Google Ads Account
Diagnostic Report
Comprehensive audit of KTR Cannon Beach's Google Ads account performance for the period December 1, 2025 – March 18, 2026.
28/100
Health Score
94.6%
Conversions Inflated
18.6x
CPA Discrepancy
Account Overview
Key performance metrics at a glance
$0.00
Total Spend
Dec 2025 – Mar 2026
0
Total Clicks
Across all campaigns
0
Impressions
Total ad views
0.00%
Avg. CTR
Click-through rate
Conversion Reality Check
Reported Conversions
0
Inflated by behavioral metrics
Actual Conversions
0
Real bookings + purchases + calls
Reported CPA
$0.00
Misleadingly low
True CPA
$0.00
18.6x higher than reported
Category Health Scores
Conversion Tracking Audit
Finding #1 — Critical severity
CRITICAL: 94.6% of Conversions Are Not Real
The account reports 3,100.91 conversions, but only 167 are actual business outcomes. The remaining 2,934 are behavioral metrics and Google estimates being counted as conversions.
Reported vs. Actual Conversions
Reported CPA
$0.89
Based on inflated conversions
True CPA
$16.59
Based on real conversions only
Conversion Action Breakdown
Behavioral micro-conversion — likely page views or add-to-cart events, NOT actual purchases. Fractional values prove this is modeled data.
Google's modeled estimate, not verified foot traffic. Fractional values confirm these are statistical projections.
+ 234 view-through conversions
Partially real — counts call clicks, not completed calls. Still fractional due to attribution modeling.
Actual form submission / booking completion. This is a real conversion.
Actual purchase transaction. This is a real conversion.
Only view-through conversions — user saw ad but may have purchased independently.
+ 38 view-through conversions
Evidence of Inflated Tracking
Fractional conversion values — Real conversions are whole numbers. Values like 2,051.84 and 882.14 prove these are modeled/estimated metrics, not actual transactions.
Conversion rates exceeding 100% — Multiple keywords show 105%, 149%, even 200% conversion rates. This is mathematically impossible with real conversions.
More conversions than clicks — The "Birthday Party + Summer Camp" ad group shows 1,122 conversions from 1,634 clicks (68.69% rate). Real booking rates are typically 2-5%.
"Purchase" action is behavioral — The largest conversion action (2,051) is labeled "Purchase" but tracks page engagement events, not actual payment completions.
Search Term Waste Analysis
Finding #2 — Critical severity
99.6% of Search Terms Are Unmanaged
Out of 6,082 unique search terms, only 22 have been added or excluded. The remaining 6,060 are completely unmanaged — no negative keywords, no exclusions, no optimization.
5,945
Zero-Conversion Terms
$391.1
Wasted on Zero Conversions
613
Competitor Brand Terms
$63.27
Spent on Competitor Terms
Search Term Match Type Distribution
Broad Match accounts for 59.8% of traffic — driving irrelevant searches without proper negative keyword management.
Top Wasted Search Terms (Zero Conversions)
| Search Term | Clicks | Cost | Conversions |
|---|---|---|---|
| ktr gymnastics | 4 | $15.20 | 0 |
| ktr ahwatukee | 7 | $11.85 | 0 |
| ktr near me | 34 | $8.44 | 0 |
| ktr glendale | 2 | $7.86 | 0 |
| ktr mesa az | 20 | $7.52 | 0 |
| ktr scottsdale | 4 | $7.03 | 0 |
| ktr power rd | 7 | $6.17 | 0 |
| kids that rip mesa | 8 | $6.12 | 0 |
| play places near me | 3 | $5.80 | 0 |
| skating rink near me | 1 | $5.70 | 0 |
Competitor Brand Terms Triggering Ads
Ads are showing for competitor searches — users looking for Urban Air, Sky Zone, Chuck E Cheese, etc. are clicking your ads and bouncing.
urban air
slick city
chuck e cheese
sky zone trampoline park near me
elevate trampoline park mesa
uptown jungle mesa
main event near me
skateland
laser tag mesa az
arcade near me
Keyword Strategy Audit
Finding #3 — Warning severity
56.5% of Keywords Use Broad Match — Causing Irrelevant Traffic
With 105 out of 186 keywords on Broad Match and max CPC bids set to $0.01, Google has near-total control over which searches trigger ads.
Keyword Match Type Distribution
105
Broad Match
56.5%
40
Exact Match
21.5%
41
Phrase Match
22.0%
Keyword Status Overview
46
Eligible
88
Not Eligible
47
Paused
5
Removed
Only 46 of 186 keywords (24.7%) are actually eligible to serve.88 keywords are not eligible due to paused ad groups — a sign of poor account maintenance.
Keywords with Impossible Conversion Rates
These keywords report more conversions than clicks — mathematically impossible with real conversion tracking.
| Keyword | Clicks | Conversions | Conv. Rate |
|---|---|---|---|
| kids birthday party near me | 261 | 276.24 | 105.84% |
| fun kids birthday party | 29 | 43.31 | 149.35% |
| kids birthday celebration | 15 | 17.54 | 116.91% |
A conversion rate above 100% means more conversions are being recorded than clicks received. This is definitive proof that the conversion tracking is counting behavioral events (page views, scroll depth, time on site) as conversions.
