12 of the Best PPC Report Templates

Every PPC agency knows the challenge of juggling multiple campaigns.

After wading through PPC metrics, compiling detailed reports from scratch just makes matters worse… especially when it’s a monthly exercise. 

Cue the collective groan. We've all been there, drowning in spreadsheets, trying to make sense of marketing data that seems to have a mind of its own. Today, we’re helping your marketing team solve that problem with time-saving PPC report templates. No more tedious data collection or wasted billable hours!

These templates streamline the entire PPC reporting process, allowing your agency to spend more time optimizing ad campaigns and delivering impressive ROI to clients. 

What Is a PPC Report Template?

A PPC report template is a structured framework that compiles and presents essential metrics and data from a client’s Pay-per-Click (PPC) advertising campaigns.

Using a standardized reporting template provides a professional finish while reducing the time spent on data analysis and formatting.

We love to use report templates to provide a consistent experience for everyone. This allows clients to become familiar and comfortable with our reporting, which, over time, reduces client frustration on reporting calls. 

Lorianna Sprague, Vice President of Marketing, Trusted Search Marketing

Why send a PPC report in the first place? Consider this scenario: 

A client signs on with a marketing agency, invests a significant budget in PPC campaigns, and anticipates tangible returns on their investments. Without transparent and comprehensive reporting, they’re left wondering how effective their campaigns were. If the client isn’t told about the results, guess what? They may not feel like they’ve fully gotten their money’s worth–even if the agency knocked the project out of the park.

It’s one of the many reasons a solid reporting process is key. It provides data transparency, shows clients how their marketing dollars were spent, and demonstrates the true impact of PPC campaigns.

What Makes a Good PPC Reporting Template?

A well-structured PPC reporting template does more than present data—it tells a story. Here’s what separates a solid report from a forgettable one.

Actionable Recommendations

Data is useless without the next steps. That’s why every PPC report template should include an executive summary at the very beginning. It cuts through the noise, letting busy clients know the main points right off the bat.

More specifically, it’s used to:

• Identify what’s working (e.g., "This campaign is driving high-quality leads").

• Highlight areas for improvement (e.g., “CTR is low—consider testing new graphics to boost creative performance”).

• Offer data-driven recommendations (e.g., “Shift 10% of budget to high-performing ad sets”).

Simply put, every report should guide the next move (not just summarize past performance).

Key Performance Indicators (KPIs)

Every report template should have a section that focuses on high-impact metrics. These insights should be tied to business objectives, which ensures clients understand how ad spend translates into results. Here are some examples:

• Conversions & ROAS: Show how much revenue campaigns generate compared to ad spend.

• Cost Per Lead (CPL): Measure the cost-effectiveness of acquiring leads or customers.

• Click-Through Rate (CTR): Assess ad relevance, engagement, and efficiency.

• Impressions: Highlight brand visibility and audience exposure.

• Cost Per Click (CPC): Track bidding efficiency and competitiveness.

• Engagement Rate: Measure how audiences interact with different ad creatives.

• Budget Allocation: Show how ad spend is distributed across platforms and campaigns.

A strong report connects these insights to client goals, helping them see what’s driving results and where optimizations are needed. 

Intuitive Visuals 

If a client struggles to interpret data, the report template isn’t doing its job. That’s where data visualization comes in–it’s a way to present complex insights, uncover trends, and show clients the performance of their campaigns. 

Over the years, visual aids have continued to be the main talking point in our client reports. Trends, graphs, and columns are always helpful for understanding the ebbs and flows within marketing campaigns.

Christopher Marrano , Founder and CEO, Blue Water Marketing

Where appropriate, include performance comparisons (e.g., MoM, QoQ, YoY) to show changes over time. It’s also a good idea to add annotations to data points, which provides more context (e.g., explaining why ad impressions dipped following an algorithm update).

Multi-Platform Data

Most PPC campaigns span multiple platforms, so use a report template to consolidate those insights. It helps clients see the bigger picture, identify top-performing PPC channels, and determine whether changes are needed (e.g., re-allocating budget to a campaign with a better Quality Score). 

