Paid ads
Paid ads report template
Package spend, CAC, ROAS, winners, and budget moves into a report clients can approve quickly.
What the client sees
A polished starting point for the next client update, with the cover, narrative, charts, source tables, and next steps already shaped.
Paid ads report template
For media buying updates
Paid Overview
Paid Overview summary
Google and Meta spent $86,200 combined, generated 2,184 conversions, and delivered a 3.4x blended ROAS.
Budget pacing finished at 96% of plan, which preserved efficiency while leaving room to scale the highest-confidence campaigns next month. CTR is healthy on Google; Meta needs new creative before more cold-audience spend.
Combined paid scorecard
Google Ads Campaign Performance
Google Ads Campaign Performance summary
Google Ads delivered the best ROAS at 4.1x, driven by brand search, high-intent non-brand search, and Performance Max.
The Google account is structurally sound. The main opportunity is segmenting Performance Max winners and protecting impression share on the highest-intent search themes.
Google campaign table
| Campaign | Spend | Clicks | Conversions | CPA | ROAS |
|---|---|---|---|---|---|
| Brand Search | $6,800 | 18,420 | 512 | $13 | 8.9x |
| Non-brand Search | $21,400 | 31,860 | 684 | $31 | 4.2x |
| Performance Max | $18,900 | 28,740 | 438 | $43 | 3.3x |
| Shopping | $8,200 | 9,860 | 146 | $56 | 2.7x |
| YouTube Remarketing | $3,400 | 4,980 | 62 | $55 | 2.1x |
Impression share and campaign type
| Campaign Type | Impr. Share | Lost To Budget | Lost To Rank | Recommendation |
|---|---|---|---|---|
| Brand Search | 92% | $3 | 5% | Maintain coverage |
| Non-brand Search | 61% | $18 | 21% | Fund top ad groups |
| Performance Max | n/a | n/a | n/a | Split asset groups by margin |
| Shopping | 48% | $22 | 30% | Tighten product feed |
Google Ads Keywords
Google Ads Keywords summary
Conversion volume is concentrated in high-intent search terms, while broad-match expansion needs stricter negative controls.
Keyword economics support continued investment in commercial terms. The wasted-spend review identified several research-intent and competitor-support queries that should be excluded.
Top keywords by conversions and spend
| Keyword | Spend | Conversions | CPA | Quality Score |
|---|---|---|---|---|
| field sales crm | $5,840 | 186 | $31 | 8/10 |
| crm reporting software | $4,920 | 142 | $35 | 7/10 |
| sales dashboard tool | $3,760 | 96 | $39 | 7/10 |
| pipeline management app | $2,980 | 68 | $44 | 6/10 |
| crm template free | $2,140 | 18 | $119 | 4/10 |
Negative keyword and quality actions
| Action | Scope | Impact | Owner |
|---|---|---|---|
| Add negatives | free template, jobs, certification | $1,860 wasted spend blocked | Agency |
| Improve ad relevance | pipeline management ad group | QS 6 to 7 target | Agency |
| Landing-page alignment | sales dashboard terms | Raise expected CVR | Client + agency |
Google Ads Ad & Landing Page
Google Ads Ad & Landing Page summary
Responsive search ads with proof-led headlines produced the strongest CVR, while pricing traffic has a bounce-rate issue on mobile.
The winning ad pattern is specific: pain point, outcome, proof. Landing pages should mirror that sequence and keep the primary CTA visible before comparison content.
Ad and landing-page performance
Ad strength and page actions
| Item | Current State | Issue | Next Step |
|---|---|---|---|
| Top RSA | Excellent | None | Duplicate into non-brand cluster |
| Low-performing RSA | Average | Generic benefit language | Rewrite around proof |
| Pricing page | High intent | Mobile bounce high | Move testimonial above plan grid |
| Comparison page | Strong CVR | Limited traffic | Increase exact-match coverage |
Meta Ads Campaign Performance
Meta Ads Campaign Performance summary
Meta delivered efficient retargeting and acceptable prospecting, but frequency is approaching fatigue on the primary acquisition audience.
Meta's role should remain demand creation and retargeting support. The account needs fresh hooks and broader creative rotation before prospecting budgets increase materially.
Meta campaign table
| Campaign | Spend | Reach | Frequency | Conversions | ROAS |
|---|---|---|---|---|---|
| Prospecting - Operators | $12,800 | 642,000 | 2.4 | 214 | 2.0x |
| Prospecting - Lookalike | $9,600 | 418,000 | 2.8 | 164 | 2.3x |
| Retargeting - Site visitors | $7,400 | 86,000 | 5.6 | 218 | 4.6x |
| Retargeting - Engagers | $4,900 | 54,000 | 6.1 | 132 | 3.9x |
Objective breakdown
| Objective | Spend | CPM | CTR | CPA |
|---|---|---|---|---|
| Sales | $22,600 | $18.40 | 1.8% | $42 |
| Leads | $8,200 | $14.90 | 2.1% | $36 |
| Traffic | $3,900 | $11.60 | 1.4% | $74 |
Meta Creative & Audience
Meta Creative & Audience summary
Customer proof and workflow before-after creative outperformed product-only ads across both prospecting and retargeting audiences.
Creative fatigue is visible in rising frequency and softening CTR on the longest-running audience. New assets should focus on the two angles already winning: operational pain and credible proof.
Creative and audience performance
Placement breakdown
| Placement | Spend | CTR | CPA | ROAS |
|---|---|---|---|---|
| Instagram Reels | $9,200 | 1.9% | $44 | 2.5x |
| Instagram Feed | $7,800 | 1.7% | $49 | 2.2x |
| Facebook Feed | $6,400 | 1.5% | $52 | 2.0x |
| Stories | $4,100 | 1.2% | $68 | 1.6x |
Cross-Platform Conversion Analysis
Cross-Platform Conversion Analysis summary
GA4 shows Google closing more last-click conversions while Meta contributes more assisted and view-through impact.
Platform-native reporting and GA4 should be read together. Google is the clearer budget scaling lever today; Meta should be evaluated with assisted conversions and creative learning, not only last-click ROAS.
Google vs Meta economics
Attribution comparison
| Conversion Type | Meta | Readout | |
|---|---|---|---|
| Click-through conversions | 1,842 | 686 | Google leads last-click |
| View-through conversions | n/a | 214 | Meta assists demand |
| Assisted conversions | 486 | 392 | Both support multi-touch journeys |
| Revenue per session | $5.80 | $3.10 | Google traffic is higher intent |
Insights & Next Steps
Insights & Next Steps summary
Scale high-intent Google, pause weak Meta product creative, and restructure prospecting around proof-led angles.
The account can scale, but only where the economics are already proven. Next month should preserve retargeting, improve prospecting creative, and make search expansion more disciplined with negatives and quality-score work.