Written by
ADesign Team
Editorial
Pieces written collaboratively by the ADesign team - design, SEO, ads, and content folks pooling notes from real engagements. No ghostwriters, no AI-only fillers.
PPCADesign Team
Stop reporting clicks. Start reporting customers.
A no-jargon framework for ad reports your CFO will actually read.
Most ad reports are theater. They show what's easy to count: impressions, clicks, CTR, sometimes ROAS computed against attribution windows that haven't matched reality since iOS 14.
The only ad report that has ever helped us close a CFO is one that ties paid spend back to customers - won, qualified, named - over the same window. Everything else is in service of that.
The 4-line report we send every month
- Customers acquired this month (count + names).
- Total paid spend.
- Cost per customer (1 ÷ 2).
- Trend vs. the prior 3 months - one sentence on what changed.
Everything else - channel breakdown, creative performance, audience tests - lives in the appendix. If the four lines above tell a good story, the appendix is fine. If they don't, no appendix is going to save the conversation.
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