PPC Report: What to Include & How to Create

Creating a PPC report might not be the most thrilling part of your week, but it’s the part that shows whether all those ad clicks are actually doing their job. In this guide, we’ll walk through how to create a PPC report that’s both insightful and easy to understand. Let’s get started.

What Is a PPC Report?

A PPC report is a summary of how your pay-per-click advertising campaigns are performing across platforms like Google Ads or Meta. It shows you important data like clicks, impressions, conversions, cost per click, and return on ad spend so you can see what’s working and what needs improvement. If you’re running ads, this report helps you make smarter decisions by showing exactly where your budget is going and what results you’re getting from it.

What To Include in a PPC Report?

If you’re building a PPC report that’s clear, useful, and client-friendly, here’s exactly what you should include:

1. Campaign Overview

   What it is:

   This section gives a quick summary of how the PPC campaign performed over the selected time period. It usually includes overall impressions, clicks, conversions, and total ad spend.

   Why it matters:

   This is the first thing your client or manager will read, so it should immediately answer the question: “How did we do?” Highlight wins and setbacks clearly, and tie them to your campaign goals like generating leads or boosting sales.

   Example:

   “In Q4 2025, we hit 300,000 impressions, 12,500 clicks, and 1,050 conversions. CTR was 4.1% and the conversion rate reached 8.4%, beating our goal by 15%. Improved retargeting and ad relevance played a big role in this success.”

2. Crucial Metrics to Track

   These are the numbers that show if your campaign is performing well or not. Include them in every PPC report.

   1. Impressions

      What it is:

      The total number of times your ad was shown.

      Why it matters:

      Tracking impressions helps you understand ad visibility. If impressions are low, it might mean your keyword pool is limited, bids are too low, or ads are being disapproved. If impressions are increasing, your visibility is growing, which could indicate stronger keyword relevance or better bidding strategies.

      Example:

      “After increasing daily budgets and broadening keyword match types, impressions grew from 190,000 in November to 280,000 in December, a 47 percent increase.”

   2. Clicks

      What it is:

      The number of people who clicked on your ad.

      Why it matters:

      Clicks show immediate interest. If your impressions are deep but clicks are low, your ad copy or targeting might need improvement.

      Example:

      “By refining headlines and adding sitelink extensions, clicks increased from 2,800 to 3,650 over a 30-day period, reflecting a 30 percent rise in engagement.”

   3. CTR (Click-Through Rate)

      What it is:

      CTR is calculated by dividing clicks by impressions and multiplying by 100. It reflects how often users click on your ad after seeing it.

      Why it matters:

      CTR tells you how relevant and appealing your ad is. A high CTR means you’ve nailed the messaging.

      Example:

      “CTR went up from 3.5% to 5.2% after we added urgency-driven headlines like ‘Enroll Before Prices Increase!’”

   4. CPC (Cost Per Click)

      What it is:

      The average amount you paid for each click.

      Why it matters:

      Lower CPC means better efficiency. You want more clicks without spending more money.

      Example:

      “After improving ad relevance and pausing expensive keywords, CPC decreased from USD 0.51 to USD 0.41, resulting in a 20 percent savings on ad spend.”

   5. Conversions

      What it is:

      The number of actions users took after clicking your ad. This could be purchases, sign-ups, calls, or downloads.

      Why it matters:

      Conversions are your ultimate goal. Tracking them tells you if your ad is not just bringing traffic but also driving action.

      Example:

      “Optimizing the landing page with a simpler form and clearer CTA improved conversions from 840 in November to 1,050 in December, marking a 25 percent increase.”

   6. Cost per Conversion (CPA)

      CPA tells you how much you’re spending to generate one conversion. It is calculated by dividing the total cost by the number of conversions.

      Why it matters:

      A lower CPA means your campaigns are becoming more cost-efficient. This metric is especially important when scaling up your budget.

      Example:

      “CPA dropped from USD 10.85 to USD 8.70 after adjusting bids by location and excluding high-bounce placements.”

      Read related: Best PPC KPIs to Measure the Success of Your Paid Campaign

3. Return on Ad Spend (ROAS)

   What it is:

   ROAS is the total revenue earned for every dollar spent on ads. A ROAS of 5 means you made $5 for every $1 spent.

