Google Ads Report Template: What to Show Clients Each Month
A Google Ads report template for clients: the sections to include, what each one shows, common mistakes, and a way to automate the whole report.
On this page
A Google Ads report should tell the client what they spent, what it produced and what you will do next. This template lists the sections to include and the order that reads best. If you report on many clients, Marketing Monster builds the Google Ads section for you and sends it with the rest of their results.
What a Google Ads client report is for
The client does not need the interface. They need to see that spend turned into results, that you noticed what changed and that there is a plan. A report that mirrors the interface leaves them to do the interpreting. A short, ordered report does the interpreting for them.
The sections, in order
- Summary. One short paragraph: the result, the main change and what you are doing about it.
- Headline results. Spend, clicks, impressions, conversions and cost per result for the period.
- Against last period. How those numbers moved, so a good or bad month is obvious.
- Campaigns. The campaigns behind the totals and which did the work.
- Next steps. What you will change or test next period.
A simple layout
| Section | What to put in it |
|---|---|
| Summary | The result and the next move in plain words. |
| Headline results | Spend, clicks, conversions and cost per result. |
| Against last period | The change in each headline number. |
| Campaigns | A short table of the campaigns behind the totals. |
| Next steps | Two or three actions. |
Who this template suits
It suits agencies and freelancers who run Google Ads for clients and send a monthly or weekly report, and want one layout that works for every account.
Common mistakes
- Reporting clicks and impressions without the result the client cares about.
- Leaving out what changed, so the report reads as a snapshot.
- Different layouts for different clients, which makes every report slower to build.
- Burying the next steps.
Questions about google ads report template
What should a Google Ads report include?
A summary, spend, clicks, impressions, conversions and cost per result, the change against the last period, the campaigns behind the totals and the next steps.
What is the most important number in a Google Ads report?
The result the client buys: conversions or leads, and what each one cost. Clicks and impressions explain it.
How often should I send a Google Ads report?
Monthly for the full report, with a short weekly update if the client wants one.
Can the report be automated?
Yes. Marketing Monster builds the Google Ads section for every client and sends it weekly and monthly. See Google Ads reporting.
Can Google Ads and Meta Ads be in the same report?
Yes. Both can sit in one client report with analytics and SEO.
Skip the monthly rebuild
Join early access and let the Google Ads report build itself for every client.
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