From spreadsheet-heavy reporting to client-ready SEO & PPC insights
LA Search was working with large volumes of SEO and PPC data across multiple platforms, but needed a better way to turn that information into insights their clients could quickly understand and act on.
Much of the reporting was spreadsheet-based, which made it harder to compare performance, spot patterns and communicate a clear story around what was driving results.
The challenge:
The goal wasn’t simply to replace spreadsheets with dashboards. LA Search needed reporting that would make analysis easier for the team while also giving clients a clear, professional view of performance across SEO and paid media.
What I did:
- Worked closely with the team to define the key questions each dashboard needed to answer, so the reporting was built around client decisions rather than simply showing more data
- Designed and built Data Studio dashboards combining data from Google Ads, Meta, SEMrush and Google Analytics into a more unified view of performance
- Created custom dimensions, including branded vs non-branded keywords, to make SEO analysis clearer and easier to interpret
- Built visual reporting for ad creatives so the team could quickly identify which assets were performing best
- Designed the dashboards around LA Search’s brand, giving the agency polished, client-ready reporting they could confidently use in presentations and ongoing account management
The impact:
- Clearer, more visual reporting that made complex SEO and PPC performance easier for clients to understand
- Faster access to useful insights across channels, without relying on multiple spreadsheets to piece the story together
- A stronger way to demonstrate the impact of marketing activity on key metrics including traffic, reach, conversion rate and CPA
- A repeatable reporting approach that supported both the agency’s internal analysis and its client communication
Need reporting your clients can actually use?
If your team is spending too much time pulling data together, working across disconnected spreadsheets or struggling to turn reporting into a clear client story, I can help you create dashboards that make analysis easier and performance easier to communicate.
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