Google Ads for Therapists: How to Get More Clients

If you’re a therapist looking to attract more clients, Google Ads can be a game-changer. This pay-per-click (PPC) platform gives you the power to show up at the exact moment someone is searching for help. You can run ads in your local area, track which ones lead to real bookings, and only pay when someone clicks.

This guide breaks down exactly how therapists, counselors, and psychologists can use Google Ads for mental health services to bring in high-quality leads, even with a small budget. Whether you’re just starting out or looking to fill gaps in your calendar, we’ll show you what works, what to avoid, and how to make your ad dollars count.

What Are Google Ads for Therapists?
Why Should Therapists Use Mental Health Google Ads?
- Reach a Larger Audience with Specific Goals
- Target Keywords and Locations with Intent
- Drive Website Traffic and Bookings
- Track Results and Adjust As You Go
- When Should Therapists Run Google Ads?
How to Set Up Google Ads for Therapists (The Right Way)
- Step 1: Know What You Want From Your Ads
- Step 2: Research Keywords and Target Audience
- Step 3: Write Ad Copy That Speaks Their Language
- Step 4: Pick a Budget and a Smart Bidding Strategy
- Step 5: Launch the Ads and Monitor What’s Working
Best Practices for Running Mental Health Google Ads as a Therapist
- Use Ad Extensions to Boost Visibility and Trust
- Test and Optimize Ads on a Regular Basis
- Use Negative Keywords to Block Bad Clicks
- Use Geotargeting to Focus on Your Area
- Build a Landing Page that Converts
Tracking Therapy and Mental Health Services Google Ads Results
- Track Form Submissions and Online Appointments
- Use HIPAA-Compliant Call Tracking
- Monitor the Search Terms Report to Fine-Tune Targeting
Avoiding Common Therapy Google Ads Mistakes for Psychologists
- Skipping Goal-Setting Leads to Muddled Campaigns
- Watch for Compliance Restrictions Like Remarketing and Health Claims
- Choosing the Wrong Keywords Wastes Budget Fast
- Not Blocking Irrelevant Keywords
- Set Location Targeting Carefully
- Don’t Take Google’s Advice at Face Value
- Avoid Broad Campaign Types Like Performance Max or Display
- Not Tracking Results = Flying Blind
Final Thoughts

What Are Google Ads for Therapists?

Google Search Ads is the most effective digital advertisement as it gives therapists a way to show up when people actively search for help. It’s a powerful pay-per-click (PPC) platform that lets you promote therapy services online, in real time, to the right people. When someone is typing in relevant searches like “therapist near me” or “anxiety counseling in [city]” Search ads lets you appear at the top of Google results. Google will also suggest search terms using their free keyword tool, like “counselor Houston” or “therapy that takes insurance,” so you can target high-intent searches with precision.

We’ve seen therapists, psychologists, and counselors use Google Search Ads to build a steady flow of clients. With the right targeting and messaging, you will connect with people who are actively seeking help.

Google Ads gives you a clear edge to run ads that match intent. You can:

Pick specific keywords like “anxiety therapist in Austin” or “online grief counseling.”
Target locations where your ideal clients live.
Run ads during hours your front desk is available to respond.

And because it’s a PPC platform, you’re only paying when someone clicks your ad. Unless you hire a PPC management company, in which case you have the additional cost of their services.

Google Ads isn’t just about getting traffic. It’s about setting up conversion goals like booking an appointment or completing a contact form. You can track every step, from calls, form fills, and visits to your intake page, so you know which ads are actually working.

Over time, you can tweak bids, pause poor performers, and double down on the ones that get results.

Why Should Therapists Use Mental Health Google Ads?

If you want more qualified leads without relying entirely on peer referrals or networking, Google Ads is worth a look.

Therapy-related searches happen every day, such as “In person couples counseling”, “trauma therapy”, “child psychologist in Austin”. These are people actively looking for services and you can show up right when it counts.

What’s nice is that Google Ads lets you control a few key things:

Location targeting helps your ads only show up to people in the areas you serve.
Keyword targeting lets you focus on search terms with real intent, not just random browsing.
Ad scheduling lets you control which days and times your ads show, so you’re most likely to respond.

