The order that matters
- ResultsLeads, booked jobs and cost per lead.
- SpendBudget used and planned for next month.
- BreakdownResults by campaign, service and area.
- Next stepsWhat changed, why and what comes next.
What to include
| Section | What it shows |
|---|---|
| Headline numbers | Leads, cost per lead and jobs, against last month |
| By campaign | Which services and areas brought leads |
| Changes made | Negatives added, ads tested, budgets moved |
| Problems found | Tracking issues, spam or missed calls |
| Plan | Tests and changes for next month |
Red flags in a report
- No leads or conversions, only clicks and impressions
- Numbers with no comparison to last month
- No explanation when results drop
- Brand and non-brand results mixed together
Make it yours
Ask for the report in your language. If you track booked jobs in a CRM, those numbers belong at the top. If calls are your main lead type, the report should show calls, not just forms.
Good example. A cleaning company gets a one-page report with leads, booked cleans, cost per booking and three planned changes.
Bad example. A cleaning company gets a 20-page export of charts each month and still cannot say how many jobs ads brought.
Read which PPC KPIs to track. Our PPC management sends plain reports every month.