Inspired Builders — Campaign Health Check
Google Ads account 193-672-1088 · MCC 655-175-3758
Overall health: YELLOW · Learning phase, structural hygiene clean, search-term drift forming
1. Campaign Status
Both campaigns active and in Max Clicks learning. Kitchen budget-pacing healthy; Garage is severely impression-starved.
Kitchen — San Jose Bay Area Learning
Campaign ID
23756640237
Bid strategy
Maximize Clicks
Daily budget
$165.00
7d spend
$490.26
Pacing
42%
Optimization score
77%
Ad groups
2 (Phrase, Exact)
GarageConversion — San Jose Bay Area Learning
Campaign ID
23756640360
Bid strategy
Maximize Clicks
Daily budget
$165.00
7d spend
$121.83
Pacing
11%
Optimization score
87.3%
Ad groups
2 (Phrase, Exact)
2. Performance — Last 7 Days
Kitchen is collecting clicks at a yellow-grade CTR for Phrase; Garage is volume-starved. Zero conversions tracked on either campaign (expected — GA4 form_submit not yet fired).
| Campaign |
Impr. |
Clicks |
CTR |
Avg CPC |
Cost |
Conv. |
| Kitchen Phrase mix dominant |
1,111 |
53 |
4.77% Y |
$9.25 G |
$490.26 |
0 Learning |
| GarageConversion Exact + Phrase |
76 |
4 |
5.26% Y |
$30.46 R |
$121.83 |
0 Learning |
| Account total |
1,187 |
57 |
4.80% |
$10.74 |
$612.09 |
0 |
CTR benchmark (Phrase): ≥5% green, 2.5–4.9% yellow, <2.5% red. CPC benchmark (home services): ≤$12 green, $12–$16.80 yellow, >$16.80 red.
3. Tracking Hygiene
Account-level hygiene is clean. One conversion-tracking warning flagged by Google.
ClickCease / tracking template
CLEAN · "No options set"
Auto-apply recommendations
OFF · 0 of 18 types enabled
Enhanced conversions
WARN · "Not recording" — expected pre-first-lead
Customer Match optimized targeting
ON · consider disabling for intent-only
4. Google Recommendations (8 active)
Account optimization score 82.2% (weighted). Three quick wins to apply. Five to dismiss or evaluate carefully.
| Recommendation | Action | Reason |
|---|
| Add sitelinks to Kitchen + Garage | APPLY | Low risk, boosts Ad Rank |
| Add callouts to Kitchen + Garage | APPLY | High value for local home services |
| Add structured snippets to both campaigns | APPLY | Expands SERP real estate at no cost |
| Add broad-match keywords | DISMISS | Playbook §2: broad is Phase 2+ only |
| Use optimized targeting (expand audiences) | DISMISS | Overrides intentional geo targeting |
| Remove redundant keywords | DISMISS | Google's definition ignores intentional STAG dedup |
| Upgrade to Smart Bidding (tCPA) | EVALUATE | Blocked: 0 conversions recorded < 15/30d threshold |
| Remove conflicting negative keywords | EVALUATE | Check which keyword before dismissing — likely intentional DB-* block |
5. Keyword Health (Kitchen)
101 active keywords across Phrase + Exact ad groups. 2 paused keywords confirm the exclusion playbook is intact (refacing, cheap). Top-spend Phrase keyword is pulling yellow-grade CTR.
| Keyword |
Match |
Status |
Clicks |
CTR |
Spend |
| kitchen home improvement | Phrase | Enabled | 18 | 3.90% Y | $170 |
| kitchen remodel | Phrase | Enabled | 9 | 5.20% | $82 |
| kitchen cabinets | Phrase | Enabled | 5 | 6.10% | $39 |
| refacing cabinets | Phrase | Paused | 0 | — | $0 |
| cheap kitchen remodel | Phrase | Paused | 0 | — | $0 |
Quality Score column not yet exposed in current view; top-22 sample captured. No "Rarely shown" or "Under review" statuses flagged.
6. Search Terms Snapshot
Kitchen attracted 388 unique search terms, 35 clicks, $309 cost. Garage attracted 23 unique terms, 3 clicks, $115 cost. Several waste candidates identified — see flagged rows.
