Google Ads Account Audit
KTR Glendale — Comprehensive Performance Analysis
91.5%
Conversion Inflation
$147.06
True CPA
20/100
Health Score
Account Overview
High-level performance metrics and diagnostic summary
$2,499.95
Total Spend
3,041
Total Clicks
7.57% CTR
40,194
Total Impressions
199
Reported Conversions
Only 17 are real
Conversion Reality Check
$12.56
Reported CPA
What Google says
vs
$147.06
True CPA
Based on real conversions only
CPA is 12x higher than reported — a 91.5% inflation rate
Diagnostic Findings
91.5% of Conversions Are Not Real
The account reports 199 conversions, but only 17 are actual business outcomes. The remaining are behavioral metrics and Google estimates.
99.9% of Search Terms Are Unmanaged
Out of 5,151 unique search terms, only 7 have been added or excluded. 802 terms generated zero conversions, wasting $1,618.46.
100% of Keywords Use Broad Match
With 14 out of 14 keywords on Broad Match, Google has near-total control over which searches trigger ads.
Poor Account Structure — 1 Active Ad
The account has 1 active ad group with only 1 ad. Google recommends 3+ responsive search ads per ad group.
Conversion Tracking
Analysis of reported vs actual conversions
91.5%
Inflation Rate
199
Reported Conversions
17
Real Conversions
182
Fake/Estimated
Conversion Breakdown
Conversion Actions Detail
| Action | Conversions | View-Through | Category | Status |
|---|---|---|---|---|
| Store visits | 182 | 3 | estimated | |
| Glendale CenterEdge Purchase | 17 | 0 | hard |
- •Fractional conversion values prove modeled/estimated data
- •Conversion rates exceeding 100% on multiple keywords
- •Reported CPA: $12.56 vs True CPA: $147.06
Recommendation
Remove behavioral micro-conversions, set up proper conversion actions (form submissions, phone calls 30s+, confirmed purchases), implement Google Tag Manager.
Search Term Waste
Analysis of 5,151 unique search terms
99.9%
Unmanaged Terms
$1,618.46
Wasted on Zero Conv.
802
Zero-Conv. Terms
518
Competitor Terms
Search Term Management
Only 7 of 5,151 search terms have been reviewed and managed
Match Type Distribution
Broad match
Phrase match (close)
Phrase match
Exact match (close)
Exact match
Top Wasted Search Terms
| Search Term | Clicks | Cost |
|---|---|---|
| ktr near me | 199 | $145.03 |
| ktr scottsdale | 22 | $88.00 |
| indoor playground near me | 86 | $51.70 |
| trampoline park near me | 59 | $50.70 |
| trampoline park | 63 | $47.95 |
| ktr glendale az | 19 | $43.01 |
| ktr glendale photos | 9 | $29.45 |
| ktr waiver | 9 | $28.56 |
| ktr phoenix | 6 | $22.79 |
| ktr party | 9 | $22.31 |
| jump park near me | 18 | $16.96 |
| groupon ktr | 3 | $16.87 |
| ktr glendale coupons | 3 | $14.98 |
| ktr trampoline park | 14 | $13.60 |
| ktr hours | 6 | $13.00 |
Competitor Brand Terms
518 terms · $164.82 wasted| Search Term | Clicks | Cost |
|---|---|---|
| laser tag near me | 22 | $12.21 |
| bowling alley near me | 6 | $10.10 |
| urban air | 22 | $9.77 |
| sky zone trampoline park near me | 12 | $9.25 |
| arcade near me | 10 | $7.47 |
| bowling near me | 5 | $6.41 |
| urban air trampoline and adventure park | 10 | $5.65 |
| laser tag peoria az | 3 | $5.44 |
| roller skating near me | 13 | $4.99 |
| urban air glendale az | 1 | $4.09 |
- •518 competitor brand terms triggering ads ($164.82 wasted)
- •$1,618.46 spent on zero-conversion terms
Recommendation
Implement negative keyword lists, add competitor brand exclusions, set up weekly search term review process.