   Why it matters:

   ROAS is a direct measure of financial performance. It helps clients assess whether ad spending is delivering business value.

   Example:

   “Our eCommerce remarketing campaign delivered a ROAS of 6.3, bringing in $113,000 in revenue from $18,000 in ad spend.”

4. Quality Score and Ad Relevance

   What it is:

   Google assigns a Quality Score (on a scale of 1 to 10) based on ad relevance, expected CTR, and landing page experience.

   Why it matters:

   A higher Quality Score can lower your CPC and improve ad positions. It is important to monitor these scores to see if your messaging, keyword targeting, and user experience are aligned.

   Example:

   “By aligning ad copy with landing page content, Quality Scores improved from 5 to 8, leading to a 14 percent drop in average CPC.”

5. Keyword Performance

   What it is:

   A breakdown of how individual keywords are performing, including their CTR, conversions, and CPC.

   Why it matters:

   By understanding which keywords are performing well and which are underperforming, you can make smarter decisions about where to focus your budget and which terms to pause.

   Example:

   “The keyword ‘online course builder’ generated 74 conversions, had a CTR of 6.2 percent, and an average CPC of USD 0.39, making it one of the highest ROI terms for this campaign.”

6. Audience Insights

   What it is:

   Audience insights give you demographic and behavioral details about the people engaging with your ads, such as age, gender, location, device usage, and interests.

   Why it matters:

   These insights help refine your targeting and personalize ad messaging for better results.

   Example:

   “Users aged 25–34 from New York, San Francisco, and Austin generated 65 percent of total conversions. This group also had a repeat visit rate of over 70 percent.”

7. A/B Testing Results

   What it is:

   A/B testing compares two versions of an ad or landing page to determine which performs better based on engagement or conversions.

   Why it matters:

   These results help you learn what resonates with your audience and apply those lessons to future campaigns.

   Example:

   “The ad version with the headline ‘Shape Your Career Today’ had 22% more clicks and 17% lower CPA.”

8. Budget Overview

   What it is:

   A clear breakdown of how the campaign budget was allocated and spent during the reporting period.

   Why it matters:

   This shows how efficiently the budget was managed and whether the pacing aligned with performance goals.

   Example:

   “We spent $2400 by December-end, which was 95% of the planned budget. Redirecting 20% to high-performing ad sets gave us a 10% bump in conversions.”

9. Competitor Insights

   What it is:

   This section includes performance comparisons against other advertisers in your space.

   Why it matters:

   It helps identify how your ads are performing in the market and where you might gain a competitive edge.

   Example:

   “We maintained a higher impression share than two key competitors while keeping CPCs 18 percent lower, mainly due to better ad relevance and consistent Quality Scores.”

10. Actionable Recommendations

    What it is:

    This is where you wrap things up and suggest what should be done next based on the data.

    Why it matters:

    Without action, the report is just numbers. This section turns analysis into strategy.

    Example:

    “To continue improving results, we recommend expanding the top-performing keyword group by 20 percent, pausing underperforming ad sets, updating mobile CTAs for better engagement, and launching a fresh landing page version focused on product reviews.”

How to Create a PPC Marketing Report?

Here’s how to create a good PPC marketing report:

Step 1: Define the Reporting Goal

Before you pull any data, ask yourself what this report is meant to do. Are you proving ROI? Showing month-on-month performance? Helping plan the next quarter? Your goals should guide what you include and what you leave out. Always tie your reporting goal to the business objective.

Step 2: Choose the Right Metrics

Don’t overload your report with vanity metrics. It’s tempting to include clicks and impressions because they look good, but that doesn’t always help decision-making.

Stick to performance metrics that align with your campaign goals. Some of the KPIs you might want to track include:

• Cost per click (CPC)
• Click-through rate (CTR)
• Cost per acquisition (CPA)
• Return on ad spend (ROAS)
• Conversion rate

Choose wisely. Less is more when the metrics actually matter.