We’ve worked with mental health professionals who started getting consistent leads within the first few weeks of launching their campaign. It’s not magic. It’s just good targeting and clear messaging.

You also get access to detailed reporting. Google Ads tracks impressions, clicks, cost per lead, and conversion rates. Over time, this data helps you figure out which ads pull their weight and which ones need a rework.

Let’s break down the benefits of Google Ads a little further.

Reach a Larger Audience with Specific Goals

Google Ads opens the door to a wider audience, as it gives you a way to connect with people looking right now.

You can target by:

Device type: maybe you want mobile-only for call-heavy campaigns.
Demographics: age range or parental status.
Audience interests: Google’s “Affinity” audiences let you target based on lifestyle.

Let’s say you specialize in postpartum therapy. You can show ads to people in your city who are expecting mothers, parents or interested in parenting topics.

A few tactical moves we often recommend:

Use geo-targeting: to focus on your city or neighborhood, especially for in-person sessions.
Run A/B tests: on different headlines and calls to action to see what actually brings in leads.

These steps help you keep ad spend focused while increasing visibility where it matters to your practice.

Faster Visibility Compared to SEO

If you’ve tried growing your therapy practice with Search Engine Optimization (SEO) alone, you already know: it takes time. Like, months. Sometimes longer. Google Ads gives you a faster way to get in front of people who are actively searching for help right now.

Once your campaign is set up and approved, your ads can start showing within hours. That means you could start getting traffic or even bookings the same week you launch. Not bad, right?

This is especially useful if you’ve just opened your practice, moved to a new city, or added a new service to your practice. Rather than waiting for your site to climb the search rankings, you can run ads that show up at the top of the page from day one.

And while SEO still matters long-term, using paid search gives you the short-term boost most practices need to get traction faster.

Target Keywords and Locations with Intent

Here’s where Google Ads really shines: matching your services to what someone is searching for.

Think of it like this: someone types “therapist for anxiety in Dallas” into Google. If you’re running ads, you could be the first listing they see. But only if you’ve set up the right keywords and locations.

We suggest:

Starting with phrase match or exact match keywords of your intended service, like “grief counseling near me” or “licensed child therapist.”
Layering in location terms (city, neighborhood, ZIP codes).
Using Google’s Keyword Planner to find search match terms with volume and intent.

You can also monitor competitor keywords. Are other mental health counselors in your area running ads for “teen counseling” or “EMDR therapy”? If those terms match your niche, they’re worth testing.

Pro tip: track performance by keyword and pause the ones that cost a lot but don’t convert.

And always think local. Most therapy clients want someone nearby, especially for in-person sessions.

Drive Website Traffic and Bookings

Google Ads doesn’t just drive clicks, it drives bookings. But only if your landing pages are set up right.

If someone clicks your ad and lands on a page that’s slow, confusing, or missing a clear call to action, you’re wasting money.

Here’s what we usually recommend for mental health services landing pages:

Include a short intro about your services.
Add trust factors like reviews or credentials.
Use a strong, engaging call to action, like “Book a Free 15-Min Call”.
Make it mobile-friendly.

Let’s say you’re targeting “couples counseling Austin.” Your landing page should speak to couples and explain what they can expect, maybe with a short video, bullet points about your approach, and a form to schedule a consultation.

Track Results and Adjust As You Go

If you’re not tracking what’s working, you’re guessing. And guessing costs money.

Google Ads gives you solid data on:

Click-through rates (CTR).
Conversion rates.
Cost per lead (CPL).
Which keywords and ads led to bookings.

Set up conversion tracking in Google Ads or Google Analytics. You can track calls, form fills, appointment bookings, whatever matters most to your practice.

We also suggest looking at call duration. If most of your leads hang up in under 30 seconds, you may have an issue with lead quality.

Use this info to:

Pause underperforming ads.
Adjust bidding on high-performing keywords.
Refine your targeting by age, location, or time of day.

