Client operations and reporting guide
What to Include in a Weekly PPC Client Report
Weekly PPC reports are one part of agency-client communication. A concise, evidence-grounded update can help clients understand what changed and what the agency will examine next; it cannot guarantee retention or satisfaction.
Here is a practical weekly PPC structure to test and refine with your own clients.
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 section is designed to carry the explanation. Write it as if you were talking to a smart person who does not work in 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 changes significantly, state the observed change and label any explanation as a hypothesis until the evidence supports it. "CPA increased 15%; we are checking auction pressure and recent account changes before recommending an adjustment."
5. Next steps
Use a short list of next actions, thresholds, and owners. This turns the report from a recap into a decision record without claiming that the format itself changes retention.
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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