Did I make the right decision? · PPC Launchpad By GrowMyAds.com

Did I make the right decision?

I have been running the search campaign detailed below for two weeks now using a maximize clicks bidding strategy. Both the client and I have decided to turn off the campaign.

The clicks, impressions, and CTR have far exceeded our initial predictions.

We received 13 leads through our landing page; however, none of them converted.

I believe the reasons for this could be:

Therapy Clients are Hard to Convert: This campaign is for a private therapist offering therapy sessions. Therapy is not typically something people are eager or excited to spend money on.
Cost of Therapy: The client's fees were £80 per hour, which is the industry standard for private therapy. However, this fee is still quite high, and not something people are “excited” or “happy” about paying.
Economic Uncertainty: This campaign is based in the UK. Recently, our government changed, leading to economic uncertainty. People are now more cautious about their income due to this political shift.
Seasonal Influence: We are currently in summer. Although the UK doesn’t get much summer, the improved weather could make people happier, potentially reducing the demand for therapy.
Landing Page Changes: As indicated by the arrow pointing to the graph, we have not had a single conversion since changing the landing page. Initially, the therapist’s fees were in the description and often overlooked. Leads would complain that the fees were too expensive upon contact. We then updated the landing page to clearly reflect the fee, creating more friction to improve lead quality. Since making this change, we have had no conversions.

What are people’s thoughts on my hypotheses?

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