On the agency end, a pre-built template saves time from manual data collection. Instead of pulling separate reports from a range of PPC platforms, everything is streamlined into a single, easy-to-digest view.

3 Free PPC Reporting Templates To Use Today

Ready to improve efficiency and deliver top-notch reports? 

Check out these free PPC templates! They’re the perfect starting point for tracking performance, managing budgets, and highlighting campaign impact.

1. PPC Multi-Channel Campaign Performance Report Template

Managing PPC campaigns across multiple channels? Build a PPC Multi-Channel Campaign Performance report to consolidate data from top platforms like Google Ads, Facebook Ads, LinkedIn Ads, and more–all into a single report.

Easily compare campaign results, identify top-performing channels, and ensure strategic budget allocation.

2. PPC Ad Performance Report Template

For a more granular overview, put together a PPC Ad Performance report to assess the effectiveness of individual ads.

Analyze the most effective ad creatives, formats, and variations from a single view. Double down on what’s working, pivot from underperforming ads, and re-invest in the most lucrative campaigns.

3. PPC Monthly Budget Pacing Report Template

Ad spend mismanagement can wreck campaign performance.

Instead of relying on guesswork, create a PPC Monthly Budget Pacing report to share insights on budget pacing, monthly spend, and click costs. This adds a layer of transparency to reporting, ensuring your clients know exactly how their dollars are being spent. 

The best part? With AgencyAnalytics, it’s a breeze to put together any of these PPC reports in just a few clicks.

Simply drag and drop widgets where you want them, use a pre-built template (like the ones we’re about to cover), or even generate a fully customizable 11-second Smart Report. It’s even possible to flip a live PPC dashboard into a report! 

Access a range of agency-centric features by signing up for a risk-free 14-day trial. 

9 of the Best PPC Report Templates by Platform

Now that we’ve covered easy-to-create templates in AgencyAnalytics, it’s time to explore our top pre-built options. 

Designed with agencies in mind, each template includes key features like:

• Customizable Cover Page and Report Summary: Customize any report with logos, colors, and images for a professional look. Provide an overview of the past month's performance, highlighting wins, losses, and future goals.

• Modular Design: Create reports that fit each client's requirements by adding or removing sections as needed. Shift widgets around, duplicate pages, and easily remove what doesn’t quite fit.

• Customizable Margins: Seamlessly weave PPC markups into reports for transparent cost presentation to clients.

• Optional Login Access for Clients and Team Members: Use our reporting tool to create login profiles, which gives clients 24/7 access to their campaign data.

Wondering what they look like in action? To kick things off, we’re exploring two of our most comprehensive, popular templates–let’s get into it! 

1. PPC Report Template

First on this list is the AgencyAnalytics white label PPC report template. It’s an ideal format for delivering precise, actionable PPC data that builds trust with clients. Report on both campaign and granular ad performance with one sleek, professional document. 

Key Metrics and Features

• Conversions: Highlight the ultimate measure of PPC success–front and center. Show clients how the ad and landing page experience influence their conversion rates.

• Cost Per Acquisition (CPA): Show the cost to acquire a new customer through PPC advertising to help clients understand the true return on investment of their PPC campaigns.

• Impressions: Include this metric to communicate how often a client's ad was seen, especially since it influences brand awareness and reach.

• Pre-Built Ad Group and Google Analytics Sections: This template also includes individual ad overviews and a dedicated section for Google Analytics landing pages

Integrations

Customize this report template with insights from 80+ platforms, including Google Ads, Facebook Ads, Microsoft Ads, Instagram Ads, Spotify Ads, TikTok Ads, and LinkedIn Ads.

Instead of starting from ground zero and building a new report from scratch, these templates allow us to speed up the process, saving our team time and resources.