The more you test and tweak, the better your results get.

Budget Control That Works for Any Size Practice

One of the best things about Google Ads is how easy it is to manage your spend. Since it runs on a pay-per-click model, you only pay when someone actually clicks your ad. That’s a pretty fair deal when you’re just starting out or testing new messaging.

You can set daily or monthly limits, so your costs don’t run wild. Whether you’ve got $10 a day or a few thousand a month, Google Ads lets you scale at your own pace.

Some therapists start with a $300 monthly budget just to test the waters. Others go higher once they see which ads convert to real bookings. The flexibility here is key; no long-term contracts, no surprise fees, just what you’re comfortable with.

Want more control? You can pause or adjust campaigns at any time. That way, you’re never stuck pouring money into ads that aren’t working.

When Should Therapists Run Google Ads?

Running Google Ads isn’t just for launching a new private practice or filling empty slots. You can use it pretty much any time you want to increase visibility or bring in new clients. The key is knowing why you’re advertising and who you want to reach.

Here are a few common reasons therapists start or restart Google Ads:

You’re launching a new service, like couples therapy or EMDR.
You want to promote a seasonal special (say, back-to-school stress support for teens).
You’ve had a drop in referrals and need to boost inquiries fast.

Even something as simple as filling two open time slots each week can justify a local Google Ads campaign. You don’t need a huge budget to see results either.

But success depends on timing and structure. Running ads during high-stress seasons, holidays, or after local events (like natural disasters, layoffs at a major employer or a community tragedy) may bring in more people actively seeking help.

So the question isn’t just when to advertise, it’s how to match your offer to the moment.

How to Set Up Google Ads for Therapists (The Right Way)

Getting your first campaign off the ground may seem like a lot. But when you break it down into steps, it’s absolutely doable. Whether you’re handling ads yourself or working with a PPC agency like us, there are a few non-negotiables.

Let’s walk through the key steps you’ll need to get right.

Step 1: Know What You Want From Your Ads

Before you pick keywords or write ad copy, you need to lock in your goals. Are you trying to get more phone calls? Drive traffic to your blog? Book consults? Each goal may need its own campaign type or setup.

Here are some sample goals therapists often set:

Increase new client bookings from people searching online.
Build awareness in a new area after moving offices.
Get more email signups for a newsletter or workshop.
Fill group sessions or limited-time offers.

Your goal should guide how you structure your campaign. If it’s bookings, track form fills or call conversions. If it’s awareness, look at impressions and clicks.

Clear goals = better campaign setup = easier optimization later.

Step 2: Research Keywords and Target Audience

This part is where a lot of campaigns go sideways.

You don’t just want keywords like “therapist near me.” You want terms that match real intent, as in, what people actually search when they’re struggling.

Start with a mix of:

Direct service terms like “anxiety counseling in Austin” or “child therapist online.”
Symptom-based searches like “trouble sleeping” or “how to stop panic attacks.”
Long-tail searches like “what to expect from your first therapy session.”

Use tools like:

Google Keyword Planner (built into Google Ads)
Ubersuggest or SEMrush (for competitive research)
Google Trends (to see seasonal changes)

And don’t stop there.

Check your own site search, client FAQs, or intake forms. People often use phrases like “stress at work” instead of “occupational therapy.”

This gives you real-world insight into how your clients talk and search.

Also, be specific about your audience.

Are you targeting:

Teens or their parents?
High-income professionals?
LGBTQ+ communities?
People with insurance or private pay only?

Google Ads lets you target by zip code, age, interests, and more. The more refined your targeting, the less waste in your ad spend.

However, Google treats mental health as a sensitive interest category. This means:

You can bid on most mental health-related keywords.
You must use neutral, respectful ad copy.
You cannot use remarketing for therapy or counseling services.

You can’t directly call out conditions or imply someone has a diagnosis in your ad text. Phrases like “Are you feeling depressed?” or naming medications are restricted.

Even if you’re offering help, you must word it carefully, so focus on services you provide, not symptoms or prescriptions.

Step 3: Write Ad Copy That Speaks Their Language

Once you’ve got the keywords, your ad copy has to match that intent.

