What is happening in the account
I found an active account with spend and clicks, but the campaign mix is not cleanly aligned to the real goal: getting qualified people to apply for CPAT.
TLDR
I would not call this account reliably optimised for CPAT sign-ups yet. It is generating clicks and reported conversions, but the traffic, tracking, and campaign structure still look closer to broad awareness than completed CPAT applications.
Short action plan
- Prove CPAT application and payment tracking first.
- Pause or cap PMax and disapproved Display until tracking and policy issues are fixed.
- Rebuild Search around CPAT application intent.
- Send CPAT-intent traffic to the CPAT microsite or application section.
- Report on qualified applications and paid application fees, not just conversion count.
Spend concentration by campaign
Zero-conversion PMax and Display account for roughly half of the spend I reviewed.
Search with conversions
Zero-conversion spend
Smaller search spend
Bottom line
I would not scale this account until CPAT application tracking is proven and the campaign mix is rebuilt around course application intent.
Fast read
The conversion volume I could see is coming from generic Search campaigns, while the CPAT-specific PMax campaign shows no reported conversions and is policy-limited.
My summary
This looks like an active account that has been optimised around broad awareness and generic therapy interest, not completed CPAT applications.
Goal fit: CPAT applications
I reviewed the account against the CPAT sign-up pathway. There are several possible conversion actions, so the first job is to separate real applications from soft engagement.
Conversion pathway I found
I checked the main CPAT page and the separate CPAT microsite.
| Step | Page I checked | My read |
|---|---|---|
| Main CPAT page | mindmedicineaustralia.org.au/certificate-in-psychedelic-assisted-therapies-cpat/ | Introduces CPAT and links users to the CPAT microsite. |
| Application site | cpat.mindmedicineaustralia.org.au | Contains the actual Apply buttons, info pack form, booking call CTA, and application form iframe. |
| Application form | Jotform embed on CPAT microsite | This is likely the primary lead/application event, but I could not prove final submission tracking from the account view. |
| Payment step | PayPal after application submission | This is the best high-quality conversion candidate if it can be tracked or imported. |
Current account fit
How the visible media aligns with the CPAT application goal.
| Signal | Fit | Reason |
|---|---|---|
| CPAT PMax | Weak | A$581.88 spend, 1,316 clicks, 0 conversions, policy limited. |
| Search ads | Mixed | Conversions exist, but visible ads point to a mental health approach page rather than CPAT. |
| Keywords | Broad | Top keywords are broad therapy, charity, and mental health terms. |
| Measurement | Unproven | Diagnostics says measurement features are not set up; I would audit the conversion action mapping before trusting the numbers. |
| Actual CPAT microsite traffic | Not visible | I did not see paid traffic landing directly on cpat.mindmedicineaustralia.org.au in the landing pages report. |
Paid landing page traffic
What I saw in the Google Ads landing pages report for Feb 11 - May 11, 2026.
| Landing page shown by Google Ads | Selected by | Clicks | Impr. | Cost | Readout |
|---|---|---|---|---|---|
| mindmedicineaustralia.org.au | Advertiser selected | 2,003 | 45,085 | A$1,113.13 | Home/main domain traffic, not the CPAT microsite. |
| mindmedicineaustralia.org.au/certificate-in-psychedelic-assisted-therapies-cpat/ | Advertiser selected | 1,018 | 33,130 | A$459.10 | Traffic to the page that links onward to the CPAT microsite. |
| mindmedicineaustralia.org.au/certificate-in-psychedelic-assisted-therapies-cpat/ | Unspecified | 683 | 115,126 | A$515.02 | More traffic to the original CPAT page, still not direct microsite traffic. |
| cpat.mindmedicineaustralia.org.au | Not shown | 0 visible | 0 visible | A$0 visible | I did not see a row for the actual CPAT microsite in the landing pages report. |
Campaign evidence
Campaign-level data I reviewed in the paid account for Feb 11 - May 11, 2026.
Campaign performance table
I read these rows from the Google Ads UI. They are not from a CSV export.
| Campaign | Type | Status | Clicks | Cost | Conv. | CPA |
|---|---|---|---|---|---|---|
| 2025 | MMA | Charity and Support | Search | Eligible | 188 | A$1,233.95 | 15.50 | A$79.61 |
| 2025 MMA Performance Max | Performance Max | All asset groups limited by policy | 2,300 | A$1,186.55 | 0.00 | A$0.00 |
| 2025-Performance Max | cpat.mindmedicineaustralia.org.au | Performance Max | All asset groups limited by policy | 1,316 | A$581.88 | 0.00 | A$0.00 |
| IM | Dec 2024 | Targeted Searches | Display | All ads disapproved | 680 | A$511.99 | 0.00 | A$0.00 |
| 2025 | MMA | Psychedelic Therapy | Search | Eligible | 509 | A$510.87 | 16.50 | A$30.96 |
| 2025 | MMA | Community Support & Collaboration | Search | Eligible | 51 | A$202.67 | 2.00 | A$101.33 |
| 2025 | MMA | General | Search | Eligible | 31 | A$157.75 | 3.00 | A$52.58 |
| 2025 | MMA | Mental Health Focused | Search | Eligible | 16 | A$124.48 | 3.00 | A$41.52 |
| 2025 | MMA | Mental Health Crisis & Awareness | Search | Eligible | 5 | A$38.08 | 0.00 | A$0.00 |
| DSA | All Pages | Search | Eligible | 17 | A$0.88 | 0.00 | A$0.00 |
Key readout
The campaigns most directly named around CPAT and Performance Max have high click volume but no reported conversion value. I also found paid traffic going to the original CPAT page, not directly to the CPAT microsite where the application and payment steps live.
