{"id":689496,"date":"2025-09-11T15:45:19","date_gmt":"2025-09-11T12:45:19","guid":{"rendered":"https:\/\/buradabiliyorum.com\/en\/how-to-produce-a-better-ppc-qbr-for-your-stakeholders\/"},"modified":"2025-09-11T15:45:19","modified_gmt":"2025-09-11T12:45:19","slug":"how-to-produce-a-better-ppc-qbr-for-your-stakeholders","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/how-to-produce-a-better-ppc-qbr-for-your-stakeholders\/","title":{"rendered":"How to produce a better PPC QBR for your stakeholders"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a3500782f50f\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a3500782f50f\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-produce-a-better-ppc-qbr-for-your-stakeholders\/#Dont_settle_for_another_dull_recap_Deliver_PPC_QBRs_that_highlight_impact_engage_stakeholders_and_drive_next-quarter_strategy\" >Don\u2019t settle for another dull recap. Deliver PPC QBRs that highlight impact, engage stakeholders, and drive next-quarter strategy.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-produce-a-better-ppc-qbr-for-your-stakeholders\/#Aim_for_readability\" >Aim for readability<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-produce-a-better-ppc-qbr-for-your-stakeholders\/#Leverage_your_slide_titles_your_most_important_real_estate\" >Leverage your slide titles (your most important real estate)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-produce-a-better-ppc-qbr-for-your-stakeholders\/#Streamline_text\" >Streamline text<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-produce-a-better-ppc-qbr-for-your-stakeholders\/#Lean_on_visual_call-outs\" >Lean on visual call-outs<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-produce-a-better-ppc-qbr-for-your-stakeholders\/#Align_your_QBR_content_with_your_audiences_needs\" >Align your QBR content with your audience\u2019s needs<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-produce-a-better-ppc-qbr-for-your-stakeholders\/#Build_a_narrative\" >Build a narrative<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-produce-a-better-ppc-qbr-for-your-stakeholders\/#Establish_forward_motion\" >Establish forward motion<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-produce-a-better-ppc-qbr-for-your-stakeholders\/#Turning_QBRs_into_growth_opportunities\" >Turning QBRs into growth opportunities<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"subhead\" itemprop=\"alternativeHeadline\"><span class=\"ez-toc-section\" id=\"Dont_settle_for_another_dull_recap_Deliver_PPC_QBRs_that_highlight_impact_engage_stakeholders_and_drive_next-quarter_strategy\"><\/span>Don\u2019t settle for another dull recap. Deliver PPC QBRs that highlight impact, engage stakeholders, and drive next-quarter strategy.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><\/p>\n<div class=\"bialty-container\">\n<p>Quarterly business reviews can be stressful, especially for agency teams.\u00a0<\/p>\n<p>They\u2019re meant to showcase your impact and align on future strategy \u2013 but too often, they turn into 45-minute monologues packed with PPC metrics and little engagement.<\/p>\n<p>Having worked across multiple agencies, I\u2019ve seen firsthand that there\u2019s no single \u201cright\u201d way to run a QBR \u2013 but there are plenty of ways to make them better.\u00a0<\/p>\n<p>In a digital marketing landscape that\u2019s evolving faster than ever, you can\u2019t afford to waste the rare opportunity to have stakeholders\u2019 full attention.<\/p>\n<p>My agency has refined our <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/download-scripts-themes-apps\/\" data-internallinksmanager029f6b8e52c=\"9\" title=\"Download Scripts &amp; Themes &amp; Apps\" target=\"_blank\" rel=\"noopener\">app<\/a>roach to QBRs to make them more engaging, forward-looking, and valuable for clients.\u00a0<\/p>\n<p>The result: clearer communication, stronger alignment, and a sharper focus on business goals.<\/p>\n<p>This article covers the key improvements we\u2019ve made, including:<\/p>\n<ul class=\"wp-block-list\">\n<li>Better readability.<\/li>\n<li>Audience alignment.<\/li>\n<li>Building a narrative.<\/li>\n<li>Proactivity and forward motion.<\/li>\n<\/ul>\n<h2 id=\"aim-for-readability\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Aim_for_readability\"><\/span>Aim for readability<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>This applies to any presentation, but it\u2019s especially crucial for QBRs where there\u2019s a lot to cover: keep the pace brisk and the key messages clear.<\/p>\n<p>In deck format, that means:<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-leverage-your-slide-titles-your-most-important-real-estate\"><span class=\"ez-toc-section\" id=\"Leverage_your_slide_titles_your_most_important_real_estate\"><\/span>Leverage your slide titles (your most important real estate)<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul class=\"wp-block-list\">\n<li>Use the title to specify the main takeaway, not just the topic. For example, instead of \u201cUGC on Meta,\u201d say \u201cUGC on Meta drives 95% completion rates.