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Build a PPC report clients can understand in five sections

A practical structure for turning PPC performance into a readable client update. Lead with the outcome, explain the movement, show only the useful detail, and end with the signals that deserve attention next.

The 5-part PPC report structure

  1. 1. Headline metrics

    4-6 numbers that tell the story at a glance.

    Total ad spend | Total conversions | Cost per conversion | ROAS

    Optional: Clicks | CTR | Impression share (only if contextually important)

  2. 2. Performance narrative

    2-4 paragraphs explaining what the numbers mean. Answer three questions:

    • • Is it working? (Overall performance vs. goals or benchmarks)
    • • What changed? (Notable movements and their causes)
    • • What are you doing about it? (Optimizations, tests, adjustments)

  3. 3. Campaign breakdown

    A simple table showing each campaign's spend, conversions, and CPA. Keep it to the campaign level — ad group and keyword detail is for internal use.

  4. 4. Trend comparison

    Week-over-week or month-over-month changes for key metrics. Use arrows or simple indicators. Clients want to see direction, not just snapshots.

  5. 5. Next steps

    List confirmed agency actions when that context is available. Otherwise, identify the specific signals, questions, or opportunities worth evaluating next without inventing a commitment.

Client-facing metrics vs. diagnostic metrics

Include in client reports

  • Conversions / leads / sales
  • Cost per conversion
  • ROAS or revenue
  • Total spend
  • Week-over-week trends
  • Campaign-level breakdown

Keep for internal use

  • Quality score
  • Keyword-level data
  • Auction insights
  • Ad-level CTR comparisons
  • Bid strategy details
  • Search term reports

Related

Questions, answered

Frequently asked questions

What is the difference between a PPC report and a marketing report?
A PPC report focuses specifically on paid advertising — Google Ads, Meta Ads, TikTok Ads, etc. A marketing report is broader and may include organic traffic, email marketing, social media, and other channels. For agencies that primarily manage paid media, a PPC-focused template is usually more appropriate than a general marketing template.
How do I report on multiple PPC platforms in one report?
Start with an overall summary, then break performance down by platform. Blend monetary metrics only when every source uses the same verified currency and the conversion and revenue definitions are comparable. Otherwise, keep platform totals separate.

Start with reporting software

Turn this structure into a recurring report

ClientSignal drafts the narrative from supported source data; Agency adds campaign-level detail. Start with 2 clients free.

Start free with 2 clientsSee complete sample reports →Want ClientSignal to operate it with you? Explore Managed →