Google Ads for Therapists

Get your therapy practice on Page 1 of Google and fill your caseload for less money with Google Ads management services and tutorials.

get more therapy clients - Therapist marketing agency specializing in websites for therapists

The realities of Google Ads for therapists

Yellow accent lines as a metaphor for therapist marketing agency and therapist website design
Yellow accent lines as a metaphor for therapist marketing agency and therapist website design

Let’s get this out of the way. Google Ads is not cheap. However, it’s the best way to get your practice in front of people who are ready to start therapy now. This is especially helpful when you first launch a website, since it can take months or years of SEO before you get on the first page of Google organically (aka, for free).

Table of Contents

Dr Magdelan Cheng Therapist web design and marketing Testimonial

Google Ads 101

If you use Google, you know that it’s full of ads. They show up at the top of the page. In the middle. At the bottom. Google’s business model is built on showing ads to people who need your services. 

Google Ads for therapists works on a pay-per-click (PPC) model, meaning you only pay when someone clicks on your ad. 

This can be a cost-effective way to advertise, as you’re only paying for actual clicks from potential clients. However, it’s important to make sure your website is optimized for conversions so you’re not spending money for clicks only to have people get to your site and hove no idea what to do.

To get started with Google Ads, you’ll need to create an account and set up a campaign. This involves selecting your target audience, choosing relevant keywords, creating ad copy, and setting a budget.

A word of caution — as easy as Google makes it to get started on your own, it takes expertise to set up a successful Google Ads campaign that doesn’t blow through your budget with zero results. That’s why I offer comprehensive Google Ads services for therapists.

Therapist touching blue berries

How much does Google Ads cost?

Sorry to say, there is no standard answer. The cost often depends on your niche, location, and competition. That said, I see an average of $200-$300/new client … which is actually quite inexpensive considering you will make that back within a few sessions.

Here’s some good news … the more your Google Ads speak to your dream client, the lower your cost per new therapy client becomes.

Think about it this way. If your Google Ad makes a personal connection, someone is going to be be more likely to click on it. That’s the beginning of their journey towards your couch. 

Once they are on your website, continue the narrative that you began in your Google Ad. Make your website read like a page out of their journal. Inspire them by sharing a glimpse of what life could look like if their issues went away. Walk them through a virtual intake call and give them plenty of ways to schedule or reach out.

When you follow this formula, you can lower your cost per conversion and your cost per new client exponentially. Keep reading for a quick case study of how I helped Julie Hattershire lower her therapist Google Ads costs by 82%.

Excited psychotherapist in a rainbow on a dock

Common concerns therapists have about Google Ads.

In the past 20 years, I’ve heard many therapists share worries about whether people will actually click them or if it makes the therapist seem “salesy,” “inauthentic,” or “pushy.”

Here’s my question to you — how is running Google Ads any less authentic than doing SEO and showing up on 

A woman happy about therapist marketing agency services

How do you find the best Google Ads management services?

Running Google Ads for psychotherapists is completely different than any other type of Google Ads management. You’re not offering plumbing, yoga, or digital marketing agency services. You’re providing people with a clear path to living a life they love.

Your Google Ads need to reflect the intriquite nature of what you do.

It’s not just about creating an ad that says, “Therapist for depression.” You need to make your ads reflect what your dream client is actually feeling. Instead, your Google Ad copy might say, “Get the skip back in your step with compassionate therapy for depression.” See the difference?

Your therapist Google Ads agency needs to understand the intricacies of mental health marketing.  With two decades of experience running Google Ads for therapists, I can help you set up ads that get you more clients for less money.

A Google Ads Case Study

Because Julie’s website was properly optimized and provided a great user experience, we could leverage it to generate strong leads at a high conversion rate with Google Ads for Therapists.

Through extensive A/B testing of keywords, copy, and other elements, we found that Google’s dynamic ad group works best at driving conversions. Julie’s top landing page is her Couples Counseling page, which features quality, relatable content and clear Calls To Action. This helps the page convert at nearly 5x the industry average.

Gold stars exemplifying therapist marketing agency

Conversion Rate

The industry average is 2-4%

cost per new client

Julie converts an astounding 44% of leads

Click Through Rate

The industry average is 2%

“Greg has become my social media GPS – my one point of contact for all my marketing and branding needs.”
Julie Lingler

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Setting Up Your Google Ads Account

To get started with Google Ads, you’ll need to create a Google Ads account. If you already have a Google account, you can use that to sign in and create your Google Ads account. If not, you’ll need to create a new Google account.

