Free PPC

Toolkit

Overview

Writes a monthly client report from raw performance data. Frames metrics against targets and the prior period, applies the SEIRA model (Situation, Evidence, Implication, Root cause, Action) to each insight, and filters noise using built-in change-significance thresholds. Use it when you need a strategic write-up that reads like a trusted advisor’s brief, not a metrics dump.

What you give it

• Account-level metrics for this period: spend, conversions, CPA, clicks, impressions
• Same metrics for the comparison period (last month or prior period)
• Target CPA or target ROAS
• Business type (lead gen / ecommerce / SaaS) and growth phase (scaling / efficiency / testing)
• Actions taken this period: budget shifts, new campaigns, paused keywords, bidding changes
• Optional: campaign-level breakdown, conversion lag info, seasonality context

What you get back

• Executive summary (2-3 sentences, plain English, leads with the headline metric)
• “What’s working” with specific examples and root cause for why it’s working
• “What’s concerning” with context, root cause, and what you’re doing about it
• Key insights, each tagged High / Medium / Low confidence based on data volume
• Prioritized next steps with rationale, expected impact, and timeline
• Campaign breakdown: working well / needs attention / monitoring
• Quality notes flagging data gaps and limitations
• Conversion-lag caveats applied where relevant

How to use it

1. Pull the current and prior period metrics from Google Ads.
2. Paste both periods plus targets and growth phase.
3. List the actions you took this period so the narrative can credit them.
4. Edit the executive summary into your own voice if needed; the structure is meant to ship.
5. Use the campaign breakdown as the spine of your client call.