PPC Report Template: What to Show Clients for Paid Search and Paid Social
A PPC report template for clients: the sections to include for paid search and paid social, what each one shows, common mistakes, and how to automate it.
On this page
A PPC report should show the client what they spent, what it produced and what happens next, across every paid channel in one place. This template lists the sections to include and the order that reads best. If you report on many clients, Marketing Monster builds the paid search and paid social sections for you and sends them together.
Why PPC reports go wrong
Paid search and paid social live in different platforms with different words for the same thing. Agencies paste both into a deck, and the client ends up comparing two layouts. One report with the same sections for each channel makes the comparison easy and the work faster.
The sections, in order
- Summary. The combined result in two or three sentences, and the main change.
- Spend and results by channel. The same headline numbers for each channel: spend, clicks or reach, results and cost per result.
- Against last period. How each number moved, so the client sees direction.
- Campaigns. Which campaigns produced the results.
- Next steps. What you will change or test next.
A simple layout
| Section | What to put in it |
|---|---|
| Summary | The combined result and the next move in plain words. |
| By channel | Spend, results and cost per result for each paid channel. |
| 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 paid search and paid social for the same clients and want one report instead of two.
Common mistakes
- Reporting each platform in its own words and layout.
- Adding up results across channels without saying how they were counted.
- No comparison with the previous period.
- No next steps.
Questions about ppc report template
What should a PPC report include?
A summary, spend and results for each paid channel, the change against the last period, the campaigns behind the results and the next steps.
Should paid search and paid social be in one report?
Usually yes, with the same sections for each, so the client can see the whole paid picture.
How often should a PPC report go out?
Monthly for the full report, with a short weekly update if the client wants one.
Can the PPC report be automated?
Yes. Marketing Monster builds Google Ads and Meta Ads sections for every client. See Google Ads reporting and Meta Ads reporting.
Can it carry my branding?
Yes. Your logo and business name appear on the PDF report and the report email.
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