Do Google Ads Work For Therapists? The Pros, Cons, and Costs

When it comes to marketing as a service-based provider, you’ve probably wondered if Google Ads and other forms of paid advertisements are worth the investment. I’ve tried them, and here’s my honest take: I love them. They can deliver good results. But there’s one major drawback — they’re expensive.

In this post I break down why Google Ads are not my go to strategy for therapists and other wellness professionals, as well as provide alternative to what I find to me a better (and more economical) option.

The Numbers Game of Google Ads

Marketing, at its core, is a numbers game. With Google Ads and paid ads in general, the industry-standard conversion rate is around 1 to 2%. That means if you want to land a single discovery, you’ll need to pay for at least 100 ads before booking that discovery call (and this is not taking into account any testing you need to to to perfect your ad text, call to action, keywords, and target audience criteria).

Notice I said discovery call… There is still no guarantee that this perspective client will book with you (on average I see a sales call conversion rate of about 20% meaning about 1 out of every 5 discovery calls turns into a paid intake appointment).

Now, let’s break down the math. For the sake of numbers I am going to use my average cost per click rate from when I ran ads in 2020, which was $5/click (rounded to the nearest whole number for simplicity sake).

If you’re paying $5 per ad click (CPC), and you need roughly 100 clicks to turn into one discovery call, that cost adds up quickly. We’re talking about potentially spending $500 just to attract one interest call. Any you will need about 5 interest calls to book the one client, so you are possibly spending $2,500 in ads before you book that first intake.

Now I don’t know about you, but when I was first starting my practice $2K was A LOT of money (about a weeks worth of clients) and I TONS of other expenses to pay off first before putting it back into ads.

To my naysayers out there who are saying: “I have booked clients for cheaper running ads.” I say with all the warmth and wellness in the world — Good for you, that is fantastic! It means that your copy is spot on and/or you are in an area where therapists are desperately needed. For everyone else….

Sure, if that client stays with you for years, the return on investment could be fantastic.

But the reality is that many therapists — especially those just starting out in private practice — don’t have that kind of cash readily available. Nor can you guarantee that your client will stay with you for 2-3 years, especially with insurance carriers quick to cut funding.

Comparing Google Ads vs. Facebook Ads

My experience with paid ads has shown that Facebook ads tend to be cheaper than Google ads. Why? Because Facebook ads are “disruptive ads.” Meaning they show up when people are scrolling through their feed, not necessarily searching for a specific service.

On the other hand, Google Ads target people actively searching for something specific, like a therapist in their area. While that sounds promising, it also makes them more competitive and, therefore, more costly. The higher intent behind Google Ads comes from users actively searching for keywords that trigger the ad (e.g., “therapist near me”).

But there’s a big problem with both approaches: You’re paying a lot for exposure with absolutely no guarantee of investment. It’s like throwing money into the wind and hoping some of it blows back your way. This is why I much prefer SEO optimization and email marketing as my primary visibility boost.

A Smarter Approach to Paid Advertising As A Therapist

If you’re going to use paid advertising, I really like Zach Spuckler’s strategy of running ads to a free product or service instead of trying to make a direct sale. Why? Because the ad spend is typically a lot lower, and you’re focused on building relationships instead of making immediate sales.

Once you’ve got people in the door through something free, you can use your blogs and email marketing to nurture those leads. This allows you to build a connection and prove that you’re the right person for them — rather than expecting a single ad to do all the heavy lifting.

My Preferred Marketing Strategy (No Paid Ads Needed)

While I think paid ads can be useful, they’re not my primary marketing strategy. I focus on:

• Blogging and SEO: Creating valuable, optimized content that drives traffic to my website over time. Download my free blog templates specifically designed for mental health professionals.
• Email Marketing: Distributing my content to nurture leads and build relationships. Download my free email marketing welcome series templates.

Paid ads are something I’ll use as a supplement when I have extra cash flow, but they’re not the backbone of my marketing efforts.

Why Choose Organic Marketing Over Google Ads?

When it comes to promoting your practice, organic marketing can offer substantial benefits over Google, Facebook and other paid advertising. Here’s why:

Cost-Effective Approach

While many practitioners are familiar with traditional marketing methods like paid ads on Google and Facebook, these strategies can quickly drain your budget if not carefully managed. The cost of running ads is often unpredictable and can escalate rapidly, especially if you’re targeting competitive keywords or a broad audience. Organic marketing, on the other hand, is a much more budget-friendly option. Instead of relying on paid placements, organic marketing focuses on creating valuable content—whether it’s blog posts, social media updates, or email newsletters—that naturally attracts your ideal audience. Over time, this approach can build trust and brand recognition without the constant financial outlay associated with paid ads.

Sustainable, Long-Term Growth

One of the key advantages of organic marketing is its ability to create sustainable growth for your practice. Organic marketing is all about building a strong foundation for your brand through consistent content creation, Search Engine Optimization (SEO), and engagement on social media platforms.

Unlike paid ads, which stop working the moment you stop paying, organic marketing efforts continue to yield results over time. As a busy mom, this is exactly what I want for my business — for my website to be my hardest worker when I am off the clock.

Quality content and optimized SEO help your website rank higher on search engines, making it easier for potential clients to find you. As Google starts to see your content as an authority, it will show it to clients who are typing keywords related to searches and will appear top of list, right under the paid ads.

This long-term growth is a great way to ensure your marketing efforts aren’t just a short-term solution but a lasting strategy. People are smart, they know the first 3 search results are paid, they are much more interested in the first 5 unpaid results that prove quality over wallet size.

Building Credibility and Trust

When your audience discovers your brand organically — whether through search results, blog posts, or social media — it naturally builds credibility. People are more likely to view your brand as trustworthy and authentic when they encounter it without feeling like they’re being sold to.

Paid ads, on the other hand, can sometimes feel intrusive or disconnected from the true values of a business, especially if they are overly promotional or pushy. Organic marketing, when done right, helps position you as an authority in your field, showing potential clients that you care about providing real value—not just making a sale.

Attracting Your Ideal Audience

With organic marketing, you can tailor your content to attract high-quality leads genuinely interested in your services. By understanding your target market’s needs and preferences, you can create content that speaks directly to them. Need help defining your ideal client? Be sure to check out my free 50 Question Ideal Client Workbook.

Establishing Brand Authority

Consistently showing up with valuable content helps establish your expertise in your industry. As you continue sharing helpful insights and engaging with your audience, you position yourself as a thought leader, enhancing your brand’s reputation and visibility.

Related Post: Private Practice Rebrand: What I’m Doing Differently This Time Around

Higher ROI in the Long Run

While organic marketing may take time to show results, the return on investment (ROI) can be much higher over time compared to paid ads. Paid ads require constant investment to maintain visibility, but organic content—once it’s established—continues to work for you. SEO and blog articles can keep bringing in new visitors, leads, and clients long after they are published. This means that while organic marketing requires an upfront investment of time and effort, it tends to pay off in the long run, offering greater value for your time and resources.

Final Thoughts

If you have the budget for paid advertising and you’re willing to test and refine your strategy, it can be a great tool. But if you’re just starting out or prefer a more sustainable, organic approach, blogging and SEO combined with email marketing might be the better path.

Ready to boost your organic marketing game? Whether you’re just getting started or need guidance refining your strategy, explore how my coaching services can help you build a successful, thriving practice.