Sample PPC Client Report
This is what a well-structured PPC client report looks like. It covers the key data clients care about, explains performance in plain English, and tells them what you are doing next. Use this as a reference for structuring your own reports.
Report structure
A strong PPC client report has five sections. Here is what each should include and why.
1. Performance snapshot
Key metrics at a glance. Clients should be able to scan this in 10 seconds and know the headline.
Total spend: $4,250
Conversions: 161
Cost per conversion: $26.40
ROAS: 3.8x
Period: March 17 – March 23, 2026
2. What happened this week
A 2-3 paragraph narrative summarizing performance in plain English. No jargon.
Your campaigns generated 161 conversions this week at $26.40 each, down from $29.10 last week. Total spend was $4,250 across Google Ads and Meta, with a combined ROAS of 3.8x.
The improvement in cost per conversion came primarily from the Google Search campaign, where the new ad copy we launched last Tuesday is outperforming the previous version. Click-through rate on the new ads is 4.8% vs 3.1% on the old ones.
Meta campaigns held steady at $18 per lead. The retargeting audience continues to outperform prospecting, which is expected at this stage of the funnel.
3. Campaign breakdown
Performance by campaign so clients can see where results are coming from.
4. What changed and why
Week-over-week comparison with explanation. This is where you demonstrate expertise.
CPA improved 9% ($29.10 → $26.40) — driven by better Search ad performance after the copy refresh.
Conversions up 12% (144 → 161) — higher click-through rate on new ads brought more qualified traffic.
Meta prospecting CPA rising ($48 → $56) — audience fatigue on current creative. New creative set launching next week.
5. What we are doing next
Proactive next steps. This is what separates good reporting from great reporting.
→ Launching new Meta prospecting creative to combat audience fatigue
→ Increasing budget on Google Search non-brand by 15% based on strong CPA trend
→ Testing a new landing page variant for the retargeting audience
What to include vs. what to skip
Include
- Spend, conversions, CPA, ROAS
- What changed and why in plain language
- Campaign-level breakdown
- Week-over-week or month-over-month trends
- What you are doing next
Skip
- Impression share (unless specifically relevant)
- Quality score breakdowns
- Keyword-level data (save for internal use)
- Platform-specific jargon clients won't understand
- Vanity metrics that do not connect to business outcomes
Related
Frequently asked questions
- How long should a PPC client report be?
- A good PPC client report is 1-2 pages or a 3-5 minute read. Long enough to cover what happened and why, short enough that clients actually read it. If your report takes longer than 5 minutes to read, you are including too much detail for a client-facing document.
- Should I include raw metrics or plain-English summaries?
- Both, but lead with plain English. Show key metrics (spend, conversions, CPA, ROAS) in a snapshot at the top, then explain what they mean in narrative form. Clients skim the numbers and read the explanation.
- How often should PPC reports go out?
- Weekly is the most common cadence for active PPC campaigns. Biweekly works for lower-spend accounts. Monthly is the minimum — any less frequent and clients start feeling disconnected from their investment.
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