PPC reporting software: the best tools for paid search reports
Good PPC reporting software pulls Google Ads, Microsoft Ads and Meta into one report, sends it on a schedule, and shows where the money went. Swydo is the classic pick for PPC agencies, Optmyzr suits teams that want reports inside an optimization tool, and Looker Studio is the free do-it-yourself route. Lemonado is the AI co-worker for marketing: it builds the PPC report from a plain question, reviews search terms and suggests negative keywords, and every change waits for your approval. Prices verified October 2026.
Lemonado connects to Google Ads, Microsoft Ads, Meta Ads, LinkedIn, TikTok and the rest of your stack, then answers questions like "Why did CPA jump on the brand campaign this week?" on live data. It builds PPC reports and dashboards in Studio, sends them on a schedule, and watches accounts in the background so a CPA spike shows up in Slack before it burns budget. When you ask it to act, like adding negative keywords from your search terms, the change waits for your approval. During the beta, marketing teams ran 12,000+ tasks and managed $40M in ad spend with Lemonado.
A quick look at the PPC reporting tools
Seven PPC reporting tools, side by side. Most charge for something that grows with your accounts: sources, clients, dashboards or ad spend.
Swydo
Makes reports
- Best for
- PPC agencies with many paid accounts
- How you pay
- Per data source
- Starts at
- From €62/mo billed yearly
- Free plan
- No
- First problem
- Each ad account is a source, so the bill tracks account count
AgencyAnalytics
Makes reports
- Best for
- Agencies reporting PPC plus SEO and social
- How you pay
- Per client
- Starts at
- From $20/mo billed yearly
- Free plan
- No
- First problem
- A general agency tool, not built only for paid search
Whatagraph
Makes reports
- Best for
- Big agencies sending polished cross-channel reports
- How you pay
- Per connected account
- Starts at
- From €999/mo billed yearly
- Free plan
- No
- First problem
- Too pricey for a small PPC shop
DashThis
Makes reports
- Best for
- Quick PPC dashboards with little setup
- How you pay
- Per dashboard
- Starts at
- From $44/mo billed yearly
- Free plan
- No
- First problem
- Shows the numbers, doesn't dig into search terms
Optmyzr
Makes reports
- Best for
- Teams who optimize Google Ads daily
- How you pay
- By ad spend
- Starts at
- Priced by ad spend
- Free plan
- No
- First problem
- Reporting is one part of a bigger toolkit you pay for
Looker Studio
Makes reports
- Best for
- One builder with a small budget
- How you pay
- Free, connectors extra
- Starts at
- Free · Pro $9/user/project/mo
- Free plan
- Yes
- First problem
- You build and fix every report yourself
Lemonado
Looks at the data
- Best for
- PPC teams who want the report and the next step
- How you pay
- Credits for work done
- Starts at
- See pricing
- Free plan
- 10-day trial, $150 in credits
- First problem
- Not a bid management tool
Prices from each vendor's public pricing page, verified October 2026. Optmyzr prices by ad spend, so check your tier.
What a PPC report needs to show
Clients and bosses want spend, clicks, conversions, CPA and ROAS by campaign. A good PPC report also answers the questions behind those numbers. Check that any PPC reporting tool can do these four things before you buy.
Every platform you buy on. Google Ads is a given. Microsoft Ads is often left out, and so are Meta, LinkedIn and TikTok. If a client spends 15% on Microsoft Ads and the report skips it, the CPA is wrong.
Search terms and wasted spend. The most useful page in a PPC report is often the search terms that spent money and never converted. Most tools show campaigns and keywords well. Fewer show search terms, and almost none help you act on them.
Trends, not snapshots. Week over week and month over month, with the reason a number moved. A CPA that jumped 40% needs one line that says why, or the client will ask on the call.
Pacing. How much of the monthly budget is spent, and whether you'll hit it. Many PPC managers still track this in a separate sheet.
Why PPC teams outgrow their reporting tool
The report shows the problem. Then a person fixes it by hand, once a week, in every account.
The report shows the problem, then someone fixes it by hand
Your report says Google Ads CPA went up 30%. Now someone opens the account, filters the search terms, finds the junk queries, adds negatives and writes a line for the client. The reporting tool did the first step. The rest takes your Friday, and it's the same work every week across every account.
Checks happen once a month, money is spent every day
A broken conversion tag or a runaway broad match keyword can burn a week of budget before anyone opens the report. A few tools add alerts, but they tend to be simple threshold rules that hand the problem back to a person.
The tools
These tools make PPC reports
Swydo
Swydo was built for PPC reporting, and it's still the name PPC agencies mention first. It connects 12 paid platforms, including Google Ads, Microsoft Ads, Facebook and Instagram Ads, LinkedIn, TikTok, Reddit, Pinterest and Snapchat. Unlimited users, clients and reports, with white labeling and AI report summaries included.
Best for: PPC agencies with lots of client ad accounts who want cheap, tidy reports.
Where it falls down: Each ad account counts as a source, so cost tracks account count. It reports on the account. It doesn't work in it.
- You run many small paid accounts and want the lowest cost per report.
AgencyAnalytics
AgencyAnalytics covers PPC next to SEO, social and call tracking, with 85+ integrations and a branded client portal. AI summaries and an MCP connection into ChatGPT and Claude are included.
Best for: Full-service agencies who report paid search next to SEO.
Where it falls down: It's a broad agency tool, so PPC depth (search terms, pacing) is lighter than a PPC specialist.
- You sell SEO and PPC and want one portal for both.
