How to Create Reports in Google Adwords?

How to Create Google Ads Reports That Clients Actually Care About (2024 Guide) 

Most agencies and consultants create Google Ads reports filled with numbers—impressions, clicks, quality scores, position changes. But here’s the truth: 

Clients don’t care about that. 

They care about results—and your reports need to reflect that. 

Step 1: Ask Your Client What They Care About 

Before building any report, take a step back. 

Ask: 

• “What do you want to know?” 
• “What matters to you most?” 
• “What do you consider a result?” 

If you’re a consultant or agency, your job is to deliver reports that reflect their priorities, not yours. 

Step 2: Focus on Tangible Results 

Here’s what most clients actually want to see: 

✅ Conversions 

• How many sales or leads were generated? 

✅ Cost per Conversion 

• What did each result cost? 

✅ Total Spend 

• Where did their budget go? 

✅ Revenue (if tracked via Analytics) 

• How much money did they make? 

✅ Profit (if available) 

• What was the return after spend? 

These are the numbers that matter. They show impact, not just activity. 

Step 3: Stop Reporting Vanity Metrics (Unless Asked) 

Avoid defaulting to metrics like: 

• Impressions 
• Clicks 
• Quality Score 
• Avg. Position 

Unless your client explicitly asks for these, leave them out. They’re not results—they’re only indicators. 

Your client is paying for leads, sales, and profit—not a higher CTR or lower CPC unless it leads to more results. 

Step 4: Build a Monitoring Report That’s Actionable 

A great PPC report should answer: 

• Where’s the money going? 
• What are the results? 
• Are we getting better or worse over time? 

This helps both the consultant and client stay focused and aligned. 

Keep it simple. Use visuals or tables if needed—but always tie back to real-world outcomes. 

Final Thoughts 

The best Google Ads reports are clear, client-focused, and centered on tangible results. 

Before creating your next report: 

1. Ask your client what matters 

2. Strip away the noise 

3. Deliver insights that reflect their business goals 

That’s how you create reporting that builds trust—and keeps clients around.