Google Ads Account
Diagnostic Report
Comprehensive audit of Fun Station's Google Ads account performance for the period December 1, 2025 – March 18, 2026.
50/100
Health Score
29.9%
Conversions Inflated
1.4x
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
1.4x higher than reported
Category Health Scores
Conversion Tracking Audit
Finding #1 — Critical severity
CRITICAL: 29.9% of Conversions Are Not Real
The account reports 241 conversions, but only 169 are actual business outcomes. The remaining 72 are behavioral metrics and Google estimates being counted as conversions.
Reported vs. Actual Conversions
Reported CPA
$11.85
Based on inflated conversions
True CPA
$16.89
Based on real conversions only
Conversion Action Breakdown
Actual form submission for school trip inquiries. This is a real, verifiable conversion action.
Google's modeled estimate of in-store visits, not verified foot traffic. These are statistical projections, not confirmed business outcomes.
Counts call button clicks from ads. Partially real — no duration filter means short or accidental calls are included.
Actual lead form submission. This is a real, verifiable conversion action.
Calls initiated from the website. Real conversion, though no call duration filter is applied.
Evidence of Inflated Tracking
Store Visits are Google estimates — 72 Store Visits are statistical projections by Google, not verified foot traffic. These inflate the conversion count by 29.9%.
Fractional conversion values on keywords — Keywords like "birthday party venues near me" show 46.83 conversions and "funstation staten island" shows 45.33. Real bookings are whole numbers.
Suspiciously high conversion rates — The SI Children's Birthday Party (ClickFunnel) ad group shows a 34.09% conversion rate from only 155 clicks. Typical booking rates are 2-5%.
True CPA is 1.4x higher than reported — Reported CPA of $11.85 drops to a true CPA of $16.89 when estimated Store Visits are excluded from the conversion count.
Search Term Waste Analysis
Finding #2 — Critical severity
96.8% of Search Terms Are Unmanaged
Out of 10,283 unique search terms, only 325 have been added or excluded. The remaining 9,958 are completely unmanaged — no negative keywords, no exclusions, no optimization.
875
Zero-Conversion Terms
$1033.13
Wasted on Zero Conversions
1815
Competitor Brand Terms
$228.94
Spent on Competitor Terms
Search Term Match Type Distribution
Broad Match accounts for 45.6% of search term clicks — driving irrelevant searches without proper negative keyword management.
Top Wasted Search Terms (Zero Conversions)
| Search Term | Clicks | Cost | Conversions |
|---|---|---|---|
| urban zone staten island | 8 | $31.22 | 0 |
| fun galaxy | 3 | $30.37 | 0 |
| indoor playground near me | 68 | $28.29 | 0 |
| arcade near me | 69 | $18.95 | 0 |
| urbanzone staten island | 1 | $15.60 | 0 |
| laser tag near me | 22 | $11.39 | 0 |
| staten island events | 2 | $11.04 | 0 |
| indoor playground staten island | 13 | $10.92 | 0 |
| fun station staten island new york | 2 | $10.49 | 0 |
| fun station staten island | 3 | $10.02 | 0 |
Competitor Brand Terms Triggering Ads
Ads are showing for competitor and irrelevant searches — users looking for bowling alleys, laser tag venues, arcades, Urban Zone, and other competitors are clicking your ads and bouncing.
arcade near me
bowling staten island
bowling staten island
laser tag near me
bowling near me
laser tag
bowling alley staten island
arcades near me
bowling near me
bowling alley near me
laser tag staten island
urban air trampoline park near me
staten island bowling
kids arcade nyc
staten island bowling
Keyword Strategy Audit
Finding #3 — Warning severity
28.3% of Keywords Use Broad Match — Driving 45.6% of Search Term Clicks
With 36 out of 127 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
36
Broad Match
28.3%
7
Exact Match
5.5%
84
Phrase Match
66.1%
Keyword Status Overview
47
Eligible
53
Not Eligible
1
Paused
15
Removed
Only 47 of 127 keywords (37.0%) are actually eligible to serve.53 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 |
|---|---|---|---|
| funstation staten island | 99 | 45.33 | 45.79% |
| indoor arcade staten island | 95 | 16.17 | 17.02% |
| birthday party venues near me | 269 | 46.83 | 17.41% |
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
Two active Search campaigns
Two Search Campaigns — Birthday Parties & Walk-Ins
Fun Station runs two Search campaigns with a combined spend of $2,854.95. Birthday Party Bookings accounts for 60% of the budget and generates the majority of conversions.