Once you have access to your Google Ads account, you can start creating a new campaign. Before you do that, though, it’s important to set up your account properly. Here are some steps you should follow to set up your account for success:

1. Verify your billing information

Before you can start running ads, you’ll need to verify your billing information. This involves adding a payment method to your account and verifying your billing address. Google accepts a variety of payment methods, including credit cards and bank accounts.

2. Set your campaign goals

Before you create a new campaign, you should determine your campaign goals. What do you want to achieve with your ads? Do you want to increase website traffic, generate leads, or promote a specific product or service? Once you know your goals, you can create a campaign that is tailored to meet those goals.

3. Choose your campaign type

Google Ads offers in-person and online therapists several different campaign types, including search, display, and video campaigns. Each campaign type is designed to reach a different audience and achieve different goals. Choose the campaign type that best aligns with your goals and target audience.

4. Choose your target audience

One of the most important steps in creating a successful Google Ads for therapists campaign is choosing your target audience. You can target your ads based on factors like location, demographics, interests, and more. The more specific you can be with your targeting, the more likely you are to reach the right audience and achieve your goals.

5. Create your ad groups

Once you’ve chosen your target audience, you can start creating your ad groups. Ad groups are groups of ads that are targeted to a specific set of keywords. Each ad group should be focused on a specific theme or topic, and should include a variety of ad formats and messages.

By following these steps, you can set up your Google Ads account and create a new campaign that is tailored to your goals and target audience. Remember, the key to success with Google Ads for mental health practitioners is to be strategic and targeted in your approach.

Google Ads Keyword Research for Therapists

To succeed at Google Ads for therapists, you need to conduct thorough keyword research. This means finding specific keywords that are relevant to your therapy practice and that your potential clients are searching for on Google. You can use the Google Keyword Planner tool to help you with this process.

Start by brainstorming a list of relevant keywords that describe your therapy services, such as “couples therapy,” “anxiety treatment,” or “child counseling.” Then, use the Google Keyword Planner to find additional relevant keywords and see how often they are searched for on Google.

When conducting keyword research, it’s important to focus on specific keywords rather than broad ones.

For example, instead of using the broad keyword “therapy,” use specific keywords like “online therapy for depression” or “cognitive-behavioral therapy for anxiety.”

In addition to finding relevant keywords, you should also consider negative keywords. These are words or phrases that you don’t want your ads to show up for. For example, if you specialize in individual therapy, you may want to add “couples” or “family” as negative keywords so that your ads don’t show up for those searches.

Overall, conducting thorough keyword research is essential for creating a successful Google Ads campaign for your therapy practice. By finding the right keywords and using negative keywords, you can ensure that your ads are shown to the right audience and generate more leads for your practice.

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Creating Effective Ad Groups and Ads

Now that you have identified your target audience and keywords, it’s time to create effective ad groups and ads to maximize your PPC advertising for therapists budget. Ad groups are a way to organize your ads based on a common theme or keyword. Each ad group should have a specific focus so that your ads are more relevant to the searcher’s query.

When creating ad groups, keep in mind the following best practices:

  • Keep ad groups small: Aim for 3-5 ads per ad group to keep them focused and relevant.
  • Use targeted keywords: Include the most relevant keywords in your ad group to ensure your ads are shown to the right audience.
  • Group similar keywords together: Grouping similar keywords together will help you create more relevant ad copy.

Once you have created your ad groups, it’s time to create your ad copy. Your ad copy should be compelling and relevant to the searcher’s query. Here are some tips for creating effective ad copy:

  • Write attention-grabbing headlines: Your headline should be eye-catching and relevant to the searcher’s query.
  • Use descriptive ad copy: Use descriptive language to describe your unique offer and how it can benefit the searcher.
  • Include a clear call to action: Your ad should include a clear call to action, such as “Call Now” or “Schedule an Appointment.”

In addition to your ad copy, make sure to include ad extensions. Ad extensions are additional pieces of information that can appear below your ad, such as your phone number or location. Including ad extensions can improve the visibility and click-through rate of your ads.

Remember, your ad groups and ads should be focused on your target audience and their specific needs. By creating relevant and compelling ads, you can increase the likelihood of attracting new clients to your practice.

Budgeting and Bidding Strategies to Win at Google Ads for Therapists

When it comes to running successful Google Ads for therapists, budgeting and bidding are two of the most important factors to consider. By setting a realistic budget and implementing a smart bidding strategy, you can ensure that you are getting the most out of your advertising dollars and reaching the right audience.

Setting Your Daily Budget

The first step in budgeting for your therapist Google Ads campaign is deciding how much you are willing to spend each day. Your daily budget will depend on a number of factors, including your overall advertising goals, the competitiveness of your industry, and the cost per click (CPC) for your chosen keywords.

