A Google Ads report your client will actually read
Open with one sentence about money: what was spent, what came back, and what was wasted. Then three things you found, each with an example the client recognises. End with the decisions you need from them. Keep the tables for the appendix.
Why clients don't read reports
A client pays for results, not for CTR. A page of impressions, clicks and quality scores asks them to do the analysis you were paid to do. They skim it, and the only number they remember is the invoice.
The shape that works
- Money first. For example: "In September you spent 4,200, which brought 61 enquiries at 69 each. About 540 went on searches that never turn into customers."
- Three findings, with examples. Not "irrelevant queries" but "people searching 'free' and 'jobs' clicked 180 times".
- What you did. One line each.
- What you need from them. "Do you sell to trade customers? If not, we block those searches."
- Appendix. The tables, for the client who wants them.
Words to translate
| PPC word | Plain words |
|---|---|
| search terms | what people typed on Google |
| negative keywords | searches we told Google to skip |
| conversion | an enquiry, a sale, a call: whatever you count |
| cost per conversion | what each enquiry cost |
| impression share | how often your ad showed when it could have |
Making it every month without the hours
The money-first report needs the same audit each month. Ads MCP writes it from your AI assistant (client_report): same findings as the audit, written for someone who doesn't do PPC, ready to forward. You read it, add your own line, and send.
Ads MCP is a read-only Google Ads connector for ChatGPT, Claude and other AI assistants. It finds the searches that spend without converting and hands you a file to import. Free: 50 tool calls a month.
More from the blog
How to find wasted spend in the Google Ads search terms report
The search terms report shows what people actually typed before clicking your ads. A simple rule to spot the terms that cost money without converting, and what to do with them.
Import negative keywords into Google Ads Editor from a CSV
The five columns Google Ads Editor needs to import negative keywords from a CSV file, the difference between ad group and campaign negatives, and how to check the import before it goes live.
How to give an AI tool read-only access to Google Ads
Before you connect ChatGPT, Claude or any AI tool to Google Ads, decide what it may change. The five Google Ads access levels, and how to make "read-only" a promise Google enforces, not the software.