Pay-per-click (PPC) advertising is a powerful way to boost your brand’s visibility, attract high-intent traffic, and drive more sales online. But launching ads is only half the battle—if you want real, measurable growth, you need a well-structured PPC report.

A PPC report gives you a clear view of how your campaigns are performing, highlighting key metrics like clicks, conversions, and ad spend. With this data, you can fine-tune your strategy, cut wasted budget, and amplify your results. If you’re ready to understand how PPC reporting works and why it’s essential for your business success, this guide will walk you through everything you need to know.

What is a PPC report?

A pay-per-click (PPC) report provides a concise overview of the effectiveness of your sponsored advertisements. A PPC report lets you see what’s succeeding, what’s failing, and how your ad money is being used, regardless of whether you’re running advertising on Google, Facebook, or another platform.

It helps you make more informed judgements based on actual outcomes, much like a performance report card for your advertising initiatives.

Key Things a PPC Report Tells You:

• How many people saw your ad (Impressions)
• How many clicked on it (clicks & click-through rate)
• What it costs you per click (cost-per-click or CPC)
• How many leads or sales did get (conversions)
• What you earned from your spend (Return on Ad Spend or ROAS)
• Which keywords, ads, or platforms worked best
• Where your budget is being wasted (so you can fix it)

Why do you need PPC report?

PPC reporting plays a vital role in measuring the success of your PPC campaigns and aligning them with your business objectives. By reviewing your PPC report, you can assess how well your campaigns are performing in relation to your broader goals and track your progress over time.

Additionally, your PPC report provides in-depth insights into your advertising strategies. It allows you to analyze crucial metrics that can pinpoint underperforming areas of your campaign. This data enables you to make informed decisions, optimize your campaigns, and enhance their overall effectiveness. Ultimately,a  PPC report is indispensable in helping you achieve the highest possible return on investment (ROI) for your business, ensuring your advertising spend is maximized for long-term success. A little and mode of what we connect and visualize and get the real world on how to create and be done with where we can generate and visualize the metric and continuous.

Essential metrics every PPC report should include

When it comes to pay-per-click (PPC) advertising, having a well-structured PPC report is crucial for understanding the effectiveness of your campaigns. Without the right metrics, it’s like driving without a map—you might move, but you won’t know if you’re headed in the right direction. PPC reporting allows you to measure key performance indicators (KPIs), track your ad spend, and ensure that your campaigns align with your business goals.

Here’s a breakdown of the essential metrics to include in every PPC report to boost your ROI and streamline your advertising strategy.

1. Conversions

Conversions are the heart of any successful ad campaign. Whether it’s a purchase, a sign-up, or a contact form submission, a conversion is the action you want users to take after clicking your ad.

Why it matters in your PPC report:

• Shows how well your ads and landing pages are performing.
• Help to determine your actual return on investment (ROI).
• Allows you to track goal completions and sales performance.

Tip: Always define what counts as a conversion for your business—this will guide better optimization decisions.

2. Return on Ad Spend (ROAS)

ROAS tells you how much revenue you earn for every dollar spent on ads. It’s one of the most important metrics in any PPC report, especially for e-commerce and service-based businesses.

Why it matters:

• Provides a direct link between ad spend and profit.
• Help to prioritize high-performing campaigns.
• Indicates where you may be overspending.

Formula: ROAS = Revenue / Ad Spend
Example: If you spent $500 and earned $2,000 in sales, your ROAS is 4x.

3. Click-through rate (CTR)

CTR measures how many people clicked on your ad after seeing it. It’s a strong indicator of how relevant and compelling your ad is to your target audience.

Why it matters:

• A higher CTR usually means better ad relevance content.
• Improves Quality Score in platforms like Google Ads and more.
• Help to reduce your CPC from time to time.

In your PPC report, monitor CTR by keyword and ad copy to find out what attracts the most attention.

4. Cost per click (CPC)

CPC tells you how much you’re paying for each click on your ad. This is a fundamental metric in any PPC report because it directly affects your budget and ROI.

Why it matters:

• Help to control advertising costs.
• Identifies expensive keywords that may need optimization.
• Useful for comparing campaign performance across platforms.

Tips: Don’t focus only on low CPC—combine this with conversion data to decide true value.

5. Quality Score (for Google Ads)

Quality Score is a Google Ads metric that rates the relevance and quality of your ads, keywords, and landing pages. It directly affects your ad rank and how much you pay per click.

Why it matters:

• Higher scores lead to lower CPC and better ad placement.
• Reflects how relevant your content is to user intent.
• Affects overall campaign performance on Google Ads.

Your PPC report should include Quality Score trends to monitor improvements in ad relevance and user experience.

