How to Report Google Ads Results | PaperCutCollective

Google Ads can drive leads and sales quickly but reporting is where trust is built (or lost).

If your report is too technical, clients feel confused. If it’s too shallow, they feel unsure. The best Google Ads report is simple, consistent, and tied to business outcomes like leads, sales, and revenue.

This guide shows you how to report Google Ads results in a way that:

• explains performance clearly

• highlights what worked (and what didn’t)

• connects spend to real outcomes

• gives a practical plan for next month

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What a Good Google Ads Report Must Answer

Every report should answer these 5 questions:

1. What did we spend and what did we get?

2. Which campaigns performed best (and why)?

3. What changed this period?

4. What problems are affecting performance?

5. What is the plan for next month?

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1) Start With a Simple Executive Summary

Keep this to 6–10 lines.

Include:

• Total spend

• Total leads / purchases

• CPL or CPA (cost per lead/action)

• Conversion rate

• Top win

• Top issue

• Next actions

Example (lead gen):

• Spend: $X

• Leads: X

• CPL: $X

• Conversion rate: X%

• Win: Search campaigns drove the highest-quality enquiries

• Issue: CPC increased due to competition in high-intent keywords

• Next: improve landing page conversion + refine negative keywords

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2) Report the Right KPIs 

For Lead Generation Accounts

Focus on:

• Leads (conversions)

• CPL (cost per lead)

• Conversion rate (CVR)

• Clicks (supporting metric)

• CPC (supporting metric)

For E-commerce Accounts

Focus on:

• Purchases

• ROAS

• Revenue

• Cost per purchase (CPP)

• Conversion rate (CVR)

If your account includes e-commerce, reporting should connect to shopping and performance max performance:

• ecommerce website

• digital marketing singapore

3) Show the Funnel

A simple funnel view makes performance easy to explain:

Impressions → Clicks → Conversions (Leads/Purchases)

Then explain what changed:

• If clicks dropped → ad rank, budget, keywords, competition

• If conversions dropped → landing page, offer, tracking, lead quality

• If CPC increased → competition or Quality Score issues

If the client asks “why is our CPL higher?” you can point to the funnel and show the real reason.

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4) Break Down Results by Campaign Type

Most Google Ads reports should separate performance into:

Search Campaigns

Best for high intent leads.Report:

• conversions

• CPL

• conversion rate

• top search themes

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Performance Max

Great for scale (but needs control).Report:

• conversions

• conversion value / ROAS (if e-commerce)

• top asset group performance

Use: digital marketing

Display Campaigns

Best for awareness and remarketing.Report:

• assisted conversions

• reach, CTR

• audience performance

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Shopping Campaigns (E-commerce)

Report:

• revenue

• ROAS

• best-selling products

Use: ecommerce website

YouTube Campaigns

Best for brand lift + remarketing support.Report:

• views

• view rate

• assisted conversions (where possible)

Use: digital marketing

5) Add “Search Terms Insights”

This is one of the most valuable sections because it shows real user intent.

Include:

• top converting search terms (themes, not a giant list)

• irrelevant search terms you excluded

• what you learned about customer intent

This is where you can show the work you did:

• tightening targeting

• adding negatives

• improving lead quality

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6) Highlight Optimisations Made

Clients don’t just want numbers they want to know what you did.

Add a section:“Optimisations Completed This Period”

• added negative keywords

• refined match types

• improved ad copy

• adjusted bids or bid strategy

• paused low-quality placements (Display/PMax)

• improved tracking or conversion actions

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7) Report Quality

A report looks good when leads increase but businesses care about quality.

Add a simple lead quality section:

• qualified leads (count or %)

• unqualified reasons (wrong location, low budget, irrelevant service)

• what you changed to improve quality

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8) Include Key Recommendations

End with 3–6 actions. Keep them specific.

Examples:

• add 15–30 negative keywords to remove low-intent traffic

• split brand vs non-brand Search campaigns

• refresh ad copy to improve CTR and relevance

• test new landing page offer to improve conversion rate

• tighten PMax asset groups and improve audience signals

• launch remarketing to improve conversion rates

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A Simple Google Ads Reporting Template

1) Summary

• Spend:

• Leads/Purchases:

• CPL/CPA:

• Conversion rate:

• Best win:

• Biggest issue:

• Next steps:

2) Funnel

• Impressions:

• Clicks:

• CTR:

• CPC:

• Conversions:

• CVR:

3) Performance by Campaign Type

• Search:

• Performance Max:

• Display:

• Shopping:

• YouTube:

4) Search Intent Insights

• Top converting themes:

• Wasted terms removed:

• New opportunities:

5) Optimisations Completed

• What we changed:

• Why we changed it:

6) Next Month Action Plan

• 3–6 clear actions

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Want Better Google Ads Reporting?

If your report isn’t clear, it’s hard to make good decisions. Paper Cut Collective helps businesses improve Google Ads performance and report results in a way that actually makes sense so you know what’s working, what needs fixing, and what to do next.

Explore our pay per click singapore services here: pay per click singapore and visit marketing agency singapore to build a reporting system that improves lead quality and long-term growth.