5 PPC reporting templates that drive action in 2025

Are your PPC reports telling you what to change this week

Let’s be honest, most reports are pretty charts that do not change what you do on Monday. You deserve better.

Here are five reports that cut through noise and point to the next move.

Here’s What You Need to Know

Strong reporting is not about more tabs. It is about faster decisions with less guessing.

Each report below connects a metric to a lever you can actually pull. Spend, bids, creative, audience, or landing page. You will see what moved, why it moved, and what to try next.

Why This Actually Matters

Auctions shift every week. Privacy changes keep growing. Automation is great, but it still needs your direction.

The bottom line, when your report shows market context and a clear decision, you cut wasted spend and find wins sooner.

The 5 PPC reporting examples that win in 2025

1. Executive scorecard and pacing

Use this to keep leaders aligned and spot pressure early.

• What it shows Spend, revenue or leads, MER or ROAS, CAC, profit or lead quality, target vs actual, and budget pacing for the week and month.
• Views that help Trend lines for the last 8 to 12 weeks, forecast vs actual for the current month, and contribution by channel and campaign.
• Decisions it drives Hold or shift budget, raise or lower targets, when to pull back or lean in.

2. Query and keyword insights

Perfect for search led programs that live and die on intent.

• What it shows Query groups by intent, match type exposure, new queries, negatives added, and share of impressions you are missing due to rank or budget.
• Views that help Heat map of queries by conversion rate and cost per action, week over week shifts in click share, and lost share due to rank or budget.
• Decisions it drives Add or pause terms, set or tighten negatives, improve coverage where conversion rate is strong, and adjust bids where you are missing qualified traffic.

3. Creative and message performance

If people do not click or convert, the message is off. This report tells you where to fix it.

• What it shows Top ads and assets by hook, image or video theme, headline, and landing page. CTR, CVR, cost per action, and first time customer rate if you track it.
• Views that help Asset groups vs averages, creative fatigue curves over weeks, and message by audience segment.
• Decisions it drives Keep winners, rotate out fatigued ads, brief the next two creative tests, and align landing page copy to the winning hook.

4. Audience and geo mix

Great for finding pockets of efficient growth without raising bids everywhere.

• What it shows Performance by audience segment, device, time of day, and region or city. Reach, frequency, overlap, and assisted conversions where available.
• Views that help Map view for geo CPA, segment trees for audience ROAS, and day parting heat maps.
• Decisions it drives Rebalance spend to winning regions, cap frequency on tired segments, split out top audiences into their own campaigns.

5. Cohort and payback

Not all conversions are equal. This view keeps growth profitable.

• What it shows New to brand rate, LTV by cohort, payback period, and CAC by first touch vs blended.
• Views that help Monthly cohorts with revenue over 1 to 6 months, product mix by cohort, and CAC to LTV ratio.
• Decisions it drives Bid more on cohorts with faster payback, pull back where LTV lags, and adjust targets by product or audience.

How to Make This Work for You

1. Start with one question per report Example, are we pacing to target or do we need to move budget today
2. Define the lever For each question, name the lever you can pull. Bid, budget, creative, audience, or landing page. If no lever, drop the chart.
3. Set targets with context Add target lines and last year or last month benchmarks. Seasonality and promo weeks will make more sense with context.
4. Standardize naming Clean names for campaigns, audiences, and assets so roll ups are accurate and repeatable.
5. Annotate tests and market events Promotions, price changes, site issues, and competitor moves. Notes stop false reads.
6. Automate refresh and cadence Daily for pacing, weekly for creative and queries, monthly for cohorts. Keep it simple and repeatable.

What to Watch For

• Efficiency MER, ROAS, CAC, CPA. Track target vs actual and trend, not just a single snapshot.
• Volume Spend, clicks, impressions, reach. Volume without efficiency is waste, efficiency without volume is a ceiling.
• Coverage Impression share, click share, and lost share to rank or budget on search. On other channels, look at reach, frequency, and overlap.
• Quality CVR, new to brand rate, lead to sale rate, and refund or churn signals.
• Timing Budget pacing percent to month target, forecast error, and time to payback.

Your Next Move

Pick one report from the list and build a version in your stack this week. Add targets, add two annotations, and agree on the one decision it should drive. Then use it in your next weekly review.

Want to Go Deeper

If you want inspiration, look at past winning tests, customer research, and product margins. Your best reports blend that context with live auction data, which is where the smart moves come from.