Google Ads for Therapists: What You Need to Know Before Spending a Dollar

Introduction: What Are Google Ads and How Do They Work?

If you’re learning how to start a private practice or exploring new private practice marketing strategies, you’ve probably heard about Google Ads. Google Ads is a pay-per-click (PPC) advertising platform that helps businesses—including therapists—show up at the top of Google search results for specific terms like “CBT therapist near me” or “therapy for anxiety in NYC.”

Here’s how it works: you create a short ad and choose keywords related to your services. When someone searches for those terms, your ad may appear at the top of the page. If they click, you pay a fee. The idea is simple—but the execution is anything but.

For therapists in private practice, Google Ads can be an incredible marketing tool—but only when done right. In this post, I’ll walk you through what you need to know before you invest in Google Ads for your practice so you can avoid wasting money and actually start bringing in clients.

Deceptively Simple

Many therapists fall into the trap of thinking that running a Google Ad will instantly fill their caseload. They imagine setting it up once and watching the inquiries roll in. The reality? That rarely happens. In fact, this misunderstanding is how many private practice owners waste hundreds—sometimes thousands—of dollars.

Yes, Google Ads are easy to set up on a technical level. You can create an account and launch an ad in minutes. But without the right strategy, it won’t work—and you may not even realize why.

Here are a few of the most common challenges therapists face when trying to run ads on their own:

• Choosing the right conversion goal (calls, forms, etc.)

• Setting up proper conversion tracking

• Complying with Google’s healthcare ad policies

• Doing smart keyword research

• Targeting the right geographic locations

• Determining how much to spend on your campaign

All of these (and more) are essential steps in any private practice marketing plan using Google Ads.

Ongoing Maintenance

If you want your Google Ads to actually help you get therapy clients, you need to do more than just turn them on—you need to maintain and optimize them over time. Google Ads work best when they’ve had time to “learn” who your ideal client is and what searches are most likely to convert.

Unfortunately, many therapists run an ad for a week, don’t see results, and give up. But paid ads are not instant wins—they’re long-term marketing tools. It may take several weeks (or even months) to see real results, especially if your practice is in a competitive area.

In addition to patience, you also need ongoing maintenance. That includes:

• Adding negative keywords to block irrelevant searches

• Monitoring which keywords are performing well

• Adjusting your location targeting

• Tracking your ad spend and cost per conversion

• Making decisions based on real data

Let’s talk about negative keywords—something most therapists haven’t heard of. These are terms you don’t want your ad to show up for. For instance, if you’re targeting “CBT therapist near me,” but someone searches for “free CBT worksheets,” your ad might still show—and if they click, you pay. But that person isn’t looking for therapy, just resources.

By adding “free” or “worksheets” as negative keywords, you prevent these wasted clicks. It’s a small but crucial detail—and one of the most important parts of managing a profitable ad campaign.

Your Website or Landing Page Matters

One of the biggest mistakes therapists make when starting with Google Ads is focusing only on the ad—and ignoring where it leads. Your ad is just the doorway. What people see after they click (your website or landing page) is what determines whether or not they become a client.

If your site is slow, confusing, or unclear about how to schedule, most people will leave—even if they were interested. That means you’ve just paid for a click that didn’t turn into a session.

Before you spend a dollar on Google Ads, make sure your website is ready to convert. That includes:

• Clear messaging about who you help and how

• Dedication service/landing pages for each specialty

• Obvious calls to action (e.g., “Book a free consult”)

• Mobile responsiveness

• Fast loading times

• Easy navigation

A high-converting landing page is one of the best investments you can make as you build your private practice marketing strategy.

If you want help building a landing page that works well, contact me today to set up a free consultation

Conclusion

Google Ads can absolutely help you grow your private practice—but only if you approach them with the right foundation, strategy, and expectations. They’re not a magic fix, and they won’t work without solid website content, keyword targeting, and consistent optimization.

If you’re serious about learning how to start a private practice and want to use paid ads as part of your growth strategy, make sure you either learn the basics of Google Ads yourself or work with someone who understands both digital marketing and the unique needs of therapy practices.

Done right, Google Ads can bring in steady, high-quality leads. Done wrong, they can drain your budget. Make sure you’re setting yourself up for the former.

If you want help with Google Ads or anything private practice related, book a free call with me today.