We are working on the post campaign report and my part is only the Key Results and Conclusions. 
Key Results – summarize your results based on three weeks of data, such as: 
• Overall performance of the campaign and select individual ad groups 
• Performance of the initial campaign and changes in performance following your
optimization efforts 
• Keyword or other targeting method combinations that were effective and
ineffective. 
• Your success stories and quick, but clear references to your failures. 
• When discussing performance, refer to metrics such as impressions, clicks,
clickthrough rate, average cost per keyword, total campaign cost and relevant
metrics provided by the client, such as conversions. 
Conclusions 
• Synthesize the Industry Component, tie together the entire package and focus your
client’s attention on the key project aspects. Take this opportunity to repackage
information from the data section to display your practical lessons learned with the
client. The goal is to develop a great transition that summarizes the critical results
and starts to link these results to the future recommendations in the next section.