Google Ads Audit Dashboard
Closet Factory Virginia Beach
Jan 1, 2025 – Feb 21, 2026 · 417 days · Prepared February 21, 2026
Total Spend
$120,858
417 days
Total Conversions
276.0
All campaigns
Account CPL
$328
Avg cost per lead
Wasted Spend
$47,338
56% of search budget
Executive Summary
Over 14 months, this account spent $161K with an overall CPL of $438. 56% of search spend ($63,083) went to 28,982 search terms that never converted. Ad group CPLs range wildly — Brand converts at $167 CPL while Closet Designers costs $1,504 per lead. Meanwhile, Performance Max generates leads at just $43 CPL in its 52-day window. Kitchen/bath queries are bleeding $6,089 with almost no return. 358 negative keywords exist but critical gaps remain.
Key Findings
Critical issues identified across the account
$63,083
56% of Search Spend Wasted
Spent on 28,982 search terms with zero conversions over 14 months
$167 → $1,504
Ad Group CPL Spread: 9x
Brand converts at $167 CPL while Closet Designers costs $1,504 per lead
$6,089
Kitchen/Bath Bleed
Spent on kitchen & bath searches that have nothing to do with closets — only 4 conversions
55 Zips
Location Waste
55 zip codes with zero conversions consumed $13,977 in spend
39 Actions
Conversion Tracking Chaos
26 have zero conversions. 9 marked Primary — only 1 matters.
But Not Enough
358 Negatives Exist
Negative keywords are in place but $63K still wasted — gaps in kitchen, bath, furniture, and off-topic terms
Campaign Performance
Cost per lead comparison and budget allocation analysis
Cost Per Lead by Campaign
Budget vs Conversions
Where the Money Goes
Where Conversions Come From
| Campaign | Spend | Conv. | CPL | CTR | Budget | Status |
|---|---|---|---|---|---|---|
| Performance Max | $5,910.22 | 136.7 | $43 | 8.22% | Unknown | efficient |
| AI Max Search | $156,346 | 360.9 | $433 | 5.96% | $580/day | warning |
| Demand Gen | $4,371.35 | 7.0 | $623 | 0.53% | $120/day | warning |
| YouTube TV | $2,779.55 | 0 | N/A | 0.01% | $5,000 total | critical |
Demand Gen Ad Group Breakdown
$161
CPL
$680
CPL
$886
CPL
N/A
CPL
Search Term Analysis
Intent categorization and waste identification across 29,088 search terms (14 months)
Total Search Terms
0
Unique queries
Zero-Conversion Terms
0
56% of total spend
Wasted Search Spend
$0
Zero conversions generated
Search Budget Utilization
Of every dollar spent on search, only 44 cents generates a conversion.
Spend by Search Intent Category
| Category | Spend | % of Total | Conv. | CPL |
|---|---|---|---|---|
| Medium Intent – Closet Related | $32,467 | 28.8% | 77.8 | $417 |
| High Intent – Custom Service | $19,620 | 17.4% | 42.6 | $461 |
| Brand | $18,588 | 16.5% | 114.3 | $163 |
| Competitor | $18,398 | 16.3% | 33.0 | $558 |
| Cabinet / Shelving (Ambiguous) | $10,949 | 9.7% | 18.0 | $608 |
| Kitchen / Bath (Off-Target) | $6,089 | 5.4% | 4.0 | $1522 |
| Other / Uncategorized | $4,764 | 4.2% | 2.1 | $2269 |
| Furniture / Product (Non-Service) | $1,435 | 1.3% | 0.7 | $2050 |
| DIY / How-To | $218 | 0.2% | 2.0 | $109 |
| Retail / Product Shopping | $129 | 0.1% | 0 | N/A |
Keyword & Ad Group Analysis
Ad group performance across 14 months — CPLs range from $167 to $1,504
Ad Group Performance (14 Months)
| Ad Group | Spend | Conv. | CPL | Conv. Value | ROAS |
|---|---|---|---|---|---|
| Brand | $21,157 | 126.5 | $167 | $62,014 | 2.93x |
| Closet Companies | $48,675 | 97.0 | $502 | $44,628 | 0.92x |
| Closet Types | $22,691 | 38.3 | $592 | $16,782 | 0.74x |
| Closet Cabinetry | $26,807 | 34.8 | $771 | $15,778 | 0.59x |
| Competitors | $18,825 | 33.4 | $563 | $15,055 | 0.80x |
| Closet Builders | $11,155 | 20.6 | $541 | $9,823 | 0.88x |
| Closet Design | $5,563 | 9.3 | $598 | $4,734 | 0.85x |
| Closet Designers | $1,473 | 1.0 | $1,504 | $342 | 0.23x |
Negative Keywords: 358 in Place
213 Broad Match · 139 Exact Match · 6 Phrase Match — all at Campaign level on S - AI Max VB Closet Campaign 09-02-25
Despite 358 negatives, $63K is still wasted on non-converting terms. Key gaps: kitchen/bath terms ($6K+), furniture queries ($1.4K), and off-topic searches need to be added.
