The report you get every two weeks.
It takes five minutes to read and is written in plain English. Every outcome gets its own number, so you never have to guess what “conversions” means. The figures below are made up to show the format. Your report uses your own data, pulled from Google Ads, GA4, and your CRM.
Example Co. · Google Search and Performance Max
Oct 1 to Oct 14
Performance
$2,480
media spend
7
qualified opportunities
$354
media cost per qualified opportunity
- Form fills38
- Booked calls17
- Attended calls13
- Qualified opportunities7
- Proposals4
- Closed deals1
What changed, and why
| Date | Why we did it | What we did | Did it work? |
|---|---|---|---|
| Oct 2 | Searches for “free” tools are filling the form with people who will never buy. | Added 14 negative keywords and moved the budget to high-intent terms. | Unqualified form fills fell from 9 to 3. Kept. |
| Oct 6 | Asking for revenue range on the form will filter out companies that are too small. | Added a revenue question to the landing page form. | Booked calls held steady, and lead quality is still being measured. |
Lead quality
7 of 38 form fills became qualified opportunities after your sales team talked to them. Most of the unqualified leads came from companies under $1M in revenue, which is why we added the revenue question to the form on Oct 6.
What we learned
Searches that name a specific industry (for example, “managed IT for law firms”) booked calls at twice the rate of general searches. Performance Max brought in more form fills, but fewer of them were qualified.
Next actions
- Build a landing page for the two best-performing industries.
- Shift 15% of the Performance Max budget into industry search campaigns.
- Check with sales on the three proposals still open from last period.
Budget pacing
83% of budget used at 86% of the period, so pacing is on track.
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