Drafts and shared budget
I also saw 2 drafts in progress and a shared Max conversions budget created on 05/06/2025 with A$38.00/day used by 19 campaigns. I would review that shared budget structure before making budget changes.
Why I think it looks this way
My read is that this started as a broad awareness and coverage build: many themed campaigns, broad-match keywords, Performance Max, Display, and DSA all trying to find mental-health, charity, psychedelic-therapy, event, and brand interest. That may have made sense for general awareness, but it is not a clean setup for optimising toward CPAT applications.
Operational risk
With many active campaigns sharing limited budget and unclear conversion signals, Google has too many places to spend and too little reliable feedback about what a real CPAT applicant is. That can produce clicks and reported conversions while still missing the actual business outcome.
Search term and keyword signals
I found the account mostly capturing brand, broad therapy, mental health, charity, and faculty-related interest. That can produce clicks, but it is not the same as high-intent CPAT application demand.
Visible top search terms
From the first two visible pages of the Search terms report.
| Search term | Campaign | Clicks | Cost | Conv. |
|---|---|---|---|---|
| mind medicine australia | 2025 MMA Performance Max | 877 | A$128.46 | 0.00 |
| mind medicine australia | CPAT Performance Max | 471 | A$104.99 | 0.00 |
| mind medicine australia | 2025 | MMA | Psychedelic Therapy | 325 | A$39.55 | 2.00 |
| mind medicine | 2025 MMA Performance Max | 167 | A$34.87 | 0.00 |
| bessel van der kolk | CPAT Performance Max | 43 | A$11.47 | 0.00 |
| psilocybin assisted therapy | 2025 MMA Performance Max | 13 | A$10.92 | 0.00 |
| the body keeps the score melbourne | CPAT Performance Max | 15 | A$0.97 | 0.00 |
Keyword structure
Visible active search keywords and negative keyword coverage.
| Signal | What I saw | Risk |
|---|---|---|
| Match type | Top keywords are broad match | Loose matching without a strong negative list. |
| Top keyword | MDMA therapy | Clinical/treatment intent, not clearly course application intent. |
| Charity keyword | Australian mental health charity | Donation or awareness intent, not CPAT enrolment. |
| General keyword | Treatment for mental illness | Patient/support intent likely outside CPAT applicant profile. |
| Negatives | Only one visible negative: [psilocybin therapy] | Low protection against research, patient, crisis, and unrelated therapy searches. |
| Keyword Planner check | I used Keyword Planner on the CPAT microsite and saw 916 ideas, but the visible ideas were broad terms like therapy course, certificate course, apply now, study Australia, therapist certificate, medical training, and counselling certificate. | I would not build the CPAT campaign from those broad planner terms. I would keep the launch keywords tighter around CPAT, application, certificate, CPD, and psychedelic-assisted therapy training intent. |
Search term spend summary
Google Ads visible totals: visible search terms vs other search terms vs full account.
Tracking and measurement
The account has reported conversions, but I would not treat the setup as defensible for CPAT sign-ups until GTM, Jotform, PayPal, GA4, and Google Ads are mapped properly.
Tracking signals I checked
Live page source and Google Ads UI checks.
| Area | What I saw | Meaning |
|---|---|---|
| Google Ads UI | Notification: measuring conversions is key to better performance. | Google is warning the account about measurement quality. |
| Diagnostics | "You haven't set up any measurement features yet." | I would not assume reported conversions equal completed CPAT applications. |
| CPAT microsite | GTM-MLH3LJZ and Google Ads base tag AW-374156274 present. | Tags exist, but base tags are not conversion proof. |
| Apply click trigger | GTM's Apply_Now_Click trigger expects CPAT buttons with class btn-registration. | The live Apply buttons use classes like btn is-reversed and btn is-large, so this event is likely not firing. |
| Ads conversion tag | GTM contains Google Ads conversion AW-698548459 / XqXjCIjK87cBEOuBjM0C on a gtm.formSubmit trigger. | This does not prove the embedded CPAT application or PayPal payment is being tracked. |
| Forms | The application form is a Jotform iframe and the direct Jotform form source does not load GTM or Google Ads tags. | Completed applications and payment completion need explicit Jotform/PayPal tracking or a tracked thank-you redirect. |
| Pixel hygiene | The Facebook pixel snippet calls bq('init', ...) instead of fbq('init', ...), causing a browser error. | Not a Google Ads issue, but it shows tracking implementation quality needs cleanup. |
Tracking conclusion
I could not prove tracking for the real CPAT sign-up goal. Base tags are present, but the visible Apply buttons, embedded Jotform application, and PayPal payment step are not clearly connected to a primary Google Ads conversion.