Think about it, if someone searches “I’m having panic attacks every day,” they’re not looking for generic fluff. They want to feel seen.

Here’s an example of a strong and compliant to Google’s Policies ad copy:

Headline: Support for Anxiety and Stress

Description: Licensed therapists available online. Confidential and compassionate care. Book a free consultation today.

What’s Usually Allowed:

Search keywords based on symptoms (e.g., “trouble sleeping,” “panic attack help”)
Broad condition-related terms (e.g., “anxiety therapist,” “grief counseling,” “trauma therapy”)
Landing pages that explain your services or offer general support content
Calls to action like “Book a consultation” or “Talk to a licensed therapist” (if the language is non-invasive)

What to Avoid:

Ad copy that directly calls out the user (e.g., “Are you having panic attacks?” or “Struggling with insomnia?”)
Implied diagnosis or treatment promises (e.g., “We’ll cure your anxiety”)
Mentioning prescription drugs or targeting specific medication-related queries
Misusing personalization or sensitive targeting (e.g., remarketing for therapy services is not allowed)

Remember: Highlight your unique benefits

Your ad copy is your first impression. Use it to show people why they should work with you, not just any other therapist, psychologist, or psychiatrist out there.

Think about what makes your practice unique. Maybe it’s your experience, specialties, or client approach. Even things like your therapy style (CBT, EMDR, somatic work, etc.) can help someone feel like they’ve found the right fit.

You don’t need to list credentials in a clinical way. Just be real. Speak to the outcomes you help people reach or the kinds of struggles you work with most often.

And don’t stress too much about explaining the difference between a counselor, therapist, or psych. A lot of people searching won’t know. That’s okay. What matters more is that your ad speaks clearly to what you do and who you help. That’s what gets clicks.

Step 4: Pick a Budget and a Smart Bidding Strategy

You don’t have to outspend the competition to see results with Google Ads. You just need to spend smart and track what’s working.

Most therapists we’ve worked with start small, somewhere between $300 to $800 per month on average, which breaks down to about $10 to $30 per day. For busier metro areas like Los Angeles or New York, a budget between $800 to $1,500 monthly is more typical. In rural or mid-size cities, many get traction with $300 to $500 per month.

Your ideal spend depends on a few factors:

Location competition: Big cities tend to have more providers bidding on the same keywords, which drives up costs.
Cost per click (CPC): CPC for mental health terms can range from $2 to $10, depending on specificity. “Therapist near me” might cost $6. “Trauma-informed care in Nashville” may cost less and convert better.
Search intent: Keywords focused on action (“book therapy consult”) cost more but often convert faster than general ones like “what is CBT.”

If you’re working with a small or fixed budget, just keep expectations realistic. A $10 daily budget might only get you 1–3 clicks a day, depending on the CPC.

Example Campaign Scenarios:

Practice Type	Location	Daily Budget	Monthly Ad Spend	Notes
Solo Therapist	Suburban Colorado	$15	~$450	Focused on anxiety and grief keywords
Group Practice	Seattle Metro	$50	~$1,500	Targeting 3 specialties with layered geo
Virtual-Only	Florida Statewide	$25	~$750	Targeting insurance + telehealth terms

Once you’ve set your budget, you’ll need to pick how you want to bid. Google offers several options, each with pros and cons.

Bidding Type	Best For	Notes
Manual CPC	New advertisers	Gives more control over max cost per click
Maximize Conversions	Clinics with some campaign history	Google automates bidding based on outcomes
Target CPA (tCPA)	Practices with lead cost targets	Works better after 30–50 conversions
Target ROAS	Sales-driven funnels	Rarely used in therapy unless tied to products

If you’re just starting, Manual CPC is a safer pick. You get to set limits and see where your spend is going. Once your campaign collects enough data, you can test out Maximize Conversions or Target CPA for easier scaling.

Also, use ad scheduling. If no one’s available to answer calls at night or on weekends, pause your ads during those hours. You’ll waste fewer clicks and improve your conversion rate.

