{
  "slug": "paid-search-performance-report",
  "name": "Paid search performance report",
  "aliases": [
    "PPC performance report",
    "Paid efficiency report",
    "Ad spend report",
    "Campaign performance report",
    "Paid search optimisation"
  ],
  "audience": "PPC manager",
  "job": "Show where ad spend goes, what it returns, and which auctions are losing ground to rank rather than to budget.",
  "cadence": "Weekly",
  "summary": "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.",
  "headline": [
    "paid-ad-cost",
    "paid-cost-per-conversion",
    "paid-conversions",
    "paid-ctr"
  ],
  "diagnostic": [
    "paid-clicks",
    "paid-impressions",
    "paid-average-cpc",
    "paid-cpm",
    "search-impression-share",
    "impression-share-lost-to-rank",
    "top-impression-share-lost-to-rank",
    "absolute-top-impression-share"
  ],
  "guardrail": [
    "per-goal-conversions",
    "conversions-count",
    "real-noise-verdict",
    "practical-effect-magnitude"
  ],
  "sources": [
    "google-ads",
    "web-analytics"
  ],
  "skills": [
    "paid-efficiency-review",
    "paid-organic-balance",
    "significance-referee"
  ],
  "rungs": [
    "R5"
  ],
  "questions": [
    "Where is our ad spend going?",
    "What is our cost per conversion by campaign?",
    "Which campaigns are losing impression share to rank?",
    "Which search terms should we add as negatives?"
  ],
  "workflows": [
    "paid-query-losses",
    "organic-vs-paid-share"
  ],
  "caveats": "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.",
  "verification": "verified",
  "lastVerified": "2026-08-04"
}