Lead generation · B2B climate systems
1 Jan to 13 Oct 2026
Stacked by source. Hover a column for the split.
Spend divided by leads, selected period
Sorted by spend, selected period
| Campaign | Channel | Spend | Leads | CPL | SQL rate | Status |
|---|
Month to date vs monthly budget
This marketing KPI dashboard is a concept on sample data: a lead generation report that Studio Kade, a fictional agency, shares with Kampwerf Klimaattechniek, a fictional B2B client that sells climate systems. It opens as a read-only shared view, so the client can check how their campaigns are doing on any day instead of waiting for the monthly slide deck.
Six cards across the top give the headline numbers: leads, sales-qualified leads (with their share of all leads), cost per lead, ad spend including SEO and partner fees, pipeline value created and website conversion rate. Each one is compared with an earlier period. The period switch changes everything on the page at once, so you can look at the last 30 days, the last 13 weeks, or year to date against the same stretch of 2025.
Under the cards, a stacked column chart splits leads by channel (Google Ads, LinkedIn Ads, organic search and referral), per day or per week depending on the period. You can hover a column for the split or switch the chart to a table. A second chart ranks cost per lead by channel and marks the cheapest one. The campaign table lists seven campaigns by spend, with leads, CPL, SQL rate and a status of scaling, steady, testing or paused. The budget pacing panel compares each channel's spend with a straight-line plan and projects where the month will end, which is how you spot an overspend on day 13 and not on day 31.
It's a web app written in HTML, CSS and JavaScript, and the charts are drawn as SVG. The sample data comes from a seeded generator, so every visitor sees the same figures, and the KPIs, charts, table and pacing bars are all computed from that one dataset. The campaign table ends with a totals row that matches the KPI cards; that's a small check that no campaign was counted twice or left out.
The AI summary is written from the same computed numbers. It reports how leads and SQLs moved, names the cheapest channel, compares LinkedIn's cost per lead with Google Ads, flags that LinkedIn is ahead of its October budget, and suggests a daily cap and where to move the money. Because the text is built from the figures on the page, it can't quote a number the charts don't show. The page labels it as a draft that the account lead checks before the client reads it.
For a real agency, the sources listed in the footer would be live connections: Google Ads, LinkedIn Campaign Manager, Search Console, and the CRM stage that marks a lead as sales-qualified. The data would refresh on a schedule (the demo shows a 07:00 update), and each client would log in and see only their own report.
Yes, the same layout and measures could be built in Power BI if your team already works there. When the report goes to clients outside your company, I'd usually lean toward a web dashboard, because you control the log-in, the branding and the AI summary directly.
I can build a client report like this on your own ad platform and CRM data, with a separate log-in for each client. Client portal development · All examples