May 23, 2023

Do Google Ads Work for Therapists? – Marketing for Therapists

Due to the sensitive nature of therapy and support for mental health, marketing for therapists can be difficult and has to be approached in the right way. It can be difficult to know where to begin and to make your strategy work effectively. This is especially true with newer forms of marketing such as Google Ads and PPC. In this article, our PPC experts will discuss why you should be running ads for your therapy practice, as well as some dos and don’ts to help you get started. 

So, do Google Ads work for therapists? Google Ads should work well for therapists. If you search a relevant keyword you should see that such ads are already appearing. If other therapy clinics are taking part in the ad auctions for therapy keywords, then it’s likely working well for them and there’s no reason why it shouldn’t work for you.

Read on to learn more about the overall benefits of using Google Ads for your therapy clinic, tips and tricks and what to avoid.

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Google Ads for Therapists – Does it Work?

With any marketing channel, there are advantages and disadvantages for Google Ads that should be acknowledged before getting started. These include:



Image of therapist and patient shown from their bottom halves. A clipboard is sat upon a glass table.

Benefits of Google Ads for Therapists

What better way to improve your traffic and conversions than being put in front of potential clients when they need you the most and are actively looking for help? Here are just a few other key benefits of PPC.

Keyword Targeting

By targeting specific keywords to bid on within the auction, you’ll be at the forefront of the searches and above organic rankings. These paid keywords that you bid on can be in line with your SEO strategy or be keywords with good volume, such as “help for depression” which has a monthly search volume of 3,600 in the UK. 

Location Targeting

With locational targeting within Google Ads, you will be able to set the locations to be in line with your business goals. Let’s say, for example, you have just opened a new practice in a new city and you aren’t seeing enough organic leads. PPC will allow you to set a radius of your choosing around this new city to target. On the other hand, you could also begin to offer virtual appointments and target a much bigger audience. 

Well-Crafted Ads

A well-crafted ad with unique headlines and descriptions will ultimately mean more clicks and conversions for you. The more information you can include in these sections while designing the ad, the better. If you give the users what they want to see and what they are most receptive to (which can be found through A/B testing), your ads will perform better. 

This is also the point where you try and set yourself apart from the competition, as you won’t be the only one bidding in this auction. By adding your accreditations and unique selling points about the business, more people will be inclined to click on your ad than a competitor and be more likely to become a client. Examples of headlines you could include can be:

Insights & Analysis

Google Ads has a great reporting system which allows you to analyse how effective each keyword, landing page and piece of ad copy are. From these insights, you can continue to test, refine and retest so your ads get the best results possible. For example, you might have multiple landing pages on your website relevant to the ad, but do you know which one converts better for your business? Set up an experiment and let the data speak for itself.

A couple is being seen by a therapist. They sit face-on on a grey sofa whilst the therapist is shown from the back on a wooden chair.

How to Do Google Ads for Therapists – Our Top Tips

If you’re ready to get started, here are some of the best top tips from Wildcat Digital on PPC for therapists.

Focus on Conversions

When setting up your campaigns, ensure that you’re focusing on conversions. This will indicate to Google that you’re not looking for visibility or traffic, you simply want leads. Machine learning will then show your ads to the people that are most likely to click through and convert.

Separate Groups by Theme

Separate your ad groups by theme – for example, depression, anxiety, OCD, etc. If you have a smaller budget, consider starting with one issue that you want to target, and increase the number of ad groups you have as your business and marketing budget grows.

Page Quality

Make sure the page you’re sending users to is top quality & has a clear conversion path. Your ad might be extremely high quality, but if the user gets frustrated, or does not know where to go next in order to contact you, then you’ll probably lose the client.

Don’t Neglect Your Negative Keyword List

Set up a comprehensive negative keyword list that will ensure your ads don’t appear for irrelevant queries that have no chance of converting. For example, someone may be looking up “psychotherapy degree” or “psychotherapy jobs” which may trigger your ad, but are obviously not the target audience.

Group therapy session with a female therapist sat amongst three young people - 2 women and a man.

