Adwords For Therapists

What Is Adwords?

Adwords is Google’s system for advertising in the search results.therapist-adwords

Google shows an ad for your business in the search results and you pay when it gets clicked. For instance, you can create an ad that shows up when someone searches for “local therapist.”

In this photo, the results along the top and along the right side are Adwords ads.

Why Do Therapists Need Adwords?

Adwords helps you bring new clients to your therapy practice for a very affordable price. I recommend it for almost any therapist.

Here’s why.

The average client does about 9 sessions of therapy (source). Let’s assume you charge $100 per session. At 9 sessions per client, that means a new client is worth $900 to you.

Adwords can bring most therapists new client referrals for $200 or less. I know this because I run a lot of Adwords accounts for therapists, and I see these numbers in almost all of them.

If you spend $200 to land a client and they pay you $900, you’ve earned $700. That’s a fantastic margin.

Best of all, you can track exactly how well Adwords is performing. You can see how much you’re spending, and how much each new client referral is costing you. So there’s no guesswork. You can know with certainty how successful Adwords is for you.

Why Hire an Adwords Expert?

Here’s the catch.

The $200 per referral number I quoted you? You probably can’t get that on your own.

Adwords is much like poker at the casino — anyone can play, but usually only the pros make money. There’s a lot of strategy that goes into it, and if you don’t know what you’re doing, you’ll lose money.

For instance, you pay for every single click that you receive. If someone searches for “physical therapist” and clicks on your ad, you’ve wasted money. So you need to set your ads to make sure they show up for someone searching for “therapist” and “mental health therapist” but not “physical therapist” — and this can be tricky to do.

Moreover, Adwords rewards effective advertisements. If your ad text gets clicked more than your competitors, Adwords gives you a discount. Similarly, if your ad text gets clicked less, you have to pay more. So one advertiser might pay $3 and one might pay $5 for the same click. Making sure your ads are as good as possible is again something where expertise helps a lot.

And Adwords has lots of different features that a novice probably doesn’t know how to use. You probably don’t know the best strategies for things like structured snippets, dayparting and match types, but a professional does.

I could go on, but the point is pretty straightforward — you get much better results from Adwords when you have a professional manage it. Of course, I’m hoping you’ll decide that professional will be me 🙂

Why Work With Me?

I’ve been an Adwords consultant for more than five years. It was my full-time job for three years, and I’ve continued working as a freelancer after entering my doctoral program in clinical psychology.

I was trained by some of the best minds in the business, and I’ve run everything from massive accounts spending over $100,000 per month to campaigns for small clients who wanted to spend their first $100. I understand Adwords inside and out, and as a graduate student in clinical psychology, I understand the world of therapy as well.

Plus, I’m passionate about this. If I can help a therapist grow their business, then they can see more clients, and more people can get the help they need. That matters to me.

So I don’t cut corners.

Some of my competitors make a big deal about creating four ad groups and dozens of keywords. I give you over a hundred of each.

I also talk with each client to figure out what makes them unique as a therapist, and use that information to craft custom ads and keywords.

The bottom line?

When I say you’re in good hands with me — trust me, you’re in good hands 🙂

What I Offer

Most of my competitors use a good-better-best pricing strategy. I just give the best to everyone.

Here’s what I do for you:

AdWords Setup Package

  1. Analysis Of Your Practice: I research the various ways that someone could search for each of the conditions you treat and services that you offer.
  2. Comprehensive Keyword Creation: I create 100+ individual keywords that match to each of these searches, so that your ads can appear anytime someone searches for the services you offer.
  3. Negative Keywords: I block irrelevant searches from matching to your ads, so you don’t appear when someone searches for something you don’t offer.
  4. Ad Writing: I create unique ads for every single keyword, which means that potential clients see ads that reflect exactly what they’re looking for.
  5. Landing Pages: I configure these ads to land users on the exact page on your site that has the highest chance of turning them into a new client.
  6. Technical Wizardry: I also handle all of the technical factors, like configuring your campaigns, setting bids, and helping you with conversion tracking.
  7. Reporting: I explain your account performance so you can understand how your ads are doing and what results you are getting.
  8. Account Management: And I handle all of the ongoing account management, so there is no stress on your end!

This strategy ensures that every dollar you invest in AdWords gets you the best possible results. Every piece of your account is customized to your specific practice so that you can reach the exact people who are looking for your services with an ad that tells them exactly how you can help.

Ongoing Adwords Management

Once your account is launched, I partner with you for the long haul.

As your AdWords account manager, I’ll make sure everything is working as it should and tweak your bids to help you get the most from your budget.

I’ll also send you email reports explaining exactly how your account is performing, so you know with confidence if you are getting a good investment from your investment in AdWords. (Your first report will cover performance from your first month, and all future reports will be quarterly.)

In addition, you are entitled to 15 minutes of free email support each month, which is all that most therapists need to answer any questions that might emerge or handle any small changes.


