We've seen lots of reports over the years. Most of them are designed to be easy to create and repeatable. The goal for the agency is always to make things quicker and more process driven. These goals are great at improving consistency and driving profits for the agency. Put simply--they're easier. But that doesn't necessarily make them better.
I'm sure we would have more clients if we just said yes to everyone--but that's just not me! Instead part of any new client relationship for me means really spending some time to understand if Adwords even could be a viable traffic source--given some basic assumptions--including that you can't win every baseball game by always hitting home runs. Or said another way, if everything has to go perfectly--well...it likely won't.