One page a month: what we spent, what it got you, what's next.
A report for the person paying, not the person running it. The money out, the real leads in, the cost of each, and what we're changing because of it. The forty pages of charts are one click behind it if you ever want them. Most people never click.
Three people. One page each.
"I don't have to book this, do I?"
No. If you're on Google Ads management, SEO, Meta ads or Email, the page lands in your inbox in the first week of every month. It's how we show our work.
"I can see the numbers. I can't tell what they mean."
Google Ads has forty columns and none of them is "was last month good?" For $150 a month we read your account with read-only access and write the page. We touch nothing. You keep running it.
"I get a PDF. I don't read it."
An independent one-page read beside their report, from someone with no stake in the retainer. Useful every month, and very useful the month before the contract renews. If you want the deeper look first, that's the the $595 Audit.
Four numbers, one list, one sentence, and a reply button.
Each number has a one-sentence note under it saying where it came from and what changed. If a number can't be traced to a row in an export, it doesn't go on the page.
Spend
What left your bank account, split in two: what went to Google or Meta, and what went to us. Two lines, never one "media investment" figure that hides the fee inside the ad spend.
Real leads
Calls that lasted long enough to be a conversation. Forms that were an enquiry, not a spam bot. Bookings. Not clicks, not "engagements", not page views. When the tracking is doubtful, a person counts them by hand and the page says so.
Cost per real lead
Spend divided by real leads. The one number worth watching month to month, and the only one on the page that we'd ever call good or bad. Shown against last month and the same month last year, if there is one.
The best-performing thing
The campaign, keyword, suburb, page or post that brought the most leads, named, so you know what to do more of. And the worst, so you know what we're switching off.
What we did, tagged
Every change made in the month, in plain words, each one tagged "person" or "automated". It's the same list as your change log. An automated rule firing is listed as an automation, never as work.
What's next, and when we'll know
One or two sentences on what we're changing and the date by which we'll tell you whether it worked. Then "Questions? Reply to this email", and a person answers.
They're not lies. They're just not the question. Impressions count how often Google chose to show your ad, which Google controls and can inflate by showing it for worse searches. Click-through rate is a ratio of two things you don't bank. Quality Score is Google's opinion of your ad, useful to whoever runs the account and irrelevant to whoever pays for it.
All three sit in the appendix, because a change in them sometimes explains a change on page one. None of them is what you paid for, so none of them leads.
Readable in three minutes.
This is the whole deliverable. Not a summary of a longer report; the report. Every number on it points to a row in an export you own, and the exports arrive in your Google Drive the same day.
- Where the numbers come from. Google Ads for spend and clicks, GA4 for what happened on the site, call tracking for which calls came from where, your booking system if you'll share it. The wiring is the tracking job, and it's included with ads management.
- You get the raw data too. The same CSV exports we read, in a folder in your Drive, every month. Plus you already own the ad account, so nothing is hidden behind us.
- Bad months go on the page. Same font size as good ones, with what we think caused it and what we're changing.
$1,260 to Google, $600 to Moon Digital. Up $80 on July because we raised the Saturday budget.
17 calls over a minute, 4 form enquiries, 2 online bookings. Clicks not counted. Two spam forms removed by hand.
Down from $97 in July. Because the Saturday change worked, not because of anything clever.
One ad group, 9 of the 23 leads. Worst: "sports massage" ad group, $140 spent, none. Paused.
Test a second landing page for knee pain. If it hasn't beaten the current one by 10 October, we'll say so and switch it off.
Pulled by software. Read by a person.
The page arrives in the first week of the month. Here's what happens in the days before it, and which parts are done by a machine.
The exports land
Google Ads, GA4 and call tracking exports are pulled into a folder in your Drive. This part is automated, and it's the only part that is.
A person counts the leads
We listen to a sample of the tracked calls, read the form submissions, throw out the spam and the wrong numbers, and count what's left. Tags lie. People check.
The page is written, then checked
Written in plain words by whoever ran the account. Then read by a second person, Lissy, whose day job is research evaluation: no number without a source, no claim without a comparison.
You reply
Ask anything. If a number surprises you, we show the row it came from. If you want the forty pages, they're in the same folder. If you want a call, book one; it's included.
Forty pages, or one.
A long report isn't dishonest. It's just built to be skimmed and filed, and the numbers that make an agency look good are on the pages that get skimmed. Here's what's usually in it, and what's on ours.
Included, or $150 a month.
Included at no charge with Google Ads management, SEO, Meta ads and Email. Standalone is for people who run their own ads, or pay someone else to, and want an honest one-page read every month. Read-only access; we change nothing.
Get the one-page read →- One page, in the first week of every month
- Four numbers, each with its source and a note
- What changed in the account, tagged person or automated
- The raw exports, in a folder in your Drive
- A reply from a person, and a call if you want one
Month to month. If the page starts saying the same thing every month, tell us, and we'll tell you honestly whether it's still worth $150. If you're on standalone, "What we did" becomes "What changed", read from the account's change history, and it names who changed it. The standalone option includes one 20-minute call a month; more calls are quoted.
Before you ask for it
How much of this is automated?+
Pulling the exports out of Google Ads, GA4 and call tracking is done by software on the first of the month, because doing that by hand adds nothing. Everything after is a person: listening to sample calls, throwing out spam forms, counting the leads, writing the page, and a second person checking it. The last line of every page says which parts were which.
Where's my Quality Score?+
Page two, if you want page two. Quality Score, impressions, click-through rate and the rest are in the appendix and in the exports. They're useful for explaining why a page-one number moved. They're not what you paid for, so they don't lead.
Can I get the raw data?+
You already have it. The CSV exports we read are dropped into a folder in your Google Drive each month before we write anything, and you own the ad account and the GA4 property, so you can pull your own at any time. If you want the working, the spreadsheet where we counted the leads is in the same folder.
Do I need call tracking for this to work?+
Not strictly. Without it, "real leads" means forms and bookings only, and the page says so in the note under the number. With it, we can tell which calls came from which ad and listen to a sample to check they were real. Call tracking is part of the tracking setup, from $450 one-off, and it's included free with Google Ads management.
What if the numbers are bad?+
They go on the page, in the same font size, with what we think caused it and what we're changing. A report that only carries good news isn't a report. If we're the ones running the account, a bad month is on us, and the page says that too.
Can you report on what my current agency is doing?+
Yes, on the standalone plan. You grant read-only access (Google Ads → Admin → Access and security, add hello@moondigital.nz as Read only). We read the spend, the leads and the change history, and the page says what changed and who changed it. It isn't an audit; the the $595 Audit is. It is an independent read, every month, from someone who doesn't get paid more if the answer is "keep going".
Get the one-page read
We reply within one working day with a fit check. If it suits you, the reply has the invoice, the access steps and a delivery date. If it doesn't, it says so.
Don't put passwords, customer or patient details in this form. Access, where needed, is granted inside the platform after the fit check. How we handle your information.
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