\u201d<\/li>\n<li>Include numbers and impact where possible.<\/li>\n<li>Use verbs, not labels.<\/li>\n<\/ul>\n<h3 class=\"wp-block-heading\" id=\"h-streamline-text\"><span class=\"ez-toc-section\" id=\"Streamline_text\"><\/span>Streamline text<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul class=\"wp-block-list\">\n<li>Replace long blocks with concise, bullet-format summaries.<\/li>\n<li>Make slides easier to skim and present live.<\/li>\n<\/ul>\n<h3 class=\"wp-block-heading\" id=\"h-lean-on-visual-call-outs\"><span class=\"ez-toc-section\" id=\"Lean_on_visual_call-outs\"><\/span>Lean on visual call-outs<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul class=\"wp-block-list\">\n<li>Use bold font, simple iconography, or strategic positioning to highlight key stats.\u00a0<\/li>\n<li>Replace select tables with charts or key numbers. Don\u2019t make the audience hunt for the takeaway.<\/li>\n<\/ul>\n<p>Because a big part of readability comes down to presenter pacing, make sure your team:<\/p>\n<ul class=\"wp-block-list\">\n<li>Is well-practiced.<\/li>\n<li>Doesn\u2019t spend more than a minute on each slide.<\/li>\n<li>Uses the speaker notes section, hyperlinks, and an index to include details that would make the main slides too busy.<\/li>\n<\/ul>\n<p><strong><em>Dig deeper: How to deliver PPC results to executives: Get out of the weeds<\/em><\/strong><\/p>\n<h2 id=\"align-your-qbr-content-with-your-audiences-needs\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Align_your_QBR_content_with_your_audiences_needs\"><\/span>Align your QBR content with your audience\u2019s needs<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Even if only your usual team of day-to-day client contacts will be in the room (or Zoom) for your QBR, you need to account for the fact that higher-ups and executives will have very different priorities for results, metrics, and next steps.\u00a0<\/p>\n<p>Whether you\u2019ll be presenting directly to company leaders or enabling your regular contacts to relay information, QBRs should include an executive summary of more high-level material:\u00a0<\/p>\n<ul class=\"wp-block-list\">\n<li>Achievements.<\/li>\n<li>Focus areas.<\/li>\n<li>Next steps\/tests.<\/li>\n<li>Performance against top-line goals.<\/li>\n<\/ul>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img fetchpriority=\"high\" decoding=\"async\" width=\"2048\" height=\"993\" http: alt=\"Paid Executive Summary Scaled\" class=\"wp-image-461868\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/09\/Paid-executive-summary-scaled.png 2048w, https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/09\/Paid-executive-summary-768x372.png 768w, https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/09\/Paid-executive-summary-1536x745.png 1536w\" data-lazy-sizes=\"(max-width: 2048px) 100vw, 2048px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/09\/Paid-executive-summary-scaled.png\"><img fetchpriority=\"high\" decoding=\"async\" width=\"2048\" height=\"993\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/09\/Paid-executive-summary-scaled.png\" alt=\"Paid Executive Summary Scaled\" class=\"wp-image-461868\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/09\/Paid-executive-summary-scaled.png 2048w, https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/09\/Paid-executive-summary-768x372.png 768w, https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/09\/Paid-executive-summary-1536x745.png 1536w\" sizes=\"(max-width: 2048px) 100vw, 2048px\"><\/figure>\n<\/div>\n<p><strong><em>Dig deeper: How to set and manage PPC expectations for teams and stakeholders<\/em><\/strong><\/p>\n<p><!-- START INLINE FORM --><\/p>\n<p><!-- END INLINE FORM --><\/p>\n<hr class=\"wp-block-separator has-text-color has-cyan-bluish-gray-color has-css-opacity has-cyan-bluish-gray-background-color has-background\">\n<h2 id=\"build-a-narrative\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Build_a_narrative\"><\/span>Build a narrative<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>One of the common brand complaints about agencies is that they aren\u2019t aligned with the brand\u2019s business goals.<\/p>\n<p>Many still report on shallow metrics like CTR and CPC without tying those to business outcomes.<\/p>\n<p>A QBR is a great place to put that reputation to bed by focusing on the key business goals you\u2019re helping your clients address.\u00a0<\/p>\n<p>Keep those goals at the forefront of your QBR framing, and tie every data point, insight, and go-forward recommendation back to them.<\/p>\n<p>This might even mean that you can\u2019t focus as much as you like on some of the achievements you view as the biggest from the last few months.\u00a0<\/p>\n<p>For instance, let\u2019s say you finally got under your CPA goal in your Meta campaigns thanks to some valuable testing insights.