Common Mistakes & How to Avoid Them

If you’re new to PPC or Google Ads, there are a few mistakes that can occur when you’re just starting out. Here are some relevant mistakes for therapists, and how to avoid them.

Google Ads Services at Wildcat Digital

Hopefully by now we’ve convinced you that Google Ads for therapists can be successful if you put the time and effort into optimising the campaign. We know how overwhelming and confusing it can be for those new to the world of PPC, so don’t panic if you don’t know where to start! At Wildcat Digital, we can help with solid PPC campaigns that help you to punch above your weight online. Get in touch today for a free consultation.

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Libby Oldale

Will Hitchmough


Our founder, Will Hitchmough, worked at a number of high profile Sheffield Digital Agencies before founding Wildcat Digital in 2018. He brings an extensive knowledge of all things related to SEO, PPC and Paid Social, as well as an expert knowledge of digital strategy.

Digital Marketing can be a minefield for many businesses, with many agencies ready to take your money without knowing how to deliver results. I founded Wildcat Digital to deliver digital success to businesses with smaller budgets in a transparent way.

Chloe Robinson

Content Strategist Team Lead

With a degree in Marketing and a background in more traditional, offline marketing, Chloe joined Wildcat in 2021 after deciding to move into the digital marketing industry. She joined us as a Content Specialist and quickly moved up the ranks, becoming a Content Strategist and later an SEO Team Leader.

Outside of work, Chloe is an avid creative. If she’s not knitting, you’ll likely find her behind a sewing machine or in the kitchen trying (and often failing!) to make sourdough.

Paul Pennington

SEO Account Director

Paul has a strong background in SEO, having previously founded and ran a successful eCommerce business, as well as running a personal blog that achieves an average of 17K users per month. Paul’s knowledge of SEO is extensive, with a strong emphasis on client handling and technical SEO.

Outside of work, Paul enjoys spending time with his family and staying active with weight lifting and combat sports.

Nadea van der Merwe

Head of Operations

Nadea joined Wildcat in 2021 and has since overhauled the way we work. She has a background in various administrative, operations and HR roles, which gave her the experience and skills needed to lead and organise a growing business. 

Outside of work, Nadea loves anything that keeps her active, but she especially enjoys hiking, camping and mountain biking.

Molly Sturgeon

SEO Account Manager

With a background in sales, Molly is a natural Account Manager, brilliantly handling any issues that come her way. Having joined us as a Digital Marketing Executive, and working part-time through her final year of University, Molly is a shining example of how hard work pays off. She is now an SEO Account Manager with a particular interest in Content and Client Management. 

In her spare time, Molly loves to get out in nature, hiking and exploring the Peak District. She also loves cooking and likes to unwind with a bit of yoga.

Libby Oldale

Senior PPC Account Manager

Libby joined Wildcat in 2021 as our first PPC hire. With a degree in Digital Media Production, a Master’s in Digital Media Management and previous experience in Social Media Management, Libby hit the ground running and has since climbed the ranks to Senior PPC Account Manager and has a particular interest in the eCommerce sector.

Outside of work, Libby likes gaming, and cooking and likes to keep active by lifting weights.

Jasmine Savery

SEO Team Leader

Jasmine joined Wildcat in 2022 with a strong background in SEO and Account Management. At the time, she was finishing up a Level 4 Apprenticeship in Digital Marketing from the Chartered Institute of Marketing, and has since worked her way up to SEO Team Leader. Jasmine excels at content writing and promotion, and particularly enjoys finding creative ways to join the dots on multi-channel campaigns.

In her spare time, Jasmine volunteers at a charity, helping combat loneliness & social isolation experienced by older neighbours. Outside of Wildcat, she owns a catering company, Savery Grazing, creating delicious grazing tables & platters for a range of events. She also loves skiing and exploring the Peak District.

Braden Godley

Senior PPC Executive

Prior to joining Wildcat, Braden founded and ran his own Social Media Management agency where he gained valuable skills in growing brands’ online presence, which has since proven invaluable in his role at Wildcat. 

