Reporting
Live metrics built around Cost, CPC, CPA, conversions, and conversion rate. Plus plain English reports for any question your CEO asks, in three minutes.
Live data
Last 30 daysCost
$8,420
↓ 14%
Clicks
2,140
↑ 21%
Conversions
87
↑ 32%
Cost / Conv.
$96.78
↓ 28%
Conversions over time
Pattern, not noise
How we think about reporting
Most Google Ads reporting tools default to e-commerce. We default to B2B SaaS. Four assumptions we reject explicitly, and what we do instead.
Decision 01
Most reporting tools assume
Checkout, purchase, transaction. The conversion model Google Ads ships with by default.
Hero reads it as
Trial signup, demo booking, free-trial activation. The conversion event your CEO actually tracks.
B2B SaaS does not have a checkout. The trial is the win. Every metric, every report, every comparison treats it that way.
Decision 02
Most reporting tools assume
3 to 7 day windows. Call winners fast. Move money the same week.
Hero compares against
7-day, 28-day, and 90-day windows together. The cycle determines the call, not the optimizer's cadence.
Your sales cycle is 30 to 90 days. A 3-day call is mostly noise. The agent flags when the data is too thin for a confident move instead of fabricating one.
Decision 03
Most reporting tools assume
ROAS, treated as the dispositive number. Revenue per dollar spent.
Hero leads with
Cost per Conversion, paired with CAC-payback context. The number the leadership room actually argues about.
ROAS borrows revenue logic from e-commerce that B2B SaaS Google Ads cannot see (LTV lives in your CRM, not the ad platform). Optimizing toward a proxy you cannot trust is worse than reporting an honest leading indicator.
Decision 04
Most reporting tools assume
A 200-widget dashboard PDF. Twelve tabs of metrics, charts, and breakdowns. Nobody opens past page two.
Hero composes
One paragraph. The move, the cause, the next decisive step. Built to survive a leadership meeting.
Your CEO scans, not reads. A narrative survives the room; a dashboard does not. The widgets stay one click away for the operator who wants them.
From question to report
You ask
No filter chains, no date-range pickers, no Looker Studio middleware. Type the question your CEO would type if they had time to type it.
Hero AI What's the CAC story this week? Run the numbers before the leadership standup at 9.
Hero is reading your account
Hero loads
The agent queries the account at the right level (campaign, ad group, audience) for the right window (7-day, 28-day, 90-day) and joins it against your conversion-tracking definitions.
02 / Loading from Google Ads API
Hero compares
Every metric anchors against the same metric in the prior period. The agent flags the moves worth bringing into the room and the moves that are within normal variance.
03 / Three windows compared
| Metric | 7d | 28d | 90d |
|---|---|---|---|
| CAC | $248 | $294 | $311 |
| CPL | $42 | $48 | $51 |
| Trials | 87 | 312 | 994 |
CAC trending down across all 3 windows. Pattern, not noise.
Hero composes
Headline number first. Two paragraphs on what moved and why. One paragraph on what to do next. No 200-widget dashboard — a board-ready story.
04 / Board-ready draft
CAC dropped 18% week over week. Hold the line.
We landed at $248 CAC against last week's $294. The move traces to two things: (1) the PMax integration asset group is converting at 4.1% versus the account average of 2.6%, and (2) Brand search held flat at $98 CAC after we capped budget last month.
Next move: rebalance $1,200/mo from Brand to the PMax integration group.
You ship
Paste-ready in plain text, markdown, or shareable URL. Schedule the same report to run every Monday so the story arrives before the standup does.
05 / Ship before standup
Where do you want this?
Standup is in 47 minutes. You have plenty.
Hero AI What's the CAC story this week? Run the numbers before the leadership standup at 9.
Hero is reading your account
02 / Loading from Google Ads API
03 / Three windows compared
| Metric | 7d | 28d | 90d |
|---|---|---|---|
| CAC | $248 | $294 | $311 |
| CPL | $42 | $48 | $51 |
| Trials | 87 | 312 | 994 |
CAC trending down across all 3 windows. Pattern, not noise.
04 / Board-ready draft
CAC dropped 18% week over week. Hold the line.
We landed at $248 CAC against last week's $294. The move traces to two things: (1) the PMax integration asset group is converting at 4.1% versus the account average of 2.6%, and (2) Brand search held flat at $98 CAC after we capped budget last month.
