Best Paid search report templates for marketing teams and agencies (2024)

Automate marketing reporting with dozens of 100% customizable, white-label Paid search report templates. Used and made by +10,000 marketers in over 60 countries.

Email marketing Report template for Marketing teams and agencies

Analyze key metrics like conversion and bounce rates with this Email marketing report template. Track campaigns by name, type, and duration. Consolidate data from Mailchimp, Klaviyo, ActiveCampaign, and Hubspot. Segment by demographics and engagement levels. Ideal for marketing teams to measure performance and optimize strategies.

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Google Ads Report template for Marketing teams and agencies

Optimize your PPC strategy with this Google Ads report template. Track conversion rate, cost per conversion, and CTR. Analyze by campaign type, audience, and time. Perfect for marketing teams to measure performance and align with objectives. Consolidate data from Google Ads and Paid Media for actionable insights and enhanced campaign management.

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Inbound marketing Report template for Marketing teams and agencies

Optimize your strategy with this Inbound marketing report template. Track KPIs like conversion rates and social media engagement. Analyze data from CRM, E-commerce, Facebook Ads, Google Analytics 4, and LinkedIn Ads. Segment by demographics and timeframes. Ideal for B2B and e-commerce teams to measure performance and achieve marketing goals.

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Content performance Report template for Marketing teams and agencies

Optimize your social media strategy with the Content performance report template. Track conversion rates, engagement, and audience demographics using data from Google Analytics 4, Instagram Insights, and Facebook Insights. Analyze key metrics by campaign, duration, and time. Perfect for marketing teams to measure performance and achieve objectives efficiently.

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AOV Report template for Marketing teams and agencies

Analyze key metrics with the AOV report template. Measure conversion rates, average order value, and CPC. Integrate data from E-commerce, Google Analytics 4, Shopify, Google Ads, and Facebook Ads. Segment by audience, campaign, and time. Perfect for marketing teams to track performance and refine strategies.

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Instagram Insights Report template for Marketing teams and agencies

Analyze key metrics with the Instagram Insights report template. Measure CTR, conversion rate, ROI, likes, comments, shares, impressions, and reach. Segment by age, gender, location, and time. Ideal for social media marketers to consolidate performance data and refine strategies. Gain actionable insights to optimize engagement and ROI.

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Social Media Engagement Report template for Marketing teams and agencies

Analyze key metrics like CTR, ROI, and conversion rates with the Social Media Engagement report template. Leverage data from Social Media and Instagram Insights to optimize performance. Ideal for marketers to track audience segmentation, channel selection, and message personalization, enhancing strategy across demographics and timeframes. Perfect for understanding engagement trends and improving marketing efforts.

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Paid media Report template for Marketing teams and agencies

Analyze key metrics like CTR, conversion rate, and CPA with this Paid media report template. Integrate data from Facebook Ads, TikTok Ads, Google Ads, and more. Segment by location, age, and interests. Ideal for PPC specialists to track performance and refine strategies across platforms using Google Analytics 4.

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What is a paid search report?

A paid search report is a document that consolidates data from multiple sources (e.g., Google Ads, Microsoft Advertising) to track and display key performance indicators (KPIs) (e.g., CTR, CPC, conversions), enabling teams and agencies to monitor campaign performance and create presentations for clients and executives. 

Paid search reports are typically created using flexible tools like Google Looker Studio, Power BI, Google Sheets, or platform-specific solutions to enable high customization and integration of multiple data sources.

What to include in a paid search report?

An actionable paid search report balances context and specificity based on the audience (executives, managers, and analysts) and their use cases.

Executive paid search reports

Executive reports for CMOs, CEOs, and clients show paid search's bottom-line impact. Reviewed weekly, monthly, or quarterly, they include:

  • ROI analysis: by campaign, using attribution models for large budgets (≈100k/mo).
  • Cost analysis: CAC, LTV, payback from paid search-acquired customers
  • Cohort analysis: retention, expansion, and LTV by customer cohort (sign-up period, acquisition channel)
  • Add text for additional context to translate metrics for non-technical audiences. Present in slide decks and simplified Looker Studio reports.