To set your daily budget, you should consider your overall advertising goals and the amount of money you are willing to spend. Keep in mind that your daily budget is not a hard and fast rule – you can adjust it up or down as needed based on the performance of your campaign.

Choosing a Bid Strategy

Once you have set your daily budget, the next step is to choose a bidding strategy. There are several different bid strategies available in Google Ads, each designed to help you achieve specific advertising goals.

One popular bid strategy is “Maximize Clicks,” which automatically sets your bids to get as many clicks as possible within your budget. Another option is “Target CPA,” which sets bids to help you achieve a specific cost per acquisition (CPA) goal.

When choosing a bid strategy, it’s important to consider your overall advertising goals and the performance of your campaign. By choosing a bid strategy that aligns with your goals, you can help ensure that you are getting the best possible return on investment (ROI) for your advertising dollars.

Keyword Bidding

Keyword bidding is another important factor to consider when setting up Google Ads for therapists. By bidding on the right keywords, you can ensure that your ads are being shown to the right audience and that you are getting the most bang for your buck.

To determine the best keywords to bid on, you should conduct thorough keyword research and choose keywords that are relevant to your business and have a high search volume. You should also consider the competitiveness of your chosen keywords and adjust your bids accordingly to ensure that you are getting the best possible ROI.

Monitoring ROI

Finally, it’s important to monitor your ROI throughout your Google Ads campaign to ensure that you are getting the most out of your advertising dollars. By tracking your conversions and adjusting your bids and budget as needed, you can help ensure that you are getting the best possible return on investment for your campaign.

Targeting and Location Settings

When setting up your Google Ads campaign for your therapy practice, it’s important to consider your target audience and location settings. This will help ensure that your ads are shown to the right people in the right areas, maximizing the chances of attracting new clients.

To begin, you’ll need to determine which locations you want to target. This can be done by selecting specific cities, regions, or countries, or by setting a radius around a particular location. For example, if you only want to target clients within a 20-mile radius of your practice, you can set this up in your location settings.

It’s also important to consider the demographics of your target audience when setting up your location targeting. For example, if you specialize in working with children, you may want to target areas with a high population of families with young children. 

As always, everything comes back to your dream client.

Once you have determined your location settings, you can further refine your targeting by selecting specific demographics such as age, gender, and household income. This will help ensure that your ads are shown to the most relevant audience for your practice.

Overall, taking the time to carefully consider your location targeting and demographic settings can help ensure that your Google Ads campaign is as effective as possible in attracting new clients to your therapy practice.

Crafting a Compelling Google Ads Landing Page

Your Google Ads landing page is the first impression potential clients will have of your mental health practice after clicking on your Google Ad. It’s important to make sure it’s a positive one. A well-crafted landing page can increase the likelihood of a potential client contacting you and scheduling an appointment.

Your landing page should be designed to provide a clear and concise message about your practice. It should be easy to navigate and provide a positive user experience. Make sure your landing page is mobile-friendly since many people use their mobile devices to search for therapists.

Your landing page should have a clear call-to-action (CTA). This could be a button that says “Schedule an Appointment” or “Contact Us.” 

You would be surprised by how many therapists miss this key step. Your CTA should be prominently displayed on the landing page, so potential clients know what action to take next.

Your landing page should also have a clear headline that communicates the value of your practice. This could be something like “Expert Mental Health Care for All Ages” or “Compassionate Therapy for Anxiety and Depression.” The headline should be bold and easy to read.

In addition to a clear headline and CTA, your landing page should provide relevant information about your practice. This could include the services you offer, your qualifications and experience, and testimonials from satisfied clients. Providing this information can help potential clients feel more comfortable and confident in contacting you.

Finally, make sure your landing page matches the ad that the potential client clicked on. The headline and messaging should be consistent, and the final URL and display path should match the ad. This helps create a seamless experience for the potential client and increases the likelihood of them contacting you.

In summary, a well-crafted landing page is essential for successful Google Ads for therapists. Make sure your landing page provides a clear message, is easy to navigate, has a clear CTA, and matches the ad that the potential client clicked on. By following these guidelines, you can increase the likelihood of potential clients contacting you and scheduling an appointment.

Tracking and Optimizing Campaign Performance

Once your Google Ads campaign is up and running, it’s important to keep track of its performance to ensure that you’re getting the most out of your advertising budget. By monitoring your campaign’s performance, you can identify areas that need improvement and make data-driven decisions to optimize your campaign for better results.

One way to track your campaign’s performance is by using conversion tracking. Conversion tracking allows you to track specific actions that users take on your website after clicking on your ad, such as filling out a contact form or making a phone call. By tracking these actions, you can measure the effectiveness of your ads and make adjustments to improve their performance.

