Results and reporting
No published PPC case study yet. Here is what we can show instead.
Pay Per Click Management launched in September 2026 and has no Google Ads account it can publish with a client's permission yet. Rather than dress something up, this page shows three things: how the monthly report reads, using a worked example with illustrative numbers labelled as such in every heading; the real, measured results from Webso Digital's website and search work, which is what the landing page service is built on; and the method we use, which you can check against any account. The first real accounts appear here with written permission, and not before.
How we report
Two pages a month, every number checkable in your own account
The report is written by Daniel Stoychev, who did the work, at the end of every month. It leads with money in and money out, not with impressions, and it always contains a section on what we declined to do.
Money
Ad spend against budget, our fee, and where the spend went by campaign and, for Performance Max, by channel.
Leads
Calls over a minute, forms that arrived, purchases with values. Cost per lead by campaign, with the month before beside it.
Worth
What you told us the leads were worth, and the return on spend plus fee. Without this line the report says it is incomplete.
Changes
Negatives added, keywords paused, bids moved, ads rewritten, with the search terms or the numbers that caused each.
Declined
Google's recommendations we did not apply, one line each.
Next
One experiment or change for next month, with the number it is meant to move.
Worked example, not a client
Worked example: a heating engineer spending £1,500 a month, months one and three
The figures below are illustrative, not from a client account: the kind of numbers a report of this shape carries, chosen to be realistic for a one-van heating business in a mid-sized English town. They show what the report measures and how it reads, not what we have achieved.
Worked example figures, illustrative, not a client account
| Line in the report | Month one | Month three | What changed between them |
|---|---|---|---|
| Ad spend | £1,500 | £1,500 | Budget held; the schedule moved to the hours the phone was answered |
| Clicks and average CPC | 1,020 at £1.47 | 880 at £1.70 | Fewer, dearer clicks: the cheap ones were the wrong searches |
| Search terms excluded | 214 added in the first fortnight | 61 added across the month | Boiler manuals, error codes, jobs, courses, two towns outside the area |
| Leads (calls over 60 seconds and forms) | 31 | 52 | Landing page rebuilt with the number at the top; call assets added |
| Cost per lead | £48 | £29 | The line the account is judged on |
| Impression share, main campaign | 41%, lost mostly to rank | 58%, lost mostly to budget | Quality Score rose with the new page; the next lever is budget, and the report says so |
| Declined | Broad match keywords, +40% budget, display expansion | Auto-apply, a Performance Max campaign | Every one would have spent more without a reason in the data |
If this were a real account, the worth line would follow: how many of the 52 leads became jobs, and what those jobs were worth against £1,500 of spend and the management fee. That line comes from the client, and the report is not finished without it.
What is real today
Measured results from the work the landing page service is built on
Webso Digital builds and fixes websites and does the SEO on them; the pages an ad lands on are the same kind of page. These two are SEO clients, not PPC accounts, and the numbers are Google's own.
A vehicle remapping business in Chester, new site launched July 2026
98/100
mobile PageSpeed on the site we built
3rd
in the map pack by week five, from not listed
+500%
clicks from Google, 7 to 42, 30 days against the 30 before
39/40
pages indexed by late August
Caveats: a standing start makes percentages flattering; 7 to 42 clicks is real but small. Evidence that we build fast pages that get found, not a PPC result.
A tuning business with an existing site, fixed in place, one week
65 to 96
mobile PageSpeed score
2.4s
largest contentful paint on a phone, down from 11 seconds
A hero image the size of a film and a page builder were the causes. No rebuild; measured with PageSpeed Insights on the live site. This is the work that lifts landing page experience in Quality Score.
A tool we built and run
The free negative keyword generator at competitorwatch.xyz is ours. It produces the seed list we put into every new account, and it is public so you can judge the thinking before you pay for it.
A method you can check on any account
The weekly Search Terms read is written up in full in our guide. Open your own account's Search Terms report for the last ninety days, sort by cost, and count the rows that could never have bought from you. That number is the case for the routine, made on your data rather than ours.
What you will not find here
The things that are easy to fake
- Testimonials with a first name and a stock photo.
- “We manage £X million of ad spend”, which measures the agency's size, not your return.
- Client logos without a number beside them.
- Counters: clients served, campaigns launched, years of combined experience.
- Screenshots of a ROAS with the spend cropped out.
When the first real account appears
With permission, with caveats, with the spend shown
Each published account will show spend, leads, cost per lead and what the client told us the leads were worth, for a stated period, named or anonymised at their choice, with what did not work beside what did. If you would like to be the first, the quote form is the place to start.
Tell us what you spend. We reply with a fixed fee and the first three changes.
Your monthly spend, what a lead is worth to you and the address of the page your ads land on. Daniel Stoychev replies within one working day with the tier, the fee, what he would change first, and whether your sector and area are still free.