Birthday Party Bookings
Spend
$1,711.65
60.0% of total
Clicks
1,591
Impressions
38,208
CTR
4.16%
Conversions
162.67
Includes estimates
Conv. Rate
10.22%
CPA
$10.52
Walk-Ins & Daily Fun
Spend
$1,143.30
40.0% of total
Clicks
1,202
Impressions
25,173
CTR
4.77%
Conversions
78.33
Includes estimates
Conv. Rate
6.52%
CPA
$14.60
Campaign Comparison
| Metric | Birthday Party Bookings | Walk-Ins & Daily Fun |
|---|---|---|
| Spend | $1,711.65 | $1,143.30 |
| Clicks | 1,591 | 1,202 |
| Impressions | 38,208 | 25,173 |
| CTR | 4.16% | 4.77% |
| Avg. CPC | $1.08 | $0.95 |
| Conversions | 162.67 | 78.33 |
| Cost / Conv. | $10.52 | $14.60 |
| Conv. Rate | 10.22% | 6.52% |
Key Observations
Birthday Party Bookings is the primary revenue driver
60% of budget, 67% of conversions. The ClickFunnel ad groups within this campaign drive the highest conversion rates (9.30% and 34.09%).
Walk-Ins & Daily Fun has a higher CPA
At $14.60 per conversion vs. $10.52 for Birthday Parties, the Walk-Ins campaign is 39% less efficient. The Arcade ad group within it has the highest CTR (8.75%) but also the highest CPC ($1.23).
No dedicated School Trip campaign
School Trip Form submissions are the #1 conversion action (114 total), yet there is no dedicated campaign or ad group targeting school trip keywords. This is a major missed opportunity.
Account Structure Audit
Findings #4 & #5 — Warning severity
Account Structure Needs Improvement — Only 1 RSA Per Ad Group
The account has 8 ad groups but only 1 RSA per active ad group. Google recommends 3+ responsive search ads for proper A/B testing. Three ad groups are paused, and ads split traffic between two different domains.
Birthday Parties (ClickFunnel)
Birthday Party Bookings Campaign
Clicks
1,052
Impressions
26,718
Cost
$934.24
CTR
3.94%
Conv. Rate
9.3%
Active Ads
1
Walk-Ins & Daily Fun
Walk-Ins & Daily Fun Campaign
Clicks
872
Impressions
21,381
Cost
$744.10
CTR
4.08%
Conv. Rate
6.21%
Active Ads
1
Birthday Parties - Generic
Birthday Party Bookings Campaign
Clicks
361
Impressions
8,194
Cost
$371.50
CTR
4.41%
Conv. Rate
3.32%
Active Ads
0
Arcade Staten Island
Walk-Ins & Daily Fun Campaign
Clicks
318
Impressions
3,636
Cost
$390.44
CTR
8.75%
Conv. Rate
7.6%
Active Ads
1
SI Children’s Birthday Party (ClickFunnel)
Birthday Party Bookings Campaign
Clicks
155
Impressions
2,712
Cost
$383.32
CTR
5.72%
Conv. Rate
34.09%
Active Ads
1
SI Children’s Birthday Party
Birthday Party Bookings Campaign
Clicks
23
Impressions
563
Cost
$22.59
CTR
4.09%
Conv. Rate
0%
Active Ads
0
Laser Tag Staten Island
Walk-Ins & Daily Fun Campaign
Clicks
12
Impressions
156
Cost
$8.75
CTR
7.69%
Conv. Rate
0%
Active Ads
1
Laser Tag Birthday Party
Birthday Party Bookings Campaign
Clicks
0
Impressions
21
Cost
$0.00
CTR
0%
Conv. Rate
0%
Active Ads
0
Landing Page Issue
Ads split traffic between two domains:
offer-funstationsi.com (ClickFunnel) & funstationsi.com (Main Site)Fragmented Landing Page Strategy
Birthday party ads split traffic between offer-funstationsi.com (ClickFunnel) and funstationsi.com/services-4-1. Walk-in ads point to funstationsi.com/team-1 — a team page, not a dedicated landing page.
