Google Ads for Mental Health Practices

Part 1 – Conversion Tracking

> Part 2 – Know Your Marketing Goals

Part 3 – Budget and Patient Lifetime Value

Part 4 – Ad Rank and Quality Score

Part 5 – Keyword Research

Part 6 – Targeting High Intent Searches

Part 7 – Profitable Bidding Strategies

Part 8 – Creating Effective Ad Copy

Part 9 – Bonus! Campaign Settings

The Google Ecosystem: Beyond Search

Google Ads is often synonymous with search advertising.

However, Google’s reach extends far beyond, encompassing a full marketing funnel that includes display ads, YouTube ads, and more, covering roughly 90% of the internet.

These platforms offer a unique opportunity to engage with potential patients at various stages of their journey, from those unaware of their need for your services to those actively seeking help.

The Awareness Funnel Explained

The awareness funnel transitions from completely unaware individuals to those recognizing they have a problem (problem-aware), understanding potential solutions (solution-aware), and finally, those ready to choose a service (product-aware). Each stage requires a tailored approach to effectively convert interest into action.

1. Unaware Stage: At the top of the funnel, your aim is to generate brand awareness. Here, display ads and YouTube can introduce your practice to individuals who haven’t yet realized they could benefit from your services. This stage is about planting seeds for future recognition.
2. Problem-Aware Stage: As individuals recognize they’re facing a mental health challenge, they begin searching for information. This stage involves targeting individuals with educational content that addresses their concerns without necessarily pushing for immediate action.
3. Solution-Aware Stage: Now aware of potential solutions, individuals seek specific therapies or treatments. Your ads should offer clear paths to learning more about how your practice can help, possibly through lead magnets or detailed service pages.
4. Product-Aware Stage: At the bottom of the funnel, potential patients are ready to make a decision. They search for specific services or providers in their area. These high-intent searches are where your investment in Google Ads can yield direct inquiries and appointments.

Crafting Campaigns Across the Funnel

Performance Max campaigns within Google Ads can dynamically adjust to cover all stages of the funnel, from initial awareness to the decision point.

Alternatively, you can choose to target specific stages individually, using display campaigns for top-of-funnel awareness and search campaigns for bottom-of-funnel conversions.

The key is to align your strategy with the buying cycle of your potential patients, nurturing leads at each stage until they’re ready to commit.

The Stages of the Funnel – Interest, Consideration, and Purchase

When translating the awareness stages into actionable campaigns, consider the types of searches potential patients might conduct:

• Interest Stage: Searches like “how to treat anxiety” indicate early interest. While not immediately ready to book an appointment, these individuals are prime targets for educational content that positions your practice as a thought leader.
• Consideration Stage: Terms like “therapy for depression” show that someone is evaluating their options. Here, offering resources or guides in exchange for contact information can help nurture these leads.
• Purchase Stage: Searches such as “mental health clinic near me” signal readiness to take action. These are your most valuable keywords, demanding competitive bids to ensure your practice is prominently displayed.

Conclusion: Navigating the Google Ads Journey

As we continue to explore the intricacies of Google Ads for mental health practices, remember that the journey from unaware to ready-to-book is nuanced.

Each step requires thoughtful planning and a strategic approach to ensure your practice not only reaches potential patients but resonates with them at the right moment.

In our next article, we’ll dive into understanding the value of a patient to your practice—a critical factor in crafting your Google Ads strategy.