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.
With any marketing channel, there are advantages and disadvantages for Google Ads that should be acknowledged before getting started. These include:
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.
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.
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.
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:
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.
If you’re ready to get started, here are some of the best top tips from Wildcat Digital on PPC for therapists.
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 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.
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.
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.
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.
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.
Senior PPC Account Manager
Founder
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.
Head of Growth
Rich joined us in May 2024 to head up our growth team. With years of experience helping other agencies to grow, Rich joins us at an exciting time as Wildcat is working on a five-year plan to become one of the biggest agencies in the UK.
Outside of work, Rich is a father to three children, which keeps him very busy! He’s also recently started running again to keep fit and loves a bit of DIY.
Head of Digital
Sarah joined Wildcat in January 2025, bringing over seven years of SEO expertise to the team. With a background in Fashion Communication and Promotion, she has worked both in-house and at agencies, covering a range of digital marketing specialisms before focusing on SEO.
Passionate about all things search, Sarah thrives on helping brands grow their online presence.
Outside of work, she enjoys walking her dog, running, and shopping for vintage clothing.
Office Manager
Amelia joined Wildcat Digital in January 2025, bringing extensive experience in HR, Health & Safety, Facilities Management and IT Support. Previously an Operations Manager at The University of Sheffield, she has a strong background in creating efficient and well-organized work environments.
Specialising in HR, Health & Safety, and Facilities Management, Amelia ensures the Wildcat Digital team has the resources and support needed to thrive. Whether managing office operations, maintaining compliance, or fostering a positive workplace culture, she keeps everything running smoothly.
Outside of work, Amelia loves trying new things, traveling, camping, and walking. She also enjoys socialising and exploring new places with friends and family. Her adventurous spirit and proactive approach make her a valued member of the team.
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.
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.
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.
Team Lead & Senior 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.
PPC Team Leader
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.
Senior 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.
SEO Account Manager
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 Account Manager. 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.
SEO Account Manager
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.
PPC Account Manager
Masilda joined the Wildcat team in October 2024 with over seven years of experience in digital marketing. She specialises in Google Ads, but is also certified in Google Analytics, YouTube Ads, Google Ads for Ecommerce and Apple Search Ads. She has extensive expertise in performance marketing, display advertising, online lead generation and market planning.
In her free time, Masilda likes staying active, cooking, trying new restaurants and exploring new places.
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.
Senior 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.
Senior 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.
Senior 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.
Senior SEO Executive
Kezia joined us in July 2024 after completing a CIM Certificate in Digital Marketing and gaining experience in Content SEO at another Sheffield agency.
In her spare time, Kezia loves to get outdoors, bouldering, hiking and travelling.
Senior PPC Executive
Alex joined Wildcat Digital in December 2024 as a Senior PPC Executive, bringing a strong background in Paid Media, Paid Social, and Programmatic advertising. With a degree in Business & Marketing and Google Ads certifications, she has the expertise to craft high-performing campaigns that drive results.
Before joining Wildcat Digital, Alex worked at two leading agencies in Leeds, honing her skills across various digital advertising platforms. Her analytical mindset and strategic approach help businesses maximize their online presence and advertising budgets.
Outside of work, Alex enjoys spending time with her dog, Lola, and going on walks with her dog walking group. She’s also a keen footballer and loves playing five-a-side whenever she gets the chance. Her enthusiasm and team spirit make him a great addition to the Wildcat Digital team.
SEO Executive
Amy joined Wildcat in 2024 with a background in journalism, having worked as a News Editor and Editor-in-Chief at The Sheffield Tab. She is naturally interested in Content SEO and research, so will no doubt prove to be a content power-house.
In her spare time, Amy loves watching crime shows, listening to music and hanging out with her dog, Eddie!
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