A fictional agency, a fictional client, and illustrative figures. Read it as an example of what your monthly could be.
r.
Relay Paid MediaSpend with a clear next step.
The October monthlyOctober 1–31, 2026Prepared November 3, 2026
Prepared for Harbour WorkspaceSample data
Flexible offices & coworking / October 2026
More tours booked. The quality of each inquiry still matters.
Your month, in a few words
The $12,000 media budget generated 96 qualified inquiries and 27 booked tours. Qualified leads grew in line with spend, so cost per qualified lead stayed at $125. More of those leads progressed to tours, but Meta prospecting had the highest cost per qualified lead. That is where we will focus the next test.
The numbers that matterCompared with September 1–30, 2026 · USD
Qualified leads96+20.0%80 in September
160 inquiries reviewed; 96 fit your location, team-size, and move-date criteria.
Cost per qualified lead$125Unchanged$125 in September
$12,000 media spend ÷ 96 qualified leads. Excludes agency fees.
Tours booked27+35.0%20 in September
28.1% of qualified leads booked a tour, versus 25.0% in September.
Memberships signed8+33.3%6 in September
Signed agreements from this lead cohort as of November 3; not cash received.
01The results
Qualified demand, month by month
CRM-qualified leads, rather than platform form submissions. Qualification uses the same criteria in each month.
qualified leadsFour-month view
Where qualified demand came fromQualified leads by campaign. Each bar shows its share of the October total.
96 total
0%50%100%
Google Search · non-brand44
45.8% of October total
Google Search · brand24
25.0% of October total
Meta · prospecting18
18.8% of October total
Meta · retargeting10
10.4% of October total
Search brought 68 of the 96 qualified leads. That includes people who already knew the Harbour name.
Follow the inquiry through to the saleOne October lead cohort, reviewed through November 3.
inquiries / outcomes
080160
All inquiries160
Qualified leads96
60.0% of inquiries
Tours booked27
28.1% of qualified leads
Memberships signed8
8.3% of qualified leads
Each step is part of the same cohort. These bars are a progression, not separate results to add together.
What each campaign brought to the sales team
Matched CRM outcomes, assigned to one campaign per lead. Media spend increased 20.0%, from $10,000 to $12,000.
What each campaign brought to the sales team, October 1–31, 2026, currency USD.
Campaign
Media spend
Qualified leads
Tours booked
Signed
Google Search · non-brandOffice space and coworking searches
$6,000
44
13
4
Google Search · brandPeople already looking for Harbour
$1,500
24
8
3
Meta · prospectingNew audiences within the service area
$3,000
18
4
1
Meta · retargetingRecent website visitors
$1,500
10
2
0
October total
$12,000
96
27
8
Campaign costs per qualified lead: $136.36 non-brand search, $62.50 brand search, $166.67 prospecting, and $150.00 retargeting. Brand demand is finite; its lower cost is not a promise that it can absorb more spend.
02The work behind it
What we did for you.
✓
Built a clearer path to booking a tour
Launched 2 office-size landing page variants with location, indicative capacity, and a direct tour request form.
Landing pages · Nina + Theo
01
✓
Made lead quality visible in the account
Mapped the CRM qualification and tour stages to the reporting sheet. Reviewed all 160 inquiries against the same three qualification rules.
Measurement · Nina
02
✓
Refreshed prospecting without changing everything at once
Tested 3 workspace walkthrough creatives against the existing image ad and excluded 11 irrelevant search queries from non-brand search.
Creative & search · Theo
03
✓
Checked the sales handoff
Reviewed response times and missing campaign tags with your front desk. All 27 tour bookings have an owner and a scheduled date in the example CRM log.
Sales follow-through · Nina + Amelia
04
03A clear next month
Here’s what happens next.
1
Test the new qualification form
Run the existing and revised Meta form side by side, with equal budgets, and review qualification after 30 inquiries per version.
Relay Paid Media
Launch Nov 6
2
Shift a small amount toward non-brand search
Move $600 from prospecting to non-brand search within the existing $12,000 budget. Check search capacity and qualified lead cost weekly.
Nina
Nov 6–30
3
Finish the tour outcome review
Record attended, rescheduled, and no-show outcomes for the 27 booked tours before deciding whether booking reminders need to change.
Harbour sales team
By Nov 12
NP
We have enough evidence to make a small change, not to chase a bigger budget. I’ll bring the form test and a short list of qualification examples to our next call.
Nina PatelPaid media lead · Relay Paid Media
Sources & definitions.
Period totals are October 1–31 versus September 1–30; they are not adjusted to equal-length periods. Currency: USD.
Media costs come from Google Ads and Meta Ads. Qualified leads, booked tours, and signed agreements come from the imported CRM sheet, using the same qualification rules throughout the period.
Each qualified lead is assigned to its last recorded paid campaign before inquiry. Outcomes are joined to that lead once, so search and social platform conversion claims are not added together.
The October lead cohort is observed through November 3; September is observed through October 3 for a comparable initial follow-up window. Later tours and agreements may change both cohorts. A signed agreement is not collected revenue.
Use this PPC report as a template
The report above follows 11 sections. Copy the structure for your own clients, or build it in Monthwrap: start from the monthly report template, add the widgets you need, and put your own numbers and notes in each section.
Headline and summarySay what happened in one sentence, then explain it in two or three lines.In this report: “More tours booked. The quality of each inquiry still matters.”
The takeawayThe one point the client should remember.In this report: The decision behind the numbers
Key numbers4 numbers, each beside last month with a line of context.In this report: Qualified leads, Cost per qualified lead, Tours booked, Memberships signed
TrendHow the main number moved over recent months.In this report: Qualified demand, month by month
Results tableThe detail behind the key numbers, with a total.In this report: What each campaign brought to the sales team
Breakdown chartsWhere the results came from, and what to decide about.In this report: Where qualified demand came from; Follow the inquiry through to the sale
Work completedEach piece of work with an owner.In this report: Built a clearer path to booking a tour; Made lead quality visible in the account
What didn’t go to planName the shortfall and what you’re doing about it.In this report: Qualification fell from 64% to 60%.
Next month’s plan3 steps, each with an owner and a date.In this report: Test the new qualification form
A decision for the clientOne question the client needs to answer, with a deadline.In this report: Which team sizes can you take this month?
SourcesWhere each number came from.In this report: Period totals are October 1–31 versus September 1–30; they are not adjusted to equal-length periods. Currency: USD., Media costs come from Google Ads and Meta Ads. Qualified leads, booked tours, and signed agreements come from the imported CRM sheet, using the same qualification rules throughout the period., Each qualified lead is assigned to its last recorded paid campaign before inquiry. Outcomes are joined to that lead once, so search and social platform conversion claims are not added together., The October lead cohort is observed through November 3; September is observed through October 3 for a comparable initial follow-up window. Later tours and agreements may change both cohorts. A signed agreement is not collected revenue.
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