A practical PPC client report structure
See how the numbers, explanation, and next steps can fit together in one readable update. Use the structure as a starting point, then adapt it to each account and client relationship.
Demonstration report · fictional account data
Report structure
These five sections give clients the headline first, then as much context as they want to read.
1. Performance snapshot
Put the key metrics in one place so the client can understand the headline in a quick scan.
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
Summarize performance in 2–3 short paragraphs, using plain English instead of platform 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.
Google Search showed the clearest improvement this period. The new ads recorded a 4.8% click-through rate, compared with 3.1% for the prior set. That relationship is worth investigating, but timing alone does not prove what caused the improvement.
Meta retargeting held near $18 per conversion, while prospecting was $56. The gap is worth reviewing against the account's own history before treating it as expected.
3. Campaign breakdown
Show performance by campaign so clients can see where the results came from.
4. What changed and what may explain it
Compare periods and make it clear where the data ends and a hypothesis begins.
CPA improved 9% ($29.10 → $26.40) — Google Search contributed the clearest efficiency improvement during the period.
Conversions up 12% (144 → 161) — the increase occurred alongside a higher click-through rate on the new ads; the available metrics do not establish whether traffic quality changed.
Meta prospecting CPA rising ($48 → $56) — current creative may warrant a fatigue review, but reach and frequency should be checked before drawing that conclusion.
5. What deserves attention next
Close with the specific signals, questions, or opportunities the agency should look at next.
→ Examine whether new Meta prospecting creative can address the rising CPA
→ Check whether Google Search non-brand can scale while efficiency holds
→ Review landing-page conversion signals for the retargeting audience
What clients need—and what can stay internal
Include
- Spend, conversions, CPA, ROAS
- What changed, with useful context in plain language
- Campaign-level breakdown
- Week-over-week or month-over-month trends
- Confirmed next steps or questions to investigate
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
Questions, answered
Frequently asked questions
- How long should a PPC client report be?
- Aim for something a client can understand in about 3–5 minutes. Cover the outcome, the changes that matter, and what deserves attention next without copying every metric from the ad platforms.
- Should I include raw metrics or plain-English summaries?
- Use both, but lead with plain English. Put key metrics such as spend, conversions, CPA, and ROAS in a snapshot at the top, then explain what they mean. This gives clients the option to scan the numbers or read the full story.
- How often should PPC reports go out?
- Choose a weekly, biweekly, or monthly schedule based on how quickly the account changes, what the client expects, and when the underlying data becomes reliable. The right cadence is one your team can maintain and the client finds useful.
Start with reporting software
Make this your recurring PPC report
ClientSignal drafts the report from supported source data, and Agency adds campaign-level detail. Start with 2 clients free.
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