SMB advertisers are aware of performance reporting materials sent by Google. However, it is not always clear to them on how well their campaigns are performing, or how best to interpret results to strengthen their AdWords account.

The end goal of a Monthly Performance Report is for users to make improvements to their AdWords accounts based on the data they receive. These reports evaluate the health of AdWords accounts by giving advertisers specific performance suggestions (such as Negative Keywords, Benchmarking and Wasted Budgets).