Keywords tell us what people searched. This page follows them the rest of the way — the ad they saw, the page they landed on, and why the destination, more than the keyword, drives whether they convert.
Every landing page bucketed by type. Localized state pages convert roughly 4× better than generic treatment pages and ~24× better than the virtual pages — the same clusters flagged as keyword “waste” (IFS, CBT, ART) are exactly the ones pointed at generic, non-localized pages.
| Landing-page type | Spend | Conversions | Cost / conv |
|---|---|---|---|
| Localized /locations/ & geo pages | $59,804 | 142.9 | $419 |
| Generic /treatments/ | $23,398 | 14.3 | $1,636 |
| Other one-off slugs | $1,797 | 4.5 | $399 |
| Virtual appointment pages | $5,051 | 0.5 | $10,102 |
The ad group’s final URL is the destination. Flagged below: MISMATCH = ad in one state pointing to another state’s page; generic = no geo at all; virtual = dead-end directory page.
| Ad group | Campaign | Routing | Landing page | Spend | Conv |
|---|---|---|---|---|---|
| EMDR Trauma DC | DC-Washington DC | MISMATCH → DC | /locations/washingtondc/emdr/ | $8,587 | 28.0 |
| EMDR Trauma Maryland | MD | MISMATCH → DC | /locations/washingtondc/emdr/ | $8,587 | 28.0 |
| Gottman Couples Therapy Maryland | MD | MISMATCH → NJ | /locations/new-jersey/gottman-method/ | $5,525 | 12.5 |
| Gottman Couples Therapy DC | DC-Washington DC | MISMATCH → NJ | /locations/new-jersey/gottman-method/ | $5,525 | 12.5 |
| Virtual Therapy New York | NY | virtual | /virtual-appointment-new%20-york/ | $1,995 | 0.0 |
| Virtual Therapy New Jersey | NJ | virtual | /virtual-appointment-new-jersey/ | $1,279 | 0.0 |
| Virtual Therapy Virginia | VA | virtual | /virtual-appointment-virginia/ | $1,040 | 0.5 |
| Virtual Therapy DC | DC-Washington DC | virtual | /virtual-appointment-dc/ | $736 | 0.0 |
| CBT Therapy Virginia | VA | generic | /treatments/cognitive-behavior-therapy-cbt/ | $8,666 | 3.5 |
| CBT Therapy New Jersey | NJ | generic | /treatments/cognitive-behavior-therapy-cbt/ | $8,666 | 3.5 |
| CBT Therapy New York | NY | generic | /treatments/cognitive-behavior-therapy-cbt/ | $8,666 | 3.5 |
| CBT Therapy DC | DC-Washington DC | generic | /treatments/cognitive-behavior-therapy-cbt/ | $8,666 | 3.5 |
| CBT Therapy Maryland | MD | generic | /treatments/cognitive-behavior-therapy-cbt/ | $8,666 | 3.5 |
| IFS Therapy New Jersey | NJ | generic | /treatments/internal-family-systems-ifs/ | $7,342 | 7.9 |
| IFS Therapy DC | DC-Washington DC | generic | /treatments/internal-family-systems-ifs/ | $7,342 | 7.9 |
| IFS Therapy Maryland | MD | generic | /treatments/internal-family-systems-ifs/ | $7,342 | 7.9 |
| IFS Therapy New York | NY | generic | /treatments/internal-family-systems-ifs/ | $7,342 | 7.9 |
| IFS Therapy Virginia | VA | generic | /treatments/internal-family-systems-ifs/ | $7,342 | 7.9 |
| ART Therapy Maryland | MD | generic | /treatments/accelerated-resolution-therapy-art/ | $1,866 | 0.0 |
| ART Therapy New Jersey | NJ | generic | /treatments/accelerated-resolution-therapy-art/ | $1,866 | 0.0 |
| ART Therapy New York | NY | generic | /treatments/accelerated-resolution-therapy-art/ | $1,866 | 0.0 |
| ART Therapy DC | DC-Washington DC | generic | /treatments/accelerated-resolution-therapy-art/ | $1,866 | 0.0 |
| ART Therapy Virginia | VA | generic | /treatments/accelerated-resolution-therapy-art/ | $1,866 | 0.0 |
| DBT Therapy DC | DC-Washington DC | generic | /treatments/dbt-therapy/ | $1,366 | 0.0 |
| Virtual DBT Group Therapy New York | NY | generic | /group-therapy/dbt-skills-groups/ | $988 | 1.5 |
| EMDR Trauma Virginia | VA | match | /locations/virginia/alexandria/emdr-alexandria/ | $6,300 | 16.0 |
| EMDR Trauma New York | NY | match | /locations/new-york/emdr-therapy/ | $5,801 | 18.5 |
| Gottman Couples Therapy New Jersey | NJ | match | /locations/new-jersey/gottman-method/ | $5,525 | 12.5 |
| Gottman Couples Therapy Virginia | VA | match | /arlington/gottman-method-arlington-va/ | $4,944 | 6.0 |
| Virtual Therapist | FL | match | /locations/florida/boca-raton-therapy/ | $4,015 | 2.0 |
| Gottman Couples Therapy New York | NY | match | /couples-therapy-nyc/ | $3,669 | 6.4 |
| EMDR | FL | match | /locations/florida/emdr-boca-raton/ | $3,217 | 6.0 |
| Family Therapy Maryland | MD | match | /locations/maryland/family-therapy/ | $2,920 | 8.0 |
| DBT Therapy New Jersey | NJ | match | /locations/new-jersey/dialectical-behavior-therapy/ | $2,762 | 7.0 |
| Family Therapy New Jersey | NJ | match | /locations/new-jersey/family-therapy | $2,297 | 1.0 |
| DBT Therapy New York | NY | match | /locations/new-york/dbt-therapy/ | $1,970 | 9.5 |
| EMDR Trauma New Jersey | NJ | match | /locations/new-jersey/emdr/ | $1,908 | 1.0 |
| DBT Therapy Virginia | VA | match | /dbt-virginia/ | $1,695 | 0.0 |
| DBT Therapy Maryland | MD | match | /locations/maryland/dbt/ | $1,356 | 4.0 |
| Virtual Therapy Maryland | MD | match | /locations/maryland/dbt/ | $1,356 | 4.0 |
Pages rendered with Firecrawl (the site blocks plain requests). Representative destinations across the performance range.
H1 “EMDR Therapy in NYC”. Geo-specific, on-page booking form, focused landing page. The template that works.
H1 just “Cognitive Behavior Therapy (CBT)”. Generic, no geo — all five states’ CBT ads dump here. Has a form, but zero message-match to the state campaigns.
Resolves to a “Browse Our Therapists – Virtual Only” directory page, not an intake LP. URL is also malformed (encoded space “new%20-york”).
Geo-specific but a service page with NO on-page form — just a “Book an Appointment” link. Friction vs the form-bearing winners.
The best-converting Gottman destination historically — now returns 404. Duplicate/competing URL for the same service; needs to be restored or 301-redirected.