Top Kitchen search terms
| Search term | Clicks | Cost | Flag |
|---|
| cabinet maker santa cruz | 4 | $25.98 | GEO DRIFT Santa Cruz is outside Bay Area target |
| kz kitchen cabinet and stone inc milpitas | 3 | $25.70 | COMPETITOR KZ Kitchen Cabinet = local retailer |
| cabinets kitchen | 2 | $16.84 | OK |
| kitchen remodel san jose | 1 | $7.54 | IDEAL |
| bellmont 1600 cabinets | 1 | $6.56 | BRAND Bellmont = cabinet brand, retail intent |
| kitchen backsplash ideas | 1 | $8.46 | INFO "ideas" = informational intent |
| kitchen counter decor ideas | 1 | $7.59 | INFO |
| large master bathroom ideas | 1 | $8.12 | INFO |
| bathroom showrooms near me | 1 | $8.70 | RETAIL |
| countertops san jose | 1 | $7.69 | OK |
Estimated wasted reach on Kitchen: ~22% of clicks on geo-drift / competitor / retail / informational queries. YELLOW.
Top Garage search terms
| Search term | Clicks | Cost | Flag |
|---|
| garage adu conversion plans | 2 | $106.48 | CPC ANOMALY $53.24/click — 87% of Garage spend |
| garage remodel | 1 | $8.54 | IDEAL |
| livable garage ideas | 0 | $0 | INFO |
| renovated garage ideas | 0 | $0 | INFO |
| garage to bedroom conversion cost | 0 | $0 | OK |
| garage gym conversion | 0 | $0 | OK |
7. Negative Keywords
DB-* lists intact across both campaigns. Counts within green threshold.
Kitchen negatives
262 · ≥260 target met
Garage negatives
261 · ≥244 target met
DB-* sets present
DB-Junk, DB-DIY, DB-IrrelevantTrades, DB-JobsCareer, DB-SmallRepairs, DB-SupplyRetail, DB-Commercial — all 7
8. Bid Strategy & Graduation
Both campaigns must remain on Maximize Clicks until GA4 form_submit conversions fire. Do NOT change bid strategy this week.
Kitchen — Max Clicks → Max Conversions
NOT READY · 0 of 15 conv/30d
Garage — Max Clicks → Max Conversions
NOT READY · 0 of 15 conv/30d
Next graduation check
After first 5 LP form leads fire — swap Primary conversion from "Calls from ads" to GA4 form_submit (see todos.md top section)
9. Actionable Next Steps
-
HIGH
Investigate the $53.24 CPC on "garage adu conversion plans"
Two clicks account for 87% of Garage spend. Likely auction-time bid anomaly or dominant-bidder landscape. Check auction insights; consider adding as Exact with a bid cap or moving to a dedicated low-cap ad group.
-
HIGH
Add negative "santa cruz" to Kitchen
"cabinet maker santa cruz" captured 4 clicks / $26 — Santa Cruz is outside the San Jose Bay Area target. Add as campaign-level Phrase negative.
-
HIGH
Add competitor negatives: "kz kitchen cabinet", "bellmont"
KZ Kitchen Cabinet = local retailer; Bellmont = cabinet brand. Both pulled clicks on branded retail intent. Add to DB-Competitor-Retail list (may need new list).
-
MED
Apply 3 APPLY-tier recommendations
Sitelinks + callouts + structured snippets on both campaigns. Free Ad Rank boost, ~10 min work in the UI.
-
MED
Disable Customer Match optimized targeting
Currently ON across both campaigns. It auto-expands beyond our intent list. Turn off for clean Phase 1 data.
-
MED
Investigate Garage impression volume (76 impr / 7d)
Pacing is at 11% of daily budget. Either Exact keyword list is too narrow, bids are too low vs market, or IS Lost (Rank) is dominant. Add Auction Insights review to next audit.
-
LOW
Add "ideas", "images", "decor" to global negative list
5 informational queries caught across Kitchen and Garage. Should already be in DB-Junk — verify coverage of "*ideas*" "*decor*" variants and backfill.
Generated by /campaign-health-check · Inspired Builders · Apr 21, 2026
Stable URL: ib-campaign-health.pages.dev · Always reflects the most recent run.