Your private practice isn’t a baby anymore. You’ve put in the years, you have a solid reputation, and—unlike when you first started—you actually have a marketing budget to play with. But you’ve hit that point where word-of-mouth referrals and the occasional Psychology Today inquiry just aren’t cutting it for the growth you want. You want to scale. You want to stop chasing leads and start attracting them on autopilot.
Naturally, you start eyeing Google Ads. The idea is seductive: you have the funds, so why not just pay Google to put you at the very top of the search results and watch the “new client” emails roll in? It feels like flipping a switch to turn your visibility from “steady” to “overflowing.”
And to be fair, for an established practice like yours, Google Ads should be part of the plan. They are incredible for filling group programs, launching new service lines, or increasing your visibility in your area.
However, there is a massive “but” coming. Just because you have the budget to run ads doesn’t mean you should set that money on fire. I have seen highly successful practice owners blow through thousands of dollars in ad spend—money they worked hard to earn—only to realize they were paying $100 for a lead that never actually booked.
Scaling a broken system doesn’t fix the system; it just makes the cracks more expensive.
Before you hand over your credit card information to the internet giants to “boost” your traffic, we need to take a hard look at the engine running your business. Specifically, we need to audit two critical things: how well your website actually converts those expensive visitors into paying clients, and whether you’ve ignored your organic SEO foundation in the rush to scale.
Why do some private practices use Google Ads?
In the simplest terms, Google Ads (formerly known as AdWords) allows you to pay for a prime spot on the search results page. When someone in your area types in “anxiety therapist near me” or “nutritionist for eating disorders,” Google decides which websites to show. The first few results—the ones that usually have a tiny “Sponsored” tag next to them—are there because someone paid for that placement.
The appeal for service-based professionals like you is obvious. SEO takes time, but Google Ads, on the other hand, allows you to skip the line. It gives you instant visibility. For a new practice that is practically invisible to the organic algorithm, this speed is incredibly tempting. You can target specific zip codes, specific keywords, and even specific times of day.
Most private practice owners look to ads when they have very specific goals in mind. Maybe you are trying to fill five open slots quickly because a few long-term clients just graduated from therapy. Perhaps you are launching a brand new group therapy session or a workshop and need to get eyes on it immediately. Or maybe you are expanding your license to a new state and need to test the waters in a market where nobody knows your name yet. These are all valid reasons, but the mechanism only works if the destination is worth visiting.
Are Google Ads worth it for all private practices?
The short answer is: yes, but only if the math works. For private practice owners, Google Ads are often “worth it” because the Lifetime Value (LTV) of a therapy or nutrition client is high. Unlike an e-commerce store selling a $20 t-shirt one time, a private practice client might come weekly for six months or a year.
If you spend $300 to acquire a client who generates $2,000+ in revenue over their treatment plan, that is a fantastic investment. However, Google Ads are not worth it if you are in a saturation phase where the cost-per-click is so high that your acquisition cost exceeds your first month of revenue, or if your cash flow is too tight to wait for that return. They are worth it when utilized as a fuel to accelerate a fire that is already burning, not as the spark to start one.
When should a private practice NOT run Google Ads?
I am going to save you some money right now. Please do not run ads if:
- You are down to your last $500. Ads require a testing phase. You need a budget you can afford to lose while the algorithm learns what works. If losing that money means you can’t pay rent, stick to organic networking.
- You don’t have a specific niche. If your ad targets generic terms like “counseling” or “wellness,” you will be competing against BetterHelp and massive hospital systems with million-dollar budgets. You will be crushed.
- You can’t answer the phone/email immediately. Leads from ads are “cold.” They have zero loyalty to you. If they call and get voicemail, they hang up and call the next therapist on the list. If you don’t have an intake coordinator or the time to respond within 1–2 hours, ads will waste your money.
- Your website is under construction. Never send paid traffic to a “Coming Soon” page or a site with broken links.
The Biggest Myth: “Google Ads Will Fix My Empty Calendar”
Many practitioners in the private practice world think that ads are a cure-all. The logic goes that if you don’t have clients, it’s simply because people don’t see you. Therefore, if you buy visibility, you will get clients. Unfortunately, marketing is rarely that linear. The reality is that ads do not fix a broken business pipeline; they only amplify what is already happening.
Think of it this way: Google’s only job is to get someone to click a link. That. is. it. Once that person clicks and lands on your website, Google’s job is done. They have delivered the traffic, and they will charge you for that click regardless of what happens next. If that potential client lands on a website that is confusing, slow, or fails to connect with them emotionally, they will leave. And just like that, you have paid for a visitor who bounced in three seconds flat.
I want you to pause and reflect for a moment. Are you looking at Google Ads as a strategic tool to scale a working system, or are you looking at them as a life raft to rescue a practice that is struggling to book clients? If you are relying on ads to “save” you because your current website isn’t generating inquiries, you are essentially pouring water into a bucket full of holes.
