What Google Ads metrics should a client report include?

At minimum: spend, conversions, cost per conversion, and ROAS. For context, include click-through rate and impression trends. Avoid quality score, keyword-level detail, or auction insights — those are for your internal optimization, not client communication.

How do I explain a CPA increase to a client?

Be direct and provide context. Example: "Cost per conversion increased from $32 to $38 this week. This was driven by increased competition in the auction for [keyword category]. We are testing new ad copy and adjusting bids to bring this back down." Clients respect honesty more than spin.

Google Ads Client Report Example

A realistic example of how to report Google Ads performance to clients. Written in plain English, structured for clarity, with the metrics that actually matter.

Example: weekly Google Ads report

Performance Snapshot — March 17–23, 2026

Spend

$2,250

Conversions

Cost / Conversion

$23.94

ROAS

4.2x

This week

Google Ads generated 94 conversions this week at $23.94 each — an improvement from $27.50 last week. Total spend was $2,250 with a return of $9,450 in tracked revenue (4.2x ROAS).

The main driver was the Search (Non-brand) campaign, where the new responsive search ads we launched are showing a 5.1% click-through rate compared to 3.4% on the previous set. More clicks at the same cost per click means more conversions without increasing spend.

Campaign breakdown

CampaignSpendConv.CPA

Search (Brand)$45038$11.84

Search (Non-brand)$1,20039$30.77

Performance Max$40012$33.33

Display (Remarketing)$2005$40.00

What's next

→ Scaling non-brand Search budget by 10% based on strong CPA improvement
→ Pausing underperforming Display creative and testing new assets
→ Adding negative keywords identified from this week's search term report

Tips for writing Google Ads reports

→ Lead with the business outcome (conversions, revenue), not the platform metrics (CTR, impression share)
→ Always compare to the previous period so clients can see the trend
→ Explain what you changed and what effect it had — this demonstrates value
→ End with next steps so clients know you are proactively managing their account
→ Keep it under 5 minutes of reading time — clients are busy

Frequently asked questions

What Google Ads metrics should a client report include?: At minimum: spend, conversions, cost per conversion, and ROAS. For context, include click-through rate and impression trends. Avoid quality score, keyword-level detail, or auction insights — those are for your internal optimization, not client communication.
How do I explain a CPA increase to a client?: Be direct and provide context. Example: "Cost per conversion increased from $32 to $38 this week. This was driven by increased competition in the auction for [keyword category]. We are testing new ad copy and adjusting bids to bring this back down." Clients respect honesty more than spin.

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