Start with the business result
Open with the agreed outcome: leads, purchases, qualified calls, or revenue. Pair it with the primary efficiency measure such as CPA or ROAS, then compare it with the previous month and the agreed target.
Review campaign and search demand
Show campaign spend, clicks, conversions, and efficiency. For search campaigns, include the meaningful search-term or keyword movement behind the result instead of exporting a long raw list.
Separate delivery from conversion quality
An increase in clicks is not automatically a win. Explain whether conversion rate, lead quality, revenue, or follow-up feedback supports the change before recommending more budget.
Commit to a small next-month test plan
Prioritize two to four actions such as budget movement, negative keywords, landing-page improvements, match-type testing, or new ad copy. Name the metric that will determine whether each test worked.
Create your first report