TOMOGO! Google Ads Report | 2026-06-01 ~ 2026-06-08

1. Summary

Period: 2026-06-01 ~ 2026-06-08 / Source: Google Ads

Total Cost

¥1,217,260

2026-06-01~2026-06-08

Impressions

772,161

Clicks

4,267

CTR

0.55%

CPC

¥285

CPM

¥1,576

Conversions

19.0

Booking 2.0 + SignUp 4.0 + CV 13.0

CPA (All CV)

¥64,066

Sign Up

4

CPA ¥304,315

Booking CPA

¥608,630

¥1,217,260 / 2.0 bookings

2. Strategy Pivot Before/After Analysis

Period: 2026-06-01 ~ 2026-06-08 / Source: Google Ads

6/3 Strategy Pivot

Budget scaled 10x on 6/3. P-MAX added (6/2), YouTube budget increased (6/1), AI MAX introduced (6/2), brand video launched (6/2). Shifted to aggressive BK-first expansion phase, ROAS deprioritized.

⚠ Pre-Pivot (6/1-6/2) — 2 days

IMP/day46,051

Click/day334.5

Cost/day¥87,469

CTR0.73%

CPC¥261

CV/day3.00

CPA¥29,156

✅ Post-Pivot (6/3-6/8) — 6 days

IMP/day113,343

Click/day599.7

Cost/day¥173,720

CTR0.53%

CPC¥289

CV/day2.17

CPA¥80,178

Day-Average Comparison (Pre vs Post)

Metric	Pre-Pivot /day	Post-Pivot /day	Change	Note
IMP/day	46,051.5	113,343.0	▲ +146.1%	Direct reach expansion indicator
Click/day	334.5	599.7	▲ +79.3%	Traffic volume impact
Cost/day	¥87,469	¥173,720	▲ +98.6%	Budget scale check
CTR	0.73%	0.53%	▼ -27.2%	Creative quality & match accuracy
CPC	¥261	¥289	▲ +10.8%	Competition & scale-driven fluctuation
CV/day	3.0	2.2	▼ -27.8%	CV volume (high variance during learning phase)
CPA	¥29,156	¥80,178	▲ +175.0%	CPA should be evaluated after P-MAX learning completes

Evaluation Note

P-MAX (added 6/2) and AI MAX (6/2) are in learning phase — post-pivot CPA/CVR figures are indicative only. Optimization typically matures after 7-14 days. YouTube brand video targets Brand Lift (indirect effect) and is not expected to generate direct CVs.

3. CV Action Breakdown

Period: 2026-06-01 ~ 2026-06-08 / Source: Google Ads

Important: CV Breakdown Required

Out of 19.0 CVs: Booking 2.0, SignUp 4, ContentView 13.0. CPA ¥64,066 is all-CV based. Booking CPA=¥608,630, SignUp CPA=¥304,315.

CV Action Details

CV Action	CV	CV Value	Campaign Breakdown
Complete Booking_WEB(GA4_purchase)	2.0	¥51,150	[Search] TOMOGO_General_EN: 2.0
Android_View_item(コンテンツビュー)	12.0	¥1,800	[Search] TOMOGO_General_JP: 7.0, [Search] TOMOGO_Brand_EN: 3.0, [Search] TOMOGO_General_EN: 2.0
TOMOGO! (Android) sign_up	4.0	¥20,000	[Search] TOMOGO_General_JP: 2.0, [Search] TOMOGO_General_EN: 1.0, [DG] Awareness_US_AU: 1.0
iOS_View_item(コンテンツビュー)	1.0	¥150	[Search] TOMOGO_Brand_EN: 1.0
Total	15.0	¥73,100

Booking CPA vs SignUp CPA vs ContentView CPA

Booking CPA

¥608,630

¥1,217,260 / 2.0 bookings

SignUp CPA

¥304,315

¥1,217,260 / 4 sign ups

ContentView CPA

¥93,635

¥1,217,260 / 13.0 views

[Search] TOMOGO_General_EN
ContentView CPA

¥173,720

¥347,441 / 2.0 CV

[Search] TOMOGO_Brand_EN
ContentView CPA

¥10,447

¥41,790 / 4.0 CV

[Search] TOMOGO_General_JP
ContentView CPA

¥10,941

¥76,592 / 7.0 CV

4. Campaign Performance

Period: 2026-06-01 ~ 2026-06-08 / Source: Google Ads

New/Changed Campaigns This Week

Performance Max-1 (P-MAX): Added 6/2, currently in learning phase. [YT] Awareness_US_AU: Budget increased 5x from 6/1. AI MAX: Introduced 6/2 (feature added to [Search] campaigns). Brand video: Started 6/2.

