Healthcare Google Ads
Google Ads for Psychologists
A checklist to increase Psychologist, Therapist and Counsellor private practice bookings via Google Ads. We've managed psychology practice advertising for over 10 years with proven results.
Campaign Setup Checklist
Essential settings for psychology practice Google Ads campaigns
Set your campaign goal to Leads. Use Maximize Conversions or Target CPA bid strategy (e.g., $30 target cost per lead).
Use Google Search Network and Search Partners. Do NOT use Display Network initially - focus budget on high-intent searches.
Don't exclude mobile, tablet, or desktop initially. Let the algorithm find where your conversions come from.
Target a radius around your office. Larger radius for brand keywords, smaller for non-brand competitive terms.
Run 24/7 initially - people research at all hours. If budget-constrained and calls are primary CTA, restrict to office hours.
Healthcare remarketing is restricted by Google's Personalized Advertising Policies. Don't use remarketing for therapy services.
Keywords & Ad Groups
Structure your campaigns for maximum relevance and quality scoreBrand Keywords
Always bid on your practice name. Essential if competitors show ads for your brand searches. Protects your brand presence.
Service Keywords
Target: "psychologist", "counsellor", "therapist", "couples counselling", "marriage counselling", "anger management", "anxiety help", "depression therapy".
Location Keywords
Combine services with locations: "psychologist Sydney", "therapist near me", "counsellor [suburb]".
Tightly-Themed Ad Groups
Create separate ad groups: Psychologist, Counsellor, Therapist, Couples Counselling, Marriage Counselling, etc. Enables targeted ad copy.
Negative Keywords
Stop wasting money on irrelevant clicksGeneric Negatives
Exclude: "free", "bulk bill", "jobs", "careers", "volunteer", "courses", "24 hour", "massage", "home visit". Save budget for real clients.
Competitor Negatives
Exclude competitor practice names and individual psychologist names who don't work for you. Avoid paying for their brand traffic.
Language Negatives
If you don't offer services in specific languages, exclude: "vietnamese", "mandarin", "arabic", etc. to avoid unqualified clicks.
Review Search Terms
Regularly review the Search Terms report and add irrelevant terms as negatives. This is ongoing optimization.
Ad Extensions
Maximize your ad real estate and click-through rate
Add links to key pages: Our Psychologists, Services & Fees, Book Telehealth, Couples Counselling, Anxiety Treatment, etc.
Add your office phone number. Enable Call Reporting to track calls as conversions. Essential for measuring ROI.
Connect Google Business Profile to show your address in ads. Builds trust and helps local searchers find you.
Highlight benefits: "Open Saturdays", "Telehealth Available", "25 Psychologists", "Since 2011", "Kids & Adults".
Tracking & Measurement
Know your cost per lead and optimize for ROIConversion Tracking
Setup tracking for phone calls and form submissions. This is vital - you can't optimize without knowing what converts.
Phone Call Tracking
Use call tracking to attribute calls to campaigns and keywords. Know your true cost per lead including phone enquiries.
Google Analytics Link
Connect Google Analytics to import goals and understand user behavior on your website after they click ads.
Reporting Dashboard
Create a dashboard tracking: Cost, Clicks, Conversions (calls + forms), Cost per Lead. Focus on what matters.
Landing Pages
Convert more clicks into bookingsCustom Landing Pages
A dedicated landing page can convert 5x more users than your regular website. That's equivalent to increasing ad spend by 5x.
Message Match
Strong correlation between search term, ad copy, and landing page. If the ad says "Couples Counselling", the landing page should focus on couples.
Clear Call-to-Action
Prominent CTA matching your ad: "Call Now", "Book Online", "Contact Us". Make it easy for visitors to take action.
Mobile Optimized
Most searches happen on mobile. Your landing page must load fast and work perfectly on phones.
Client Reviews
What Our Clients Say
FAQs
Google Ads for Psychologists FAQs
Common questions about advertising for therapy practices
What's the typical cost per lead for psychologists?
Cost per lead typically ranges from $20-$100 depending on location, competition, and your website quality. With proper optimization, we've achieved $25 cost per lead for psychology practices.
Can I use remarketing for my therapy practice?
No. Google's Personalized Advertising Policies restrict remarketing for healthcare services including therapy. This protects user privacy around sensitive health topics.
Should I run ads 24/7 or only during office hours?
Start with 24/7 - people research mental health services at all hours. If budget is tight and phone calls are your main CTA, you can restrict to business hours later.
Do I need a landing page or can I use my website?
A custom landing page typically converts 5x better than a regular website page. That's equivalent to 5x your ad spend in value. We strongly recommend dedicated landing pages.
What about SEO for psychologists?
SEO complements Google Ads. Focus on keywords like "psychologist [suburb]", create service pages (couples counselling, anxiety, depression), and optimize your Google Business Profile. Use our Local SEO Tool for a free audit.
How is Google Ads different from Facebook Ads?
Google Ads captures high-intent searches - people actively looking for a psychologist now. Facebook Ads interrupts users browsing social media. Google typically has higher conversion rates but higher costs per click.
Grow your psychology practice
Call 02 8003 3026 or contact us for a free audit of your Google Ads. We've helped psychology practices increase bookings for over 10 years.