Here’s a concise, ready-to-use checklist and report template to analyze PPC campaign results for Malaysia, plus interpretation tips and optimization actions you can apply immediately.

1. Executive summary (1–3 sentences)

• High-level performance vs. goals (e.g., “Campaigns delivered X conversions at Y CPA vs. target Z; ROAS was A:B.”)
• Top wins and issues (e.g., “Search campaigns performed well; Display underperformed on CTR.”)
• One-line recommended next step.

2. Key metrics to include (and how to calculate)

• Impressions — total times ads were shown.
• Clicks — total clicks.
• CTR = Clicks / Impressions.
• Avg. CPC = Cost / Clicks.
• Cost = total ad spend.
• Conversions (define: purchases, leads, calls, form submits).
• Conversion rate = Conversions / Clicks.
• CPA = Cost / Conversions.
• Revenue (if available) and ROAS = Revenue / Cost (or ROAS % = Revenue ÷ Cost × 100).
• Quality Score / Relevance (if available — Google Ads).
• Impression share / Lost IS (budget/Rank).
• View-through conversions (for display/video).
• Average position or Abs. top% (if still available in platform).
• Landing page metrics (bounce rate, avg. session duration, pages/session).

3. Recommended segmentation for Malaysia

• Geography: state level (Selangor, Kuala Lumpur, Penang, Johor, etc.) and city where possible.
• Language: Malay, English, Chinese (Mandarin/Hokkien), Tamil — segment or inspect ad copy performance by language.
• Device: Mobile vs Desktop vs Tablet (Malaysia has high mobile usage).
• Audience: New vs Returning, in-market segments, demographics (age/gender).
• Time: Hour of day, day of week (local timezone: Malaysia Time, MYT/UTC+8).
• Network/Channel: Search, Display, YouTube, Discovery, Shopping.
• Campaign type: Branded vs Non-branded vs Competitor vs Remarketing.
• Conversion type: Micro-conversions vs Macro-conversions.

4. Benchmarks to watch (qualitative guidance)

• CTR: Search typically higher than Display; strong search CTRs indicate tightly themed keywords/ad copy.
• Conversion rate: Varies by industry — compare Search-branded > Search-nonbranded > Display.
• CPC/CPA: Expect mobile CPCs often lower but CPAs can be higher if landing pages aren’t mobile-optimised.
• Note: Exact numeric benchmarks vary by industry; compare to your historical data and business targets.

5. Common interpretation patterns & what to do

• High CTR + low conversions: Landing page mismatch or poor post-click experience. Actions: improve landing page relevance, reduce distractions, speed up page, ensure form works on mobile.
• Low CTR + high impressions: Ad relevance or keyword mismatch. Actions: tighten keyword lists (add negatives), improve ad copy (benefits + CTA), use ad extensions.
• High CPC, high conversion rate: Good if CPA is within target. Consider increasing budget or scaling keywords.
• Low impression share due to budget: Increase budget or prioritize high-performing campaigns/keywords.
• Poor performance on mobile: Check mobile landing pages, reduce form fields, implement click-to-call.
• Display/Video with lots of impressions but few conversions: Use remarketing, custom intent audiences, frequency capping, creative refresh.

6. Optimization checklist (prioritized)

• Pause/Reduce: non-performing keywords/ad groups (high CPA, low conversions).
• Expand: keywords and audiences with low CPA and scalable volume.
• Test: at least 2–3 ad variations per ad group; test headlines and CTAs in local language(s).
• Bid adjustments: by device, location, time-of-day based on performance.
• Use audience targeting: remarketing lists, in-market and similar audiences.
• Landing pages: A/B test hero message, CTA, form length; ensure <3 sec load on mobile.
• Conversion tracking: Confirm accurate tracking for all conversion actions (GA4/GA + platform tags).
• Automations: Consider smart bidding (Maximize Conversions/Target CPA/Target ROAS) only after sufficient conversion volume per campaign (recommend at least 15–50 conversions in last 30 days depending on algorithm).
• Creative: Localize ad copy and creatives (Malay + English; consider Chinese where appropriate), test image/video vs static.

7. Reporting layout (1–2 pages for exec; detailed appendix)

• Page 1 (Executive): Top-line metrics (Spend, Clicks, Conversions, CPA, ROAS), 3 insights, 3 actions.
• Page 2 (Performance by channel/campaign): Table with Spend / Clicks / CTR / CPC / Conversions / CVR / CPA / ROAS.
• Page 3 (Segmentation): Device, Geo, Language, Time-of-day heatmap or table.
• Appendix: Search term report, negative keywords added, landing page stats, testing plan, tracking verification.

8. Quick checks specific to Malaysia

• Currency: Report in MYR (Malaysian Ringgit) if client bills/operates locally; convert to client’s currency alongside.
• Language & cultural relevance: Use Bahasa Malaysia for many audiences; include English and Chinese where appropriate — message tone differs by segment.
• Mobile-first: Malaysia has high mobile penetration — prioritize mobile UX.
• Local buying behavior: Consider cash-on-delivery or popular payment methods if eCommerce (may affect conversion funnels).
• Timezone: Use MYT (UTC+8) when analyzing hourly/daily patterns.

9. Example short executive summary (template you can paste)

• “In the last 30 days (Aug 18–Sep 16, 2025), campaigns spent MYR X and drove Y conversions at a CPA of MYR Z (target MYR T). Search non-branded contributed 60% of conversions at CPA MYR A; Display accounted for 25% of spend but only 5% of conversions (high impressions, low CVR). Recommend pausing low-performing Display audiences, increasing bids on top-performing Search keywords, and launching a mobile landing page A/B test to improve CVR.”

10. Next steps (immediate)

• Verify conversion tracking and attribution windows (GA4 / Google Ads / Microsoft Ads).
• Run search-term analysis and add negatives.
• Prioritize mobile landing page speed and conversion flow.
• Implement at least two ad copy variants per top ad group (localized language).
• Schedule review in 14 days after changes to measure impact.

If you want, I can:

• Generate a ready-to-use Google Data Studio / Looker Studio layout or Excel template with the tables/calculations above.
• Pull and analyze actual campaign data if you upload a CSV or grant read-only access to the account (specify platform: Google Ads, Meta, Microsoft Ads, etc.).

Which of those would you like next?