In addition to conversion tracking, it’s important to monitor your campaign’s performance regularly. This includes checking your ad’s click-through rate (CTR), cost per click (CPC), and conversion rate. By monitoring these metrics, you can identify areas where your campaign may be underperforming and make adjustments to improve its overall performance.

Testing is also an important part of optimizing your campaign’s performance. By testing different ad copy, landing pages, and targeting options, you can identify what works best for your audience and make data-driven decisions to improve your campaign’s performance.

Google’s algorithm also plays a role in your campaign’s performance. By understanding how Google’s algorithm works, you can make adjustments to your campaign to improve its visibility and performance in search results.

Overall, tracking and optimizing your campaign’s performance is essential for getting the most out of your advertising budget and attracting more clients to your practice. By monitoring your campaign’s performance, testing different options, and making data-driven decisions, you can improve your campaign’s performance and achieve better results.

Attracting Your Dream Client With Google Ads for Therapists

When it comes to creating a successful Google Ads campaign for your therapy practice, attracting the ideal client is crucial. The ideal client is someone who is most likely to benefit from your services and is more likely to become a long-term patient.

To attract the ideal client, you need to have a clear understanding of who they are and what they need. Start by creating a client persona, which is a detailed description of your ideal client. This persona should include demographic information, such as age, gender, and location, as well as psychographic information, such as their interests, values, and pain points.

Once you have a clear understanding of your ideal client, you can create targeted ads that speak directly to their needs and interests. Use language and imagery that resonates with them and highlights the benefits of your services. For example, if your ideal client is a busy professional who is struggling with anxiety, you might create an ad that emphasizes the convenience of online therapy and the effectiveness of cognitive-behavioral therapy for anxiety.

It’s also important to target the right keywords in your ads. Use keywords that your ideal client is likely to search for when looking for therapy services. For example, if your ideal client is searching for “depression therapy,” make sure that your ad appears when someone searches for that term.

Finally, make sure that your landing page is optimized for conversions. Your landing page should be designed to encourage potential clients to take action, whether that’s scheduling an appointment, signing up for a newsletter, or downloading a free resource. Use clear calls-to-action and make it easy for potential clients to take the next step.

By attracting the ideal client to your therapy practice through targeted Google Ads, you can increase your chances of converting new clients and building a successful practice.

Leveraging Ad Extensions

Ad extensions are additional pieces of information that can be added to your ad, such as your phone number, location, or links to specific pages on your website. One of the most popular ad extensions for therapists is the call extension. 

The call extension allows potential clients to call your practice directly from the ad, making it easy for them to schedule an appointment. 

You can also add location extensions, which display your practice’s address and a map of its location. This can be especially useful for clients who are looking for a therapist in their area.

Another ad extension that can be helpful for therapists is the sitelink extension. This allows you to include links to specific pages on your website, such as your services or about page. By providing more information about your practice, you can help potential clients make an informed decision about whether or not to schedule an appointment.

Overcoming Challenges and Best Practices in Google Ads for Therapists

Setting up and managing a successful Google Ads campaign can be challenging, especially if you are new to online advertising. However, with the right approach, you can overcome these challenges and achieve your goals. Here are some best practices to help you get started:

Define Your Goals

Before you start your Google Ads campaign, it’s important to define your goals. What do you want to achieve with your ads? Do you want to generate more leads, increase website traffic, or improve brand awareness? Once you have a clear goal in mind, you can create ads that are tailored to your specific needs.

Choose the Right Keywords

Choosing the right keywords is crucial to the success of your Google Ads campaign. Make sure you choose keywords that are relevant to your services and that your target audience is likely to search for. You can use keyword research tools to help you find the right keywords.

Create Compelling Ads

Your ads should be compelling and relevant to your target audience. Make sure your ad copy highlights your unique selling points and includes a strong call-to-action. Use ad extensions to provide additional information about your services, such as your phone number or location.

Monitor and Optimize Your Campaign

Monitoring and optimizing your campaign is key to its success. Keep an eye on your ad performance and make adjustments as needed. Use conversion tracking to see which ads are generating the most leads or sales. Test different ad variations to see which ones perform best.

Get Support

If you’re new to Google Ads or need help with your campaign, there are Google Ads services for therapists available to you. Google Ads provides a range of support options, including online help, community forums, and phone support. You can also hire me to help you with therapist Google Ads.

FAQs about Fill Your Caseload With Ease & Flow

Google AdWords was the previous name for Google’s advertising platform, but it has been rebranded as Google Ads. So, essentially, Google AdWords and Google Ads are the same thing, with the main difference being the name. AdWords was rebranded to Google Ads in July 2018.

