Overview PAUSED
[IN-PERSON][PMAX][LOCAL][Bethesda][MD] · Bethesda, MD · campaign 22430108358
$7,753spend
199conversions
$3,615conv value
$39cost / conv
1.6%CTR
$3avg CPC
4booked (Won)
$1,938cost / booked
What worked- Tightly geo-scoped, single-market test with a full asset-group build per modality.
- Local ad strength and asset coverage are largely in place.
What we’d change- Optimized to the wrong goal. 190 of 199 conversions were $0-value ad-extension/call taps; only 4 actual Won ($1,938 per booked client).
- Biddable on PURCHASE + CONTACT (website, Google-hosted & call-from-ads) — the three $0-value CONTACT goals are what it chased. Should be PURCHASE-only (see Conversions below).
- Max-Conversions with no target CPA, on a tiny $48/day budget — one of eight near-identical local tests; too little signal each. Now paused.
What this campaign optimizes for
Bidding (Max Conversions) optimizes toward the biddable conversion goals below — this is the configured target, regardless of what later fired. This campaign has 4 biddable goals: CONTACT, PURCHASE.
| Biddable goal | Origin | What it captures | Value |
|---|
| PURCHASE | Website | Booked clients — revenue — e.g. “Won”, “Won Calls” | revenue |
| CONTACT | Call From Ads | Ad-extension / call-from-ads taps — e.g. “Counseling Center Ad Extension”, “CCoM Calls From Ad Extensions” | $0 |
| CONTACT | Google Hosted | Click-to-call on the Google-hosted listing — e.g. “Clicks to Calls [Google Hosted]” | $0 |
| CONTACT | Website | Calls to the number on the website — e.g. “Counseling Center Calls To Number On Website” | $0 |
The misconfiguration. Alongside PURCHASE, this campaign has the CONTACT goal biddable across 3 origins (website calls, Google-hosted click-to-call, and ad-extension taps) — all $0-value. Because contact taps fire far more often than Won, Max-Conversions rationally chased the cheap, plentiful taps and starved the Purchase signal. That is why the “$39 CPA” looks good but the booked count is tiny.
Evidence · Google Ads API v24 · read-only · 2026-06-30SELECT campaign.name, campaign_conversion_goal.category,
campaign_conversion_goal.origin, campaign_conversion_goal.biddable
FROM campaign_conversion_goal
WHERE campaign.id = 22430108358 -- biddable=true rows shown
[
{
"campaign": "Counseling Center [IN-PERSON][PMAX][LOCAL][Bethesda][MD]",
"category": "PURCHASE",
"origin": "WEBSITE",
"biddable": true
},
{
"campaign": "Counseling Center [IN-PERSON][PMAX][LOCAL][Bethesda][MD]",
"category": "CONTACT",
"origin": "WEBSITE",
"biddable": true
},
{
"campaign": "Counseling Center [IN-PERSON][PMAX][LOCAL][Bethesda][MD]",
"category": "CONTACT",
"origin": "GOOGLE_HOSTED",
"biddable": true
},
{
"campaign": "Counseling Center [IN-PERSON][PMAX][LOCAL][Bethesda][MD]",
"category": "CONTACT",
"origin": "CALL_FROM_ADS",
"biddable": true
}
] …and what actually fired
Of 199 reported conversions, 190 were $0-value taps and only 4 were actual Won clients — the direct consequence of the CONTACT goals above being biddable.
| Conversion action | Conv | Value | Read |
|---|
| CCoM Calls From Ad Extensions | 109 | $0 | $0 tap |
| Counseling Center Ad Extension | 58 | $0 | $0 tap |
| Clicks to Calls [Google Hosted] | 23 | $0 | $0 tap |
| Stage: Hot Leads | 4 | $1,200 | lead |
| Won | 4 | $2,165 | REVENUE |
| Stage: Consult Scheduled | 1 | $250 | consult |
Asset groups
10 asset groups · 5 enabled. Ad strength shown per group.
| Asset group | Status | Ad strength |
|---|
| BETHESDA: DBT | Enabled | Excellent |
| BETHESDA: DBT Skills | Enabled | Excellent |
| BETHESDA: EMDR | Enabled | Good |
| BETHESDA: Therapist Near Me | Enabled | Excellent |
| Eating Disorders [In-Person][BETHESDA] | Enabled | Good |
| ARLINGTON: DBT | Paused | Excellent |
| ARLINGTON: DBT Skills | Paused | Excellent |
| ARLINGTON: EMDR | Paused | Good |
| ARLINGTON: Therapist Near Me | Paused | Average |
| Eating Disorders [In-Person][ARLINGTON] | Paused | Good |
Assets & copy
Distinct text assets across the campaign · 358 images · 81 videos.
