients. Use it internally.
- Impression share details. Unless it directly explains a problem, skip it.
- Platform screenshots. Do not paste screenshots from Google Ads or Meta. Write the report.
- Vanity metrics. Impressions and reach without context are filler.
How long should a weekly report be?
Three to five minutes of reading time. If your report takes longer than that, you are including too much. A weekly report is a summary, not an audit. Save the deep dives for quarterly reviews.
Related: How to Report PPC Results to Clients · Google Ads Report Example · Automated Client Reporting
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