Conversion hierarchy I would use
Primary: paid CPAT application or completed application. Secondary: qualified CPAT enquiry, booked CPAT call, info pack download. Observation only: Apply button click and page visit.
What I would clarify next
I would clarify which action they count as a real sign-up, whether Jotform and PayPal data can be exported, and whether CRM/offline outcomes can be imported into Google Ads.
Technical notes from my checks
- Main CPAT page loads GTM-MLH3LJZ and Google Ads base tag AW-374156274.
- CPAT microsite loads GTM-MLH3LJZ, Google Ads base tag AW-374156274, Facebook PageView, LinkedIn pixel, Jotform, and Calendly.
- GTM Apply_Now_Click requires cpat.mindmedicineaustralia.org.au, gtm.click, and an element class containing btn btn-registration; live Apply buttons do not use that class.
- GTM Google Ads conversion AW-698548459 / XqXjCIjK87cBEOuBjM0C is tied to gtm.formSubmit, while the application is embedded from Jotform in an iframe.
- Direct Jotform application source for form 212718122366856 did not show GTM, gtag, Google Ads, or Facebook pixel tags.
- The Facebook pixel snippet contains bq('init', ...) instead of fbq('init', ...), which throws a browser console error.
- The CPAT page terms state the A$250 application fee is processed by PayPal after application form completion.
Prioritised findings
These are the points I would report back before recommending optimisation work.
-
P1
CPAT-specific PMax is spending with no reported conversions
The CPAT-named PMax campaign has A$581.88 spend, 1,316 clicks, 0 conversions, and policy-limited asset groups. It is not currently proving CPAT sign-up value.
A$581.88 spend 0.00 conversions Policy limited -
P1
Conversion reporting is not yet trustworthy for the business goal
There are 40 reported conversions, but Google Ads diagnostics warns that measurement features are not set up. CPAT application, payment, info pack, apply click, and enquiry events need to be separated.
40 reported conversions Diagnostics warning Jotform + PayPal path -
P1
Zero-conversion channels are absorbing major spend
The two PMax campaigns and the disapproved Display campaign account for about A$2,280 in spend with 0 reported conversions.
A$1,186.55 PMax A$581.88 CPAT PMax A$511.99 Display -
P2
Search activity is not tightly CPAT-focused
Visible ads and keywords are built around broad therapy, mental health, charity, and brand interest. They do not clearly qualify users as healthcare professionals looking to apply for CPAT.
Broad match Generic mental health ads Only 1 visible negative -
P2
Policy issues are limiting delivery and wasting attention
Display ads are disapproved for restricted drug terms, and PMax asset groups are limited by policy. The account needs policy-safe language and clearer educational/course framing.
Restricted drug terms Eligible limited
Recommended action plan
My recommended order: fix measurement before scaling or making broad campaign changes.
Short version
First, prove the conversion path from paid click to completed CPAT application or paid A$250 application fee. Then cut back the broad/policy-limited spend and rebuild around CPAT-specific Search demand, with traffic going to the CPAT microsite or application section.
Define the conversion goal with the client
I would confirm whether success means a completed Jotform application, a paid A$250 application fee, a booked CPAT call, or a qualified lead. Only one should be the primary optimisation goal.
Audit GTM, Jotform, PayPal, GA4, and Google Ads mapping
I would prove which tags fire on Apply click, form submit, thank-you state, PayPal redirect, and payment completion. Then I would rename and tier conversion actions so reporting is understandable.
Pause or cap zero-conversion spend
I would hold back PMax and Display until policy and conversion quality are fixed. If they stay active, I would use strict budgets and report them as tests, not the core acquisition engine.
Rebuild Search around CPAT application intent
I would create CPAT-specific ad groups for certificate course, psychedelic-assisted therapy training, CPD-accredited training, healthcare professional eligibility, and course application terms. I checked Keyword Planner as well, but I would not use its broad suggestions like apply now, study Australia, or generic counselling courses as primary CPAT keywords.
Build a stronger negative keyword system
I would add negatives for patient treatment searches, crisis support, free information, recreational drug intent, unrelated mental health charity terms, jobs if not relevant, and general research queries.
Align ads and landing pages
I would send CPAT application-intent traffic to the CPAT microsite or application section, not the generic mental health approach page. The ads should use course, eligibility, intake deadline, CPD, faculty, and application language.
Report weekly on lead quality, not just conversion count
I would track spend, qualified applications, paid application fees, cost per qualified application, search term waste, policy status, and the proportion of budget on CPAT-specific intent.
What I would say back
The account is generating clicks and reported conversions, but I would not call it reliably optimised for CPAT sign-ups yet. The first job is to prove the conversion tracking and then redirect spend from broad awareness and policy-limited PMax into CPAT-specific Search demand.
Client ready