What a paid ads report needs to have
The complete report checklist
Warning signs in a report
Watch out if the report:
- Has plenty of charts but no lead count anywhere
- Skips a comparison against the previous period
- Never mentions what was adjusted or tested
- Arrives with no follow-up call or meeting
- Shows high impressions but never explains CPL
A good report doesn't need to be long. It needs to answer: is this investment generating results? And if not, what's being done to change that.
IKOEH sends a monthly report on what actually matters
Every IKOEH client gets a monthly report with cost per lead, contact volume, month-over-month comparison, and a summary of what was optimized. No 50-tab spreadsheet. No unnecessary jargon. Get in touch and see a real example.
Frequently asked questions
How often should I get a report from my agency?
Monthly is the minimum. Many agencies also offer a live dashboard on top of the monthly report. For larger budgets, biweekly reports are recommended.
Can I access the Google Ads account directly?
Yes, and you should. The ad account should be linked to your email or your business. The agency operates as the manager, not the owner of the account.
Should the report include screenshots of the campaigns?
Screenshots help confirm what ran, but they don't replace the consolidated numbers. A good report translates the dashboard data into language the business owner actually understands.