The Counseling Center Group
Performance Max Audit · Jan 1 – Jun 30, 2026

Performance Max deep dive

Every Performance Max campaign that spent this year — 9 campaigns, ~$243K — each broken down in full: what it optimized toward, asset groups, copy, signals, geo & device.

The shape of it

Nine Performance Max campaigns spent this year. One live Standard campaign carries 75% of spend and optimizes to real revenue; eight paused local campaigns were near-identical templated tests that optimized to $0-value ad-extension taps. Click any campaign for its full breakdown.

$242,967
PMax spend (9)
75%
in one live campaign
~2.0×
live ROAS (assigned)
↓2.86→1.26×
ROAS Mar→Jun
1
serving asset group
What worked
  • The live Standard campaign optimizes to Won / Consult revenue — no junk conversions.
  • Value-based bidding on the campaign carrying 75% of spend.
  • Serving asset group is EXCELLENT ad strength (25 videos).
  • Geo = PRESENCE (no interest leak); 359 negative keywords applied.
What we’d change
  • The 8 locals had CONTACT biddable (×3 origins, all $0) alongside PURCHASE — so they optimized to $0 taps, booking ~54 clients on ~$62K.
  • Live ROAS is decaying month over month on flat spend.
  • All $180K runs through one asset group — likely fatigue.
  • No brand exclusion + own-brand & “free therapy” signals.

All PMax campaigns at a glance

CampaignStatusSpendConvBooked (Won)Value$/convDetail
Standard All served statesLive$180,832556510$361,366$325breakdown →
NY New YorkPaused$7,7771617$21,588$48breakdown →
NY-DBT New York (DBT group)Paused$7,7512468$19,565$31breakdown →
Harrison Harrison, NYPaused$7,7669610$11,589$81breakdown →
Bethesda Bethesda, MDPaused$7,7531994$3,615$39breakdown →
Arlington Arlington, VAPaused$7,75216714$34,738$46breakdown →
DC Washington, DCPaused$7,7791818$14,735$43breakdown →
Parsippany Parsippany, NJPaused$7,8071460$3,350$53breakdown →
Red Bank Red Bank, NJPaused$7,7491817$24,212$43breakdown →
Total$242,9671933$494,758

“Booked (Won)” = actual Won + Won Calls conversions — the true acquisition count, separate from the $0-value taps that inflate the conversion column on the locals.

Campaign by campaign

Standard — All served states

Full breakdown →
$180,832spend
556conv
510booked
$361,366value
$325$/conv

100% real revenue — Won/Consult only.

NY — New York

Full breakdown →
$7,777spend
161conv
7booked
$21,588value
$48$/conv

144 of 161 conversions were $0 taps; 7 actual Won ($1,127/booked).

NY-DBT — New York (DBT group)

Full breakdown →
$7,751spend
246conv
8booked
$19,565value
$31$/conv

235 of 246 conversions were $0 taps; 8 actual Won ($1,029/booked).

Harrison — Harrison, NY

Full breakdown →
$7,766spend
96conv
10booked
$11,589value
$81$/conv

74 of 96 conversions were $0 taps; 10 actual Won ($747/booked).

Bethesda — Bethesda, MD

Full breakdown →
$7,753spend
199conv
4booked
$3,615value
$39$/conv

190 of 199 conversions were $0 taps; 4 actual Won ($1,938/booked).

Arlington — Arlington, VA

Full breakdown →
$7,752spend
167conv
14booked
$34,738value
$46$/conv

146 of 167 conversions were $0 taps; 14 actual Won ($554/booked).

DC — Washington, DC

Full breakdown →
$7,779spend
181conv
8booked
$14,735value
$43$/conv

169 of 181 conversions were $0 taps; 8 actual Won ($972/booked).

Parsippany — Parsippany, NJ

Full breakdown →
$7,807spend
146conv
0booked
$3,350value
$53$/conv

137 of 146 conversions were $0 taps; 0 actual Won — zero booked.

Red Bank — Red Bank, NJ

Full breakdown →
$7,749spend
181conv
7booked
$24,212value
$43$/conv

165 of 181 conversions were $0 taps; 7 actual Won ($1,148/booked).