Typo in Ad Copy: "Stated Island"
Multiple ads contain "Fun Station | Stated Island" instead of "Staten Island." This typo appears in the Arcade, SI Children's Birthday Party, and Laser Tag ads.
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
Fun Station's account structure has potential but needs refinement. With only 1 RSA per active ad group, no A/B testing is possible. The ClickFunnel landing page drives higher conversion rates (9.30% and 34.09%) compared to the main site (3.32%), suggesting consolidation could improve results. The highest-volume conversion action (114 School Trip Forms) has no dedicated campaign.
Recommendations & Next Steps
Prioritized action plan for improvement
Audit Summary
29.9% of Conversions Are Inflated
25/100The account reports 241 conversions, but only 169 are actual business outcomes. 72 Store Visits are Google’s modeled estimates, artificially lowering the apparent CPA.
96.8% of Search Terms Are Unmanaged
20/100Out of 10,283 unique search terms, only 325 have been added or excluded. 875 terms generated zero conversions, wasting $1,033 of the $2,855 total budget.
Keyword Match Types Need Optimization
40/10028.3% of keywords use Broad Match, and 45.6% of search term clicks come from Broad Match — driving irrelevant traffic. 53 keywords are not eligible and 15 have been removed.
Account Structure Needs Improvement
45/100Only 2 campaigns with 8 ad groups, but 3 ad groups are paused. Each active ad group has only 1 RSA — Google recommends 3+ for proper testing.
Landing Page Strategy Is Fragmented
50/100Ads split traffic between two domains — offer-funstationsi.com (ClickFunnel) and funstationsi.com — with no clear conversion tracking alignment.
Priority Action Plan
Fix Conversion Tracking
Remove Store Visits from conversion tracking — these are Google estimates, not real foot traffic
Keep School Trip Form, Lead Form, and Website Calls as primary conversions
Add call duration filter (30s+) to Calls from Ads to exclude accidental clicks
Implement Google Tag Manager for unified, accurate tracking across both domains
Implement Negative Keywords
Add competitor brand exclusions (Urban Zone, Pokiddo, NRG Adventure Park, Fun Galaxy, etc.)
Exclude irrelevant activities (bowling, indoor playground, trampoline park, events)
Exclude generic queries ("near me" without intent, "staten island events", "things to do")
Set up weekly search term review process — 9,958 unmanaged terms need attention
Restructure Account
Add 2+ more RSA variants per active ad group for proper A/B testing
Fix "Stated Island" typo in multiple ads immediately
Create a dedicated School Trip campaign — 114 form submissions deserve their own budget
Switch Broad Match keywords to Phrase/Exact Match for core terms
Build Dedicated Landing Pages
Consolidate on the higher-converting ClickFunnel landing page or build dedicated pages
Create a dedicated arcade/walk-in landing page instead of using the team page
Build a school trip landing page to capture the highest-volume conversion action
Implement A/B testing between ClickFunnel and main site pages
Expected Impact After Optimization
Estimated CPA Reduction
40-60%
Through waste elimination
Conversion Accuracy
100%
Real conversions only
Search Term Relevance
+60-80%
Increase after cleanup
Confidential Audit Report — December 2025 to March 2026
This report contains proprietary analysis. Do not distribute without permission.