Brand Search

CV = 0

New this week

Campaign	Type	Cost	IMP	Click	CTR	CPC	Booking	SignUp	ContentView	Total CV	CVR	CPA
[Search] TOMOGO_General_EN	検索	¥347,441	8,263	508	6.15%	¥683	2.0	1	2.0	5.0	0.98%	¥69,488
[DG] Awareness_US_AU DG	デマンドジェネレーション	¥297,686	283,900	1,412	0.50%	¥210	0.0	1	0.0	1.0	0.07%	¥297,686
[YT] Awareness_US_AU YT 5x Budget	動画	¥287,845	437,066	89	0.02%	¥3,234	0.0	0	0.0	0.0	0.00%	-
Performance Max-1 P-MAX New	P-MAX	¥165,906	31,881	1,511	4.74%	¥109	0.0	0	0.0	0.0	0.00%	-
[Search] TOMOGO_General_JP	検索	¥76,592	10,418	604	5.80%	¥126	0.0	2	7.0	9.0	1.49%	¥8,510
[Search] TOMOGO_Brand_EN Brand	検索	¥41,790	633	143	22.59%	¥292	0.0	0	4.0	4.0	2.80%	¥10,447

5. Ad Group Performance

Period: 2026-06-01 ~ 2026-06-08 / Source: Google Ads

CV = 0 with high cost (attention needed)

Ad Group	Campaign	Cost	IMP	Click	CTR	CV	CPA
②顕在層 (High-Intent)	[Search] TOMOGO_General_EN	¥365,935	15,421	964	6.25%	14.0	¥26,138
① ブランド動画	[DG] Awareness_US_AU	¥297,686	283,900	1,412	0.50%	1.0	¥297,686
Brand Videos	[YT] Awareness_US_AU	¥287,845	437,066	89	0.02%	0.0	-
③体験・特化 (Experiences)	[Search] TOMOGO_General_EN	¥58,101	3,260	148	4.54%	0.0	-
Brand Search	[Search] TOMOGO_Brand_EN	¥41,790	633	143	22.59%	4.0	¥10,447

