The Ultimate Guide to Setting Up and Running Google Ads for Therapy Practices

Hey there! So, you're thinking about using Google Ads to get more clients for your therapy practice? That's awesome! But, I get it—online ads can seem a bit tricky, right? There’s a lot to consider, and sometimes it feels like you're juggling a bunch of things. But don’t worry, I’m here to help you make it simple. Google Ads is one of the best ways to get your practice in front of people who are actively searching for therapy services—people who need help right now. And the best part? You don’t need to be a tech genius to get it working for you.

In this guide, I’m going to walk you through everything you need to know about setting up Google Ads for your therapy practice—step by step—so you can start bringing in more clients. Ready? Let’s jump in!

1. What is Google Ads and Why is it Great for Therapy Practices?

Alright, let’s break it down.

What is Google Ads?

Google Ads is a platform where you can pay to show your ad when someone searches for specific keywords on Google. Think of it like a digital billboard, but the cool thing is, you only pay when someone actually clicks on your ad. So, if someone types “therapy for anxiety near me,” your ad could pop up and lead them straight to your website.

Why is it So Good for Therapy Practices?

Here’s the thing: Google Ads helps you target people who are already searching for therapy. They’re not just browsing—they need help. And that’s why Google Ads is so powerful for therapists like you. It gets your practice in front of people who are actively looking for what you offer.

2. How to Set Up Your Google Ads Campaign

Now, let’s get into the fun stuff—setting up your Google Ads campaign!

Campaign Name

First, pick a simple name for your campaign. Something like “Anxiety Therapy Ads” or “Couples Counseling Campaign” works. It helps keep everything organized.

Where Your Ads Will Show Up: Search Network vs. Display Network

For therapy practices, I suggest sticking with the Search Network. This means your ads will show up when someone is actively searching for therapy. You don’t need the Display Network unless you’re aiming for broader awareness across websites.

Targeting the Right Location

You’ll want to make sure your ads are shown to people in your area. You can set a radius (like 15 miles around your practice). Google gives you the option to target exactly where your clients are.

Audience & Language Settings

If your practice serves clients in multiple languages, it’s a good idea to create separate campaigns for each language. This way, you can really speak directly to your audience.

Setting a Budget

You don’t need to spend a ton of money to get started. I recommend a budget of around $20 a day. That’s $600 a month, which will give you plenty of exposure. And you can always adjust the budget if you see something working really well.

Bidding Strategy

When you first start, go with “Maximize Clicks.” It’s the simplest option and helps you get traffic to your website. You can set a maximum bid to keep costs in check.

Using Ad Extensions

Here’s a little trick: add ad extensions. This means you can add your phone number, address, or links like “Book Now” or “Learn More.” It makes your ad more useful to potential clients and helps you stand out.

3. Creating Your First Ad Group

Now that your campaign is set up, it’s time to create your ad groups. This is where you’ll organize everything.

What is an Ad Group?

An ad group is a way to organize your ads by the type of therapy you offer. For example, you might have one ad group for "Anxiety Therapy" and another for "Couples Counseling."

Choosing Keywords

Keywords are super important because they determine when your ad will show up. Use Google’s Keyword Planner to find terms people are searching for, like “therapy for anxiety” or “depression therapy near me.” I recommend using Modified Broad Match to capture more relevant searches without going too wide.

Organizing Your Ad Groups

Keep each ad group focused. For example, don’t mix up “Anxiety Therapy” with “Marriage Counseling” in the same ad group. This helps you show relevant ads to the right people.

4. Writing Your First Ad

Now, let’s write your first ad! This is your chance to grab attention and convince someone to click.

Ad Components

• Headline: Make it clear and direct. Something like, “Therapy for Anxiety Near You” or “Expert Couples Counseling.”
• Description: This is where you can add more details. Focus on what makes you special. For example, “Experienced therapists helping you manage anxiety. Call for a free consultation.”
• Final URL: Link directly to a page where people can learn more and book an appointment.

Tips for Writing Your Ad

• Keep the language clear and empathetic. Speak to your potential clients' pain points.
• Always include a call to action (CTA), like “Book Your Free Consultation” or “Call Now.”
• Highlight what makes your practice stand out—whether it’s your experience or your unique approach.

5. Scaling Your Campaign

Once you’re seeing some results, it’s time to scale things up.

Expanding Your Ad Groups

As your campaign grows, add more ad groups for other therapy services. For example, if you start with “Anxiety Therapy,” you could add “Couples Therapy” or “Grief Counseling” later on. But remember to keep each ad group focused.

Reusing Successful Ads

If you have an ad that works well, you can reuse it in different ad groups. This will save you time and keep things consistent.

6. Adding Negative Keywords

Now, let’s fine-tune your campaign with negative keywords.

What Are Negative Keywords?

Negative keywords are words you don’t want your ads to show up for. For example, if you don’t offer free therapy, you can add “free” as a negative keyword to avoid showing your ad to people searching for free services.

How to Add Negative Keywords

Regularly check your “Search Terms” report to see what people are actually searching for when your ad shows up. If there are any irrelevant terms, add them as negative keywords.

7. Ongoing Campaign Optimization

Your work doesn’t end after setting everything up. Google Ads is all about improving over time.

Monitoring Your Campaign

Keep an eye on your campaign’s performance. Check things like your click-through rate (CTR) and cost-per-click (CPC) to see how your ads are doing.

Optimizing Your Ads

Test different versions of your ads (A/B testing) to see which one performs best. If your CPC is too high, tweak your bids or adjust your keywords.

8. Conclusion

And that’s a wrap! You now know how to set up and manage a Google Ads campaign for your therapy practice. It might seem overwhelming at first, but if you take it step by step, it’ll get easier. Plus, as you refine and optimize, you’ll start seeing better results.

Google Ads is an awesome tool for growing your practice. So, don’t hesitate—start experimenting, and adjust along the way. And if you have any questions or need help, feel free to reach out. I’m here to help!