Worked example

A sample Google Ads report

A useful local report follows the money from ad spend to enquiries, then to enquiries you could take on, then to bookings.

Business owner comparing a printed chart with her laptop

In this illustrative month for a local appointment business, £900 of Google Ads media produced 45 enquiries, 27 qualified enquiries and 12 bookings. That is £20 per enquiry, £33.33 per qualified enquiry and £75 per booking, on media spend only.

Illustrative figures

Example month

A local appointment business. Costs in this report are media spend only, so you can see the advertising on its own before fees are added.

Media spend: £900
Enquiries: 45 · £20
Qualified: 27 · £33.33
Bookings: 12 · £75

Illustrative monthly performance
Metric	Result	Media cost	What it means
Google Ads media spend	£900	—	Paid to Google for clicks. Management is not in this £900.
Raw enquiries	45	£20	Calls and forms, including ones you could not take.
Qualified enquiries	27	£33.33	In area, a service you offer, and not a duplicate. 27 of 45, which is 60%.
Confirmed bookings	12	£75	In the diary. A booking can still cancel or fail to attend.

Words the report should define

Raw enquiry: A phone call or form from the ads.
Qualified enquiry: Someone you could take on: right service, right area, not already in the diary.
Confirmed booking: A time that was put in the diary. Count cancellations beside it.
Media cost: Media spend divided by that count. Say so when a fee is excluded.

How to read a month like this

Start with bookings. Twelve bookings from £900 is £75 of media each.
Then look at the 18 enquiries that were not a fit. That is the first place to improve before spending more.
Check the qualified share. Here, 27 of 45 enquiries could be taken on.
Add the management fee before you judge the full cost. With a £149 Starter fee and no setup, this month is £1,049, or £87.42 per booking.
Agree how repeat calls, and bookings that arrive after month-end, are counted, so next month matches this one.

Call and form tracking records the enquiry. Your diary, booking system or a short lead sheet confirms which enquiries qualified and booked. How that tracking is set up. A lead sheet a receptionist can keep.

Put this month in the calculator. The link uses £900 media, a £149 fee, £20 per enquiry and a 26.67% close rate, which is 12 bookings from 45 enquiries. Replace the gross profit with yours.

Which campaign should get the next £100?

The same illustrative month, split into two services. Both use the same definition of a confirmed booking.

Illustrative results by service. Media spend only.
Campaign	Media	Enquiries	Qualified	Bookings	Media per booking
Routine appointments	£400	30 · £13.33	15 of 30	4	£100
Specialist appointments	£500	15 · £33.33	12 of 15	8	£62.50

Check the routine calls that fell through

Routine appointments produced cheaper enquiries, at £13.33, and only 15 of 30 qualified. Before you cut that budget, ask whether those calls wanted a service you do not offer, lived outside the area, or simply found no free slot.

Check the diary before you add specialist budget

Specialist appointments cost £62.50 of media per booking here, and 12 of 15 enquiries qualified. Before you add £100, confirm the diary has room and that the eight bookings went ahead. A lower booking cost only helps when the appointment leaves more than that after delivery.

Bring three numbers to the review: enquiries you could take on, bookings that went in the diary, and bookings that cancelled. Reporting is included in every plan.

By Yoann Ferrand, PPC specialist at Local PPC Experts. Updated 15 November 2026.

Questions about the report

What should a local Google Ads report include?

Media spend, raw enquiries, qualified enquiries and confirmed bookings, each with a cost. Split the same numbers by service when you run more than one. Say whether management fees are included.

Are the sample Google Ads report figures from a client?

The figures are illustrative, for a local appointment business, so you can see how the sums fit together.

What if many Google Ads enquiries are not a fit?

Review the reason, such as outside the area or a service you do not offer, before you raise the budget. That review should change the locations, the searches or the wording of the ad. See how ad wording is tested.

What should I bring to a Google Ads monthly review?

Bring the enquiries you could take on, the ones that booked, and the ones that cancelled. Agree how repeat calls and bookings that arrive after month-end are counted.

Model your own budget · See what fees to add · All resources

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