Campaign Analysis
Finding #4 — Warning severity
Performance Max Campaign Lacks Transparency
The PMax campaign spent $1,116.06 with 1,641 reported conversions but provides zero visibility into where ads appeared, which audiences were reached, or what search terms triggered ads.
Birthday Party + Summer Camp Multi
Spend
$1,116.06
Clicks
3,913
Impressions
82,729
CTR
4.73%
Reported Conversions
1,640.89
Inflated
Reported Conv. Rate
37.1%
Unrealistically high
PMax Issues:
- • No impression share data (0% Abs. Top / Top)
- • 257 view-through conversions (passive engagement)
- • AI Max match type cannibalizing Search queries
- • Zero placement transparency
Birthday Party + Summer Camp Search
Spend
$1,653.57
Clicks
3,684
Impressions
34,848
CTR
10.57%
Reported Conversions
1,460.02
Inflated
Reported Conv. Rate
39.63%
Unrealistically high
Campaign Comparison
| Metric | PMax | Search |
|---|---|---|
| Spend | $1,116.06 | $1,653.57 |
| Clicks | 3,913 | 3,684 |
| Impressions | 82,729 | 34,848 |
| CTR | 4.73% | 10.57% |
| Avg. CPC | $0.29 | $0.45 |
| View-Through Conv. | 257 | 15 |
| Impression Share | N/A (hidden) | 54.53% / 63.52% |
Account Structure Audit
Findings #5 & #6 — Warning severity
Poor Account Organization — 1 Active Ad Serving 79 Keywords
The account has only 1 active ad group with 1 ad and 79 keywords. Google recommends 3+ responsive search ads per ad group and 10-20 keywords maximum.
Birthday Party + Summer Camp
Search Campaign
Clicks
1,634
Impressions
17,561
Cost
$865.79
CTR
9.3%
Conv. Rate
68.69%
Active Ads
1
Cannon Beach Brand
Search Campaign
Clicks
1,430
Impressions
5,613
Cost
$500.41
CTR
25.48%
Conv. Rate
19.58%
Active Ads
0
Cannon Beach Geo
Search Campaign
Clicks
620
Impressions
11,674
Cost
$287.37
CTR
5.31%
Conv. Rate
9.3%
Active Ads
0
Landing Page Issue
All ads point to a single URL:
https://www.ktr-centers.com/locations/cannon-beach/?#birthdaysNo Dedicated Landing Pages
Birthday party searchers, summer camp searchers, and brand searchers all land on the same page. Each intent should have its own optimized landing page with specific CTAs.
Anchor Link (#birthdays) is Fragile
Using an anchor link to scroll to a section is not a reliable landing page strategy. If the page layout changes, the anchor may break or land users in the wrong spot.
No A/B Testing Possible
With a single landing page, there's no way to test different messaging, layouts, or CTAs to improve conversion rates.
The Bottom Line
This account's structure is working against its own performance. A single ad group with 79 keywords, one ad creative, and one landing page cannot effectively serve the diverse search intents of birthday party planners, summer camp seekers, and brand-aware visitors. Each audience needs its own tailored experience.
Recommendations & Next Steps
Prioritized action plan for improvement
Audit Summary
Conversion Tracking is Severely Inflated
15/10094.6% of reported conversions are behavioral metrics, NOT actual business outcomes.
Massive Search Term Waste & No Negative Keywords
20/100$391 wasted on 5,945 search terms that generated zero conversions. Only 22 of 6,082 search terms have been actively managed.
Over-Reliance on Broad Match Keywords
30/10056.5% of keywords use Broad Match, causing ads to show for irrelevant searches and inflating costs.
Performance Max Campaign Lacks Transparency
25/100PMax campaign spent $1,116 with 1,641 reported conversions but zero visibility into where ads appeared or what drove results.
Poor Account Structure & Ad Group Organization
35/100Only 1 active ad group with 1 ad serving 79 keywords. Two ad groups are paused but still accumulated spend.
Single Landing Page for All Traffic
40/100All ads point to the same URL with a #birthdays anchor — no dedicated landing pages for different intents.
Priority Action Plan
Fix Conversion Tracking
Remove behavioral micro-conversions (Purchase, Store Visits)
Set up proper conversion actions: form submissions, phone calls (30s+ duration), confirmed purchases
Implement Google Tag Manager for clean tracking
Set up offline conversion import for verified bookings
Implement Negative Keywords
Add competitor brand exclusions (Urban Air, Sky Zone, Chuck E Cheese, etc.)
Exclude irrelevant activities (laser tag, arcade, bowling, ice skating)
Exclude informational queries ("ideas", "what is", "photos")
Set up weekly search term review process
Restructure Account
Create separate ad groups: Birthday Parties, Summer Camps, Brand, Geo
Limit 10-20 keywords per ad group
Write 3+ RSA variations per ad group
Switch from Broad Match to Phrase/Exact Match for core terms
Build Dedicated Landing Pages
Create dedicated birthday party landing page with booking CTA
Create dedicated summer camp landing page with registration CTA
Create brand landing page for KTR-specific searches
Implement A/B testing framework for continuous optimization
Expected Impact After Optimization
Estimated CPA Reduction
40-60%
Through waste elimination
Conversion Accuracy
100%
Real conversions only
Budget Savings
$150+/mo
From eliminating waste
Confidential Audit Report — December 2025 to March 2026
This report contains proprietary analysis. Do not distribute without permission.