Graham Lumley, Director of Growth Marketing, Blackhawk

Best Suited For

Use the PPC report template to present complex data in a visually appealing way, both at the campaign and ad levels. It’s also handy for larger clients running multiple PPC campaigns.

2. Digital Marketing Report Template

The Digital Marketing report template is a one-stop shop for analyzing and presenting a client's overall campaign performance. It includes critical metrics across various channels, including website traffic, conversions, SEO ranking progress, social media engagement, and email marketing insights.

We use the digital marketing report the most. It really makes it easy to consolidate all performance reporting in one place. We’ve used other reporting templates in the past, but AgencyAnalytics templates are easy to use as an agency. They’re also great for our partners to view the KPIs and digest the information quickly.

Justin Hual, Co-Founder & COO, HIP Creative

Key Metrics and Features

• Google Analytics Data: Track website traffic, conversions, bounce rates, and other vital marketing KPIs across channels.

• SEO Rankings: Show changes in website ranking on search engines like Google and Microsoft Bing.

• Social Media Overview: Measure performance for each platform, including engagement and follower growth.

• PPC Overview: Track ad costs, clicks, conversions, and impressions for PPC campaigns.

• Email Overview: Show email open rates, click-through rates, unsubscribes, and list growth.

Integrations

The AgencyAnalytics digital marketing report template gathers data from 80+ marketing platforms in one convenient spot, including email marketing and SEO tools, Google Analytics, Google Ads, Facebook Ads, and TikTok Ads. 

Best Suited For

This report template is best suited for any marketing team that manages diverse client portfolios. It provides the flexibility to deliver the most relevant insights for social media growth, PPC campaign optimization, and in-depth SEO analysis.

7 of the Best PPC Report Templates by Platform

Sometimes, a client needs a report that focuses on platform-specific insights. Don’t worry—we’ve got that covered!

Here’s a list of must-have PPC report templates for different ad platforms, all available in the AgencyAnalytics platform. 

(Side note–now’s a good time to sign up for a free 14-day trial if you haven’t already).

1. Google Ads Report Template

The AgencyAnalytics Google Ads report template streamlines reporting for agencies focused on Google Ads campaigns.

It transforms raw data into actionable insights, delivering a clear view of campaign performance across ad groups, keywords, and audience demographics. 

Key Metrics and Features

• Impressions Share: Showcase how often a client's ads appear compared to the total possible impressions. Emphasize a high impression share to show the campaign reaches a significant portion of the target audience.

• Click-Through Rate (CTR): Show clients how effectively the ad captures audience interest and drives engagement. A strong CTR highlights that the creative successfully grabs attention and encourages clicks.

• Conversions: Link a client’s business goals to the number of conversions within the reported period. This shows the campaign's success in driving those desired actions.

• Comprehensive Coverage: Include sections on campaign performance, ad groups, keywords, ad placements, and demographics to offer a holistic view of campaign health.

Integrations

This template seamlessly connects to Google Ads, offering in-depth campaign performance data. If needed, integrate it with other PPC data sources, such as Microsoft Ads, Facebook Ads, and LinkedIn Ads. 

Best Suited For

Use this template to present data that exclusively focuses on Google Ads. That said, it’s still fully customizable (like all templates in AgencyAnalytics). For example, you may choose to include metrics from paid advertising platforms like Basis Platform, Choozle, and StackAdapt.  

2. Facebook Ads Report Template

Use the Facebook Ads report template to share how effectively ads engage the target audience, track return on investment, and make data-informed decisions. Highlight what’s driving results, where to adjust, and how to improve overall Facebook Ads performance.

Key Metrics and Features

• Total Ad Spend: Display this metric alongside the overall budget discussed with the client. Emphasize how this spend translates to other KPIs (like conversion value) to give clients a sense of their ROI.

• Cost Per Click (CPC): Analyze CPC next to clicks to identify which ads deliver the best value. Explain which ads have lower CPCs and explore the reasons behind their success (like targeting or the ad creative).

• Demographics: Emphasize demographic data (e.g., age, location, gender) as the key to optimizing future campaigns. Explain how this data provides insights into the target audience and allows for more tailored strategies.

