Current Campaign Status

As of September 20, the campaign has been paused by Google due to a required verification process. The verification must be completed before the campaign can resume running.

With the current limited daily budget of $10, the campaign has been generating clicks at a reasonable CPC of approximately $2. However, the campaign has not generated a sufficient number of conversions, which means there has not yet been enough conversion data to transition the bidding strategy to Maximize Conversions.

Over the past month, we also reviewed user behavior and the performance of the current landing page. Based on this analysis, the landing page could do more to build user confidence in the quality of the services offered. Adding real photos of the clinic and treatment environment would help users better understand where and how the services are provided and could increase their level of trust.

We also recommend adding client testimonials, a short video, and clear information about the treatment process. These improvements can help strengthen the landing page experience and potentially increase the conversion rate in the coming month.

Work Completed During This Period

• Split the campaign into two ad groups: Play Therapy and Child Therapist/Counseling

• Organized keywords using appropriate match types, with Phrase Match used for most keywords and Exact Match for the two "near me" keywords

• Created separate headlines and descriptions for each ad group and removed unverified claims such as free neurofeedback, discounts, and uninsured options

• Set up Sitelinks, Callouts, Call Extension, and Location Extension

• Added 100+ negative keywords, including crisis/hotline searches, unrelated services such as OT, Speech, and ABA, mismatched credentials such as Psychologist/Psychiatrist, custody and court-related searches, competitor and practitioner names, out-of-area locations, free-service searches, and job-seeker searches

• Reviewed the Search Terms report weekly and added new negative keywords based on irrelevant searches

• Set the bidding strategy to Maximize Clicks with no CPC cap, due to the low search volume in this niche

• Reviewed Quality Score and Impression Share at the keyword level to identify weaker and higher-performing keywords

• Connected GTM and created a Conversion Action for Submit Lead Form. The conversion tracking was tested using Tag Assistant, and the tag was confirmed to be firing successfully

• Added a short disclaimer stating that results are not guaranteed and court-related services are not provided

• Reviewed and dismissed a misleading Google AI-generated ad suggestion containing claims such as "Court-Recommended" and "Best Therapist"

• Confirmed that AI Max was already turned off, so no changes were required in this area

• Currently in progress: increasing bids for high-quality "near me" keywords and reviewing the underperforming "child centered play therapy" keyword for potential pausing

Planned Actions for Next Month

The recommended landing page improvements will be implemented, including real clinic photos, testimonials, a video, and clearer information about the treatment process. The goal is to improve user confidence, engagement, and the overall conversion rate.

Once the campaign generates a sufficient number of conversions and enough conversion data has been collected, the bidding strategy can be changed to Maximize Conversions. This transition will be made once there is enough reliable data for Google Ads to optimize effectively toward conversions.