If you pay an agency or freelancer to run your Google Ads, you should get a regular report. But many reports are full of charts and jargon that make it hard to answer the only question that matters: is this bringing me work?
Here’s what a good report should show you, and what to be wary of.
The numbers that matter
Leads
How many calls, form enquiries and messages did your ads bring in? This should be the first thing you see, not hidden on page five.
Cost per lead
How much did each enquiry cost on average? This is the single most useful number for judging whether your ads are worth it. Compare it with what a job is worth to you.
Spend
How much was spent in total, and how does that compare with your budget?
Change over time
How do this month’s numbers compare with last month, and ideally the same time last year? Are things getting better?
What was done, and why
A good report doesn’t just show numbers, it explains them:
- What changed this month. New ads, blocked searches, budget changes, new campaigns.
- What worked and what didn’t.
- What’s planned for next month.
You should come away understanding what’s happening with your money, even if you’ve never logged into Google Ads yourself.
Nice to have
- Results by service, so you can see which jobs your ads bring in most of
- Results by area, if you cover several towns
- The top searches that led to enquiries
Warning signs
Be cautious if your report:
- Only talks about clicks and impressions. These show activity, not results.
- Never mentions leads or cost per lead.
- Looks exactly the same every month, with no explanation of what was done.
- Is full of jargon and nobody can explain it in plain English.
- Doesn’t let you see your own account. You should always have access to your Google Ads account, and it should be in your name.
Ask for what you need
If your current report doesn’t tell you whether your ads are working, ask for it to include leads, cost per lead and a short summary of what was done. A good provider will be happy to.
Every month, I send my clients a simple report covering exactly this: leads, cost per lead, what changed and what’s next. If you’d like a second opinion on your current account, my £150 Ads Audit is a good place to start.