8 Ways to Improve Your PPC Reports for Clients

Laura Caveney
12th October 2020

How can you demonstrate the success of your PPC performance for a client? It’s simple, in theory. A PPC report.

However, what a PPC expert wants to report on compared to what a client wants to see in a PPC report are two very different things. Include these 8 essential considerations in PPC reports for clients to help make reporting less stale.

Weekly, monthly and quarterly PPC reports can quickly become stale, and clients can often get tired of numbers that seem to mean quite little.


Highlight direct impact on revenue

Let’s be real, a client wants PPC to drive sales. And who can blame them. Who doesn’t want to see a return on ad spend when using paid advertising?

If you’re creating ad campaigns for an ecommerce business, then you’re in luck. Google Analytics will highlight direct revenue brought in by your PPC campaigns as long as your integration to Google Ads is set up correctly.

If you’re not completely ecommerce, that doesn’t mean you can’t understand the impact of pay-per-click advertising on your client’s revenue.

Marketing attribution tools like Ruler Analytics will track every touchpoint a user has with your website, up until they convert into a lead. From there, Ruler will send all of the data on that user into your CRM. It gets better. When that lead converts into a customer, Ruler will fire the revenue data from your CRM into your analytics dashboard.

What does that mean?

Well, it’s simple. If a user clicks on your PPC ad and converts by making a phone call, then Ruler will track it.

How Ruler Analytics closes the loop


Instead of missing out on data, you can track every touchpoint a user has with a small bit of code on your website.

Find out more about getting started with marketing attribution by booking a demo.

Book a demo Ruler Analytics


Highlight indirect impact on revenue

We all know every user that sees or clicks on your PPC ad, won’t automatically convert into a customer. Every person will have a different buyer’s journey moving them from the awareness stage to the decision stage.


PPC can help move users at each stage of the buyer’s journey, so let us throw a few (simplified) examples at you.

User one:

User one, let’s call him Tim, sees your ad. He clicks and converts straight away by phone (which you can track with Ruler Analytics, remember!).

User two:

User two, let’s call her Trina, also sees your ad. She’s been on your website before, and your targeting has caught her – nice job! She doesn’t convert straight away, as she’s still comparing services. However three days later, she does convert via a phone call.

Again, you can track this with Ruler, but even better, you can see that although her last session was a direct search, she was also influenced by your PPC campaign.


Presenting your PPC adverts in reports to clients, as part of the customer journey is essential. For one, you’ll get a true return on your ad spend. But for two, it means that you can better understand what’s working for driving each part of the customer journey too.

Find out more about marketing attribution, and which model works best for you, with our guide to multi-channel attribution.


Don’t forget to include conversions

Pay-per-click adverts might not result in direct sales, but they could result in leads.

Are you tracking:

Each of these is just one entry point for someone who saw your PPC ad to qualify themselves as a lead.

Including lead generation in PPC reports for your client is a must. While it doesn’t guarantee a sale, it means your PPC ads are working hard to generate potential customers.

Ruler Analytics will help you track inbound calls, forms and live chat sessions, and even better, you’ll be able to monitor which leads convert into sales.

Our friends at Adzooma shared their top ways to optimise your PPC campaigns to generate high-quality leads

By understanding your lead quality, you can begin to track which campaigns, and which keywords, are working hardest for you.


Segment performance based on intent

Not all keywords are intended to directly influence a conversion. We’ve learnt that the customer journey is essential to understanding the impact of our PPC adverts.

You could inadvertently make your performance look bad if you’re highlighting conversions as a main goal, but not all campaign activities are actually expected to drive a direct conversion.

So, consider breaking your reporting down by stage. And with each stage, highlight an intended goal and audience.

By splitting your reporting based on intent and audience segment, you can highlight to your client how each campaign is working individually and holistically to drive more conversions.


Aggregate your numbers

Following on from reporting segmentation, remember to include a segment at the beginning of your report to aggregate your numbers. Every campaign and segment will have it’s own goal and budget. Remove the need for math on your clients part, and aggregate data across all networks.

So, if you’re running Google Ads, Microsoft Ads and social media pay-per-click advertising, aggregate it somewhere in your report. Not forgetting impact on calls, forms and live chat sessions!

By aggregating data in your client report, you can paint the bigger picture for clients so they can see the full impact of your advertising efforts.


Update based on goals

While you likely want to highlight impressions, clicks and click through rate, your client will prioritise return on ad spend, and impact on sales.

Understand what metrics your clients care about, and what reports they need to share to their management. This will help you create a reporting dashboard that is truly useful to them,

Generic PPC stats matter, but not as much as their impact on the wider business. Using our new knowledge on how Ruler can track PPC impact directly and indirectly on sales, use these stats as a starting point.


Be transparent

It feels scary, but being honest with your numbers is key to developing a client’s PPC strategy.

Having an open and honest approach to your PPC performance can pave the way for a useful conversation on how factors out of your control could be impacting PPC results.
With a consistent reporting template, clients can easily follow your updates and understand exactly what they mean.

Every month might not mean guaranteed success as far as sales are concerned when it comes to your PPC campaigns. But, by having the bigger picture in sight, and focusing on metrics like return on ad spend and new leads or customers from paid campaigns, you and your client can begin to hone in on what’s working well, and what isn’t.


Provide a summary

You’ve been hired for a reason! It’s likely that your client isn’t a PPC expert, and so wanted to recruit someone who is.

While they might have good insight to most of the acronyms and metrics you provide in your regular reports, including a short summary on what it means is really helpful not just for them to understand your report, but also to pass the information on to senior management.

Use preferred client metrics to provide a summary on whether your ads are on track, so they can quickly get an overview of the ads success.



Being mindful of these eight points when creating PPC reports for clients will help you create an open and honest space. It will allow you to highlight the return on investment both for your ads, and for your agency, and also means your client can quickly identify any changes.

Ruler Analytics is the perfect tool for PPC experts. It allows you to link your efforts online to any conversions that aren’t as easy to track.

This will allow you to get a true return on ad spend, and identify opportunities to develop new leads, and new customers.

Get started by booking a demo with our team, to find out more about how Ruler can plug the data gap for your PPC campaigns.

Book a demo Ruler Analytics