Step 5: Launch the Ads and Monitor What’s Working

After you launch your campaign, don’t just let it ride.

You want to check in every few days to see:

Which keywords are getting clicks.
What your average CPC is.
Which ads have the best CTR.
Whether you’re getting real leads or just curious clicks.

Install conversion tracking. If people are calling, filling out forms, or scheduling online, you need to know which ads made it happen.

If certain keywords cost $8 per click and never convert? Pause them.

If a new ad starts getting calls at half the cost? Shift more budget there.

Also, check your landing pages. If the ad is promising “Couples Therapy for New Parents” but the page just lists general services, you’re probably losing people.

The best ads work when:

Keywords match the ad copy.
Ad copy matches the landing page.
Landing page makes it easy to take action.

Best Practices for Running Mental Health Google Ads as a Therapist

Once your campaigns are live, it’s not just about letting them run. To actually bring in leads without wasting spend, you’ve got to stay on top of a few key strategies.

Let’s break it down.

Use Ad Extensions to Boost Visibility and Trust

Ad extensions are those little extras that show under your ad, like phone numbers, links, or business location. They may seem like minor add-ons, but they make a big difference in how much space your ad takes up and how people interact with it.

For therapists, ad extensions can help build trust right away. You’re not just a headline and a URL. You’re offering helpful info upfront.

Here are some of the most helpful ones:

Sitelink Extensions: Direct visitors to specific pages like “About Me,” “Therapy Services,” or “Book a Free Call.”
Call Extensions: Add a clickable phone number so people can call directly from your ad.
Location Extensions: Show your practice location on Google Maps for future clients to reach you.
Call Extensions: Add a clickable phone number so people can call directly from your ad.
Structured Snippets: Highlight areas of specialization (like trauma, EMDR, CBT).

These are especially useful on mobile searches where people want quick answers. We’ve seen click-through rates increase by 10–20% just by adding sitelinks and call buttons.

Not every extension applies to every therapist, but you’ll want to test a mix and monitor what gets results.

Test and Optimize Ads on a Regular Basis

Here’s where a lot of therapists miss out. You set up the ad once, then walk away. But if you’re not testing, you’re leaving money on the table.

Regular testing keeps your message sharp and helps Google’s machine learning work with you, not against you.

Start simple.

Run A/B tests with different headlines or calls to action.
Switch out landing pages to see what converts better. Homepage vs. a focused contact page.
Try different emotional angles, one ad can focus on feeling “stuck,” another on “finding clarity.”

And always track key metrics like:

Metric	Why It Matters
CTR (Click-through rate)	Tells you if your ad gets attention
Conversion Rate	Shows how many clicks turn into action
CPC (Cost-per-click)	Helps monitor budget efficiency
Quality Score	Impacts how often your ad shows and what you pay for it

Even small edits to an ad, like changing “Book Now” to “Schedule Free Consultation”, can boost conversions. You won’t know unless you test.

Use Negative Keywords to Block Bad Clicks

Ever get clicks from people looking for “free therapy” or “jobs in counseling”? That’s where negative keywords come in.

Negative keywords tell Google not to show your ad when certain words are in the search. They help you avoid spending money on the wrong traffic, such as services you’re not licensed for or simply don’t offer.

Here are a few examples you might want to add to your negative list:

“free therapy”
“school counselor jobs”
“how to become a therapist”
“online psychology degree”
“cheap counseling services”

You can also block by region or specialty. If you only see clients in Texas, adding “New York therapist” as a negative term helps trim out-of-state traffic.

We suggest checking your Search Terms Report weekly. This shows what people actually typed when your ad showed. If something looks off, add it as a negative keyword.

This one tip alone can save hundreds of dollars per month in wasted clicks.

Use Geotargeting to Focus on Your Area

If you’re only licensed to practice in certain states, or you only offer in-person sessions, this is non-negotiable.

Geotargeting lets you focus ads on people in a specific city, zip code, or radius around your office. That way, someone searching from across the country won’t waste your budget.

