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Monthly PPC Reporting: What Data Your PPC Specialist Should Provide
April 3, 2025
6 mins
Owning a business nowadays goes hand-in-hand with increasing your online presence. Otherwise, it’s difficult to survive and not only increase your profits.
Therefore, designing an effective digital marketing strategy is of the utmost importance. PPC (pay-per-click) campaigns represent one aspect of this strategy. Becoming familiar with how to set them up and how they influence your overall marketing results is important, and so is understanding what adjustments you need to make when they don’t perform as well as you hoped they would.
This is where the monthly PPC reporting steps into the scene. But what should your PPC specialist actually be showing you in those monthly reports?
This article breaks down the key data that should be included in your monthly PPC report to ensure you stay on top of your game.
Here is what you’ll find in the following lines:
First things first, let’s explain what a PPC report actually is. Well, it is a report that refers to key aspects of PPC ad campaigns that, in turn, reveal the level of their performance and effectiveness.
A PPC specialist conducts a PPC report containing various critical KPIs and other data and insights concerning monitoring your ad campaigns, budgeting, and audience behavior.
It also includes a part with actionable recommendations derived from the results that aim to improve your digital marketing strategies and your business growth.
In its essence, a PPC report is an essential tool to help you design and execute effective PPC marketing campaigns, and it is better issued every month.
We have prepared a downloadable PPC reporting template for you to use as an analytics tool, or as a PPC report example to inspire your own template.
Whether you’re paying for ads on Google, Bing, or social media platforms, it's essential to know how your money is being spent—and if it’s paying off.
That’s the job of your PPC specialist: to inform you about all these details regularly - monthly, ideally - and suggest if something needs changing to improve your efforts’ results.
But what should your PPC specialist actually be showing you in those monthly PPC reports?
Here are the crucial aspects:
This is where everything begins. A good start is considered half of a good report. Your PPC specialist should start every monthly PPC report with an overview of your active campaigns.
Think of it as a quick snapshot of what happened the previous month in your PPC ad campaigns section. Practical and informative.
This overview should include your goals and what you aimed for during the previous month. Was it brand awareness? Lead generation? Sales? Something else?
It should also include the platforms on which you're running your PPC ads and any key changes or updates made during the last thirty days.
Although you may not need intricate details in your monthly PPC reporting, there are some crucial metrics (KPIs) your PPC specialist should provide you with.
Otherwise, you won’t know whether their job is actually effective. So, here are the most essential metrics you need to ask for and have in your monthly PPC reports:
Learn more about Paid Ads from our expert blog:
Main Mistakes in PPC: Make Sure You Avoid Them
PPC Benchmarks 2025: Check How Your Campaign Performs Compared to Industry Standards
As a business owner, you want to know how your money is allocated in every marketing channel and what kind of return you're getting.
In this context, ROAS is a simple yet powerful metric that tells you how much revenue you make for every dollar you spend on ads. The higher the ROAS, the better.
This metric helps determine if you’re running profitable campaigns, and your PPC specialist should include it and highlight it in your monthly PPC report.
Two other vital KPIs your PPC specialist should report to you each month are the Quality Score and Ad Relevance.
Quality Score is a Google Ads metric determining your ads' relevance and effectiveness. It takes into account things like click-through rate (CTR), the relevance of your ad copy, and landing page experience.
Ad relevance also ties into this. If your ads are getting a lot of clicks but the conversion remains low, your specialist should look into whether the ad copy and landing page align with user expectations.
PPC campaigns revolve around the right keywords.
Your PPC specialist should provide your PPC monthly report with data on how your keywords are performing and further elaborate them in:
PPC ad campaigns are formed to reach and engage audiences. A report that lacks data about your audience would be a half report, don’t you agree?
So, you should also expect to see information about the demographics, interests, and behaviors of the people interacting with your ads on your monthly PPC reporting.
To gain deeper insights, you can ask for data about how your ads perform across different devices or locations, especially if you’re running geographically targeted campaigns.
A/B testing is a huge part of optimizing PPC campaigns. Your PPC specialist should know this and conduct such testing regularly.
They should also report to you monthly if they’ve run these tests. For example, have they tested different ad copies? Landing pages? Bidding strategies? You should ask them to present both the tests and their results in the report.
They should also let you know which versions performed better and why. This information is crucial because it helps you make informed decisions.
A good use of ppc reporting templates can help structure this data in a clear way.
What’s the point of receiving a report without budgeting details? None whatsoever? Correct!
This is why your monthly PPC report should also include the budget overview. It’s essential to understand how your budget is being allocated.
Your PPC specialist should provide a monthly budget breakdown and state whether you're staying on track and what needs re-allocation for better use.
A competitive analysis is another critical aspect of your monthly report because you’re not playing alone in the market. You have rivals. And you need to know where you stand relative to them.
You should ask, therefore, for data about how your ad performance stacks up against competitors in your industry or insights into their strategies (like what keywords they’re targeting or how often they’re bidding on specific terms). It’s a way to stay ahead of the competition. A good one!
Use well-structured ppc reporting for clients to benchmark against competitors clearly.
Finally, at the end of your monthly PPC report, your PPC specialist should provide clear, actionable recommendations.
This is where they can suggest improvements, budget adjustments, new keywords to target, or areas that need more testing.
It’s sort of the “bottom line” of the report that interests you the most because it is linked with your decision-making process and your goal to improve your campaigns and further grow your business.
Your monthly PPC report isn’t just another task of your PPC specialist - just a list of numbers.
It’s way more than that. It is actually a helpful tool for understanding how your PPC campaigns are performing and a roadmap for making data-driven decisions.
This is why it’s essential to have monthly PPC reports that are clear, actionable, and insightful and include all the metrics listed in this article.
Promodo’s PPC specialists own precisely this mindset and ensure the creation of effective PPC campaigns and the delivery of key insights and actionable recommendations every month to help you optimize for better results next month.
Take a look at our case studies to see what Paid Ads can do for your business:
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A monthly Pay-Per-Click (PPC) report refers to reporting how your PPC ad campaigns are performing on a monthly basis. It’s a digital or paper review produced by your PPC specialist that contains the most essential KPIs and other data that reveal how effective your PPC ads are and what needs fixing.
It's recommended. A PPC specialist knows all the tips and tricks to design, run, and monitor effective ad campaigns of this nature, use your budget wisely, and suggest improvements in areas that need them. Unless you’re a digital marketing expert yourself, you should get one to do the job. However, ask them for monthly PPC reporting so that you can evaluate their work, too.
Although each PPC specialist or digital marketing agency may use a different template for their PPC reports, a complete PPC report should by all means include:
You can download a free PPC campaign report example here.
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