Google Ads Account
Diagnostic Report
Comprehensive audit of KTR Glendale's Google Ads account performance for the period December 1, 2025 – March 18, 2026.
20/100
Health Score
91.5%
Conversions Inflated
11.7x
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
11.7x higher than reported
Category Health Scores
Conversion Tracking Audit
Finding #1 — Critical severity
CRITICAL: 91.5% of Conversions Are Not Real
The account reports 199 conversions, but only 17 are actual business outcomes. The remaining 182 are Google-estimated "Store visits" being counted as conversions.
Reported vs. Actual Conversions
Reported CPA
$12.56
Based on inflated conversions
True CPA
$147.06
Based on real conversions only
Conversion Action Breakdown
Google-estimated metric based on location data. Not a verified business outcome — these are modeled visits, not confirmed purchases.
+ 3 view-through conversions
Actual confirmed purchase tracked through CenterEdge POS integration. This is a real, verified conversion.
Evidence of Inflated Tracking
Store visits are estimated, not verified — Google uses location data and modeling to estimate store visits. These 182 "conversions" are not confirmed purchases or even confirmed visits.
CPA discrepancy of 11.7x — Reported CPA of $12.56 vs true CPA of $147.06. The business is paying nearly 12 times more per real customer than the dashboard suggests.
Only 17 verified CenterEdge purchases — The CenterEdge POS integration confirms only 17 actual purchases over the entire audit period, representing the true business impact of $2,499.95 in ad spend.
View-through conversions on PMax — The Performance Max campaign shows 3 view-through conversions with 0 click-through conversions, suggesting passive ad exposure rather than active engagement.
Search Term Waste Analysis
Finding #2 — Critical severity
99.9% of Search Terms Are Unmanaged
Out of 5,151 unique search terms, only 7 have been added or excluded. The remaining 5,144 are completely unmanaged — no negative keywords, no exclusions, no optimization.
802
Zero-Conversion Terms
$1618.46
Wasted on Zero Conversions
518
Competitor Brand Terms
$164.82
Spent on Competitor Terms
Search Term Match Type Distribution
Broad Match accounts for 85.1% of search term traffic — driving irrelevant searches without proper negative keyword management.
Top Wasted Search Terms (Zero Conversions)
| Search Term | Clicks | Cost | Conversions |
|---|---|---|---|
| ktr near me | 199 | $145.03 | 0 |
| ktr scottsdale | 22 | $88.00 | 0 |
| indoor playground near me | 86 | $51.70 | 0 |
| trampoline park near me | 59 | $50.70 | 0 |
| trampoline park | 63 | $47.95 | 0 |
| ktr glendale az | 19 | $43.01 | 0 |
| ktr glendale photos | 9 | $29.45 | 0 |
| ktr waiver | 9 | $28.56 | 0 |
| ktr phoenix | 6 | $22.79 | 0 |
| ktr party | 9 | $22.31 | 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.
laser tag near me
bowling alley near me
urban air
sky zone trampoline park near me
arcade near me
bowling near me
urban air trampoline and adventure park
laser tag peoria az
roller skating near me
urban air glendale az
Keyword Strategy Audit
Finding #3 — Warning severity
100% of Keywords Use Broad Match — Causing Irrelevant Traffic
With 14 out of 14 keywords on Broad Match, Google has near-total control over which searches trigger ads.
Keyword Match Type Distribution
14
Broad Match
100%
0
Exact Match
0.0%
0
Phrase Match
0.0%
Keyword Status Overview
14
Eligible
0
Not Eligible
0
Paused
0
Removed
All 14 keywords are eligible to serve, but all use Broad Match which gives Google maximum control over search query matching.
Conversion Rate Analysis
No individual keywords show conversion rates above 100% in this account. However, the overall ad group conversion rate of 7.44% is still inflated by the Store visits metric. With only 17 real conversions from 2,674 clicks, the true conversion rate is approximately 0.64%.