Outside of work, Braden is a big football fan, regularly travelling to Pride Park to support Derby County. He also enjoys watching and playing snooker, hiking in the Peak District, and attending air and car shows.

Jon Herdman

SEO Executive

After spending ten years managing businesses, restaurants, cafes and event spaces across Sheffield, Jon decided to change careers and joined Wildcat as an SEO Executive in 2022. He especially enjoys the client management side of the job, helping them to understand digital marketing and ways in which they can build their business’s presence online. 

Outside of work, Jon likes to keep fit with running, badminton and football, and also loves music. 

Rachel Davies

SEO Executive

Rachel joined us as a graduate, having recently graduated from Sheffield University with a degree in English Literature. Since joining, Rachel has proven herself to be a Content Queen, and particularly enjoys getting stuck into projects that allow her to explore her creative side. 

Outside of work, Rachel enjoys a wide range of hobbies, including rugby, singing, reading, and spending time with her family and three labradors.

Carl Atterbury

PPC Team Leader

Carl joined Wildcat in 2023 with a wealth of experience in PPC. He has experience working with a wide range of clients, industries and budgets, from small local businesses all the way to international e-commerce businesses. Carl has a particular interest in strategic planning and forecasting. He is passionate about data analysis and creating sustainable long-term cross-channel strategies.

In his spare time, Carl enjoys keeping fit by lifting weights, bouldering and running. He’s also a keen musician, having played the double bass and bass guitar for 20 years.

Dariusz Baczyk

Team Lead & Technical SEO Account Manager

With a degree in Computer Science and SEO experience dating back to 2017, Dariusz has a wide range of SEO skills and knowledge. His specialist knowledge of Technical SEO has firmly landed him the title of Wildcat’s Technical Wizard, and he has recently taken on the responsibility of Team Leader for the Panthers Team.

In his spare time, Dariusz loves hiking, experimenting and trying new coffees and loves learning new things. He is currently learning more about CRO and AI and how this could benefit our clients.

Jamie Stowe

SEO Account Manager

With a degree in Film and TV production, and a varied career history, Jamie made the move to marketing with a Masters degree in Digital Media Management. He has since worked in SEO at Agencies across Sheffield, before joining Wildcat and working his way up to SEO Account Manager. Jamie has a particular interest in backlinks and Digital PR and has recently gained a client a valuable backlink from Forbes!

In his spare time, Jamie is an avid foodie and loves trying new restaurants and cuisines. He also loves to travel and spent a year travelling to Australia after university.

Andy Blanchard

SEO Executive

Andy joined Wildcat in 2023 after starting his digital marketing career in-house for a local Sheffield company. Since joining, he has developed a strong interest in Technical SEO and has strong skills in Account Management. 

Outside of work, Andy loves music and plays in a couple of bands. He also enjoys rock climbing, cycling, photography and good food.

Siena Russell

Client Success Coordinator

Siena joined us in 2023 with a background in sales and digital marketing. She leads on client relationships across the company, ensuring that our customers are happy throughout their journey with us, from their initial consultation through to onboarding and beyond. 

Outside of work, Siena enjoys travelling and getting stuck into the local culture. She likes to make the most of her experiences and particularly enjoys watching sunrises and sunsets from beautiful locations around the world.

Thea Chapman

Senior SEO Executive

Thea has a wealth of experience in SEO, having previously worked for other Digital Marketing Agencies in Sheffield. She has a particular interest and skills in Technical SEO, but is more than willing to get stuck in and give anything a go. 

Outside of work, Thea spends most of her time with her children, but also loves reading, photography and gardening. 

Tom Brookes

PPC Executive

Before joining Wildcat, Tom worked across different industries, building skills in sales and customer service. He later developed a passion for digital marketing whilst working on personal marketing projects and freelance ventures, and gained numerous certifications in PPC and Social Media. 

Outside of work, Tom enjoys staying active by going to the gym and hiking. He also loves travelling and motorbiking.

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