Reporting
Live metrics built around Cost, CPC, CPA, and conversions, with a written brief sitting on top of them: what changed, and the next step. Save the view as a report and send it to the leadership room.
Live data
Last 30 daysAI brief
Cost per conversion fell 28% while spend came down. The Integrations campaign is carrying it.
Next: move budget from Brand to Integrations.
Ask Hero AICost
$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 ecommerce. 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
This period against the prior one, or the same period last year. A window long enough to see the cycle, not a 3-day blip.
Your sales cycle is 30 to 90 days. A call based on only 3 days is mostly noise. The brief 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, in the cost-per-lead terms the leadership room actually argues about.
ROAS borrows revenue logic from ecommerce 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 dashboard PDF with 200 widgets. 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. So the narrative goes first and the widgets sit underneath it, on the dashboard you open every morning and in the report you send.
The daily surface
Most dashboards hand you the widgets and leave the reading to you. Hero writes the read at the top of yours, against whatever date range, comparison, and filters you have set.
AI brief
Covers Jun 1 to Jun 30Cost per conversion fell 28% while spend came down. The Integrations campaign is carrying it.
Conversions rose to 87 from 66 while cost fell to $8,420 from $9,790. Integrations drove the gain. Brand held flat after last month's budget cap.
Next steps
Move budget from Brand to Integrations.
Ask Hero AICheck the search terms behind Integrations.
Ask Hero AIPerformance over time
Device
Country
From question to report
You pick
Start from a Weekly check in, a monthly review, or a New campaign readout, or write the exact question you want answered. Choose the account or specific campaigns, the date range, and what to compare against.
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
Hero reads the metrics for the window you picked and the comparison period, scoped to the campaigns in the report, straight from your live account.
02 / Loading from Google Ads API
Hero compares
Every metric anchors against the same metric in the prior period, or the same period last year. The metric summary, trend, and campaign table show what moved and by how much.
03 / This period vs the last
| Metric | This | Prior | Δ |
|---|---|---|---|
| Cost / conv. | $96 | $134 | ↓ 28% |
| Conversions | 87 | 66 | ↑ 32% |
| Cost | $8,420 | $9,790 | ↓ 14% |
Cost per conversion down 28% against the prior period. Pattern, not noise.
Hero writes
Headline first. A short paragraph on what changed, with the real figures and the campaigns behind them. Then the single next step. Edit any line inline before you share it.
04 / Board-ready draft
Cost per lead dropped 18% week over week. Hold the line.
We landed at $248 cost per lead 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 per lead after we capped budget last month.
Next move: rebalance $1,200/mo from Brand to the PMax integration group.
You export
Export the whole report, brief plus the supporting data, to a PDF you can hand to a CEO or client who never logs in. Send the campaign rows as a CSV when someone wants the raw numbers instead. Reopen and refresh it whenever the numbers move.
05 / Export for the room
Ready to share?
No login needed on the other end. Just send the file.
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 / This period vs the last
| Metric | This | Prior | Δ |
|---|---|---|---|
| Cost / conv. | $96 | $134 | ↓ 28% |
| Conversions | 87 | 66 | ↑ 32% |
| Cost | $8,420 | $9,790 | ↓ 14% |
Cost per conversion down 28% against the prior period. Pattern, not noise.
04 / Board-ready draft
Cost per lead dropped 18% week over week. Hold the line.
We landed at $248 cost per lead 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 per lead after we capped budget last month.
Next move: rebalance $1,200/mo from Brand to the PMax integration group.
05 / Export for the room
Ready to share?
No login needed on the other end. Just send the file.
Where it sits in the system
A report packages what changed into something you can hand to anyone. For the deep work behind any number, why a metric moved, the next decisive step, fresh copy or keywords, Hero AI's agents are one click away, working from the same product context and the same live account.
R Reporting
Every brief names what changed, the figures behind it, and the next decisive step, then exports to PDF. The agents do the deep analysis; the report makes it shareable.
report.brief
Weekly check in · W4201 Investigation
Go deeper
cause + level + evidence window
02 Recommendation
Go deeper
action + priority + dependencies
03 Ad Copy
Go deeper
ad strength scores + RSA churn
04 Keyword Research
Go deeper
cluster spend + intent labels
Common questions
7 questions
Looker Studio and the Google Ads UI show you the data and leave the reading to you. Hero writes the narrative on top of it: the headline that answers your CEO's question, the short paragraph on what moved and why, and the next step, with the supporting metrics, trend, and campaign table underneath. Same numbers, different deliverable. You get it in both places, on the dashboard you open every morning and in the report you save and send.
No. The Overview is useful the first time you open it: seven tiles covering performance, trend, campaigns, device, country, audience, and conversion actions, with the brief written at the top of them. From there you can move or resize tiles, drop a saved report onto it, or name a second dashboard for a different question. Named dashboards are saved to your account, so they follow you to any browser you sign in from.
An agency report is thorough, and it arrives at the reporting meeting two or three weeks after the month you are reading about. By then the spend is gone and the window to act on it has closed. Hero writes the same kind of narrative on demand, against live account data, so you can move the budget while the move still matters instead of explaining last month at the meeting.
Save a report once and reopen it any time, then refresh the brief to regenerate it against the latest numbers. The three templates, Weekly check in, monthly review, and New campaign readout, give you a one click starting point for the questions that come back every week. There is no automatic schedule today: you regenerate a report on demand and export the PDF when you want to share it.
Export it to PDF and send it. They don't need an account, and there's no seat to buy for a viewer. The brief reads the same on paper as on screen: headline, what changed, the next step, then the supporting numbers. If someone wants the raw numbers instead of the narrative, export the campaign rows as a CSV. There's no shareable link or Slack and email delivery yet, so the file you download is the share path.
Yes. Performance Max campaigns show up in the report's metric summary, trend, and campaign table alongside everything else. For the deeper Performance Max read, the asset groups, the Search, Display, and YouTube network split, and the leakage B2B SaaS PMax accounts most commonly hit, ask Hero AI: its investigation has a dedicated Performance Max track, because PMax has no ad groups and its data is structured differently.
Hero Marketer watches for that with a dedicated alert: if conversions go silent while spend keeps running, it tells you. The report itself reports what the data shows, and it won't dress up unreliable numbers in a polished layout. Fix the tracking first, then the brief is worth reading.
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?
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/wk to Display.
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.
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
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, with a full refund within 14 days 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
