A PPC report template built around spend and results
A good ppc report template answers three questions in the first minute: what happened, why, and what happens next. Below is the structure we use, section by section, with the metrics that belong in each. You can copy it into any tool. In AgentFabrica, the numbers that come from connected accounts, such as Search Console, Analytics and ad accounts, fill in every month; the explanation and the plan are still yours to write.
- Sessions
- Users
- Page views
- Conversions (key events)
- Clicks
- Impressions
- Click-through rate
- Average position
- Spend
- Clicks
- Conversions
- Cost per conversion
- Spend
- Clicks
- Conversions
- Cost per conversion
- Followers
- Reach
- Profile visits
- Engagement
- Followers
A PPC reporting template, row by row
Use this table as the skeleton of every monthly report. The third column tells you where each number lives; the last column shows what an AgentFabrica report fills on its own.
| Section | Metric | Where it comes from | In AgentFabrica |
|---|---|---|---|
| 1. Overview | Spend, impressions, clicks per channel | Google Ads, Meta ads | Automatic |
| 1. Overview | Conversions and cost per conversion | Google Ads, Meta ads | Automatic |
| 1. Overview | Spend against budget | Your budget plan | Written by you |
| 1. Overview | Return on ad spend, where revenue is tracked | Ad platform | Not in the report: add from the ad platform |
| 2. Campaigns | Spend, clicks, conversions, cost per conversion per campaign | Google Ads, Meta ads | Automatic, up to 8 campaigns per channel |
| 2. Campaigns | Impression share lost to budget and to rank | Google Ads | Not in the report: add from Google Ads |
| 3. Search terms | Costliest terms and terms excluded this month | Google Ads search terms report | Not in the report: add from Google Ads |
| 4. Website | Sessions and conversions (key events) | GA4 | Automatic, with previous period |
| 5. Next month | Budget changes, tests planned, tracking fixes | You | Written by you |
Website numbers are site totals, not paid traffic only. Use them to sanity-check ad-platform conversions, not to replace them.
How to fill in the monthly PPC report template
Download the PPC reporting template as a CSV file and open it in any spreadsheet. The first three columns repeat the table above; This month, Last month, Change and Notes are left empty for you.
- Pull this month and last month from the platform for the same date range, one channel per row, and write both numbers before you work out the change.
- Calculate cost per conversion as spend divided by conversions for the whole channel. Averaging the campaign values gives a different, misleading number.
- Before you quote impression share lost to budget or to rank, read how Google describes impression share on its help page.
- Leave a cell empty when the number is not tracked and say why in Notes. An empty cell with a reason is more useful to the client than an estimate.
- Fill in the Next month rows last, once the numbers above them explain themselves.
Overview and campaigns
Lead with what the client paid and what they got for it: spend, conversions and the cost of one conversion. If revenue is tracked, add return on ad spend; if it is not, say so instead of estimating.
- Report each channel separately before any total; Google Ads and Meta ads count conversions differently.
- Show the campaigns that spent the most, with their cost per conversion.
- Impression share lost to budget versus to rank tells the client whether the fix is money or quality.
- Each channel has its own guide: the Google Ads dashboard and the Facebook ads report pages show what fills in automatically.
Search terms and next month
Search terms show where money actually went. Listing the exclusions you made proves the account is being looked after, not just reported on. Close with the changes you will make, so next month's report can measure them.
- The costliest search terms and whether they converted.
- Negative keywords added this month.
- Budget changes and the tests you will run next.
How to send it every month without rebuilding it
- 11st of the month
The monthly report rebuilds from the connected accounts and lands in the archive.
- 2Write
Add the summary, the reasons behind the change and next month's plan.
- 3Send
The email goes out with a no-login link valid for 30 days.
- 4Review
Open last month's archived report to check the plan actually happened.
- A no-login link that stays valid for 30 days and can be revoked at any time.
- An automatic email every Monday for the weekly report and on the 1st for the monthly one; add your client or team as recipients.
- A print-ready page you save as a PDF from the browser, and a CSV export of the numbers.
- Every weekly and monthly report stays in the panel archive, so last quarter is one click away.
Automated reports are part of the reporting plans: $30 a month for one brand, $155 for up to 25 brands with your own branding. Full prices are on the pricing page.
Frequently asked questions
What should a PPC report include?
Spend, conversions and cost per conversion per channel, a campaign breakdown, search terms, impression share and next month's plan. The table above marks which rows fill in automatically.
Does the report include TikTok or LinkedIn ads?
No. Ad data comes from Google Ads and Meta ads. Add other platforms by hand if you run them.
How often should I send it?
Monthly is the usual rhythm. Fast-moving ad accounts often add a weekly report; AgentFabrica builds both, on Mondays and on the 1st.
Report or dashboard: what is the difference?
A dashboard shows live numbers. A report adds the explanation and the next step, which is what clients read.
Can I put my own branding on it?
Yes on the AgentFabrica agency plan, which applies your logo, colours and product name to the export, the link and the email.
Is this template free?
Yes, the outline on this page is free to copy into any tool. Automated reports are part of the paid reporting plans.
Sources
The official documentation behind the technical points on this page:
- [1]Google Ads Help: About impression share
Impression share lost to budget and to rank, used in section 2.
- [2]Google Ads Help: About the search terms report
The source for section 3.
- [3]Google Ads Help: About conversion measurement
How Google Ads counts conversions.