Headlines (149)
Dialectical Behavior TherapyCognitive Behavioral TherapyCounseling Center of MarylandDBT For Eating DisordersCounseling Center GroupThe Counseling Center GroupDBT Therapy Near YouDBT Therapy ServicesDBT Group Therapist ArlingtonLocal Therapists in ArlingtonConnect Now Schedule A SessionDBT TherapistDBT Therapy for EveryoneDBT Therapy ArlingtonDBT Therapist Near YouDBT Therapist ArlingtonComprehensive DBT TreatmentTherapy and CounselingReduce Symptoms of DepressionMarriage & Couples CounselingProfessional CounselingCounseling Near MeFind a TherapistEMDR Therapy for Trauma
+125 more
Long headlines (90)
Top-Rated DBT Therapy and Counseling Services in Arlington, VAEMDR Therapy: What It Is, Effectiveness & why it worksFind a Therapist in Bethesda, MarylandProfessional Counseling and Therapists in Bethesda, MarylandParent-Child Interaction TherapyEating Disorders: Seek Expert Therapy & Begin a New JourneyTop-Rated DBT Therapy and Counseling Services in MD & NYCounseling Services in Arlington, VAVariety of therapeutic sessionsVisit The Counseling Center GroupArlington, VA | The Counseling Center GroupDBT Bethesda Therapy and Counseling - Bethesda, Maryland.DBT Bethesda: Improve Your Life Through Dialectical Behavior Therapy.DBT Bethesda: Learn Powerful Skills to Manage Emotions and Improve Relationships.Comprehensive DBT Programs in Bethesda: Restore Balance to Your Life.Get Compassionate and Expert Care From Experienced Therapists.Get professional counseling and therapistsIndividuals, couples, groups, and familiesPsychological techniques including CBT and DBTEMDR Bethesda: Learn Powerful Skills to Manage Emotions and Improve Relationships.DBT Arlington Therapy and Counseling - Arlington, Virginia.DBT Arlington: Improve Your Life Through Dialectical Behavior Therapy.DBT Arlington: Learn Powerful Skills to Manage Emotions and Improve Relationships.Comprehensive DBT Programs in Virginia: Restore Balance to Your Life.
+66 more
Descriptions (33)
DBT Can Be A Powerful Tool To Help You Develop New Skills.The Counseling Center Group is a leading provider of DBT therapy and counseling services.DBT Arlington Therapy and Counseling Services to Help You Manage Your Emotions.We Provide Mental Health Services, Marriage & Couples Counseling, and DBT Therapy Near YouCCG: Pave the Way for a Richer, more Mindful Life.Uncover the root causes of eating disorders and embark on your recovery journeyDBT Bethesda Therapy and Counseling Services to Help You Manage Your Emotions.Dialectical Behavior Therapy (DBT) Can Be a Powerful Tool to Help You Develop New Skills.EMDR Can Be A Powerful Tool To Help You Develop New Skills.The Counseling Center Group is a leading provider of EMDR therapy and counseling services.EMDR Arlington Therapy and Counseling Services to Help You Manage Your Emotions.We Provide Mental Health Services, Marriage & Couples Counseling & EMDR Therapy Near You.Eye Movement Desensitization and Reprocessing Can Help You Develop New Skills. Call Now.We offer a variety of therapeutic sessions to help youWe offer a variety of therapeutic sessions for your needsDBT Bethesda, Maryland. Therapy and Counseling Services to Help You Manage Your Emotions.EMDR Bethesda, MD: Therapy and Counseling Services to Help You Manage Your Emotions.The Counseling Center Group is a leading provider of EMDR therapy and counseling servicesWe Provide Mental Health Services, Marriage & Couples Counseling, and DBT Therapy Near Me.We Provide Mental Health Services, Marriage & Couples Counseling +DBT Therapy Near You.Dialectical Behavior Taherapy (DBT) Can Be a Powerful Tool to Help You Develop New Skills.DBT Arlington Virtual Therapy and Counseling Services to Help You Manage Your Emotions.DBT Therapist For Eating Disorders In Bethesda, Maryland. Schedule Online.Get Compassionate and Expert Care from Experienced Local Therapists.
+9 more
Audience & search-theme signals
117 distinct search themes · 6 audience signals.
therapist near meDBTDialectical Behavior Therapy Arlington VAAffordable DBT TherapistDBT For Generalized Anxiety DisorderDBT For Panic AttacksDBT TherapistDBT Therapist For Borderline Personality DisorderDBT Therapist For DepressionDBT Therapist OnlineFind A DBT TherapistDBT Therapist For AdultsDBT Therapist For TeensDBT Therapist Near Me Arlington VADBT Therapy Providers Arlington VAFind a DBT Therapist Arlington VAAnxiety Treatment With DBTDBT For DepressionDBT For Major Depressive DisorderDBT For Persistent Depressive DisorderDBT For Social AnxietyDBT Therapist For Anxiety DisordersDBT Therapist Specializing In Anxiety And DepressionDepression Treatment With DBTDialectical Behavior Therapy Therapisttherapist for depressioncounseling near medbt therapist near medbt therapisttherapist for womenDialectical Behavior TherapistAffordable DBT therapistDBT for major depressive disorderDBT for panic attacksDBT for persistent depressive disorderDBT for social anxietyDBT therapist onlineDBT therapist specializing in depressionDepression treatment with DBTfind a dbt therapist
+77 more themes
Audience signals
134397955153056494153064345152954501153065929321764965
Geo & device
Monthly trend
| Month | Spend | Conv | Value | ROAS |
|---|
| 2026-01-01 | $1,448 | 29 | $5 | 0.00× |
| 2026-02-01 | $1,439 | 33 | $750 | 0.52× |
| 2026-03-01 | $1,464 | 43 | $0 | 0.00× |
| 2026-04-01 | $1,455 | 51 | $2,460 | 1.69× |
| 2026-05-01 | $1,457 | 30 | $400 | 0.27× |
| 2026-06-01 | $490 | 13 | $0 | 0.00× |
Device
| Device | Spend | Conv | $/conv |
|---|
| Mobile | $7,214 | 197 | $37 |
| Desktop | $439 | 1 | $439 |
| Tablet | $86 | 1 | $86 |
| Connected_Tv | $14 | 0 | — |