You don’t need a bigger hose; you need to fix the bucket first.
Reality Check #1: Is Your Website Already Converting?
This brings us to the most important question you can ask yourself before starting a campaign: Is your website actually built to convert? I don’t just mean “does it look pretty?” I mean, does it do the heavy lifting of turning a stranger into a paying client?
Ask yourself if you are currently getting any organic traffic or referrals. When those people land on your site, do they reach out? If you currently have 100 people visiting your site a month and zero of them contact you, sending 1,000 paid visitors to your site is likely going to result in zero bookings, too. You need to verify that your “digital storefront” is inviting.
A converting website has very specific characteristics. It needs a clear, immediate value proposition so the visitor knows they are in the right place within seconds. It needs copy that speaks to the client’s pain points rather than just listing your credentials. It needs social proof, like testimonials (if your ethics board permits) or clear statements of outcomes. Most importantly, it needs a crystal clear Call to Action (CTA). If a client has to hunt for your phone number or struggle through a clunky contact form, they will give up.
If your current website can’t “close the deal” with the people who find you naturally, it certainly won’t close the deal with cold traffic from an ad. As a web designer, this is usually where I step in. We look at the user journey, tighten up the messaging, and ensure that when you do turn on the ads firehose, the bucket is sealed tight and ready to catch every drop.
Industry data suggests the average conversion rate for health and wellness websites is around 3.6%. If your site is converting at less than 1%, spending $1,000 on ads might only get you a single inquiry. We need to get that math working in your favor first.
Reality Check #2: Are You Ignoring SEO in Favor of Paid Ads?
While we are looking under the hood of your private practice, we have to talk about SEO. I know, “SEO” sounds technical and boring, but it is essential. If you are ignoring SEO in favor of paid ads, you are opting to rent your success rather than owning it.
When you pay for Google Ads, that traffic stops the second you stop paying. It is a transactional relationship. SEO, however, is an investment in your long-term equity. It involves optimizing your site so that Google trusts you enough to show you to people for free. While it takes longer to build, the traffic is free and often higher quality because the user feels they “found” you, rather than being “sold” to.
I always suggest starting with SEO foundation work before paying for highly competitive terms. By writing good content and structuring your site correctly, you can often rank for easier, niche keywords (like “teen anxiety therapist in [Town Name]”) without spending a dime. Furthermore, good SEO actually helps your ad performance later.
Google assigns a “Quality Score” to your ads, which is partially based on how relevant your landing page is. If your site has great SEO and relevant content, Google may actually charge you less per click than your competitors. Ignoring SEO is literally costing you money.
The Google Ads Readiness Checklist
Before you launch a campaign, run your practice through this “Go/No-Go” audit. Be honest—if you mark “Fail” on any of these, fix that issue before spending money on ads.
| Metric | The Passing Threshold |
| Website Conversion Rate | Pass: > 2.5% of visitors contact you. Fail: < 1% (You need 100+ clicks just to get 1 lead). |
| Website Mobile Speed | Pass: Site loads in under 3 seconds on 4G. Fail: Takes 5+ seconds (Users will bounce before seeing your offer). |
| Call to Action (CTA) | Pass: “Book Now” or “Contact” button is visible without scrolling on mobile. Fail: User has to click “Menu” or scroll to the footer to find contact info. |
| Tracking Setup | Pass: Google Analytics & Conversion Tracking installed and verified. Fail: You have no way to tell which click led to a phone call. |
| Google Business Page Reviews | Pass: 5+ authentic Google Business reviews. Fail: 0 reviews (Cold traffic rarely trusts a “blank slate” practice). |
The Bottom Line: If you are in a competitive market and your website converts at a low 1%, you might pay $600 just to get one email inquiry. If we fix your site to convert at 5%, that same inquiry drops to $120. This is why the website comes first.
What should be in place before running Google Ads?
Before you even log into Google, you need three non-negotiable assets in your business ecosystem:
- A Converting Offer: You need to know exactly what you are selling. Is it a free 15-minute consultation? A specific group program? “Book an appointment” is not an offer; it’s a request.
- A Dedicated Intake Process: As mentioned above, speed is everything. You need a system (whether it’s you, a VA, or an automated scheduler) to capture that lead immediately.
- A “Landing Page” Mindset: You generally shouldn’t send ad traffic to your Home page. You should send them to a specific Service page that matches the keyword they searched. If they search “Teen Anxiety,” they should land on a page only about Teen Anxiety, not your general “About Me” page.
You need to perform a comprehensive audit of your current website. First, look at the technical performance. Does your site load quickly? We live in an age of instant gratification; if your site takes five seconds to load on a mobile phone, that potential client is already back on the search results page clicking on your competitor. Mobile-friendliness is non-negotiable, as a huge percentage of users search for health and wellness services on their phones during their commute or late at night.