Here’s how therapists can apply this:

Avoid the “people interested in” setting and focus on people physically in your ZIP code, radius, city, or licensed state
For in-person therapy, we recommend setting a radius of about 5 to 10 miles from your office
For virtual sessions or telehealth, only target states where you’re licensed.

Let’s say you offer therapy in Los Angeles, but most of your clients come from Westside neighborhoods. You might bump bids in those ZIP codes and lower them in other areas.

Also, use local keywords like:

“Therapist in Santa Monica”
“Couples counseling West LA”
“Online therapist licensed in California”

These terms help match your ads to people already searching with local intent.

Build a Landing Page that Converts

Even the best Google Ads campaign can fall flat if the landing page isn’t pulling its weight. Think of your landing page as the “closer.” It’s where a curious click becomes a scheduled session, or not.

If you’re spending ad dollars, your landing page needs to do more than look nice. It needs to connect with potential clients right away, answer their unspoken questions, and guide them toward booking. Here’s what we recommend including on a therapist landing page that’s designed to convert.

1. Match the Message from the Ad:

Make sure the headline reflects the exact ad that was clicked. If your ad says “Online Therapy for Anxiety in Austin,” your page should reinforce that immediately with the same phrase or a close match. It builds trust fast and helps prevent drop-offs.

2. Keep Keyword Language Consistent

Sprinkle in the same keywords used in your ad. That includes service types like “grief counseling,” “EMDR,” or “child therapy.” This reassures visitors they’re in the right place.

3. Use a Clear, Simple Value Statement

What do you offer that matters most to the people landing here? Whether it’s same-week appointments, sliding scale options, or a trauma-informed approach, say it clearly near the top. You’ve got maybe 5 seconds to make it stick.

4. Speak Like a Human, Not a Textbook

Avoid clinical terms unless your audience expects them. For example, skip “cognitive behavioral interventions” and say something like “tools to help you manage anxiety.” Keep the language warm, clear, and down-to-earth.

5. Address Real Concerns

Talk directly to why someone might be searching in the first place. If they’re looking for help with burnout, stress, or relationship tension, mention it. Your copy should speak to those specific problems in a way that feels calm and supportive.

6. Use Strong, Clear CTAs

The call-to-action (CTA) should make it easy to take the next step. Here are a few options that tend to perform well: “Book a Free 15-Min Intro Call” or “Schedule Your First Session”.

Use a bold color for the button and place it near the top, and again lower on the page. Don’t make people search for how to contact you.

7. Show Professional Credentials

Add your licensure, credentials, or any associations you’re a part of (like LPC, LCSW, or AAMFT). But don’t list everything in one long paragraph. Use a clean layout with short labels or icons. This builds trust without overwhelming the reader.

8. Include a Brief Bio and Photo

A short paragraph and a friendly, professional photo go a long way in building connection. People want to see who they’ll be talking to, especially for something as personal as therapy.

9. Add Testimonials or Social Proof

If your licensing board allows it, add brief testimonials. You can also use Google Reviews or anonymous feedback to show past success. Just one or two quotes can help lower hesitation for new clients.

10. Answer Common Questions

Anticipate what people might be wondering before they book. These may include:

Do you take insurance?
How many sessions does therapy usually take?
What should I expect in the first session?

This info can live in a short FAQ section near the bottom.

11. Make the Booking Process Easy

Let’s be real, people bounce if booking feels like a hassle. Here’s what helps:

Add multiple CTA buttons (top, middle, and bottom of the page)
Offer both phone and online scheduling
Use a booking system that works on mobile

And don’t ask for too much info upfront. Keep your form short: name, email, phone, and maybe a reason for reaching out.

12. Optimize for Mobile

Roughly 60 to 80 percent of your traffic may come from mobile devices. So if your form is hard to use on a phone or your text is tiny, that’s a problem. Test the mobile version of your page often.

13. Improve Load Speed

If your page takes more than 3 seconds to load, you’re probably losing leads. Compress large images, use caching plugins, and clean up extra scripts. Users dislike slow pages, so you better use Google’s PageSpeed Insights tool to keep it fast.