Whatagraph
Whatagraph makes polished cross-channel reports, with Whatagraph IQ for AI summaries, chat and report creation. It handles paid search and paid social in one report.
Best for: Larger agencies whose clients expect a designed report every month.
Where it falls down: The floor is high for a PPC freelancer or small agency. It explains the numbers. It doesn't change the campaigns.
- The report itself is a client deliverable and budget isn't the constraint.
DashThis
DashThis gets a PPC dashboard live fast. It has 34+ integrations, including Google Ads, Microsoft Advertising, Meta Ads, LinkedIn Ads and TikTok Ads, plus CSV and Google Sheets. White labeling and an MCP connector come on every plan.
Best for: Small teams who want clean PPC dashboards without building them.
Where it falls down: Fine for top-line numbers. Weak for the search-term digging that PPC work depends on.
- You want a dashboard live today and top-line numbers are enough.
This one manages the account and reports on it
Optmyzr
Optmyzr is a PPC optimization suite with reporting built in. It covers Google Ads, Microsoft Ads, Amazon Ads, Meta Ads, LinkedIn Ads and Yahoo! Japan Ads. Reports come with templates, white labeling and scheduled delivery. The main reason to buy it is the optimization tools: rules, budget tools and scripts.
Best for: PPC specialists who live in Google Ads every day and want automation plus reports in one place.
Where it falls down: It's a power tool for PPC experts. If you only need reports, you pay for a lot you won't use, and cost rises with ad spend.
- Your team depends on rules and scripts to run big Google Ads accounts.
The free option
Looker Studio
Looker Studio is free and connects to Google Ads and GA4 out of the box. For Microsoft Ads, Meta and others you add a paid connector like Supermetrics or Porter.
Best for: One PPC manager who likes building and has a small budget.
Where it falls down: You build, fix and update every chart. When a connector breaks before the Monday client call, so does the report.
- Your budget is zero and you enjoy building.
This one does the work
Lemonado is the AI co-worker for marketing. It connects natively to Google Ads, Microsoft Ads, Meta Ads, LinkedIn, TikTok, Pinterest, Snapchat and GA4, and to 3,000+ tools in total. Ask "Build the weekly PPC report for Northwind Plumbing, Google, Microsoft and Meta side by side, with the top wasted search terms" and it builds it in Studio on live data. Set a routine to send it every Monday, and another to flag CPA spikes in Slack. Ask it to review search terms and it suggests negative keywords, then adds them once you approve.
Best for: PPC managers and agencies who spend more time pulling and fixing than deciding.
Where it falls down: It isn't a bid management tool, and it won't replace Optmyzr's rule library if you depend on it. White label is Enterprise only. It's newer than the other tools here, with fewer independent reviews so far.
- The work after the report (search terms, negatives, the client summary) eats your week.
In Claude
In ChatGPTAutomated PPC reporting: what "automated" really means
Every PPC reporting tool on this page says it automates reporting. They mean three different things.
The first level is scheduled delivery. The report builds and lands in an inbox every Monday. Swydo, AgencyAnalytics, DashThis, Whatagraph and Optmyzr all do this well.
The second level is written insight. The tool adds a summary of what changed and why. Most tools now do this with AI, either included or as an add-on.
The third level is the work after the report. Something reads the search terms, spots the waste and puts a fix in front of you. Optmyzr does this through rules you set up. Lemonado does it when you ask in plain words, or on a routine, with your approval before anything changes.
When Lemonado is not the right pick
If you run big Google Ads accounts and live inside Optmyzr's scripts and rules, keep Optmyzr. If a client only wants a monthly PDF and you're happy doing account work by hand, Swydo costs less and does the job. If you need a white-label client portal, at Lemonado that's Enterprise only. And if your budget is zero, Looker Studio is free.
How to start with Lemonado
Connect Google Ads and Microsoft Ads
Add Meta and GA4 if the report covers them.
Ask for last week's PPC report
Check it against the report you sent last week. Fix anything that's off by telling it what's wrong.
Add one routine
Have it review search terms every Monday and post suggested negatives to Slack for approval.
Common questions
Swydo is the most common pick for PPC-only agencies: it was built for paid search, connects 12 ad platforms and charges per data source.
AgencyAnalytics fits agencies that also sell SEO, and Optmyzr fits teams that want reports inside an optimization tool. Lemonado fits PPC agencies that want the report built and the follow-up done too, like reviewing search terms and suggesting negatives, with approval before changes.
DashThis if you want a dashboard live today, Looker Studio if your budget is zero.
Swydo is the cheapest per account once you have several clients. Lemonado suits small teams who want the report and the account checks handled without hiring.
Yes. Looker Studio is free for Google Ads and GA4. You'll pay for a connector to add Microsoft Ads or Meta.
Lemonado has a 10-day trial with $150 in credits and no card.
Some can, but most PPC reporting tools stop at campaign and keyword level.
Lemonado pulls the search terms that spent without converting, puts them in the report, and suggests negatives you can approve.
Connect each client's ad accounts to one tool, build a template once, and schedule it to send.
Then decide who reads it and acts on it. That last step is where most of the hours go, and it's what Lemonado's routines are for.
Most does. Lemonado, Swydo, DashThis and Optmyzr all connect Microsoft Ads. Looker Studio needs a paid connector for it.
Yes, through MCP. AgencyAnalytics, DashThis and Lemonado offer it. Lemonado's MCP is on Automate and up, and the 10-day trial includes it.
The connection is scoped per client.