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Google Ads Reporting Summary for a Business Owner

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Explain performance in plain language with numbers.

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Write a monthly summary of Google Ads performance for a business owner. Data: spend, impressions, clicks, conversions and conversion value if any, by campaign, for this month and last month: [PERFORMANCE_DATA]. Business context: [BUSINESS_CONTEXT].

Open with three sentences: what happened, what it cost, and what we do next. Then give a headline and a table with this month, last month, change and percent change (arithmetic shown), click-through rate (clicks divided by impressions), conversion rate (conversions divided by clicks) and cost per conversion. Example: 4,200 impressions and 168 clicks is 4.0 percent, and 600 spent over 20 conversions is 30 each. Compare honestly with last month, including any decline, and explain what changed in plain words, separating facts from hypotheses. Warn about small numbers and seasonal effects.

List what we did, what we will do next, and the decisions the owner needs to make, such as approving a budget change, with the effect on expected volume as a range, not a promise. Add a plain glossary of the terms used, a one-line chat summary, and no promises about next month. Results depend on many factors and platform rules change, so check current policies and help pages [VERIFY].

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Invented month. Spend 600 (last month 540). Clicks 400 (370). Conversions 20 (15). Click-through rate: 400 / 9,500 impressions = 4.2 percent. Conversion rate: 20 / 400 = 5.0 percent. Cost per conversion: 30.00 (last month 36.00, down 16.7 percent).
Summary: 'More enquiries for slightly more money. Cost per enquiry fell by 6.00. Next month we add negative keywords and test a new headline. Decision needed: approve a 10 percent budget increase, which may add about 2 enquiries; this is an estimate, not a promise.'

Illustrative only, made-up data. Your results will differ and must be reviewed.

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