blog post

PPC Dashboards for agencies - best practices to follow

Florian Cabirol
March 6, 2023
PPC Dashboards for agencies - best practices to follow

If you are running a PPC agency, you know how important it is to monitor your daily operations and give your customers results and actionable insights. A PPC dashboard is the perfect reporting tool that displays all your PPC data in one place. It allows you to monitor your campaigns, track performance, and make data-driven decisions.

Best practice #1 : Choose your KPI wisely

One of the first things you need to think about is the KPIs you will track for your customers. You should ask yourself, "What is their goal?" and your dashboard should be primarily focused on this. It's important to choose metrics that help them reach their business goals and give them useful information about how their ads are doing. For example, if your client has an e-commerce store, it could be a really good idea to focus on the ad spend, the purchases, and the ROI.


You may also want to consider including secondary KPIs that provide additional context and help you better understand your data. For example, you might track metrics such as impression share, average position, or bounce rate to gain a more comprehensive view of your ad's performance.


We have built a complete guide on what KPIs are and what their meanings are.

Best practice #2 : Design a beautiful PPC dashboard

First, if you want to make a custom report for your customer, you need a way to see their data. Of course, you can use many basic tools like Microsoft Excel or Google Sheets. But making it enjoyable for your client is a significant advantage for you. So you need tools that should be able to display their data beautifully.


One of the tools to give you all this functionality is Looker Studio. It's a free data visualization and reporting tool offered by Google. It allows users to create customized dashboards and reports that integrate data from multiple sources, including Google Analytics, Google Ads, Google Sheets, and more. You can find a complete tutorial on building Looker Studio on our academy.


Secondly,keep it simple. You do not need to provide your client with an overhauled dashboard. Focus on their KPIs on your first page. Then add two or three more pages about secondary metrics that explain why they impact their primary metrics and how to improve them. To do so, choose your color carefully because the color is an excellent way to visualize key data points. But it could be overwhelming. You could use tools like coolors to generate beautiful colors in your visualization.


Finally, iterate on it with your client. Because the needs of two clients are rarely the same, you need to test and refine your PPC dashboard a lot. Do not hesitate to ask your client what they want and how they want it. Sometimes, little things could add a lot of value to you and your client.

Best practice #3 : Integrate all the platforms they use.

Trying to stick with one PPC reporting dashboard is a time saver for everyone. One of the key features of Looker Studio is that you can connect all the marketing platforms you need to it. If your clients need data from Facebook Ads, Google Ads and Microsoft Ads, tools like Catchr could directly deliver their data in Looker Studio. And you could, in no time, build a cross-platform PPC dashboard.


Another advantage is that you can make data-driven decisions because you have all the data at your disposal in one central location. If your Google Ads perform better than Microsoft Ads, it could be interesting to give Google Ads more budget. But if you see that the conversion rate is higher on Facebook ads, focusing on them could be the thing to do. 

Best practice #4 : Send a weekly recap to your client

Thanks to Looker Studio, you could easily send a weekly recap of your client's PPC dashboard to them. You just need to configure the export. You can find a tutorial about how to export a Looker Studio PDF and send it to your client.

Best practice #5 : Monitor their KPIs daily

Because a mistake could happen quickly, you must build a summary dashboard that recaps all the primary KPIs. In this way, one of the first things you must do in the morning is checking this dashboard and verify that all is well. It could help you be proactive with your client and detect human or algorithmic errors.

Best practice #6 : Build a collection of PPC dashboards and reuse them

This one could really be a time and cost saver for any PPC agency. When you create a dashboard for one of your clients, do not hesitate to copy and paste it in one central location. By doing so, each of your collaborators could easily copy and paste your dashboard and provide it to their client when there is a need.

Bonus : Some examples of a PPC dashboard for agencies

With Looker Studio, we have made a large number of PPC dashboards to meet all of your needs. Here are some of our most used templates.

Daily monitoring of your Google Ads budget

Google Ads Budget Report PPC Dashboard

With this template, you could easily see if you did not overspend or underspend on your Google Ads marketing campaigns.


Understand how your users interact with your Facebook ad campaign

Facebook Ads PPC dashboard

On this PPC dashboard, you can easily see how your prospects / leads interacted with your ad and how it performed.


Global Ads Overview

One of the most used PPC dashboards you can see how all your marketing channels are performing. And then have a detailed view of how they perform on different pages of your report.

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