Step 3: Collect Data from PPC Platforms

Pull data from all the platforms you’re running ads on. This typically includes:

• Google Ads for search, display, and YouTube campaigns
• Meta Ads Manager for Facebook and Instagram ads
• LinkedIn Ads if you’re running B2B campaigns
• Google Analytics (GA4) for user behavior and conversion tracking
• CRM or internal tools to match leads and conversions with real business outcomes

Make sure the time range is consistent across platforms, and always double-check filters like location, device, and audience segments.

Step 4: Organize and Visualize the Data

Numbers alone don’t help unless they’re clear and easy to compare. Use charts, graphs, and tables to present your data.

Break down the results:

• Platform-wise: How did Google Ads perform vs Meta?
• Campaign-wise: Which campaigns drove results, and which ones underperformed?

Visuals help your readers spot trends and take action faster. Keep formatting consistent so the report feels neat and easy to follow.

Step 5: Add Insights, Not Just Numbers

A great PPC report doesn’t stop at showing the results. It explains why things happened.

Add context to your charts. If conversions dropped, was it because of a higher CPC, or did a landing page slow down? If a new audience segment worked well, call it out.

Your report should help the reader understand what’s going on, not just read the numbers.

Step 6: Create a Clear and Simple Layout

Use a logical structure. A good rule of thumb is:

• Summary at the top
• KPIs and visual data in the middle
• Insights and recommendations at the end

Avoid clutter. Use headings, white space, and bullet points to make the report easy to scan. This is especially helpful if your report is being reviewed by people who are not deep into PPC.

<VMCTA1 />

Why Do You Need a PPC Report?

If you’re wondering why all this effort is worth it, here’s what a strong PPC report helps you do.

1. Justify Ad Spend and Prove ROI

   Clients and stakeholders want proof that their budget is going somewhere worthwhile. A clear report shows where money is being spent, what results it’s generating, and how that ties into broader business goals.

2. Optimize Campaigns

   Regular reporting helps spot underperforming keywords, ad groups, or creatives. That gives you a chance to fix issues and improve results before wasting more money.

3. Plan Strategically and Improve Communication

   PPC reports help teams communicate better. When everyone sees the same data and understands what’s working, it’s easier to make informed decisions for upcoming campaigns.

4. Identify Trends and Outliers

   You can quickly spot seasonal changes, platform-specific issues, or unusually high-performing content. This helps in both troubleshooting and scaling.

5. Inform Broader Marketing

   What you learn from PPC can feed into content, SEO, and email strategies. For example, if certain ad headlines are getting higher CTRs, you can test similar copy across other channels.

Common PPC Reporting Mistakes

Here’s a closer look at some of the most common PPC reporting mistakes:

1. Ignoring Key Metrics

   It’s easy to get lost in the flood of PPC data, but not all numbers matter equally. If you’re only looking at clicks or impressions and ignoring metrics like cost per conversion, conversion rate, or return on ad spend (ROAS), you’re missing the real picture. These core metrics tell you whether your ad spend is actually bringing in results. Focus on what impacts your business goals directly.

2. Misinterpreting Data

   Just because a metric looks high or low doesn’t always mean something is working or broken. For example, a high click-through rate might look great, but if those clicks aren’t converting, there’s a problem. It’s important to read your PPC data in context. Compare it with previous performance, landing page quality, audience intent, and overall campaign objectives.

3. Overlooking Conversion Tracking

   Running ads without proper conversion tracking is like flying blind. If you’re not tracking what happens after a click, you won’t know which keywords or ads are actually driving sales or leads. Set up clear goals in your analytics platform, whether it’s purchases, sign-ups, or form submissions. Without this, you’re just guessing.

4. Failing to Segment Data

   Looking at account-wide averages hides what’s really going on. Always break down your data by device, location, keyword, audience, or time of day. You’ll often find that some segments perform far better (or worse) than others. These insights help you refine targeting and allocate budget more wisely.

5. Neglecting Negative Keywords

   Not adding negative keywords means your ads might show up for irrelevant or low-converting searches. That leads to wasted clicks and higher costs. Make it a habit to review search terms regularly and block out anything that doesn’t match your goals. Even a few well-chosen negative keywords can dramatically improve efficiency.