Keyword Strategy
Analysis of 14 keywords and their match types
100%
Broad Match
All keywords are Broad Match
14
Total Keywords
Very low keyword count
14
Eligible Keywords
All keywords are active
Match Type Distribution
100% Broad Match means Google has near-total control over which searches trigger your ads. This is the loosest match type and leads to irrelevant traffic.
Keyword Status Overview
- •0 keywords with >100% conversion rates
- •Only 14 of 14 keywords are eligible to serve
Recommendation
Switch core terms to Phrase/Exact Match, limit Broad Match to discovery campaigns with tight negative keyword lists.
Campaign Analysis
Comparison of 2 active campaigns
search-callleads
$2,488.4
Spend
2,674
Clicks
7.32%
CTR
$0.93
Avg. CPC
199
Conversions
0
View-Through
Josh & Adam Ads
$11.55
Spend
367
Clicks
9.99%
CTR
$0.03
Avg. CPC
0
Conversions
3
View-Through
Performance Max hides placement data, search terms, and audience targeting. The $0.03 CPC and 3 view-through conversions suggest passive display/video impressions, not active search intent.
Campaign Comparison
| Metric | search-callleads | Josh & Adam Ads |
|---|---|---|
| Type | Search | Performance Max |
| Spend | $2,488.4 | $11.55 |
| Clicks | 2,674 | 367 |
| Impressions | 36,519 | 3,675 |
| CTR | 7.32% | 9.99% |
| Avg. CPC | $0.93 | $0.03 |
| Conversions | 199 | 0 |
| View-Through | 0 | 3 |
The "Josh & Adam Ads" Performance Max campaign spent $11.55 with 367 clicks at $0.03 CPC — an unusually low CPC that suggests display/video placements rather than search. It generated 0 conversions but 3 view-through conversions, which are passive impressions where users saw (but didn't click) the ad. PMax campaigns lack transparency in placement reporting.
Account Structure
Ad group organization and ad variation analysis
1
Active Ad Groups
Should have 3-5 themed groups
1
Active Ads
Google recommends 3+ per group
14
Keywords
All in one ad group
Ad Group Details
Ad group 1
search-callleads · Enabled
2,674
Clicks
36,519
Impressions
$2,488.4
Cost
7.32%
CTR
199
Conversions
Structure Issues Identified
Single ad group — All 14 keywords are in one ad group. Best practice is 3-5 themed ad groups with 10-20 related keywords each.
Only 1 ad variation — No A/B testing is possible. Google recommends 3+ responsive search ads per ad group for optimization.
Generic naming — "Ad group 1" suggests the account was set up hastily without strategic planning.
- •Insufficient ad variations for A/B testing
- •Single ad serving all keywords limits optimization
Recommendation
Create separate ad groups by theme (10-20 keywords each), write 3+ RSA variations per group, implement A/B testing.
Recommendations
Priority actions ordered by impact severity
91.5% of Conversions Are Not Real
The account reports 199 conversions, but only 17 are actual business outcomes. The remaining are behavioral metrics and Google estimates.
Remove behavioral micro-conversions, set up proper conversion actions (form submissions, phone calls 30s+, confirmed purchases), implement Google Tag Manager.
99.9% of Search Terms Are Unmanaged
Out of 5,151 unique search terms, only 7 have been added or excluded. 802 terms generated zero conversions, wasting $1,618.46.
Implement negative keyword lists, add competitor brand exclusions, set up weekly search term review process.
100% of Keywords Use Broad Match
With 14 out of 14 keywords on Broad Match, Google has near-total control over which searches trigger ads.
Switch core terms to Phrase/Exact Match, limit Broad Match to discovery campaigns with tight negative keyword lists.
Poor Account Structure — 1 Active Ad
The account has 1 active ad group with only 1 ad. Google recommends 3+ responsive search ads per ad group.
Create separate ad groups by theme (10-20 keywords each), write 3+ RSA variations per group, implement A/B testing.
Expected Impact After Optimization
Projected improvements based on implementing all recommendations
60-80%
CPA Reduction
By removing inflated conversions and optimizing for real outcomes
90%+
Conversion Accuracy
Tracking only real business outcomes instead of behavioral metrics
70%+
Search Term Relevance
Through negative keywords, match type optimization, and weekly reviews
This audit report was prepared by AIM Marketing. All data sourced from Google Ads account exports.