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Sample report. These figures and account changes are fictional. No Google Ads account is connected to this example.
YOUR WEEKLY GOOGLE ADS REVIEW

Your week in focus.

A clear view of your spending, your results, and what to look at next.

O&
Oak & Elm PlumbingSample business account
12 Oct 2026 – 18 Oct 2026GBP · Europe/LondonExample report
YOUR WEEK IN A MINUTE
~2 min read

A few things deserve a closer look.

You spent £840 and recorded 28 enquiries. Each enquiry cost £30.00 on average. The previous week averaged £31.20.

4 findings to explore2 account changes suppliedEvidence with every finding
Ad spending£
£840

8% higher than previous week

Reported enquiries
28

12% higher than previous week

Average cost per enquiry
£30.00

4% lower than previous week

Reported enquiries may include repeat or delayed conversions. Lead quality and sales need your feedback.

01 / WHAT DESERVES YOUR ATTENTION

A few focused next steps4

Review the evidence, then decide with your manager.

01
Start hereEmergency plumbing

A search may be outside your services

“plumbing jobs near me” accounted for £28 and 0 enquiries. It matches “jobs” in your business exclusions.

OUR SUGGESTION

Confirm this search is irrelevant. An exact negative keyword is a candidate for your manager to review.

Why we flagged this

Matched an exclusion supplied in the business profile. This is a relevance hypothesis, not proof of wasted spend.

Candidate exclusion[plumbing jobs near me]

Exact match · Campaign: Emergency plumbing. Your manager should check the current keyword lists and conversion quality before applying it.

Suggested action · No account changes
02
Start hereBoiler repairs

A search may be outside your services

“boiler training course” accounted for £28 and 0 enquiries. It matches “training course” in your business exclusions.

OUR SUGGESTION

Confirm this search is irrelevant. An exact negative keyword is a candidate for your manager to review.

Why we flagged this

Matched an exclusion supplied in the business profile. This is a relevance hypothesis, not proof of wasted spend.

Candidate exclusion[boiler training course]

Exact match · Campaign: Boiler repairs. Your manager should check the current keyword lists and conversion quality before applying it.

Suggested action · No account changes
03
Start hereBoiler repairs

Some enquiries cost more than your target

Boiler repairs averaged £84 per enquiry, against your £40 target.

OUR SUGGESTION

Review the quality of these results with your manager before deciding whether to change spending.

Why we flagged this

At least 3 conversions and CPA greater than 1.5× your target.

Suggested action · No account changes
02 / WHAT PEOPLE SEARCHED FOR

The searches behind your spending

Actual searches in your supplied data, with their recorded results.

2 searches match your business exclusions. Together they accounted for £56. This spending is not automatically waste.

What someone searchedSpentClicksResults
emergency plumber near meEmergency plumbing£144726
plumbing jobs near meEmergency plumbingMatches exclusion: jobs£28140
boiler repair serviceBoiler repairs£112322
boiler training courseBoiler repairsMatches exclusion: training course£2880

Visible searches account for £312 of £840 in campaign spending. Search reports may omit queries for privacy.

03 / WHAT CHANGED IN YOUR ACCOUNT

The account activity we can see

A dated record of supplied changes. Activity alone does not establish good management.

14 Oct

Two ad variations added

New headlines for emergency plumbing. This sample does not establish whether they will perform better.

Sample change log
16 Oct

Daily budget changed

Boiler repairs increased from 45 to 50 in the account currency.

Sample change log
aAdLens

Clarity for the business owner paying the bill.