• Automated Updates: Streamline Facebooks Ads metrics directly into this report template. This eliminates the need for a PPC report Excel template or typing data into Google Sheets.

Integrations

In addition to Facebook Ads, use this report template to integrate with Google Analytics data. That way, it becomes easier to analyze traffic and conversion sources. Connect SEO tools like Semrush or Ahrefs to showcase organic search performance next to a client’s PPC ads.

Best Suited For

This template is a great tool for clients who rely primarily on Meta Ads (i.e., ads on Facebook and Instagram) for lead generation, ecommerce sales, or brand awareness.

3. LinkedIn Ads Report Template 

Highlight LinkedIn Ads performance by using the Smart Reports feature in AgencyAnalytics. In just 11 seconds, watch your client’s unique LinkedIn Ads metrics populate in a professional, dynamic format.

Easily customize it to include insights from organic LinkedIn campaigns, related PPC campaigns, and much more. 

Key Metrics and Features

• Conversions & Conversion Rate: Highlight these key metrics to demonstrate real results for clients. A strong conversion rate validates the campaign’s success in driving meaningful actions.

• Click-Through Rate (CTR): Show clients that their ads are compelling and relevant to their target audience. A rising CTR showcases your agency’s ability to craft high-performing ad copy.

• Demographic Data: These insights demonstrate a deep understanding of a client's ideal customer. Use them to show that targeted campaigns are reaching the most qualified audience.

• Paid vs. Organic Follower Analysis: See how different acquisition strategies are performing and adjust efforts to maximize audience growth.

Integrations

This report integrates with popular platforms like Facebook, YouTube, and Google Analytics. By combining LinkedIn Ads data with metrics from other channels, clients will gain a comprehensive view of their overall performance. 

Best Suited For

LinkedIn Ads report templates are the perfect solution for agencies and PPC managers who are focused on B2B marketing efforts.

4. TikTok Ads Report Template

Generate a complete TikTok Ads overview in just a few clicks with Smart Reports.

Automatically pull TikTok Ads data, display key PPC metrics, and even include organic TikTok insights. That way, you’ll have a streamlined view of both campaign types in one place.

Key Metrics and Features

• Clicks: Show how many times users clicked on a client's ad after seeing it. Highlight this metric alongside click-through rate (CTR) to show whether the ad enticed users to engage further.

• Shares: Pair this metric with video views and other engagement metrics (e.g., likes, comments). A high share rate indicates that the ad resonated with viewers and increased brand awareness.

• Benchmark Cost Per Mille (CPM) Against Industry Averages: Represent industry benchmarks for CPM in a client's niche. Highlighting how the client's CPM compares to the average demonstrates the campaign's efficiency in achieving impressions.

Integrations

Customize the TikTok Ads report template to include other paid social media advertising channels like Snapchat Ads and Pinterest Ads. Seamlessly include metrics from more than 80 marketing integrations.  

Best Suited For

The TikTok Ads report template is ideal for agencies managing social media, performance marketing, or multi-platform campaigns. It’s especially useful for industries targeting younger, highly engaged audiences on TikTok.

5. Amazon Ads Report Template

Save time with automated data collection by using this Amazon Ads report template. Go beyond surface-level insights by including cost-per-click and video performance metrics.

That way, you’ll be equipped to make data-driven decisions, optimize campaigns, and achieve maximum ROI.

Key Metrics and Features

• Campaign & Budget Performance: Track overall spend, sales, impressions, clicks, and conversion rates to optimize budgets.

• Ad Group & Keyword Insights: Analyze data by ad group and keyword to understand audience targeting, search term relevance, and optimize bids.

• Product Performance: Gain insights into individual product performance to inform product positioning and pricing strategies.

• Cost Metrics: Monitor cost per click (CPC), cost per thousand impressions (CPM), and cost per conversion to assess financial efficiency and optimize ad spend. 