6. Search Keyword Performance (Top 30 by Cost)

Period: 2026-06-01 ~ 2026-06-08 / Source: Google Ads

Keyword	Campaign	Ad Group	QS	Cost	IMP	Click	CTR	CPC	CV	CVR	CPA
Private tour guide Japan	[Search] TOMOGO_General_EN	②顕在層 (High-Intent)	6.0	¥148,319	6,125	401	6.55%	¥369	14.0	3.49%	¥10,594
personal tour guide japan	[Search] TOMOGO_General_EN	②顕在層 (High-Intent)	8.0	¥46,081	904	70	7.74%	¥658	0.0	0.00%	-
Private tour guide tokyo	[Search] TOMOGO_General_EN	②顕在層 (High-Intent)	6.5	¥28,111	759	48	6.32%	¥585	0.0	0.00%	-
TOMOGO	[Search] TOMOGO_Brand_EN	Brand Search	10.0	¥26,028	519	113	21.77%	¥230	4.0	3.54%	¥6,507
local tour guides tokyo	[Search] TOMOGO_General_EN	②顕在層 (High-Intent)	-	¥21,861	660	45	6.82%	¥485	0.0	0.00%	-
izakaya tour tokyo	[Search] TOMOGO_General_JP	③体験・特化 (Experiences)	2.0	¥20,287	298	19	6.38%	¥1,067	0.0	0.00%	-
Tokyo private tour	[Search] TOMOGO_General_EN	②顕在層 (High-Intent)	4.5	¥17,739	465	45	9.68%	¥394	0.0	0.00%	-
Private tour guide osaka	[Search] TOMOGO_General_JP	②顕在層 (High-Intent)	6.5	¥15,643	344	33	9.59%	¥474	0.0	0.00%	-
tomogo reviews	[Search] TOMOGO_Brand_EN	Brand Search	7.0	¥9,816	36	5	13.89%	¥1,963	0.0	0.00%	-
tokyo nightlife tour	[Search] TOMOGO_General_EN	③体験・特化 (Experiences)	2.0	¥8,093	550	28	5.09%	¥289	0.0	0.00%	-
japan private tour guide cost	[Search] TOMOGO_General_EN	②顕在層 (High-Intent)	-	¥7,219	130	9	6.92%	¥802	0.0	0.00%	-
best japan private tours	[Search] TOMOGO_General_EN	②顕在層 (High-Intent)	-	¥6,266	34	3	8.82%	¥2,088	0.0	0.00%	-
asakusa bar hopping	[Search] TOMOGO_General_EN	③体験・特化 (Experiences)	2.0	¥5,950	173	10	5.78%	¥595	0.0	0.00%	-
tokyo bar hopping	[Search] TOMOGO_General_EN	③体験・特化 (Experiences)	3.0	¥5,636	986	20	2.03%	¥281	0.0	0.00%	-
japanese private tour guide	[Search] TOMOGO_General_EN	②顕在層 (High-Intent)	-	¥5,541	96	10	10.42%	¥554	0.0	0.00%	-
private guide kyoto	[Search] TOMOGO_General_EN	②顕在層 (High-Intent)	-	¥5,232	38	4	10.53%	¥1,308	0.0	0.00%	-
shinjuku bar hopping	[Search] TOMOGO_General_JP	③体験・特化 (Experiences)	2.4	¥5,002	33	2	6.06%	¥2,501	0.0	0.00%	-
best private tours of japan	[Search] TOMOGO_General_EN	②顕在層 (High-Intent)	7.0	¥3,591	188	8	4.26%	¥448	0.0	0.00%	-
bar hopping tour tokyo	[Search] TOMOGO_General_JP	③体験・特化 (Experiences)	4.0	¥3,583	74	7	9.46%	¥511	0.0	0.00%	-
Japan private tour	[Search] TOMOGO_General_EN	②顕在層 (High-Intent)	4.7	¥3,451	56	7	12.50%	¥493	0.0	0.00%	-
tokyo bar tour	[Search] TOMOGO_General_EN	③体験・特化 (Experiences)	4.0	¥3,338	31	2	6.45%	¥1,669	0.0	0.00%	-
Kyoto private tour	[Search] TOMOGO_General_EN	②顕在層 (High-Intent)	5.0	¥2,627	163	11	6.75%	¥238	0.0	0.00%	-
Private tour tokyo	[Search] TOMOGO_General_EN	②顕在層 (High-Intent)	8.0	¥2,331	47	5	10.64%	¥466	0.0	0.00%	-
asakusa nightlife tour	[Search] TOMOGO_General_JP	③体験・特化 (Experiences)	5.0	¥2,116	414	18	4.35%	¥117	0.0	0.00%	-
Private tour Kyoto	[Search] TOMOGO_General_EN	②顕在層 (High-Intent)	3.0	¥1,989	117	4	3.42%	¥497	0.0	0.00%	-
TOMOGO travel	[Search] TOMOGO_Brand_EN	Brand Search	10.0	¥1,831	16	6	37.50%	¥305	0.0	0.00%	-
tomogo tokyo	[Search] TOMOGO_Brand_EN	Brand Search	10.0	¥1,821	13	5	38.46%	¥364	0.0	0.00%	-
tomogo japan	[Search] TOMOGO_Brand_EN	Brand Search	10.0	¥1,532	32	9	28.12%	¥170	0.0	0.00%	-
Osaka private tour	[Search] TOMOGO_General_JP	②顕在層 (High-Intent)	5.0	¥965	167	7	4.19%	¥137	0.0	0.00%	-
ueno bar hopping	[Search] TOMOGO_General_EN	③体験・特化 (Experiences)	-	¥893	50	3	6.00%	¥297	0.0	0.00%	-

7. Search Term Analysis

Period: 2026-06-01 ~ 2026-06-08 / Source: Google Ads

Effective terms (with CV) cost

10.69%

¥27,119

Wasted terms (CV=0) cost

89.31%

¥226,608

Total CV from effective terms

6.0

Search Term Quality Note for Expansion Phase

Budget scale-up and AI MAX introduction have significantly expanded search term reach. New terms are in learning — avoid excluding CV=0 terms immediately if they appear travel/tour-relevant. However, irrelevant terms (food, hotels, jobs, etc.) should be negated promptly.