\u00a0<\/p>\n<p>That\u2019s a win, but if the client\u2019s top priority is improving the conversion rate of MQLs to SQLs, it shouldn\u2019t be the centerpiece of your QBR.<\/p>\n<p>Instead, you\u2019ll be better served by focusing on your success with down-funnel growth and showing how you plan to build on that progress in the quarters ahead.<\/p>\n<p><strong><em>Dig deeper: How to approach weekly, monthly, quarterly and annual PPC reporting<\/em><\/strong><\/p>\n<h2 id=\"establish-forward-motion\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Establish_forward_motion\"><\/span>Establish forward motion<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Early in my career, I sat through too many QBRs that recapped the goings-on and results from the last quarter and left it at that.\u00a0<\/p>\n<p>Instead, make sure you go into the QBR knowing the top-line goals for the next quarter.<\/p>\n<p>Spin every result and insight into a recommendation for how to address those goals \u2013 essentially, going from \u201cwhat happened and what we learned\u201d to \u201cwhat we do now.\u201d<\/p>\n<p>This is the difference between reporting \u201cAOV dropped 10% quarter over quarter\u201d to \u201cAOV dropped 10% quarter over quarter, which highlights the opportunity to test value-based bidding.\u201d<\/p>\n<p>This framework also provides context for what we call \u201ctactical opportunities.\u201d<\/p>\n<p>By that, we mean the resources needed \u2013 or the obstacles that must be removed \u2013 before we can act on those next steps.<\/p>\n<p>This might mean:<\/p>\n<ul class=\"wp-block-list\">\n<li>A request for a dedicated in-house contact for CRM questions to clean up data issues.<\/li>\n<li>A standard of one business day to get client feedback for P1 initiatives.<\/li>\n<li>Or a recommendation to be flexible with margin goals if there\u2019s a chance to unlock scale in the process.<\/li>\n<\/ul>\n<p>Forward motion in the form of next steps is essential, and you can enforce the momentum in the way you deliver your presentation, specifically by:<\/p>\n<ul class=\"wp-block-list\">\n<li>Leading with the main point instead of building up to it.<\/li>\n<li>Letting key stats breathe before moving on.<\/li>\n<li>Previewing the next slide before you move on.<\/li>\n<li>Using connector phrases to keep the flow tight.<\/li>\n<li>Aiming for 30 to 60 seconds per slide. If you can\u2019t get under a minute, split the slide.<\/li>\n<\/ul>\n<h2 id=\"turning-qbrs-into-growth-opportunities\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Turning_QBRs_into_growth_opportunities\"><\/span>Turning QBRs into growth opportunities<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Instead of dreading the QBR process, reframe it as a chance to set yourself and your client up for success.<\/p>\n<p>Yes, the reporting piece is important. But it\u2019s far more valuable if you can pull out learnings and next steps from the past quarter\u2019s results \u2013 and deliver them with a focus on what matters most to the people in the room.<\/p>\n<p>Ideally, you\u2019ll leave with both sides energized about what you\u2019ve accomplished together \u2013 and, more importantly, aligned on how you\u2019ll build on that growth moving forward.<\/p>\n<p><strong><em>Dig deeper: Agency-grade PPC audits: How to turn reports into growth roadmaps<\/em><\/strong><\/p>\n<\/div>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMN63nwsw68G3Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/buradabiliyorum.com\/en\/category\/technology\/\" target=\"_blank\" >Technology<\/a><\/span> category.<\/strong><\/p>\n<\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/searchengineland.com\/ppc-qbr-461864\" target=\"_blank\" >Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Don\u2019t settle for another dull recap. Deliver PPC QBRs that highlight impact, engage stakeholders, and drive next-quarter strategy. Quarterly business reviews can be stressful, especially for agency teams.\u00a0 They\u2019re meant to showcase your impact and align on future strategy \u2013 but too often, they turn into 45-minute monologues packed with PPC metrics and little engagement&#8230;.<\/p>\n","protected":false},"author":1,"featured_media":689497,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/09\/Gemini_Generated_Image_PPC-QBR.png","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[],"class_list":["post-689496","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/689496","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=689496"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/689496\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/689497"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=689496"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=689496"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=689496"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}