Sample deliverable, not a client
Sample monthly PPC report, with every figure redacted
This is the monthly report we send on every management tier, laid out section by section with every number replaced by a placeholder in square brackets. It is a sample of the document's shape, published so you can see what you would receive before you pay for a month of it. Nothing on this page is a client's figure, and no real account sits behind it; when a real account can be published with permission, it will appear on the results page with its numbers and its caveats.
Written by Daniel Stoychev, Webso Digital. Format current as of 5 September 2026.
Page one · the numbers
Report for [client], [month] [year]
Account [customer ID] · tier [Starter / Growth / Scale] · prepared by Daniel Stoychev on [date]
1. Money
Where the ad spend went, against the budget you set, and what our fee was. The fee line is here every month so the return on spend on page two is always calculated on spend plus fee.
| Line | This month | Last month | Note |
|---|---|---|---|
| Ad spend, all campaigns | [£ spend] | [£ spend] | [why it moved, if it moved] |
| Budget set | [£ budget] | [£ budget] | [whether spend hit the cap, and on which days] |
| Management fee | [£ fee, from the price list] | [£ fee] | [flat; changes only if the spend band changed] |
| Spend by campaign | [£ per campaign] | [£ per campaign] | [Performance Max also split by channel] |
2. Leads
What the spend produced, counted the way we count: calls over a minute, forms that arrived, purchases with a value. Never page views, never clicks.
| Line | This month | Last month | Note |
|---|---|---|---|
| Calls over 60 seconds | [n calls] | [n calls] | [hours they came in; missed calls if reception reported them] |
| Forms | [n forms] | [n forms] | [test and spam removed] |
| Purchases and value (e-commerce) | [n orders, £ value] | [n orders, £ value] | [returns not deducted unless you tell us] |
| Cost per lead, by campaign | [£ per lead per campaign] | [£ per lead per campaign] | [the line the account is judged on] |
| Clicks, CPC, impressions | [n, £, n] | [n, £, n] | [on page one because they explain cost per lead, never as the result] |
3. Worth
Your line, not ours. What you told us the leads became and what they were worth, set against spend plus fee. If you have not told us, this section reads: “Not supplied this month; the report is incomplete without it.”
| Line | This month | Note |
|---|---|---|
| Leads that became customers | [n, from you] | [or: not supplied] |
| Value of those customers | [£, from you] | [revenue or margin, whichever you told us to use] |
| Return on spend plus fee | [£ value ÷ (£ spend + £ fee)] | [shown as a multiple] |
Page two · the words
4. What changed, and why
- Negatives added: [n], the largest by cost being [search term], which had spent [£] on [what it was].
- Keywords paused or moved: [keyword] from [match type] to [match type], because [what the Search Terms showed].
- Bids and budgets: [campaign] budget from [£] to [£], because impression share lost to [budget / rank] was [n%].
- Ads and assets: [ad group] headlines rewritten, because [asset label / ad strength]; sent to you on [date], approved on [date].
- Landing page: [change requested or made], measured before at [seconds] and after at [seconds] on a phone.
5. What we declined
Google's recommendations we did not apply this month, one line each: [recommendation], declined because [reason in the data]. The recommendations we did apply are in section 4 with their reason.
6. Next month
One change or experiment: [what], expected to move [which number] from [current] towards [target], judged on [date]. And one thing we need from you: [which leads were real / a landing page approval / reception's hours].
Every figure in this sample is a placeholder. Every figure in a real report can be checked in your own Google Ads account, because the account is yours.
Why the report is shaped like this
Money first, words second, your line in the middle
Page one is numbers because an owner wants to know in thirty seconds whether the month was good. Cost per lead sits above clicks because clicks are the cost and leads are the point. The worth section sits in the middle because it is the only line that makes the rest mean anything, and it can only come from you.
Page two is words because the numbers do not explain themselves: a rise in cost per click can be a good month if the cheap clicks were the wrong searches. The declined section exists because the things an agency refuses to do are as much the service as the things it does, and a percentage-of-spend agency has no such section.
What is not in it
Four things you will never find in one of these
- A dashboard screenshot with twenty metrics and no sentence.
- Impressions or click-through rate presented as a result.
- A return-on-spend figure with the fee left out of the denominator.
- A recommendation to raise the budget without the impression share numbers that justify it.
The first real one of these arrives at the end of month one.
Management from £249 a month, flat. Your spend and your sector are enough for the fee; the reply also says whether your sector and area are free.