TOMOGO! Google Search Ads Performance Report

1. Executive Summary

30-day totals: Cost ¥455,834 / Clicks 803 / CV 8 (all via Brand KW) / CVVal ¥252,890 / ROAS 55.5%
Alert General_EN: Cost ¥242,532 with 0 conversions. CPC ¥933 is high, and zero CVs in 30 days. This is the biggest issue.
General_JP: Cost ¥60,799 with 0 conversions. CPC ¥364 is efficient but volume is small.
Brand_EN: Cost ¥152,503 with 8 CVs. CPA ¥19,063. Brand search is working, but IS (Impression Share) at 51.85% means lost opportunities.
Only 3 search terms generated conversions: "tomogo", "tomogo japan", and "tomogo tour guide". All are brand queries. Zero bookings from generic keywords.

2. Campaign Performance

Campaign	IMP	Clicks	CTR	Cost	CPC	CV	CPA	CVVal	ROAS
Brand_EN	1,878	376	20.0%	¥152,503	¥406	8	¥19,063	¥252,890	165.8%
General_EN CV 0	3,748	260	6.9%	¥242,532	¥933	0	—	¥0	0%
General_JP	2,200	167	7.6%	¥60,799	¥364	0	—	¥0	0%
Total	7,826	803	10.3%	¥455,834	¥567	8	¥56,979	¥252,890	55.5%

3. Search Terms That Generated Conversions

Date	Search Term	Campaign	Clicks	Cost	CV	CVVal
3/23	tomogo	Brand_EN	14	¥11,763	1	¥9,900
3/25	tomogo japan	Brand_EN	2	¥1,121	1	¥29,700
3/26	tomogo	Brand_EN	6	¥2,083	3	¥125,840
3/26	tomogo tour guide	Brand_EN	2	¥2,751	1	¥46,200
4/13	tomogo	Brand_EN	12	¥1,163	2	¥41,250

All 8 conversions came from brand keywords. Zero bookings from generic queries. Current generic keywords contribute to awareness but have not driven any direct booking conversions.

4. Keyword Performance (Top 20 by Cost)

Keyword	Campaign	Match	QS	IMP	Clicks	CTR	Cost	CPC	CV	IS
Japan local tour	General_EN	Phrase	4	2,489	160	6.4%	¥126,682	¥792	0	--
TOMOGO	Brand_EN	Exact	8	1,505	277	18.4%	¥105,715	¥382	7	51.85%
Tokyo private tour	General_EN	Exact	5	261	23	8.8%	¥61,516	¥2,675	0	10%
Tourist guide in Tokyo Japan	General_EN	Phrase	--	827	56	6.8%	¥48,070	¥858	0	--
Private tour guide tokyo	General_EN	Exact	8	87	22	25.3%	¥40,911	¥1,860	0	--
Japan local tour	General_JP	Phrase	--	1,473	109	7.4%	¥32,528	¥298	0	10%
Japan private tour	General_EN	Phrase	5	399	32	8.0%	¥31,330	¥979	0	--
bar hopping tour tokyo	General_EN	Phrase	2	149	17	11.4%	¥22,396	¥1,317	0	10%
local tour guides japan	General_EN	Phrase	3	110	18	16.4%	¥21,934	¥1,219	0	10%
Tourist guide in Tokyo Japan	General_JP	Phrase	--	756	52	6.9%	¥21,518	¥414	0	10%

"Japan local tour" (QS: 4, Cost ¥127K, CV 0) is the biggest cost driver in General_EN. Low Quality Score is directly causing high CPC and zero conversions.

5. Wasted Search Terms — Negative Keyword Candidates

A. High-Cost Zero-CV Terms (Cost > ¥5,000)

Search Term	Cost	Clicks	CPC	IMP
private tour guide tokyo	¥16,327	8	¥2,041	27
tomogo tours	¥13,856	48	¥289	126
local guides in japan	¥10,938	1	¥10,938	1
tomogo tours tokyo	¥8,122	16	¥508	57
tomogo review	¥6,839	4	¥1,710	25
tokyo tours	¥6,741	7	¥963	72
tomogo reviews	¥6,471	3	¥2,157	47
trip to japan	¥6,405	2	¥3,202	4
tokyo private tours	¥6,209	1	¥6,209	41
private japan tours	¥5,594	1	¥5,594	14
japan tours	¥5,450	5	¥1,090	80
best mt fuji tour from tokyo	¥5,175	2	¥2,588	6
shinjuku bar hopping tour	¥5,133	3	¥1,711	18

28 search terms with CV=0 spent over ¥3,000 each, totaling ¥161,862 (35.5% of total spend).

B. Off-Topic Search Terms — Immediate Exclusion Recommended

Pattern	Search Term	Cost	Exclusion Reason
mt fuji	best mt fuji tour from tokyo	¥5,175	TOMOGO! does not offer Mt. Fuji tours
mt fuji	mt fuji private tour from tokyo	¥3,307	Same as above
mt fuji	private tour to mt fuji from tokyo	¥2,974	Same as above
mt fuji	tokyo mt fuji day trip	¥1,409	Same as above
vip	vip japan tours	¥4,437	VIP segment not supported
cherry blossom	cherry blossom season japan	¥2,957	Informational query (season ended)
cherry blossom	when is cherry blossom season in japan	¥1,598	Informational query
cherry blossom	cherry blossoms in japan	¥1,330	Informational query
cherry blossom	japan cherry blossom season	¥1,013	Informational query
cherry blossom	cherry blossom tours japan 2026	¥912	Season ended

Total: mt fuji ¥12,865 + cherry blossom ¥10,121 + vip ¥4,437 = ¥27,423 immediately recoverable

6. Brand Keyword Impression Share Analysis

"TOMOGO" keyword: IS 51.85% → Ads are not showing for roughly half of all brand searches.
Likely caused by bid or budget constraints.
Brand search has the highest CV efficiency (CPA ¥15,102), so IS should be raised to 90%+.

7. Recommendations

1. Significantly Reduce or Pause General_EN

¥242,532 spent over 30 days with 0 conversions. CPC is ¥933. If continuing, narrow to high-intent keywords only (e.g., "private tour tokyo", "bar hopping tokyo") and pause broad phrase-match keywords.

2. Add Negative Keywords Immediately (¥27,423 Recovery)

Exclude mt fuji terms (4 terms), cherry blossom terms (season ended, 6+ terms), and vip. Also consider excluding ultra-broad queries like "trip to japan" and "japan tours".

3. Improve Brand KW Impression Share (51.85% → 90%+)

CPA ¥19,063 — the most efficient channel. Increase bids or secure budget to improve IS → expect more CVs at low marginal cost.

4. Test General_JP Potential

CPC ¥364 is 1/3 of General_EN. No CVs yet, but cost efficiency is strong. Continue testing with "tour guide in tokyo" and "bar hopping" keywords.

5. Improve Quality Scores

"Japan local tour" QS: 4 → Improve LP/ad copy relevance. "bar hopping tour tokyo" QS: 2 → Direct landing page to bar hopping tour content.