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My $130k/month Google Ads campaigns stopped performing like they used to. (Healthcare/Addiction). Need an expert’s insight.
Posted by on November 23, 2025 at 5:48 pmI’m honestly stressed – around 80% of our patients come from Google Ads, and for years things were stable and predictable. I’ve been with the same campaign manager for 5 years; he’s great, and we havd good, steady results.
But the last few months, have been rough. Costs keep going up, conversions are dropping up and down (and down), and I can’t understand why. We have a very strong product, but something in the system changed and I feel like we’re losing control of our funnel.
I’m looking for someone who is truly a master in PPC (especially in healthcare/addiction where compliance is extreme) to look at what’s going on. Even some comments or guidance would help. I’m not trying to replace my campaign manager (I think) – I just want to stabilize things and understand where the problem is coming from.
Any help or insight would really mean a lot.
Thanks!
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1 Reply
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what country?
Are you certified?
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At that spend, you should have a Google rep employed by Google. Try seeing if you can get one. They should be able to help
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I’d take a hard look at your tracking and cookie compliance. My guess is you’re going to say “oh, MY tracking? It’s the best! Of course! How dare you impune the character of MY tracking?!” Or you’ll say “I’m not allowed to do good tracking because of healthcare policies”.
Either way, you’re almost definitely wrong and it’s almost definitely why your campaigns aren’t performing.
There’s a standards compliant way to track qualified leads, demos and customers even for addiction services. Do that, plus run your campaigns according to 2025 best practices and you’ll have an extremely high probability of success.
Unless you’ve spent time integrating your tech, sales, and marketing team with both server side and offline conversion tracking sometime in the last 18 months, your problem is the one I suspect it is. Even if you did spend that time there’s a good chance you did it wrong.
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For the time frame, could be multiple competitors trying AI max and taking your share of traffic/ conversations.
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We have experience in your niche (couple of clients), somewhat smaller but still very healthy budget. I suspect what might be happening is a failure to change strategies as Google Ads has evolved.
If you’re not expanding to broad match keywords (several benefits), using offline MQL conversions to enhance bidding, and working up the funnel with P-Max or Demand Gen you are probably just falling behind.
I mean it could obviously be something simple like new competitors or existing ones increasing spend. But I’m sure your existing PPM would have figured that out already.
Happy to jump on a call and set up a complimentary audit for you.
This is my agency: [https://www.tenthousandfootview.com/](https://www.tenthousandfootview.com/)
You can complete the request a consult form or reach out via DM here.
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Hi . Happy to be of assistance. I run products that focus on diabetes pharmacy. Pm if you want
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Following
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Have you considered getting a PPC audit? It’s impossible to provide any actionable advice just from a post in this space. I’ve worked in addiction and it can be a difficult niche. Like others have said, ad approvals may be one reason for the dips. Sometimes website changes or minor copy updates on the website can have negative consequences since Google Ads Bot can crawl all that stuff. Are you using a landing page tool to manage PPC landers?
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To understand why campaigns have stopped performing, we’d need to know precisely when the conversions stopped and whether any campaign changes precipitated that drop.
Questions for you or your campaign manager:
* Were there any changes to bids, budgets, targeting, ad copy, landing pages, extensions or anything that could’ve caused a shift?
* What about externals such as competitor aggression, auction insights, CPC volatility, or any SERP changes that might’ve pushed their ads down?
* What specific is the data is telling them in terms of directionality. What’s happening to impressions, CTR, conversion rate, or cost per conversion? Breaking it down by device, network, location, and audience segments usually reveals a hidden culprit.
* What do you see search terms report? Has Google started matching lower-intent queries or is new irrelevant traffic slipping through?
On the site side, run through landing page speed, form functionality, and any CRO issues. Sometimes we’ve found conversions tank just because a form broke. If leads dropped but everything else looks stable, compare CRM quality to make sure it isn’t just a shift in lead value rather than volume.
Finally, do a time-comparison window (7-day, 14-day, MoM) to confirm whether it’s a real trend or just normal fluctuation, then test fixes in small batches: tightening match types, adjusting negatives, refreshing creatives, reallocating budget to stronger campaigns, etc.
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I have managed millions in google ads spend for addiction treatment. The healthcare certs are a must have. Happy to help
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