Top Wasted Search Terms
Zero conversions, highest spend
Keywords That Convert
closet factory
Brand · 75.2 conv
$167
CPL
closet factory virginia beach
Brand · 14 conv
$37
CPL
closets by design
Competitors · 13.6 conv
$153
CPL
california closets
Competitors · 11 conv
$788
CPL
closet organizer
Closet Types · 10.8 conv
$323
CPL
custom closets
Closet Types · 9.8 conv
$235
CPL
the closet factory
Brand · 7.2 conv
$116
CPL
closet systems
Closet Types · 6.2 conv
$599
CPL
built in cabinets
Closet Cabinetry · 5 conv
$37
CPL
closet factory of hampton roads
Brand · 4 conv
$79
CPL
j&k cabinetry
Closet Cabinetry · 4 conv
$4
CPL
Location Targeting
55 of 110 zip codes have zero conversions — $13,977 wasted
Total Zip Codes
0
Non-Converting Zips
0
$13,977 wasted
Converting Zips
0
$128,271 productive
Top Wasted Zip Codes
Converting Zip Codes
Conversion Tracking
39 conversion actions — 26 have zero conversions, 9 marked Primary
Total Actions
0
Primary Actions
0
Only 1 matters
Zero-Conv Actions
0
Sending noise to the AI
Active with Conv
0
The Core Problem
With 9 actions marked as "Primary," Google's Smart Bidding is trying to optimize for 9 different goals simultaneously. This includes actions like "Business Profile — Directions" and "Business Profile — Learn More," which are not meaningful business outcomes. The only action that truly matters is "Opportunity — New", which has generated 63.11 conversions worth $41,339.99.
Recommended Primary Action
"Opportunity — New" — 63.11 conversions, $41,339.99 value
Competitive Landscape
Auction insights reveal you're competing against retailers, not custom service providers
| Competitor | Imp. Share | Overlap | Above You | Top of Page | Abs. Top |
|---|---|---|---|---|---|
| Amazon | 27.68% | 26.05% | 25.49% | 93.67% | 44.44% |
| →You (Closet Factory) | 25.99% | — | — | 83.58% | 59.86% |
| Wayfair | 14.54% | 15.23% | 20.48% | 93.27% | 26.33% |
| California Closets | 8% | 13.62% | 28.84% | 71.73% | 23.57% |
| Home Depot | 8% | 8.29% | 20.52% | 90.11% | 20.29% |
| IKEA | 8% | 8.07% | 19.84% | 89.92% | 25.02% |
Key Insight: Your top competitors are Amazon, Wayfair, Home Depot, and IKEA — all product retailers. This confirms that your ads are appearing for product-related searches (shelving, cabinets, storage bins), not for custom closet design services. You are paying premium CPCs to compete with retailers for shoppers who want to buy a $40 shelf, not commission a $5,000 custom closet installation.
Implementation Roadmap
90-day action plan to eliminate waste and scale profitable campaigns
Restructure AI Max Search Campaign
criticalThe AI Max campaign has spent $156K over 14 months at $433 CPL. Pause underperforming ad groups (Closet Designers at $1,504 CPL, Closet Cabinetry at $771 CPL) and focus budget on Brand ($167 CPL).
Pause YouTube TV Campaign
criticalZero conversions from $2,779 in spend. This is pure brand awareness with no measurable ROI.
Reallocate Budget to Performance Max
criticalIncrease PMax daily budget with the freed-up spend. PMax generates leads at $43 CPL — it deserves the lion's share.
Overhaul Conversion Tracking
criticalSet 'Opportunity - New' as the ONLY Primary action. Change all other 38 actions to Secondary.
Expand Negative Keyword Lists
high358 negatives exist but $63K is still wasted on non-converting terms. Add kitchen, bath, remodel, furniture, and off-topic terms. Block $6K+ in kitchen/bath waste.
Expected Outcomes (90 Days)
| Metric | Current | Target | Improvement |
|---|---|---|---|
| Account CPL | $438 | <$200 | >50% Reduction |
| Wasted Search Spend | 56% | <15% | >70% Reduction |
| Worst Ad Group CPL | $1,504 | Paused | 100% Eliminated |
| PMax CPL | $43 | <$60 | Maintained |
| Brand CPL | $167 | <$150 | Optimized |