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 6PPC reporting for agencies
Show the campaign.
Explain the result.
A new creative. A better landing page. A budget moved with a reason. Your monthly should show the decisions behind the ad account, as well as the numbers that came out of it.
Build a report that brings campaign performance, sales feedback and the next test into one conversation.
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Your next working dayA better place
to get together.Take a look around
to get together.Take a look around
Search creative examplePrivate offices. Flexible terms. Find your space and book a tour with Harbour.
Whole-account example$12,000media spend across 4 campaigns
96CRM-qualified
inquiries
inquiries
Fictional creative and figures. Campaign totals do not measure the performance of either pictured ad.
What belongs in the monthly
Answer the questions
behind the budget.
Your client needs to understand where the money went, what happened after the click, and why your team wants to make the next change. Give each answer enough detail to stand on its own.
- What did we buy?
- Show spend, delivery and the platform results that matter for the campaign’s objective. Separate prospecting, retargeting and brand demand so a blended average doesn’t hide the mix.
- What did the business get?
- Add qualified inquiries, appointments, orders or confirmed outcomes from the client’s records. Define a useful result together before comparing its cost.
- What are we changing?
- Explain the test, the budget limit and the measure you’ll watch. Include the creative, account and landing-page work that gives the recommendation context.
An example from Relay Paid Media
Put the campaigns
next to each other.
Harbour’s October report compares four campaigns against the same qualification rules. Switch the measure to see why the largest spend and the lowest cost lead to different conversations.
Harbour WorkspaceOctober 1–31, 2026 · fictional data
Where the budget went
USD · media spendGoogle Search · non-brandOffice space and coworking searchesGoogle Search · brandPeople already looking for HarbourMeta · prospectingNew audiences within the service areaMeta · retargetingRecent website visitorsHalf the media budget went to non-brand search. Compare that allocation with qualified demand before recommending a change.
What reached the sales team
CRM-qualified leadsGoogle Search · non-brandOffice space and coworking searchesGoogle Search · brandPeople already looking for HarbourMeta · prospectingNew audiences within the service areaMeta · retargetingRecent website visitorsSearch brought 68 of the 96 qualified leads. That includes people who already knew the Harbour name.
What a useful inquiry cost
USD per CRM-qualified leadGoogle Search · non-brandOffice space and coworking searchesGoogle Search · brandPeople already looking for HarbourMeta · prospectingNew audiences within the service areaMeta · retargetingRecent website visitorsBrand search has the lowest cost, but its demand is finite. Prospecting needs a better qualification test before a bigger budget.
Comparing campaigns by media spend.
What each source contributes
Campaign performance.
The sales team’s result.
Keep each measure tied to the system that records it.
| Source | Useful measures | What to review |
|---|---|---|
| Google Ads | Spend, clicks, impressions, conversions | Cost and response using the account’s conversion settings. |
| Meta Ads | Spend, impressions, clicks, reported results | Creative and audience performance within Meta’s attribution window. |
| CallRail / lead records | Calls, contact details, matched leads | Which inquiries reached the business and which contacts repeat. |
| CRM / your numbers | Qualified leads, appointments, booked jobs | The follow-up outcome, recorded by the client or your team. |
Where marketing meets the sales desk
A form fill is the start
of a longer story.
Ad platforms report conversions against their own definitions and attribution windows. A CRM tells you whether the inquiry was a fit, the appointment happened, or the agreement was signed. Your report needs both perspectives, clearly named.
In this example, the team reviewed 160 inquiries against location, team size and move-date criteria. Ninety-six qualified. Each lead was assigned to its last recorded paid campaign before inquiry, then joined once to its later outcomes.
Keep the reporting cutoff visible. October’s cohort is observed through November 3; later outcomes can change the totals. A comparable follow-up window makes the month-to-month discussion fairer.
See the source definitionsAll inquiries160
Qualified leads96
60.0% of inquiriesTours booked27
28.1% of qualified leadsMemberships signed8
8.3% of qualified leadsThese stages describe the same people as they progress. They are not separate totals to add together.
The recommendation
Change the allocation.
Keep a clear limit.
Harbour’s qualified leads grew by 20%, alongside a 20% increase in media spend. Cost per qualified lead stayed at $125. That supports a focused adjustment within the existing budget, rather than an automatic request for more.
The report recommends a $600 shift from prospecting to non-brand search, a controlled form test, and a review of booked tours. Search capacity and lead quality still need checking; a lower historical cost is not a guarantee that more spend will behave the same way.
Read the November planNovember media budget$12,000Same total. Specific changes.
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 6–30Finish 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 12The agency’s contribution
Let the work
have its place.
Campaign results rarely explain the full effort. Show the changes that shipped, the questions your team investigated, and what the sales feedback changed. Give your client something more useful than a list of platform events.
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.
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.
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.
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.
For ecommerce accounts
Which revenue
is in your ROAS?
Platform-attributed revenue describes what an ad platform credits to its campaigns. Store sales describe the store’s orders. Refunds, taxes, shipping and the reporting window can change either figure’s meaning. State the definition before calculating a ratio.
Keep Google and Meta attribution claims separate when they may credit the same sale. A blended sales-to-spend measure can be useful, but it does not establish that advertising caused every order. Use the report to explain the distinction and the decision it supports.
Read the ecommerce exampleBefore the first monthly
Bring the data.
Agree on the meaning.
Connect the right client accounts and check the reporting period, currency and conversion definitions. Add prepared CRM outcomes or your own numbers where the sales context lives elsewhere.
Agree on qualification rules with the client, keep campaign identifiers consistent, and note any missing updates. Those details make a comparison worth reading. Monthwrap gives the numbers, your explanation and the work a shared place in the report.
Explore setup and availabilityGoogle AdsSpend and search campaign resultsMeta AdsPaid social spend and platform results
Prepared sales outcomesCRM figures, qualification and appointmentsAccount access and setup vary by source. The sample uses prepared CRM data; it does not claim automatic sales qualification.
The complete paid-media monthly
Open the full report Read the report behind the campaign.
The numbers, the explanation, the work and the next decision.
Before you build
your first PPC report.
Can Google Ads and Meta Ads sit in one report?
Yes. Use separate sections for each platform’s spend and results, then add the business outcomes your team can verify. Keep conversion definitions and attribution windows visible rather than presenting every platform total as the same measure.
What if the client has not updated their CRM?
Report the outcomes you have and explain the cutoff. Keep unqualified inquiries separate from qualified leads. Make missing qualification or sales updates a specific action for the next reporting cycle.
Can I include other paid channels?
Build the report around the sources available to your workspace or add prepared numbers. The integration guide explains each connection and its setup. The campaign comparison on this page is an illustrative Google Ads and Meta Ads example.
Do I need AI to write the monthly?
No. Arrange the widgets, choose the columns and write the explanation yourself. Optional AI chat can help draft a summary or suggest a layout. Your team chooses what to apply and reviews the final report.
Your next monthly.
A clearer conversation.
Bring the campaign, the outcome and your agency’s judgment together.
14-day free trial. No card needed.