Integrations

The Amazon Ads report template seamlessly pulls data from more than 80+ platforms into a unified report, including Google Ads, Google Analytics, Facebook Ads, Brevo, and Keap. 

Best Suited For

This Amazon Ads report template is designed for agencies that work with ecommerce clients or businesses that rely heavily on Amazon for sales. 

6. Microsoft Ads Report Template 

Showcase the ROI of Microsoft Ads (formerly Bing Ads) in a digestible format. In just 11 seconds, generate a Microsoft Ads report using the Smart Reports feature in AgencyAnalytics. Present key metrics like revenue, clicks, and conversions, without the hassle. 

Key Metrics and Features

• Lost Impression Share (Rank): Use this metric to demonstrate effective campaign management. Highlight improvements in lost impression share rank to show that your agency is proactively competing for client ad placements.

• Impression Share: Utilize this metric to identify areas for improvement. If impression share is low, showcase efforts to increase ad visibility and reach a wider target audience.

• Revenue: This metric directly ties ad spend to financial gain, showcasing the return on investment (ROI) your agency delivers. Present a clear visualization of revenue growth over time alongside campaign spend.

• Clicks: While clicks are not always the end goal, they represent user interest. Show clients a healthy volume of clicks in relation to conversions to indicate solid audience interest. 

Integrations

Connect other popular integrations, such as Google Ads, AdRoll, or Facebook Ads, to give clients a clear view of their PPC advertising efforts. 

Best Suited For

This template is ideal for digital agencies managing multiple clients using Microsoft Ads, especially in industries like retail, ecommerce, travel, and tourism.

7. Shopify Report Template 

Build a Shopify report template in virtually no time–simply use the Smart Reports feature. Showcase key Shopify performance metrics, help clients meet their marketing goals, and share ecommerce campaign progress with ease.

Key Metrics and Features

• Total Sales and Net Sales: These metrics should be presented together. Start by highlighting the total sales figure to showcase a client's overall revenue. Then, explain that net sales provide a more nuanced view of profitability by accounting for refunds and discounts.

• Average Order Value (AOV): Focus on how marketing initiatives are directly impacting AOV. Demonstrate how your strategies increase each transaction's value (e.g., through upselling or cross-selling).

• Refunds: Frame refunds as an opportunity for improvement. Explain how analyzing refund data helps identify areas to improve product quality, customer service, or the overall shopping experience. Show how this leads to fewer returns and higher customer satisfaction.

• Detailed Order Analytics: Analyze order trends, identify top-selling products, and monitor abandoned cart rates.

Integrations

This report template integrates with more than 80 marketing platforms, including Mailchimp, Constant Contact, Semrush, Ahrefs, Salesforce, and HubSpot. This provides a practical approach to cross-channel reporting and a holistic view of Shopify Ads performance. 

Best Suited For

This Shopify Ads report template is great for agencies specializing in ecommerce marketing, PPC advertising, or social media marketing.

Enhance Speed and Efficiency with a PPC Reporting Template

Managing PPC campaigns is already a task on its own, and reporting shouldn’t add to the workload. A PPC report template simplifies the process, giving you more time to focus on optimizing campaigns and creating high-level strategies. 

A standardized format keeps agencies and clients aligned, making it easier to deliver consistent updates, highlight key insights, and support data-driven decisions. To summarize, using a PPC report template leads to: 

• Streamlined Analysis: PPC report templates simplify data collection and presentation, making it easier to track key performance metrics.

• Time-Saving Efficiency: A consistent reporting format reduces time spent on data analysis, allowing agencies to focus on optimizing campaigns.

• Transparency & Trust: Regular reports provide measurable results, reinforcing client confidence and fostering stronger relationships.

• Actionable Insights: Clear, easy-to-read reports help clients understand performance trends and make informed marketing decisions.

Use AgencyAnalytics to elevate your agency’s paid media reporting and achieve better PPC results. Integrate data across multiple sources and PPC reporting tools–try AgencyAnalytics, free for 14 days.