What should a search-campaign report tell you?

Establish what the report covers

Before reading the headline percentage, check the dates and campaigns included. A report covering the first part of a month should say so. The comparison period needs to be visible too, particularly if one period includes more trading days or a holiday closure.

Ask whether the spend figure means platform advertising spend or includes other agreed costs. Keep fees and creative work identifiable so you can understand what was spent on media and what paid for delivering the campaign. Those costs may be billed in different places.

If a campaign was paused, a budget changed or the landing page was replaced, the report should note when that happened. A comparison becomes more useful when you can connect a change in the numbers to a change in the work.

Understand what the click metrics measure

Average cost per click tells you the average amount charged for an ad click. Google calculates it by dividing total click cost by the number of clicks. It helps explain the price of the traffic, but it doesn’t tell you whether those visitors became suitable customers.

A lower average can come from a different mix of searches. Ask which campaigns or services account for the movement before treating cheaper traffic as an improvement. If your business sells several services, the account-wide average can hide a change in where the spend went.

Source: Google Ads: average cost-per-click definition

Read clickthrough rate in context

Clickthrough rate, usually shortened to CTR, is clicks divided by impressions, expressed as a percentage. Google notes that what counts as a good CTR depends on what you advertise and where the ads appear. A single universal target leaves out that context.

People already searching for your company name have a different starting point from people discovering possible suppliers. A blended total can obscure that difference. Ask the report to distinguish brand-name searches from broader service demand where that distinction matters to the campaign.

Read CTR alongside the destination and outcome. A compelling advert can attract attention while the landing page leaves visitors unsure what to do. An improvement in clicks deserves a closer look at the rest of the enquiry path.

Source: Google Ads: clickthrough rate definition

Ask what people were actually searching for

A service label in the report doesn’t fully explain the intent behind the traffic. Search-term examples can help you understand whether people wanted the service you sell or something adjacent. A fictional furniture-restoration business might need to distinguish enquiries about restoring a table from people researching restoration courses.

Google’s search terms report shows searches that triggered ads, but some low-activity queries are omitted for privacy. Treat the available examples as evidence to investigate, rather than a complete transcript of every search. Ask which patterns need attention and what they imply for the advert or landing page.

The commentary should explain any proposed exclusions in business terms. Blocking a phrase deserves a reason connected to the work you can take on; an unfamiliar query isn’t automatically irrelevant.

Source: Google Ads: about the search terms report

Read our explanation of negative keywords

Allow time for results to arrive

The latest reporting period may still be developing. Google explains that recent performance can appear weaker because some people who clicked have not converted yet, while the spend is already reported. That can make recent cost per conversion look worse before later results arrive.

Ask when the data was extracted and how the report handles that delay. Separate recorded results from any estimate of what may arrive later. A forecast needs a clear label; it shouldn’t quietly become part of the confirmed total.

A blank result also needs explanation. Zero recorded conversions, a tracking fault and an outcome still awaiting assessment describe different situations. The report should state what is known and what needs checking.

Source: Google Ads: how long customers take to convert

Connect the numbers to a decision

For an enquiry campaign, name the action behind the conversion count and bring in the business’s assessment where it is available. Email-link clicks and received enquiries should remain distinguishable. Our separate guide to qualified enquiries covers how to define that later assessment.

Then ask for a short recommendation linked to the evidence. That might mean checking the form on mobile, reviewing a recurring irrelevant search pattern or collecting more complete outcome information before changing the campaign. Give the action an owner and a review point.

Avoid making several unrelated changes simply because a reporting meeting is due. If the evidence is thin, the useful recommendation may be a focused investigation. The next report should explain what was done and whether the original question became clearer.

Read what counts as a qualified enquiry

Agree the reporting brief before the campaign

Pointed offers bespoke campaign planning, advertising creative and campaign setup, with the scope agreed around your business. Bring the services you want to promote and explain how enquiries are handled. We can discuss the landing page and measurement requirements alongside the campaign, including which reporting or ongoing support belongs in the agreed work.

You shouldn’t have to guess whether a report counts attention, contact or actual business. Agree that language early, and make sure the person handling enquiries can contribute the information the report needs.

Enquire by email, WhatsApp or our short enquiry form. We agree the scope and price with you before you pay by Stripe invoice.