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  • Writer's pictureMike Zoladkowski

Ads for therapists and coaches

If you are a therapist or a coach, you have several options for promoting your business. Digital ads (PPC - pay-per-click) are extremely effective, provided they are done correctly and adjusted to your business profile. However, there are some major differences between them.


If you want to boost your therapy/coaching business, you must be smart about your PPC campaigns and pick tools that will give you the expected result. Below, we show you three of the most effective types of ads along with a short explanation of when you should use them in your marketing strategy.


Google Ads

They should be your first choice if you want to reach people specifically looking for a given therapy/coaching service on Google. And believe us, the majority of your clients do so! In fact, almost all therapists and coaches can benefit from advertising on Google.


Google Ads are so effective primarily because they respond to specific user queries. Imagine you are a potential client looking for a psychotherapist. What do you do? Probably, you go to Google and type something like that:

  • Psychotherapist London

  • Anxiety counselling Toronto

  • Therapist Chicago

When you do, you see both local search results (on Google Maps), as well as search ads. This is how it usually looks:


Google Ads for therapists

Your ads show up in direct response to a specific user query. In other words, if there is a potential client looking for a therapist in London, and you have such a keyword added to your campaign, your ad will show up (of course, there are several other questions to consider, but that's a story for a different time).

If your ad copy is good, and your website is well-designed and user-friendly, you can get yourself many new bookings. Completely on autopilot!

That's the beauty of this marketing technique.


Facebook Ads

These ads work a bit differently. They do not target people looking for a specific product/service but people matching a specific profile, primarily composed of characteristics and interests.


So, for instance, if you work only with veterinarians in your area, you can create an ad campaign targeting only vets in Toronto or Utah. If you can narrow this profile even further, your ads will have a higher chance of reaching the right audience.


Provided you can describe your ideal client this way, Facebook Ads can be a great source of leads! However, if you specialize in a specific type of therapy or you excel at solving a specific problem (e.g., you are a trauma therapist), Facebook Ads probably won't be your first choice primarily because it's usually challenging to match a given problem with a given group (with a few exceptions like ex-soldiers and PTSD).


I mean, anxiety can be a problem for both a salesperson, a student, and a surgeon, right? You cannot really "predict" who has depression or anxiety. In such a scenario, Google Ads tend to work much better.

If you can specify your ideal client's profile using characteristics that Facebook enables, go for it!

LinkedIn Ads

Lastly, I want to mention LinkedIn Ads. If your target audience is frequently active on this platform, that's great, and you can try and create a campaign designed specifically for this platform.

LinkedIn is especially a good option for business coaches, therapists, and psychologists working with C-suite and high-level managers.

Keep in mind though, that, similarly to Facebook, here, you target people of a specific profile, not interests or needs. Take this into account when designing an advertising campaign on LinkedIn. Perhaps you will have to lay some groundwork for why it's a good idea to work with a business coach or a C-suite therapist.


Ads for therapists and coaches: Wrapping up

If you run a coaching or therapy business, PPC is by far the best (and surely the fastest) source of leads and new bookings. If you're not sure which option will be optimal in your case, start with Google Ads. They will give you tons of information on the popularity of the keywords you intend to target.


And if you already have a Google Ads account, you can use their free tool - Keyword Planner. With it, you can run checks on different keywords and assess their popularity in your area. This will give you a bigger picture of what's going on in your niche. Take a look at this example:

Google Ads keyword research for therapists

This is an analysis run for trauma therapy keywords with targeting set to the UK. You can see the popularity of these keywords along with competition and expected rates per click. With this information, you can plan your campaign as well as your budget.


If you want to give Google Ads a shot and you feel overwhelmed with the amount of available options, don't worry. We're here to help! Schedule a free consultation today, and let's see what we can do together! :-)



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