What belongs in a monthly Google Ads report?

Start with the business goal

State the reporting period, client name and objective on the first slide. Explain which outcomes are included, such as phone calls, form enquiries or purchases.

Keep the summary focused

Present impressions, clicks, cost and conversions together. Calculate ratios such as cost per conversion from totals; a simple average of campaign ratios can be misleading.

Explain the distribution

Compare campaigns before moving to device, geography and time breakdowns. Do not let a low-volume segment determine your entire strategy.

Make the next step specific

Close with three short notes: what worked, what needs investigation and which action comes next. Assign an owner and review date to each action.