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Weekly

Paid search performance report

also called PPC performance reportPaid efficiency reportAd spend reportCampaign performance reportPaid search optimisation

The spend index: cost, clicks, CPC, conversions and cost per conversion swept by campaign, ad group, keyword, match type and search term, with impression share broken into the part lost to budget and the part lost to rank. The rank-loss split is the actionable half, budget loss is a finance decision, rank loss is fixable ground. Negative-keyword and match-type analysis sit here because that is where the waste is found.

Who it is for, and what it settles

Audience: PPC manager
Job to be done: Show where ad spend goes, what it returns, and which auctions are losing ground to rank rather than to budget.
Cadence: Weekly

The metrics, in three tiers

Headline numbers carry the story. Diagnostics explain a headline that moved. Guardrails stop a wrong conclusion. Every row links to the definition, the formula, the caveats and what the metric is not all live on the metric page.

Headline What you lead with 4

Diagnostic Reached for when a headline moves 8

Guardrail Stops the wrong conclusion 4

Required data sources

Skills that produce or interpret it

Method rungs covered

R1 Reachable , not covered
R2 Retrieved , not covered
R3 Referenced , not covered
R4 Represented , not covered
R5 Rewarded , covered

It reads the upper rungs only. If a lower rung is broken, fix that before you present this, a report that never checks whether pages can be reached will keep reporting movement that may not be yours.

Why measurement is ordered →

Ask for it in one sentence

The prompt pack for this report, copy one, or watch it play in the simulator.

"Where is our ad spend going?" Simulate this → Prompt gallery →
"What is our cost per conversion by campaign?" Simulate this → Prompt gallery →
"Which campaigns are losing impression share to rank?" Simulate this → Prompt gallery →
"Which search terms should we add as negatives?" Simulate this → Prompt gallery →

What to say out loud when you present it

Cost, CPC and spend metrics have a contested direction in the product, a rising CPC is not automatically bad, so state the intended reading rather than colouring the arrow. Conversions depend entirely on which conversion actions the account counts; name them. Geography on the paid feed is unreliable on some tenants and a country filter can silently return zeros, so verify a country-filtered total against the unfiltered one before reporting it.