Paid Advertising

One of the most consequential marketing decisions therapy practices face each year is how to divide their budget between paid advertising and organic marketing efforts. Both channels are essential, but they serve different purposes, operate on different timelines, and deliverContinue...

While most therapy practices focus their advertising on reaching individual clients through Google and Meta platforms, practices that offer B2B services — employee assistance programs, corporate wellness consulting, workplace training, and organizational mental health partnerships — need a different advertisingContinue...

Running paid ads without systematically testing your creative is like practicing therapy without ever adjusting your approach based on client feedback. Ad creative — the headlines, descriptions, images, and calls to action that make up your advertisements — has theContinue...

Meta’s advertising ecosystem — encompassing Facebook, Instagram, Messenger, and the Audience Network — offers therapists access to billions of users with sophisticated targeting capabilities. But in 2025, the platform landscape within Meta has evolved, and understanding which placements work bestContinue...

Google Local Service Ads (LSAs) have expanded to include mental health providers in most markets, and they represent a fundamentally different advertising model from traditional Google Ads. LSAs appear at the very top of search results — above both standardContinue...

Google Ads extensions (now called “assets”) expand your ad with additional information, giving potential clients more reasons to click and more ways to connect with your practice. Despite being free to add, many therapy practices either ignore extensions entirely orContinue...

Negative keywords prevent your ads from showing for irrelevant searches, and for therapy practices, they are arguably the most important element of campaign optimization. Without a robust negative keyword list, your ads appear for searches from job seekers, students, andContinue...

How you distribute your advertising budget across platforms, campaigns, and time periods matters as much as the total amount you spend. Many therapy practices waste money by spreading their budget too thin across too many channels or by allocating equallyContinue...

YouTube is the second-largest search engine in the world, and millions of people use it daily to search for mental health information, therapy recommendations, and self-help content. YouTube advertising allows therapists to place video ads in front of these viewers,Continue...