Google Ads Monthly Report Template for Agencies (Free)
April 4, 2026
Every PPC agency needs a monthly report template. Not because clients demand it — but because a consistent, professional report is one of the easiest ways to demonstrate value and reduce churn.
Here's a template you can use today.
What to include in a Google Ads monthly report
1. Executive summary (3–5 sentences)
Start with a plain-English paragraph that summarizes the month. No jargon. Write it as if you're explaining to a smart friend who knows nothing about PPC.
Example:
"This month we spent $8,200 on Google Ads and generated 94 leads at an average cost of $87 per lead. ROAS improved to 3.6x, up from 2.9x in March. The main driver was a shift in budget toward branded search terms, which convert at 3x the rate of generic keywords."
2. Key metrics
Four numbers, clearly labeled:
| Metric | This Month | Last Month | Change |
|---|---|---|---|
| Total Spend | $8,200 | $7,800 | +5% |
| Conversions | 94 | 71 | +32% |
| CPA | $87 | $110 | -21% |
| ROAS | 3.6x | 2.9x | +24% |
That's all most clients need. Resist the urge to add CTR, impression share, Quality Score, and everything else — it creates noise.
3. What worked
Two or three bullet points on what drove performance:
- Which campaigns or ad groups performed best
- Any optimizations that paid off
- Positive trends to build on
4. What didn't work
Be honest. Clients respect transparency. If something underperformed, say so — and say what you're doing about it.
5. Next month's plan
Three bullet points on what you're changing or testing next month. This shows you're proactive, not just reactive.
6. Optional: Campaign breakdown
If the client manages multiple campaigns or products, add a simple table showing spend and performance by campaign. Keep it brief.
What NOT to include
- Impressions (clients don't understand why this matters)
- Click-through rate in isolation (meaningless without context)
- Quality Score (internal metric, not client-facing)
- Screenshots from the Google Ads interface (ugly and hard to read)
- More than one page of charts
The goal is clarity, not comprehensiveness.
Format: PDF, not spreadsheet
Always send a PDF. A spreadsheet says "here's raw data, figure it out." A PDF says "here's a professional deliverable."
A clean PDF also gets forwarded — to the client's CFO, their business partner, their boss. That forwarded email is free advertising for your agency.
How to save time on monthly reports
The part that takes the longest is pulling the data from Google Ads and formatting it. The writing — once you have a template — takes 15 minutes.
Tools like AdReportory connect directly to the Google Ads API and generate the PDF automatically. You get the key metrics, performance insights, and a clean format in one click — so you can spend those 2 hours on actual optimization instead.
The bottom line
A good monthly report has: an executive summary, four key metrics with month-over-month comparison, what worked, what didn't, and the plan for next month. Keep it to one page if you can. Always send a PDF.
Consistency matters more than perfection. Send the same format every month, on the same day, and clients will start to trust your rhythm.
If you're running Google Ads alongside Meta or other channels, see our PPC reporting template for a multi-channel structure.