Terms with Conversions

Search Term	IMP	Click	Cost	CV	CPA
tomogo	486	107	¥25,842	3.0	¥8,614
piqtour com	2	1	¥1,092	2.0	¥546
tomogo tour guide	24	6	¥185	1.0	¥185

Wasted Terms TOP50 (CV=0, by Cost desc)

Search Term	Match Type	IMP	Click	CTR	CPC	Cost	Exclude?
tokyo izakaya tour	完全一致（類似パターン）	2	1	50.00%	¥12,390	¥12,390	Recommend
best tour guides japan	完全一致（類似パターン）	1	1	100.00%	¥7,087	¥7,087
japan tours april 2027	インテントマッチ	2	1	50.00%	¥6,631	¥6,631
trips to japan 2027	AI 最大化設定	2	1	50.00%	¥5,878	¥5,878
trips to japan	AI 最大化設定	22	5	22.73%	¥1,090	¥5,454
japan vacation packages	AI 最大化設定	26	4	15.38%	¥1,066	¥4,265
tomogo review	完全一致（類似パターン）	2	2	100.00%	¥2,104	¥4,209
tomogo tours reviews	完全一致（類似パターン）	4	2	50.00%	¥2,073	¥4,146
tokyo private tour guide	完全一致（類似パターン）	5	4	80.00%	¥1,033	¥4,133
japan itinerary for 5 days	AI 最大化設定	1	2	200.00%	¥1,868	¥3,737
japan tour guide package	AI 最大化設定	1	1	100.00%	¥3,638	¥3,638
pictour japan	インテントマッチ	5	2	40.00%	¥1,782	¥3,564
omakase tours	フレーズ一致（類似パターン）	3	2	66.67%	¥1,438	¥2,877
booking a trip to japan	AI 最大化設定	1	1	100.00%	¥2,875	¥2,875
how to plan a trip to japan	インテントマッチ	21	2	9.52%	¥1,413	¥2,826
tokyo trip packages	インテントマッチ	7	3	42.86%	¥879	¥2,639
travel agency for japan trip	インテントマッチ	1	1	100.00%	¥2,278	¥2,278
japan tour guides	完全一致（類似パターン）	4	2	50.00%	¥1,110	¥2,220
ce la vie club tokyo	AI 最大化設定	1	1	100.00%	¥1,934	¥1,934	Recommend
japan land and sea tours	インテントマッチ	1	1	100.00%	¥1,888	¥1,888
tokyo tours by locals	完全一致（類似パターン）	5	2	40.00%	¥928	¥1,856
tomogo travel	完全一致	14	6	42.86%	¥305	¥1,831
japan tours packages	インテントマッチ	3	2	66.67%	¥915	¥1,830
tours japon 2026	インテントマッチ	1	1	100.00%	¥1,748	¥1,748
travel to japan cost	インテントマッチ	1	1	100.00%	¥1,742	¥1,742
price for a trip to japan	AI 最大化設定	2	1	50.00%	¥1,715	¥1,715
tomogo tours tokyo	完全一致（類似パターン）	11	4	36.36%	¥379	¥1,517
ramky tour guide japan	フレーズ一致（類似パターン）	1	1	100.00%	¥1,475	¥1,475
things to do in osaka	AI 最大化設定	30	2	6.67%	¥726	¥1,452
tokyo tour package	インテントマッチ	10	5	50.00%	¥287	¥1,436
yama trips	インテントマッチ	2	1	50.00%	¥1,414	¥1,414
trip to japan package	インテントマッチ	7	2	28.57%	¥700	¥1,401
japan tourism	AI 最大化設定	10	4	40.00%	¥344	¥1,377
driver in japan	インテントマッチ	1	1	100.00%	¥1,354	¥1,354
budget japan trip	インテントマッチ	1	1	100.00%	¥1,311	¥1,311
best way to travel to japan	インテントマッチ	1	1	100.00%	¥1,310	¥1,310
private guide tokyo	完全一致（類似パターン）	5	3	60.00%	¥429	¥1,289
private guides in tokyo	完全一致（類似パターン）	1	1	100.00%	¥1,273	¥1,273
things to do in tokyo	AI 最大化設定	40	1	2.50%	¥1,265	¥1,265
local guide japan	フレーズ一致（類似パターン）	1	1	100.00%	¥1,239	¥1,239
tour guide in japan	AI 最大化設定	7	2	28.57%	¥608	¥1,216
paquete turistico a japon	インテントマッチ	1	1	100.00%	¥1,214	¥1,214
japan vacation packages 2027	インテントマッチ	2	1	50.00%	¥1,160	¥1,160
tokyo food tour	AI 最大化設定	6	1	16.67%	¥1,119	¥1,119	Recommend
tour bus japan	AI 最大化設定	2	1	50.00%	¥1,116	¥1,116
japan with kids itinerary	AI 最大化設定	1	1	100.00%	¥1,099	¥1,099
english speaking tour guide in japan	フレーズ一致（類似パターン）	5	1	20.00%	¥1,090	¥1,090
things to do in japan	AI 最大化設定	41	3	7.32%	¥361	¥1,083
private tour tokyo	完全一致	1	1	100.00%	¥1,078	¥1,078
japan trips 2026	インテントマッチ	1	1	100.00%	¥1,075	¥1,075

