PPC Reporting Template for Agencies
A practical template for reporting PPC campaign performance to clients. Focused on the metrics clients care about, structured for readability, and designed to demonstrate the value of your work.
The 5-part PPC report structure
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. 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. 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. 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. Next steps
3-5 bullet points of what you are doing next. Budget changes, creative tests, new audiences, landing page experiments. This is the most important section for client trust.
Metrics that matter vs. metrics that don't
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
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 a blended summary (total spend, total conversions, blended CPA) then break down by platform. Clients want to see the overall picture first, then the details. Do not make them assemble the cross-platform view themselves.
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