What Should a Google Ads Agency Report Every Month?
A monthly Google Ads report should help you make decisions.
If it only repeats impressions, clicks and CTR without explaining what those numbers mean commercially, it is a dashboard export rather than a management report.
Start with spend and outcome
At minimum, the report should show:
- total media spend
- tracked conversions
- cost per conversion
- conversion value or ROAS where reliable
- CPC
- conversion rate
Those metrics provide the basic relationship between investment and outcome.
Explain what changed
The report should identify meaningful changes made during the period and why they were made.
Examples include:
- new negative keywords
- search terms excluded
- campaign or ad-group restructuring
- budget changes
- ad copy changes
- landing-page recommendations
- tracking fixes
Without the rationale, the client cannot tell whether account activity was strategic or routine.
Include search-term quality
Google Ads can look healthy while paying for irrelevant demand.
A useful report should explain what kinds of queries are entering the account and whether poor-fit traffic is being controlled.
For more detail, see negative keywords and wasted spend.
Put CPC in context
CPC rising is not automatically bad if conversion rate or lead value rises faster. CPC falling is not automatically good if the account is buying weaker traffic.
The report should connect CPC to conversion performance rather than treating it as a standalone success metric.
See how to reduce CPC without losing conversions.
Show constraints and opportunities
The account may be losing visibility because of budget or rank. The report should explain whether that lost impression share is worth addressing and what evidence supports the recommendation.
Read impression share lost to budget vs rank for the decision framework.
End with actions, not observations
A good report should finish with a short list of decisions:
- what will be changed
- what will be tested
- what will be stopped
- whether budget should change
- what the client needs to know
Digital Womble's Google Ads Management uses senior-led account review and commercial performance evidence rather than reporting activity for its own sake.
If you want an independent view of the quality of your current account management, start with the £395 Google Ads Account Review.