Picture this: it’s Monday morning, and you’re sipping your coffee while scrolling through your practice’s calendar. There are a few appointments scheduled—but that glaring chunk of open slots next week? That’s a problem.
You’ve done the basics: optimized your website, posted on social media, maybe even dabbled in SEO. But when your calendar isn’t filling up fast enough, it’s time to turn to something with a little more firepower—paid ads.
But here’s the catch: Should you invest in Google Ads or try social media ads?
Both can work wonders, but they do it in completely different ways. One catches people who are actively seeking help, while the other plants the seed of curiosity in people who might not even realize they need it yet.
Let’s break it down—without making your head spin.
Why Paid Ads Are Game-Changers for Therapists
Running a private practice is a delicate dance between helping people and running a business. And unlike bigger companies, you can’t just rely on flashy branding or viral videos. You need real leads—people who need help now.
That’s where paid ads come in. They don’t just boost your visibility; they strategically position you in front of the right people, at the right time.
But not all clicks are created equal.
The Power of Google Ads: Catching People When They’re Ready
Imagine someone sitting at their kitchen table late at night, typing “grief counseling near me” into Google. They’re not just browsing—they’re looking for help right now.
This is where Google Ads shines.
When you run Google Ads, you’re paying to appear right at the top of search results—right when potential clients are looking for answers.
But here’s the thing: you’re not the only one bidding for that top spot. Other therapists, life coaches, even online directories are all competing for that click. That’s why Google Ads can get a little pricey.
But is it worth it?
Absolutely—if done right.
With Google Ads, every dollar goes toward reaching people who are actively seeking therapy. That means they’re more likely to book a session, not just scroll past. It’s the “strike while the iron’s hot” approach.
The key? Location-based targeting, strong ad copy, and a landing page that makes booking an appointment feel effortless.
And yes, you’ll pay more per click—somewhere between $2 and $7 on average—but consider this: if just one of those clicks turns into a paying client, it could cover your entire ad spend for the month.
Our Google Ads Results for Therapists
The Social Media Advantage: Building Trust Before the Search Begins
Now, let’s flip the script.
Picture someone scrolling through Instagram, pausing on a post about anxiety tips. They weren’t planning to think about therapy today—but something about that post resonates. Maybe they share it. Maybe they save it. Or maybe they click through to your profile.
That’s the magic of social media ads.
Facebook and Instagram ads work differently from Google. Instead of waiting for someone to search for help, they put your practice in front of people who might need it—sometimes before they even realize it.
And here’s the kicker: social ads are often cheaper. You might pay $0.50 to $2 per click, stretching your budget a little further.
But there’s a trade-off.
People on social media aren’t always in “decision mode.” They’re scrolling past dog videos, vacation photos, and the latest TikTok trends. Your ad needs to stand out—not by being flashy, but by being human.
A thoughtful message about stress management, a heartfelt story about the importance of mental health, or a simple invitation to a workshop—these are the ads that stop the scroll.
The goal here isn’t always to book an appointment immediately. It’s about building awareness and planting the seed so that when someone is ready to seek help, your name is the first they think of.
Google Ads vs. Social Media Ads: Choosing the Right Path
So, which one’s better?
It depends on your goal.
If you need clients now—Google Ads is your go-to. It’s like fishing in a stocked pond: people are already searching for therapy; you just need to catch them.
But if you’re thinking long-term—if you want to build a following, grow your email list, or fill workshops—social media ads can work wonders.
And honestly? The best approach is often a combo of both.
Use Google Ads to pull in high-intent leads and social media ads to nurture relationships and fill in the gaps. Retarget people who visited your website but didn’t book. Invite them to a free webinar. Share tips on managing anxiety or coping with burnout. Build trust until they’re ready.
Because in the world of therapy, trust isn’t just nice to have—it’s everything.
Turning Ad Spend Into Revenue: How the Math Works
Let’s zoom out for a second. Paid ads aren’t just about spending money—they’re about making it back (and then some).
When you hear that a click costs $4 or $20, it’s easy to get sticker shock. But in the world of therapy, where clients often book multiple sessions over time, even one converted lead can more than pay for the entire campaign.
Let’s look at a real example.
For one of our clients, we spent $455 on Google Ads. That got them 22 leads at a cost of $20.71 per lead. On the surface, that might seem like a lot for a single lead.
But here’s where the magic happens:
This client had a 40% close rate—meaning 9 of those leads became paying clients. And when each client typically books around 10 sessions at $150 per session, that’s $1,500 per client.
Quick math:
- 9 clients × $1,500 = $13,500 in revenue
- $13,500 – $455 ad spend = $13,045 net gain
💡 Here’s the takeaway: It’s not about how much a click costs—it’s about how much that click could earn you.
Real Talk: What’s It Going to Cost?
Let’s get down to brass tacks.
- Google Ads → You’re looking at about $2–$7 per click. A starting budget of $15/day is solid.
- Social Media Ads → Much cheaper, typically $0.50–$2 per click. You can start with as little as $10/day.
But here’s where a lot of therapists trip up: they look at the cost per click and freak out.
Don’t.
It’s not about how much a click costs—it’s about the return on investment.
If you spend $400 on ads and land just two new clients, you’ve probably covered your costs and then some. And if even one of those clients sticks around for multiple sessions? You’re ahead.
So, Where Should You Start?
If you’re feeling the pressure to fill your calendar fast, Google Ads is your best bet.
But if you want to grow your practice sustainably—building a name for yourself in the community and staying top-of-mind—social media ads should be part of the plan.
Or, better yet, run both. Use Google Ads to reel people in and social media ads to keep them engaged. Retarget. Reconnect. Repeat.
Because at the end of the day, marketing a therapy practice isn’t about casting the widest net. It’s about casting the right net in the right waters.
And with the right paid ad strategy? Your calendar won’t stay empty for long.
Need help setting up your ads or figuring out the right approach? At Cognitive Pulse Marketing, we specialize in paid ads for therapists—so you can focus on helping people while we fill your calendar. Let’s chat.