6. Not Regularly Reviewing Reports

   PPC is not a set-it-and-forget-it game. Markets shift, competitors adjust, and what worked last month might fail today. If you’re not reviewing reports regularly, small issues can snowball into major problems. A weekly or biweekly check-in helps you catch underperforming ads, fix broken links, and spot new opportunities.

7. Ignoring Ad Copy Performance

   Ad copy isn’t just about creativity. It affects click-through rates, Quality Scores, and cost per click. If you’re not comparing how different headlines or descriptions perform, you’re missing easy wins. Test variations, track results, and update underperforming ads. Even small changes can bring big results.

8. Overlooking Landing Page Insights

   Your ad may be doing its job, but if the landing page is slow, confusing, or irrelevant, conversions will suffer. Always connect PPC performance with landing page experience. Use tools like heatmaps or session recordings to see where visitors drop off. Improving the page can often boost results without changing the ad.

9. Mismanaging Budget Allocation

   Some campaigns may be running away with your budget without producing real value. If you’re not reviewing how much you’re spending across campaigns, ad groups, or devices, you might be throwing money at the wrong places. Regularly reallocate budget to what’s working, and trim what’s not.

10. Overcomplicating Reports

    Reports packed with too many graphs or jargon can confuse more than they clarify. Whether you’re reporting to a client or your own team, stick to clear takeaways. Focus on results, trends, and next steps. A good PPC report tells a story that anyone can understand, not just a spreadsheet full of numbers.

Best Tools for PPC Reporting

1. ViewMetrics

   If you’re managing PPC campaigns across multiple platforms and tired of switching between dashboards, ViewMetrics is the reporting tool you’ll want to start with. It brings together data from Google Ads, Meta Ads, LinkedIn, and your analytics platforms into one clear, unified view. You can break down performance by campaigns, keywords, or audience segments while still keeping the platform-specific details intact.

   What makes it even more powerful is how easily it plugs into your Google Workspace. You can sync live PPC data into Sheets, create automated Slide reports, and share Docs with real-time updates. The built-in templates mean you don’t have to build reports from scratch every week. If you’re part of an agency juggling multiple accounts, ViewMetrics helps you scale reporting without adding extra workload. Everything from tracking KPIs to building client-ready dashboards becomes faster and easier.

   <VMCTA2 />

2. Google Data Studio (Looker Studio)

   Looker Studio is a free tool from Google that helps you turn PPC data into clean, visual dashboards. You can pull in metrics from Google Ads, GA4, and other platforms using connectors, then build charts and filters that update automatically. It’s great for creating interactive reports that different team members or clients can explore without needing to dig through spreadsheets.

3. Google Analytics (GA4)

   GA4 helps you track what users do after clicking your ads. You can follow events like purchases or sign-ups and break them down by campaign or audience. Tools like assisted conversions and attribution models show you which ads actually lead to results, giving you a clearer view of ROI beyond clicks.

Closing Thoughts

A good PPC report is not just a bunch of charts and metrics. It’s your way of showing what the ad budget achieved, what needs fixing, and what you should do next. Keep it simple, track the metrics that matter, and always end with next steps so the report actually helps you move the campaign forward.

Frequently Asked Questions (FAQs)

1. How often do I need to create a PPC report?

   Make weekly reports to track short-term performance and monthly reports to review trends and strategy. Stick to a routine that helps you stay updated and make timely decisions.

2. Who is a PPC report for?

   PPC reports are made for marketers, business owners, and agencies. Anyone who runs ads and wants to understand where their money is

   going and how it’s performing needs this report.

3. What is a good CTR or CPC in a PPC report?

   There’s no universal number. A “good” CTR or CPC depends on your industry, campaign goals, and ad type. Always compare against your past data and specific benchmarks, not someone else’s.

4. How do you track conversions in a PPC report?

   Conversions are tracked using platform tools like Meta Pixel or Google Ads tags, GA4 event tracking, or CRM tools. Set up these tools before launching your campaigns for accurate reporting.

5. How long should a PPC report be?

   Keep it short and focused. Most PPC reports are 1 to 5 pages long, depending on how many campaigns you run and how much detail your client or team wants.

6. What’s the best format for a PPC report?

   PDFs and Google Slides work well for sharing. Excel or Google Sheets are good for raw data. Use the format your client or team finds easiest to read and understand.