Next, you need to establish your baseline SEO. This doesn’t mean you need to be an expert, but you should ensure your service pages clearly describe what you do using the language your clients use. Claim your Google Business Profile and fill it out completely—this is low-hanging fruit that builds tremendous trust. Start creating consistent, helpful content, like blog posts that answer common questions. This signals to Google that your site is active and valuable.
Finally, you cannot improve what you do not measure. Before running ads, you must have Google Analytics and Google Search Console installed and actually know how to read them. You need to understand how users are behaving on your site right now. Where do they drop off? what pages do they spend the most time on? Identifying these gaps helps you patch the holes in your strategy. A great web designer will set this tracking up for you so you aren’t flying blind.
Different Cost-Per-Lead Scenarios for Private Practices
One of the biggest shocks for private practice owners is the difference between the cost of a click and the cost of a lead. Remember: A Lead is an inquiry (email, form fill, phone call). A Client is someone who actually books. Note: These are estimates based on average industry data.
| Your Market & Niche | Avg. Cost Per Click (CPC) | Est. Cost Per Lead (Inquiry) | The Reality Check |
| Competitive Metro (e.g., NYC, LA, Chicago – “Anxiety Therapist”) | $6.00 – $12.00+ | $150 – $300 | You need a high lifetime client value to make this work. If your site converts poorly, you could pay $500+ per inquiry. |
| Mid-Sized City (e.g., Austin, Nashville – General Therapy) | $3.50 – $7.00 | **$70 – $150** | A “healthy” range. If you close 1 out of 3 leads, your acquisition cost is roughly $200-$450 per new client. |
| Specialized Niche (e.g., “EMDR for Veterans” or “Eating Disorder Specialist”) | $2.50 – $5.00 | $40 – $90 | The Sweet Spot. Less competition means cheaper clicks, and high intent means better conversion rates. |
| Rural / Low Competition (e.g., Smaller towns) | $1.50 – $3.00 | $25 – $60 | Very affordable, but search volume is lower. You might max out your budget quickly because fewer people are searching. |
What Success Looks Like with Google Ads
When you have a solid website and a good SEO foundation, Google Ads can be magic. But you need to know what success looks like so you don’t get distracted by vanity metrics. Success is not “impressions” (how many people saw the ad) or even “clicks.” Success is ROI (Return on Investment).
If you spend $500 on ads, get 10 inquiries, and sign 2 new long-term clients who each bring in $1,500 over the course of treatment, that is a massive success. You spent $500 to make $3,000. That is the math we want. However, to get there, your inquiry-to-client conversion rate needs to be healthy.
Indicators that your foundation is strong enough for ads include seeing steady organic growth, receiving word-of-mouth referrals (which means your brand is trusted), and getting feedback that your website was “easy to use” or “spoke right to me.” When your messaging is clear and your brand voice is consistent, ads become a simple volume knob you can turn up or down as needed.
Frequently Asked Questions About Google Ads for Private Practice
Can I run Google Ads even if my website isn’t perfect? Technically, yes, you can. But “perfect” isn’t the goal; “functional and converting” is. If your website looks like it was built in 1999 and is hard to read on a phone, running ads is a waste of money. It doesn’t need to win design awards, but it needs to build trust instantly.
How much should I budget for a first-time ad campaign? This varies wildly by location and specialty. In a major city, keywords like “therapist” are expensive. I generally tell clients not to bother unless they can commit at least $300 to $500 a month for three months. You need enough data to see what works, and a $50 budget won’t get you enough clicks to learn anything.
Should I hire an agency or run ads myself? Google makes it very easy to start a “Smart Campaign” yourself, but these are often money pits that lack nuance. If you are tech-savvy, you can learn the basics of manual campaigns. However, hiring a professional (or a specialized agency) usually pays for itself by saving you from wasted clicks. Just make sure your web designer has prepped the site first!
How do I know if the ads are working? Conversions. That is the only metric that matters. You should have “conversion tracking” set up so you know exactly which ad led to which phone call or contact form submission. If you are getting clicks but no calls, pause the ads and look at the website.
Final Thoughts: Build First, Then Boost
I know the pressure to fill your caseload is real. The silence of an empty inbox can be deafening, and Google Ads feels like the volume knob you are desperate to turn. And eventually, you should! Google Ads are a fantastic tool for established practices ready to scale.
But please, for the sake of your bank account and your sanity, prioritize the build before the boost. Your website is the home where your clients will eventually “live” during their journey with you. If the foundation is cracked, the roof is leaking, and the front door is stuck, inviting more people over isn’t going to fix the house.
Invest in a website that converts. Invest in SEO that builds long-term equity. Once those are humming along, then—and only then—should you pay Google to open the floodgates.
If reading this made you sweat a little bit because you realized your website might be the bottleneck, don’t panic. That is exactly what I am here to fix. I help private practice owners build websites that don’t just look good, but actually do the job of booking clients. Let’s get your foundation solid so that when you do spend that marketing budget, it comes back to you tenfold. Reach out today for a website audit, and let’s get your practice ready for the spotlight.