Tracking Therapy and Mental Health Services Google Ads Results

Once your campaign is live, tracking what’s actually working is where the real value kicks in. You don’t want to guess whether your ad spend is doing anything. You want data that shows which clicks turn into real inquiries, phone calls, or appointments.

Here are three tracking tools and tips that give you a clearer view of what your ads are really doing.

1. Track Form Submissions and Online Appointments

This is one of the simplest ways to gauge if your campaign is pulling in legit interest.

Set up conversion tracking to count how many people click your ad and then submit a form or book an appointment on your website. If you don’t offer online scheduling yet, at least include a basic contact form. A lot of people want to ask a question before booking anything.

Connect your form to Google Ads or Google Analytics so you can:

See which ad or keyword brought them in
Track the cost per inquiry
Spot patterns in what types of messages get results

The main takeaway? If you’re spending on ads, you want to know what clicks are turning into action.

2. Use HIPAA-Compliant Call Tracking

In mental health, a lot of leads still prefer to call instead of fill out a form. So if you’re not tracking calls, you may be missing half the picture.

A HIPAA-compliant call tracking system lets you:

Count how many calls came from a specific ad
See which campaigns drive the most phone inquiries
Optionally record or review calls (as long as the tool follows HIPAA standards)

Make sure the tracking software clearly states it’s HIPAA-compliant. If it’s not, don’t use it. You’re dealing with protected health information (PHI), and violations can lead to serious penalties.

Even though Google Ads won’t show much call data by default, linking a compliant system can fill in the gaps and help you understand where leads are really coming from.

3. Monitor the Search Terms Report to Fine-Tune Targeting

The Search Terms Report in your Google Ads dashboard is one of the most underused tools; yet it’s super helpful.

This report tells you exactly what a user typed before clicking your ad. It’s anonymous and HIPAA-safe, but the insight is powerful.

Let’s say you’re a trauma-focused therapist. If your ad keeps showing up for “marriage counselor” or “psychiatrist near me,” you’re probably getting the wrong clicks. That’s wasted budget.

Use this report to:

Spot irrelevant keywords
Add negative keywords to block poor matches
Find new, better terms based on actual user searches

Check the report weekly or biweekly, especially when your campaign is new or if you’ve recently made changes.

Want fewer tire-kickers and more real leads? Tightening your keyword list based on this report is a great place to start.

Avoiding Common Therapy Google Ads Mistakes for Psychologists

Running Google Ads without a strategy is like trying to do therapy without knowing the client’s goals. You might still make progress, but it’s going to take longer, cost more, and may miss the mark.

We’ve worked with dozens of therapists who came to us after trying Google Ads on their own. Most of the time, it wasn’t the platform that failed. It was how the campaign was built and managed.

Here are some common missteps we see and how to avoid them.

Skipping Goal-Setting Leads to Muddled Campaigns

Let’s start with one of the most basic, but often overlooked problems: no clear goal.

If you don’t know what you’re trying to achieve, your campaign is probably going to flounder. That means wasted clicks, poor conversion rates, and no real sense of ROI.

Some realistic goals mental health counselors may set include:

Driving 20 new leads per month
Reducing cost per lead (CPL) by 25%
Booking out a new group therapy program
Increasing traffic to a telehealth-specific landing page

Whatever your goal, make it specific and trackable. That way, you can tell whether your ads are working or if it’s time to pivot.

Use tools like Google Analytics and conversion tracking in Google Ads to measure results. Without them, you’re just guessing.

Watch for Compliance Restrictions Like Remarketing and Health Claims

If you’re in private practice as a therapist, counselor, or psychiatrist, you can’t use remarketing ads. These are the types of ads that follow someone around the web after they visit your site. For healthcare services, especially mental health, that’s considered a privacy risk under Google’s policies.

Also off-limits? Ad copy that directly calls out a user’s condition. You can’t say things like “Are you feeling anxious?” or name specific medications.

Even if you’re trying to offer support, the language must stay general.

Here’s what not to do:

“Struggling with anxiety?”
“Take control of your bipolar symptoms.”
“Get help for depression now.”

