Google Ads for Therapists
Google Ads for Therapists who need a full caseload of the right-fit clients.
Google Ads reaches someone searching “therapist near me” before they scroll through Psychology Today and a dozen reviews on their own. It cannot make a full caseload out of clicks if intake and no-show follow-up are already quietly draining bookings, and it will never replace the warmth a good first phone call carries.
- 10% of ad spend, never a markup
- $600 a month minimum
- 30-day guarantee, cancel anytime
Campaigns built for a practice
A full caseload, not just more leads.
Search: local and specialty queries
“Therapist near me”, “couples therapist near me” and “anxiety therapist accepting new clients” are the searches people actually type when they are ready to reach out, split by the specialty your practice covers.
Search: insurance vs. private-pay queries
“Therapist that takes [insurance] near me” and “private pay therapist” come from different clients with different budgets, and the wrong framing on either fills a caseload with poor-fit clients who cancel early.
Remarketing, kept general on purpose
Remarketing brings back someone who visited your site without booking, built around a general site visit rather than the specific concern they searched, in line with how mental health advertising has to stay HIPAA-aware and private.
Call-only for logistics questions
Many people want to ask about insurance, availability or fit before committing to a full intake form. Call-only ads route that question straight to your intake line instead of a form some will abandon.
What Google Ads costs for therapists.
The category average, sourced
LocaliQ and WordStream's 2026 search advertising benchmarks put the Health & Fitness category at a $6.17 average cost per click, a 6.94% average conversion rate, and a $67.36 average cost per lead.
What a $2,000 month buys
At $6.17 a click, a $2,000 budget buys about 324 clicks in a month. At a 6.94% average conversion rate, that comes to roughly 22 inquiries, before intake even confirms who is a good fit.
Our fee on that budget
Our fee never falls under $600 a month, regardless of whether 10% of spend comes in lower, and a $2,000 budget proves the point: 10% is just $200, so the $600 floor is what you are billed, with every dollar of ad spend still reaching Google untouched.
The ad has to stay ethical and general
No outcome guarantees, no stigmatizing language, and no personalizing an ad around a specific mental health condition a visitor searched, since Google’s own ad policy blocks that kind of targeting on top of the ethical reason to avoid it.
How we set up Google Ads for a therapy practice.
01
Tracking before spend
Call tracking and intake-form tracking go live before your first dollar reaches Google, respecting client privacy while still counting every real inquiry that comes in through SimplePractice or a similar intake system.
02
A landing page per specialty
Someone looking for couples therapy and someone looking for teen counseling want different reassurance. Each specialty gets its own page instead of one general “our therapists” list.
03
Negatives and search terms, every week
We review the search terms triggering your ads every week, adding negatives for crisis-line searches your practice cannot handle and student or research-paper searches, and we track every call back to the keyword that started it.
Therapist Google Ads FAQ.
Most solo practices start between $1,000 and $2,500 a month, and group practices with more clinicians often go higher. We recommend a specific number in your proposal based on your open caseload capacity and specialties.
It is worth it for reaching a right-fit client before they pick a name off Psychology Today alone. It will not fill a caseload if intake follow-up and no-show handling are already the bigger leak, and group practices still need to keep recruiting clinicians alongside it.
Search split by specialty and by insurance versus private-pay intent carries the most weight. Remarketing and call-only ads support it, kept deliberately general to stay HIPAA-aware and ethical.
Within the first one to two weeks of tracking and landing pages going live, search campaigns typically start producing inquiries. Turning those into a full caseload still depends on your intake response time.
You pay whichever is bigger of $600 a month or 10% of your ad spend, and we never mark up the amount Google bills you directly. A first month that does not deliver is covered by our 30-day guarantee: the management fee is waived.
See what Google Ads could bring your caseload.
Tell us your specialties and open capacity, and within one business day we will send back a real budget number and a projected inquiry range.