In summary, there’s no difference between Google Ads and Google AdWords for therapists or any other business. Google AdWords was the old name, and Google Ads is the current name for Google’s advertising platform. Therapists can use Google Ads to create and manage their online ad campaigns effectively, helping them reach potential clients and grow their practice.

Great question! The decision to invest in Google Ads for your therapy practice depends on various factors. Let’s explore whether Google Ads are worth it for therapists:

1. Targeted Reach: Google Ads allow you to reach potential clients actively searching for therapy services. This targeted approach can be highly effective in connecting with individuals seeking help.

2. Cost Control: You have control over your advertising budget, which means you can set limits to ensure you don’t overspend. This makes it accessible for therapists with varying budgets.

3. Performance Tracking: Google Ads provides detailed analytics, allowing you to measure the effectiveness of your campaigns. You can see which keywords and ads are generating clicks and conversions.

4. Quick Results: Unlike some other marketing methods, Google Ads can yield relatively quick results. Once your campaign is set up, your ads can start appearing in search results within a short time.

5. Flexibility: You can tailor your ads to specific geographic locations, demographics, and even the times of day when your ads are shown. This level of customization can help you target your ideal client base.

6. Competition: Depending on your location and niche, there may be competition among therapists in Google Ads. You’ll need to assess whether the cost per click (CPC) in your area justifies the potential returns.

7. Quality of Ads: The effectiveness of your Google Ads campaign depends on the quality of your ads and website. Your landing page should provide valuable information and a clear call to action.

8. Compliance with Ethical Guidelines: Ensure that your ads comply with ethical guidelines for therapy advertising. Avoid making misleading claims and prioritize client confidentiality.

9. Ongoing Management: Successful Google Ads campaigns require ongoing management and optimization. It’s not a “set it and forget it” approach. You’ll need to regularly review and adjust your ads for the best results.

10. Alternative Marketing Methods: Consider other marketing strategies alongside Google Ads, such as organic search engine optimization (SEO), social media, and networking within your local community.

In conclusion, Google Ads can be a valuable tool for therapists to attract potential clients, but their worthiness depends on various factors. Before diving in, it’s essential to assess your budget, competition, and the quality of your ads and website. Many therapists have found success with Google Ads, but it’s crucial to approach it strategically and ethically to maximize its benefits for your practice. If managed effectively, Google Ads can be a valuable part of your marketing strategy to help you fill your therapy practice with clients.

To effectively advertise their services online, therapists can use a variety of digital marketing strategies. One effective strategy is to use Google Ads, which allows therapists to create targeted ads that appear in Google search results. Another strategy is to create a professional website that showcases their services and expertise. Social media platforms like Facebook and Instagram can also be used to reach potential clients.

The best marketing strategies for therapists to attract new clients depend on their target audience and budget. Some effective strategies include creating a professional website, using Google Ads and other online advertising platforms, networking with other mental health professionals, and offering free consultations or workshops. It’s important to track the success of each strategy to determine which ones are most effective.

Some common mistakes therapists make when setting up Google Ads campaigns include targeting keywords that are too broad or too narrow, not using negative keywords to filter out irrelevant searches, not setting a budget or bid strategy, and not optimizing ad copy and landing pages for conversions. It’s important to research and understand how Google Ads works before setting up a campaign.

To ensure their Google Ads campaigns comply with mental health policies, therapists should review Google’s advertising policies and guidelines for healthcare and medicines. They should also make sure their ad copy and landing pages comply with applicable laws and regulations. It’s important to avoid making false or exaggerated claims about their services.

Some effective ways to optimize Google Ads campaigns for therapists include using targeted keywords, creating compelling ad copy and landing pages, using negative keywords to filter out irrelevant searches, setting a budget and bid strategy, and monitoring and adjusting campaigns regularly. It’s important to track and analyze campaign performance to identify areas for improvement.

Therapists should monitor several metrics to measure the success of their Google Ads campaigns, including click-through rate (CTR), conversion rate, cost per click (CPC), cost per acquisition (CPA), and return on investment (ROI). It’s important to set specific goals and track progress over time to determine the effectiveness of the campaign.

While Google Ads can be a valuable tool for making money and growing your therapy practice, it’s essential to approach it strategically. Understand your target audience, set clear goals, and continuously refine your campaigns based on performance data.

Remember, Google Ads for therapists is a guaranteed cash flow but a powerful marketing tool when used effectively. With the right strategy, you can see a positive return on your advertising investment and, ultimately, make money with Google Ads.

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