The 100% Broad Match keyword strategy combined with inflated conversion tracking makes it impossible to determine which keywords are actually driving real business outcomes.
Campaign Analysis
Finding #4 — Warning severity
Performance Max Campaign Lacks Transparency
The PMax campaign "Josh & Adam Ads" spent $11.55 with 3 view-through conversions and 0 click-through conversions. It provides zero visibility into where ads appeared, which audiences were reached, or what search terms triggered ads.
search-callleads
Spend
$2,488.4
Clicks
2,674
Impressions
36,519
CTR
7.32%
Reported Conversions
199
Inflated
Reported Conv. Rate
7.44%
Unrealistically high
Josh & Adam Ads
Spend
$11.55
Clicks
367
Impressions
3,675
CTR
9.99%
Reported Conversions
0
Inflated
Reported Conv. Rate
0%
Low performance
PMax Issues:
- • No impression share data available
- • 3 view-through conversions (passive engagement)
- • AI Max match type may cannibalize Search queries
- • Zero placement transparency
Campaign Comparison
| Metric | PMax | Search |
|---|---|---|
| Spend | $11.55 | $2488.40 |
| Clicks | 367 | 2,674 |
| Impressions | 3,675 | 36,519 |
| CTR | 9.99% | 7.32% |
| Avg. CPC | $0.03 | $0.93 |
| View-Through Conv. | 3 | 0 |
| Conversions | 0 | 199 |
Account Structure Audit
Findings #5 & #6 — Warning severity
Poor Account Organization — 1 Active Ad Group Serving 14 Keywords
The account has only 1 active ad group with 1 ad and 14 keywords. Google recommends 3+ responsive search ads per ad group and 10-20 keywords maximum.
Ad group 1
search-callleads Campaign
Clicks
2,674
Impressions
36,519
Cost
$2488.40
CTR
7.32%
Conv. Rate
7.44%
Active Ads
1
Landing Page Issue
All ads point to a single URL:
https://www.ktr-centers.com/locations/glendale/No Dedicated Landing Pages
Birthday party searchers, general admission searchers, and brand searchers all land on the same page. Each intent should have its own optimized landing page with specific CTAs.
Generic Location Page is Not Optimized
A general location page does not speak to specific user intents. Users searching for "trampoline park birthday party" need a dedicated birthday page with pricing, packages, and a booking CTA.
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 14 keywords, one ad creative, and one landing page cannot effectively serve the diverse search intents of birthday party planners, general admission visitors, and brand-aware customers. Each audience needs its own tailored experience.
Recommendations & Next Steps
Prioritized action plan for improvement
Audit Summary
91.5% of Conversions Are Not Real
8/100The account reports 199 conversions, but only 17 are actual business outcomes. The remaining 182 are Google-estimated 'Store visits' — a behavioral metric, not verified purchases. This inflates performance metrics and masks the true cost of acquisition.
99.9% of Search Terms Are Unmanaged
5/100Out of 5,151 unique search terms, only 7 have been added or excluded. 802 terms generated zero conversions, wasting $1,618.46. An additional 518 competitor brand terms cost $164.82 with no business value.
100% of Keywords Use Broad Match
15/100All 14 keywords are set to Broad Match, giving Google near-total control over which searches trigger ads. This explains the high volume of irrelevant search terms and competitor traffic.
Poor Account Structure — 1 Active Ad
20/100The account runs a single ad group with only 1 active ad serving all 14 keywords. Google recommends 3+ responsive search ads per ad group for proper optimization and A/B testing.
Priority Action Plan
Fix Conversion Tracking
Remove Store visits from primary conversion actions — these are Google estimates, not verified business outcomes
Keep Glendale CenterEdge Purchase as the sole primary conversion action
Set up additional proper conversion actions: form submissions, phone calls (30s+ duration)
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, General Admission, 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 general admission landing page with ticket purchase 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
Search Term Relevance
+85%
Increase through optimization
Confidential Audit Report — December 2025 to March 2026
This report contains proprietary analysis. Do not distribute without permission.