The challenge
The person reviewing marketing results was not a marketer. Long reports full of jargon made it hard to see what was working, and paid campaigns did not run every month, which made month-to-month comparisons confusing.
The objective
Keep growing search visibility and run paid campaigns efficiently, while giving leadership a report they can understand at a glance.
Our strategy
We agreed on the handful of numbers that matter: keyword progress, cost per click and impressions on paid ads. Everything else stays in our working files, not in the leadership report.
What we did
We moved from weekly and monthly reports to one simple monthly report. Each section explains the numbers in plain language, and months without ad activity are clearly marked so comparisons stay fair.
The results
Leadership now gets a short, clear monthly view of search and advertising performance and can make decisions without a marketing glossary. Performance figures will be added once the client approves them.
Before and after
Before
Frequent, detailed reports that were hard for a non-marketer to use.
After
One plain-English monthly report focused on keyword progress, CPC and impressions.
Technology used
- Google Search Console
- Google Ads
- Looker Studio
