All of my accounts tanked. Help me figure out why and I’ll donate to a charity of your choosing.

Hi r/googleads,

I run Google Ads for mental health therapists across the U.S. In January, most of my accounts started acting wonky, and I’m honestly afraid of getting fired by all my clients at once.

In particular, for this post I want to focus on the account for my client Butterfly Affect Psychotherapy.

Here’s the landing page URL in case that’s helpful:

https://promo.butterflyaffectpsychotherapy.com/individual-therapy-614330

Here’s an audit I ran based on a template I found online:

https://docs.google.com/document/d/1kd1-qhVf8uweWJNmqHLc6fQRuwoYwc6E11phQHAXxOM/edit?usp=sharing

[You can see actionable improvements at the bottom, but I don't think taking these actions is the main issue. Something stopped conversions and nothing I've done has fixed it for two weeks.]

Here’s what I’m seeing in Google Ads (1/15 - 1/27) vs. (1/28 - 2/9):

• Impression share was 11%, now under 10%.
• 1,892 vs. 1,341 impressions
• 110 vs. 60 clicks
• 5.81% vs. 4.47% CTR
• $2.98 vs. $5.03 Avg. CPC
• $328.07 vs. $301.57 Cost
• 7 (4 forms, 3 email) vs. 0 conversions
• 6.36% vs. 0% conversion rate

Here’s what I’ve tried so far:

• GTM container was “urgent” - now it’s “excellent”
• Added Google Tag to GTM container
• Tested conversions in GTM - all good
• Removed “Google Search Partners” from settings
• Changed to “Presence In” whereas before it was “Presence or Interest In.”
• For the record, never have I turned on “Display Expansion.”
• Staying on top of negative keywords.
• Separated “therapy” themed keywords from “counseling” themed keywords (segmented one ad group into two for more closely aligned keywords)
• Added keywords from the two ad groups to the corresponding landing pages
• Adding a GMB 5-star rating widget to the hero section for all landing pages and variations
• Removed “email clicks” from campaign goals - now it’s just phone calls and form submissions
• Added more specific headlines to increase CTR, for example, instead of “therapist near me” I’m using “IFS Therapist Near Me” and “Attachment Therapy Near Me”
• Added sitelinks to other services and an about page
• Added time frame exclusion for January 28 through Feb 11, 2026

How to Troubleshoot? And Other Relevant Questions:

• Should I duplicate and relaunch the campaign?
• Is there any link between multiple accounts going down all at once?
• I’m using maximize conversions until we get more conversion data, then I’ll switch to tCPA. With maximize conversions, is there a way to set a max CPC limit?

If you guys can help me, I’ll donate $75 to a charity of your choosing, or of the group’s choosing. Can be anything not tied to the Republican Party or Israel.

Also, if helpful, I can share read-only access to people with great answers/ideas. 

Thanks,

/beatlesandeagles