6. Impression Share

Impression Share shows the percentage of times your ads were shown out of the total number of times they were eligible to be shown. It’s a great way to see how competitive your ads are in the auction.

Why it matters:

• Identifies if you’re losing visibility to competitors.
• Help to decide if budget or bid adjustments are needed.
• Useful for brand awareness campaigns.

In your PPC report, track impression share by campaign to spot missed opportunities and potential growth areas.

Understand what clients really want from a PPC report

Creating meaningful PPC reports starts with truly understanding what your clients care about. While 93% of agencies regularly send reports, many still fall short of delivering insights that clients actually find useful.

Clear performance metrics 

The most valuable PPC metrics are those that directly reflect when you make money for your clients. First, identify what success looks like for each specific campaign. If your primary goal is revenue generation, focus on metrics like return on ad spend (ROAS) and sales value instead of impressions and clicks alone. For lead generation campaigns, metrics like conversion rate and cost per acquisition should take center of stage.

Common client pain points

Clients frequently feel overwhelmed when presented with rows of numbers without proper visualization. They struggle with technical jargon and terminology that isn’t clearly explained. Most importantly, clients want to know where their budget is going but often receive reports that don’t provide this transparency. Another significant pain point is the disconnect between PPC metrics and actual business outcomes. when they can’t see how campaign performance connects to their bottom line.

What clients actually care about

Today’s clients expect more than surface-level data—they want custom reports that connect PPC marketing data directly to business results. They’re looking for clear tracking across multiple campaigns and platforms, with the ability to compare performance over time. Rather than focusing clients care about—conversions, ROAS, cost per conversion. They want to see what was spent, what was achieved, and what steps come next.

Customization based on client priorities

Not all clients care about the same things. A SaaS client may want to see demo requests, while an eCommerce brand focuses on ROAS. Tailor your PPC report to highlight what matters most to each client’s business.

Top-performing campaigns measure over time

Clients want to see progress. Include comparative data so they can view performance over time—week-over-week, month-over-month, or year-over-year. Show growth, dips, or seasonality to help clients understand long-term campaign performance.

Simplify workflow for client With automated PPC reports

Client reporting shouldn’t be a time-consuming task. With the right platform, your team can skip the spreadsheet struggles and focus on what truly matters—taking action on performance insights. That’s where tools like AgencyAnalytics come in, making PPC reporting fast, clear, and client-ready in just a few clicks.

• Benchmarking: Show your clients how their campaigns are performing by comparing current results with past data or industry benchmarks. This context helps highlight wins, spot areas for improvement, and give clients a clearer understanding of what’s truly driving results.
• Performance spike alerts: With automation in your PPC report, there’s no need to dig through endless data to find issues. Get instant alerts when something unusual happens—like a sudden spike in CPC or a drop in conversions—so you can take action quickly and keep performance on track before small issues turn into bigger problems.
• Plan smarter with predictive analytics: Want to know where your campaigns are heading before clients even ask? Predictive analytics in PPC reports empower your team to anticipate performance shifts, spot upcoming opportunities, and make smarter strategic decisions. Instead of reacting to results after they happen, use forecasting tools to stay ahead and lead with confidence.
• Metric alerts that keep you in control: Stay on top of performance with real-time alerts. Whether your KPIs soar or dip, your team is immediately notified, allowing for quick adjustments and data-driven decision-making.

Create Your PPC Reports in WhatsDash

Our goal at WhatsDash is to simplify PPC report less complicated. You can automate the process and concentrate your time where it counts most—analyzing outcomes and coming to more informed conclusions—instead of wasting hours each week or month manually creating reports from scratch.

Creating clear, client-ready reports is quick, simple, and completely customizable with WhatsDash—no technical or design expertise is required.

By moving to WhatsDash for reporting, marketers save an average of more than four hours each month. The reports are easy to navigate and comprehend, even for those without technical expertise.

Here’s what you can do with Reports:

• With over 46 integrations, including Google Ads, Facebook Ads, LinkedIn, and more, you can easily connect your data.
• Plan and automate report delivery so that team members and clients are informed without requiring manual follow-up.
• Schedule and automate report delivery to ensure that team members and clients are informed without requiring manual follow-up.

WhatsDash helps you reach conclusions faster and more easily, enabling you to make smarter, data-driven decisions for your business requirements.

Conclusion:

Creating a comprehensive PPC report is key to maximizing ROI for your clients. A data analysis of your PPC campaigns provides valuable insights into performance, helping you fine-tune strategies for better results.

Equally important is presenting these insights in a way that is clear and engaging, demonstrating your expertise in campaign management. A well-structured report that includes detailed metrics, data visualizations, and an easy-to-navigate layout will capture attention and highlight the effectiveness of your efforts. Ultimately, focusing on these key factors will elevate your PPC report and drive even greater success for your clients.