Next move: rebalance $1,200/mo from Brand to the PMax integration group.
05 / Ship before standup
Where do you want this?
Standup is in 47 minutes. You have plenty.
Where it sits in the system
Reporting does not generate data. It composes the story the rest of the system has been writing all week. Findings from Investigation, priorities from Recommendation, churn from Ad Copy and Keyword Research — all condensed into the paragraph your CEO actually reads.
R Reporting
Every report names the move, the cause, the evidence, and the next decisive step. The other agents shape the content; Reporting shapes the delivery.
report.composed
2025 W42 · CAC story01 Investigation
Feeds in
cause + level + evidence window
02 Recommendation
Feeds in
action + priority + dependencies
03 Ad Copy
Feeds in
ad strength scores + RSA churn
04 Keyword Research
Feeds in
cluster spend + intent labels
Common questions
5 questions
Looker Studio and the Google Ads UI show you the data. Reporting builds the narrative — the headline that answers your CEO's question, the two paragraphs on what moved and why, and the recommendation for what to do next. Same numbers, different deliverable. The Looker dashboard is for the operator. The Hero report is for the leadership room.
Yes. Set up a weekly or monthly cadence and the report runs automatically against the prior period. You get a Slack DM or an email with the report ready to forward. The cadence respects your sales-cycle reality — we will not run a 'why did X happen this week' report on accounts where the conversion window is 30 days, because there is rarely real signal in a 7-day delta for B2B SaaS.
Yes. Performance Max gets its own reporting track because its data structure is fundamentally different — no ad groups, only asset-group-level performance, Google-defined search-term categories. The Reporting agent surfaces the PMax network breakdown (Search vs Display vs YouTube), the asset-group performance, and the leakage indicators that B2B SaaS PMax accounts most commonly hit.
The agent tells you. Before generating any CAC or CPL report, it audits whether your conversion actions are firing correctly, whether enhanced conversions are enabled, and whether your offline conversion uploads are current. If the foundation is shaky, the report flags it and points at the fix — instead of dressing up unreliable numbers in a polished dashboard.
Either pattern works. The Growth tier supports multiple seats so your CEO can have view-only access to a read-only chat. More common: you take the question once, run it, paste the answer, and the next ten times the question gets asked the answer is already in the standing Monday report. Either way, the gap between 'CEO asks' and 'operator answers' collapses from hours to minutes.
Built for
01 · Solo founder
You shipped the product. You're running Google Ads on the side. No agency burn, no generic ChatGPT filler, no quarterly business review.
See the indie founder fit Hero AI 11:47 PM Is my $1,500 a month doing anything?
65% of clicks on 3 zero-conversion keywords.
"free crm tool", "crm software", "sales platform". Broad-match noise.
02 · Startup founder
You raised seed money to build product, not pay $5K a month for an agency report you can't act on. Hero Marketer is senior PPC at $20.
See the startup fit Hero AI Tue 9:14 AM $5K a month. Search or PMax?
PMax leaking $1,800 to Display.
71% of PMax spend on placements that don't convert.
Cap PMax first. Redirect to Search competitor terms at $90 CPL.
03 · Lean marketing team
A marketing manager and a designer. Nobody has Google Ads as their day job. Monthly reviews, campaign refreshes, reporting across products.
See the marketing team fit$96
Cost / conv.
87
Conversions
$24K
Spend / 30d
3.9x
Trial → Paid
04 · Product-led team
You build the product. Nobody understands what it does better. Hero Marketer turns that knowledge into ad copy, keyword research, and campaigns that match what you shipped.
See the product team fit// what you sell
CRM that grows with your small business
// who buys it
Sales leads, 5+ reps
// trial to paid
Free CRM, paid Sales Hub
Generated headline
"CRM built for 1 to 5 rep teams, not enterprise IT."
Ad Copy Agent · grounded in this profile.
05 · Pricing
Three tiers. From $20 a month. Cancel anytime, 14-day full refund if you've used less than 10% of your monthly credits.
Pro
$20 /mo
For solo founders getting started.
Growth
$50 /mo
For growing teams running multiple products.
Agency
$100 /mo
For agencies juggling many accounts.
Built by a B2B SaaS marketer · 9 years in Google Ads