Recommended Negative Keywords

Term to Exclude	Wasted Cost	Click	Reason
izakaya hopping tokyo	¥638	2	CV=0, unrelated to tours/travel

8. Daily Trend

Period: 2026-06-01 ~ 2026-06-08 / Source: Google Ads

Date	Cost	IMP	Click	CTR	CPC	CV	CPA	Note
2026-06-01	¥72,844	36,872	264	0.72%	¥275	4.0	¥18,211	YouTube budget +5x
2026-06-02	¥102,095	55,231	405	0.73%	¥252	2.0	¥51,047	P-MAX added / AI MAX / Brand video start
2026-06-03	¥198,150	119,464	614	0.51%	¥322	2.0	¥99,075	★ Budget x10 pivot
2026-06-04	¥205,247	169,059	675	0.40%	¥304	4.0	¥51,311
2026-06-05	¥191,834	127,558	600	0.47%	¥319	5.0	¥38,366
2026-06-06	¥161,165	111,000	490	0.44%	¥328	1.0	¥161,165
2026-06-07	¥164,955	92,233	632	0.69%	¥261	1.0	¥164,955
2026-06-08	¥120,970	60,744	587	0.97%	¥206	0.0	-

9. Tuning Proposals

P-MAX Learning Phase Management

[P-MAX] Hold Evaluation During Learning：Performance Max-1 (¥165,906 / CV 0.0) added 6/2, currently learning. High CV/CPA volatility expected for 7-14 days. Do not pause or significantly modify. Full evaluation from 6/16.
[P-MAX] Asset Quality Check：Check P-MAX asset quality scores and replace any "Needs improvement" assets. Prioritize adding creatives highlighting private tour experiences.

YouTube Brand Lift Tracking

[YT] Set Branded Search Growth as KPI：YouTube (¥287,845 / CV 0.0) is not expected to drive direct CVs. Monitor [Search] TOMOGO_Brand_EN impression growth and CTR lift as weekly Brand Lift proxy metrics.
[YT] View Rate & CPV Check：Check YouTube view-through rate, skip rate, and CPV in the dashboard. If completion rate < 25%, consider revising the opening 5 seconds of the creative.

Search Term Quality (Post-Expansion)

[Negative KW] Immediate Negation of Irrelevant Terms：AI MAX introduction has dramatically expanded search term variety. Negate irrelevant terms (food, hotels, jobs, etc.) immediately. Estimated savings: ¥638 (1 terms).
[Negative KW] Sync to Shared Negative List：Add negative keywords to the shared negative list (not campaign-level only) to apply across P-MAX, Search, and YouTube campaigns.

Brand Search Enhancement

Brand Performance：Booking CV=0.0 + ContentView 4.0 = total CV 4.0, Cost=¥41,790, CPA=¥10,447. Primary Booking CV driver. Also used for YouTube Brand Lift measurement.
Brand KW Expansion：Add keyword variations: "TOMOGO app", "TOMOGO tour", "TOMOGO Japan", etc. Capture incremental branded searches driven by YouTube brand video lift.

Stop / Reduce Recommendations

[Ad Group] Brand Videos（[YT] Awareness_US_AU）— CV=0, Cost ¥287,845. Review keywords, consider pausing.
[Ad Group] ③体験・特化 (Experiences)（[Search] TOMOGO_General_EN）— CV=0, Cost ¥58,101. Review keywords, consider pausing.

Summary & Next Week Actions

This Week Summary：¥1,217,260 ad spend (pre-pivot ¥174,939, post-pivot ¥1,042,321). CV==19.0（Booking 2.0 + ContentView 13.0）. Booking CPA=¥608,630.
Next Week Priority Actions：(1) Check P-MAX learning status (from 6/9), improve asset quality, (2) Sync negative KWs to shared list, (3) Record Brand Search IMP growth as YouTube Brand Lift proxy, (4) Decide P-MAX budget adjustment based on CV trend from 6/10+.