Instead, focus on the type of services you offer or the outcomes clients are looking for:

“Licensed counselor for anxiety and stress.”
“Offering CBT and trauma-informed care.”
“Now accepting new clients for teletherapy in [City].”

Take time to review Google’s healthcare-related ad guidelines. It’s not just about avoiding disapproval. Getting flagged can delay your campaign or suspend your account altogether.

Choosing the Wrong Keywords Wastes Budget Fast

Another huge mistake? Targeting the wrong keywords.

If your ads are showing up for broad or unrelated searches, you’ll burn through your ad spend without getting any real leads. Instead of targeting “therapy”, specify your service and target “trauma therapist near me” or “anxiety counseling online”.

Also, think in long-tail keywords. These are more specific, get fewer clicks, but usually have higher intent and better conversion rates.

And keep your keyword list clean. Review it often. If certain terms keep getting clicks but no leads, pause them.

Not Blocking Irrelevant Keywords

A big reason therapists burn through budget fast? Their ads show up for stuff they don’t actually do. If someone clicks your ad after searching “family counseling” and you only treat adults individually, that’s a wasted click.

Google’s Search Terms Report shows you the exact phrases users typed in before clicking. Use it regularly.

Let’s say your practice focuses on trauma recovery for adults. You should:

Add keywords like “trauma therapist near me” or “adult trauma counseling.”
Exclude terms like “play therapy” or “teen counseling” if you don’t work with those groups.

Every keyword you block helps refine your reach. Over time, this lowers your cost per lead and boosts your conversion rate.

Set Location Targeting Carefully

This one trips up a lot of therapists.

By default, Google may target “people interested in” your location. That includes folks outside your service area who searched for therapists in your city.

If you’re only licensed to work in one state, or you only see clients within a 15-mile radius, make sure your campaign targets “people in” that area only.

Targeting outside your actual service zone can burn through your budget without bringing in qualified leads.

Don’t Take Google’s Advice at Face Value

You’ll probably start seeing popups in your account pretty quickly.

Stuff like:

“Use broad match keywords”
“Raise your daily budget by 50%”
“Turn on smart bidding”

Google Ads reps might call you and say similar things.

Here’s the deal: They’re not campaign managers. They’re sales reps who follow a script and get bonuses based on ad spend.

That doesn’t mean everything they say is wrong, but don’t follow their advice blindly. Most therapists do better with:

Manual bidding (at least until your data builds up)
Phrase or exact match keywords
Limited automation and more human oversight

So if a suggestion doesn’t line up with your goals, skip it. Always test before trusting.

Avoid Broad Campaign Types Like Performance Max or Display

Some ad types spread your budget across banners, YouTube, Gmail, and Google partner sites. These include:

Performance Max
Demand Gen
Display Network campaigns

They sound fancy but often bring in low-quality leads for service-based businesses like therapy.

Let’s say someone clicks a banner ad on a blog that mentions anxiety. They weren’t actually looking for a therapist, they were just reading an article. That click may cost you $2 to $8 with zero intent to book.

Unless you’re doing a broad awareness push or have a large budget to burn (such as a clinic with a hefty digital marketing budget), stick with Google Search ads. It’s more work, but the leads tend to be way more reliable and qualified.

Not Tracking Results = Flying Blind

If you’re not measuring what matters, you won’t know what to fix or what to double down on.

We’ve seen psychologists run ads for months without any idea how many leads they actually got.

Tracking doesn’t need to be complicated. Make sure you have:

Conversion tracking set up inside Google Ads or Google Analytics connected to your site
HIPAA-compliant call tracking if phone leads matter to you
Check the Search Terms Report regularly

These tools help you understand what’s working, what’s not, and what to change next.

Final Thoughts

Whether you’re working on your own or with a marketing team, you don’t need a massive budget to succeed with Google Ads. But you do need a strategy. You need clean keywords, compelling copy, good tracking, and ongoing testing.

Need help cleaning up a campaign or want us to review what you’ve already got? We’re happy to take a look.

Just ask.

Google Ads For Therapists