The short answer
A good monthly Google Ads report fits on one page: spend (with 18% GST), conversions from Google Ads, real leads or sales from the CRM, real cost per lead, a comparison with last month and the target, the three most important changes or findings, and next month’s plan. Pull numbers from Google Ads, check them against the CRM, and explain them in plain words.
Before you start
By the end of this SOP
A one-page report and a 15-minute review call with the client every month.
- Time
- 45–60 minutes a month
- You’ll need
- Access to the Google Ads account, the client’s lead or sales data, and a report template (Google Sheets, Google Ads Report editor or Looker Studio).
- Who does this
- The account manager, checked by the Google Ads specialist.
About this SOP: why it matters, where and when
Why it matters: A clear report builds trust, catches problems early and turns ad results into business decisions.
Where: Google Ads → Insights and reports → Report editor, or Looker Studio, plus a shared Google Doc or Sheet.
When: In the first 5 working days of every month.
Stage 1
Pull the numbers
- 1
In Google Ads, set the date range to last month and compare with the previous month.
- 2
Copy, by campaign: impressions, clicks, CTR, average CPC, cost, conversions and cost per conversion.
- 3
Add spend with GST: cost × 1.18 (unless the client claims input credit).
- 4
Get real leads or sales for the same month from the client’s CRM or lead sheet, split by source if possible.
Stage 2
Turn numbers into meaning
- 1
Calculate real cost per lead: spend with GST ÷ real leads. Put it next to Google’s cost per conversion.
- 2
Compare with the target agreed at the start (break-even CPA or target CPL). Green if better, red if worse.
- 3
For every big change (more than 20%), write why: season, budget change, new campaign, competitor, tracking issue.
- 4
Pick the 3 most important findings, such as a keyword theme that converts at half the cost, or wasted spend you blocked (SOP 305).
Stage 3
Write the one-page report
- 1
Use this order:
- 1. Headline: one sentence on how the month went against target.
- 2. Key numbers: spend with GST, real leads, real cost per lead, vs last month and target.
- 3. What we did: 3–5 changes made.
- 4. What we learned: the 3 findings.
- 5. Next month: 3 planned actions and any decision needed from the client.
- 2
Keep campaign-level tables in an appendix. Most clients only read page one.
- 3
Optional: build the same layout once in Looker Studio with the Google Ads connector so the numbers update automatically.
Stage 4
Review it with the client
- 1
Send the report a day before a 15-minute call.
- 2
Ask the client one question every month: “How good were the leads?” Write the answer in the report.
- 3
Confirm decisions in writing after the call (budget changes, new offers, pages to fix).
Practice & check
Now do it for real
Reading is not doing. Open your own account and complete this task before you move on.
Practice task (5 min)
Create a one-page monthly report for a sample account using last month’s numbers, including real cost per lead with GST and three findings.
Prove it
Two questions. Get both right and this SOP is done.
Common questions
What metrics should a Google Ads report include?
Spend (with GST), real leads or sales from the CRM, real cost per lead or ROAS, change vs last month and target, and a few supporting metrics like CTR and conversion rate. Avoid pages of vanity metrics.
Should I use Looker Studio for Google Ads reports?
It saves time once set up, because numbers update automatically. Still add the written findings and next steps yourself; that is what clients value.
Why do Google Ads conversions differ from CRM leads?
Duplicates, test submissions, attribution windows and calls counted differently all create gaps. Report both numbers and judge the business on CRM leads.
Done. That’s a real skill, not a certificate.
Want to do this on real client budgets, with a mentor checking your work? That’s Level 2 at Unlearn. See the Digital Marketing track