This is a sample with illustrative data. The business below is fictional
and every number is invented to show the format — any resemblance to a real company is coincidence.
This is the exact scorecard our paid media clients receive each month, filled with your real
spend, your real revenue and the actual work done on your account.
Monthly Paid Media Scorecard
Prepared for: Pelican Point Outfitters (fictional example) · July 2026 · delivered August 4
The month in three numbers
$6,240total ad spend across three channels — 98% of the $6,350 plan
4.2×blended platform-attributed return, reconciled against store orders
−12%cost per order vs. June — the account got cheaper as it learned
What happened, in plain English
July was the seasonal peak, and the budget was staged for it. Google carried the volume as planned;
the mid-month creative swap on Meta arrested a fatigue slide and finished the month back above plan;
Amazon defended the branded shelf while the new category campaign found its footing. One flag worth
your eyes: a competitor began bidding on your brand name on July 18 — brand-term defense is holding
(details in the work log), and it's the reason branded CPC ticked up.
Channel by channel
| Channel | Spend | Attributed revenue | Return | The story |
|---|
| Google Ads | $3,400 | $15,300 (Google-attributed) | 4.5× | Search + Performance Max. Peak-season budgets live; cost per order down 14% vs. June. |
| Meta | $1,240 | $3,970 (Meta-attributed) | 3.2× | Creative refreshed July 15 after frequency-driven fatigue; second half ran 31% cheaper than the first. |
| Amazon | $1,600 | $7,040 (Amazon-attributed) | 4.4× | Sponsored Products & Brands. Branded shelf defended at 91% impression share; category test scaling into August. |
Each revenue figure is labeled with its source and never blended across platforms —
platform-attributed numbers flatter themselves, so we also reconcile the month against your store's
actual orders before anything is reported. Your ad spend is paid directly to the platforms on accounts
you own; our fee is always a separate, visible line.
What we changed this month
The work, itemized — if a month's log were ever empty, you should fire us.
- July 3 — search-terms sweep. 41 queries reviewed, 9 added as negatives (the "kayak rental" family — renters, not buyers). Est. $140/mo redirected to buying intent.
- July 8 — seasonal budget stage-up. Google daily budgets raised to the July peak curve agreed in the plan; automated rules watch pacing daily so overspend can't run silent.
- July 15 — Meta creative rotation. Three fatigued ads retired, two new variants launched from the summer shoot; losing headline paused after a 6-day test.
- July 18 — brand-term defense raised. New advertiser detected on your brand searches; branded campaign bids and ad strength adjusted same-day. Watch continues daily.
- July 22 — Amazon category expansion. New Sponsored Products campaign on the two category terms the research flagged; harvest-and-prune keyword cycle started.
- July 29 — landing page rebuilt for the top campaign. Shorter page, one offer, form cut from six fields to three; conversion rate on paid traffic up 18% against the four weeks before the change.
Next month
- Hold the August peak-budget stage, then begin the planned September taper — spend follows your season, not the calendar.
- Scale the Amazon category campaign if it holds above the 3× target through week two.
- Ship the two new Meta variants from the August creative batch; keep the brand-term watch running daily.