Paid search manager reports

Manager reports have campaign views with drill-downs to see performance by client, brand, region, team member, and campaign. They help align teams, define tactics, and include:

  • Campaign reporting: overall campaign, product, client, or region reporting
  • Goal tracking: compare current performance vs objectives
  • Audits for prioritization and spotting issues 
  • Competitive analysis for keyword and bidding strategies
  • Keyword and audience research

Operational Paid Search Reports

Operational reports for analysts and channel managers have granular, customizable KPIs to solve technical issues. Monitored hourly, daily, or weekly, they cover:

  • PPC: budget pacing, engagement, creative performance, CPA
  • Keyword performance: impressions, clicks, CTR, quality score
  • Ad performance: ad copy testing, extensions, landing page experience

Operational paid search reports are highly customized, built in flexible tools like Google Sheets or Looker Studio to enable data cleaning, blending, annotations, and integrating multiple sources.



How to build a paid search report?

To build a paid search report, connect your data sources, choose a template on Looker Studio or Sheets, build your queries by selecting metrics and dimensions, choose charts to visualize your data, customize the report, design and share via link, PDF or email. 

Here’s the breakdown: 

Connect data sources

Define and connect the data sources to bring to your report. Common sources are Google Ads and Microsoft Advertising for PPC performance, GA4 for web analytics, and CRM or E-commerce for sales data.

To connect your data sources, go to portermetrics.com, choose the data sources to bring to your report. 

You can follow these tutorials on connecting your data:

Choose a template

Choose from dozens of paid search report templates in Google Sheets or Looker Studio, designed for use cases like PPC monitoring, budget pacing, and creative performance. 

Learn to copy Looker Studio templates

While templates are the starting point. Make them specific for your business or agency. Map your specific metrics, especially custom conversions, CRM contact data, GA4 events, and all the fields and metrics that you define as "conversions" and "revenue".

Depending on your reporting tool—Google Sheets or Google Looker Studio, pick any of the dozens of templates created by our team and customers to solve your paid search reporting use cases, such as PPC monitoring, budget pacing, and creative performance. 

Select metrics, dimensions, and charts

Once your report template is downloaded, you may 1)modify it or 2) create a blank page to build it from scratch. Whatever the case, setting up a query always follows these steps: 

  1. Select the data source and the account connected to it
  2. Choose metrics (e.g. Clicks, spend, Sessions, ROAS, etc.). 
  3. Choose breakdowns to segment your data (e.g. by date, campaign name, ad image, etc.)

You can follow these tutorials on adding data to your reports

Design

To make your paid search reports truly white-label you can add logos, colors, fonts, and styling to mirror your brand. 

Follow these tutorials to design your paid search reports:

Share

Share your paid search reports via links, PDF, schedule emails, and control permissions.

KPIs to include in a paid search report?

Paid search reports should include a mix of funnel—visibility, engagement, conversion—, efficiency, effectiveness, revenue, and cost metrics and KPIs to fully understand the performance of paid search campaigns towards business goals. They include:

Paid search funnel KPIs measure the buying process (from the marketer perspective), regardless of the channel: 

  • Visibility metrics: impressions, reach
  • Engagement metrics: clicks, CTR, Sessions, average time
  • Conversion metrics: custom conversions, leads, purchases, key events

Efficiency KPIs compare your paid search outputs to the cost, including:

  • Visibility: CPM (Cost per Mille)
  • Engagement: CPC (Cost per Click)
  • Conversion: CPA (Cost per Acquisition), CPP (Cost per Purchase) 

Effectiveness KPIs compare the input with the output from one funnel stage to another

  • Visibility: Frequency
  • Engagement: CTR, engagement rate
  • Conversion: Conversion rate

Sales and cost KPIs show the bottom-line impact of your paid search performance:

  • Sales: customers, revenue
  • Cost: ad spend, OPEX, payroll
  • Efficiency: ROI, ROAS, CAC
  • Effectiveness: AOV, ACV

To analyze these paid search KPIs, segment them by:

  • Channel: Google Ads vs Microsoft Advertising
  • Time: Hourly, daily, weekly, monthly
  • Campaign: funnel stage, objective
  • Business: client, branch, region
  • Audience: geo, tech, demographics, interests, behavior, placement
  • Content: creatives, format, topic, keyword