I offer a simple pricing structure. You pay a setup fee of $950 and then a monthly management fee of $150/mo. After the first six months, your management fee drops to $120/mo. There are no contracts, so you’re welcome to discontinue my management services at any time, or pause them and then resume later on.

I realize that cash can be limited for many solo practitioners, so I also offer a “Lite” version of my AdWords package exclusively for solo practitioners or nonprofit clinics. With the Lite version, your setup fee is just $700 (the management fee remains the same.)

The Lite version includes all of the features from the full package, with one exception – while the full package includes ads for 100% of the services you offer and conditions that you treat at no extra cost, the lite plan requires an additional fee if you want to advertise more niche services (since these take more time on my part to research and set up.)

In the box below, I’ve listed a variety of common services that would be included in a lite plan at no additional cost. If you’d like to add a specialty that is not included in this list, the fee is an extra $50 per specialty.

This is a list of common specialty areas that would be appropriate for the Lite plan.

Affordable/Sliding Scale Therapy
Cognitive Behavioral Therapy
Child Therapy
Christian Counseling
Couple’s Counseling
Eating Disorders
Family Therapy
LGBTQ+ Therapy
Online Therapy
Psychological Assessment
Teen Therapy

Discount Options

If cash flow is an issue, you can spread your setup fee across the first three months at no additional charge.

You can also save money with my three discount options:

  • Earn a $100 discount by committing to my “pay it forward” program
  • Earn a $100 discount each time a therapist you refer signs up for my services
  • Earn a $50 discount by signing up for both my SEO and AdWords packages.

These discounts stack, so you are welcome to take advantage of all of them! 🙂 If you have already paid the setup fee, the discount will be applied to your next monthly maintenance.

Informed Consent


Please keep in mind that these amounts only include the fees for my services – not the cost you pay to AdWords itself for running your ads. Typically solo therapists will spend between $300 and $500 each month on AdWords ads, while group practices may allocate significantly more than this.

While most of my therapist clients are able to turn a profit using AdWords, I cannot guarantee success, so you should never put money into AdWords you can’t afford to lose. Fortunately, on the rare occasions where Adwords is not successful, it’s usually apparent within the first 1-3 months. I suggest that you consider the total amount you would be investing in AdWords over this period and make sure you are comfortable with the risks involved – if you need help with this calculation, feel free to contact me!


As mentioned elsewhere on the site, I am currently enrolled in a doctoral program for clinical psychology. I’ve gotten pretty good at balancing the demands of both my academic commitments and my marketing responsibilities, but my dual commitments mean that it will often take me longer than I’d like to respond to email, it can be difficult to find time in my schedule for a phone call during business hours, and I occasionally need a few extra days to complete a performance report or get a new AdWords campaign launched.

I do my best to make sure this doesn’t have any effect on my clients’ bottom lines – I always respond ASAP if an email requires an urgent response, and I don’t let mission-critical deadlines get pushed back. But I wanted to be transparent about my availability, so that potential clients who wanted to work with someone who would always respond within 24 hours could explore other options (probably a fully-staffed agency, rather than an individual freelancer like me.)


“Dan is a great guy and the real deal. He’s genuine, approachable, and knows how to optimize paid advertising for therapists.” Joe Sanok, MA, LLP, LPC, NCC,
“Daniel Wendler knows his stuff. He has helped so many people get their private practice marketing moving like a well-oiled machine, and his warm, engaging personality makes him a pleasure to work with.Jane Carter, LPC, President of the National Association of Counselors in Private Practice,
“I couldn’t be more pleased with Dan’s work! He has essentially taken his vast knowledge and formidable skill set and applied it to my practice as if it were his own. I unhesitatingly recommend him.” Mike Pecosh, M.Ed., NCC, LPC,
“Whenever a client is looking to grow their practice through Adwords, we always refer them to Dan. He consistently goes above and beyond for our clients and we view him as the best Adwords expert in the industry for therapists.” Perry Rosenbloom, CEO,


Got questions? I’ve got answers.

I normally recommend that therapists plan to spend $500 per month on Adwords. That gives you 100 – 200 clicks per month, which is usually sufficient to get you 3-5 new client referrals.

Of course, you can spend less than this amount, but then it will take longer for you to see results. You can also spend more than this amount if you want to grow your practice even faster. But I find that most therapists are satisfied with the traffic they get for $500 per month.

Google’s search results are a combination of ads (placed there by advertisers) and what are called “organic” results (placed there by Google’s algorithm.) Adwords is the system you use to manage your advertisements, while SEO refers to the techniques you use to convince Google’s algorithm that your site deserves to show up in the free listings.

Or to put it another way –Adwords is like paying the bouncer at a club the cover fee every time you want to enter. SEO is like trying to convince the bouncer that you are a celebrity and he should let you in for free 🙂

In a perfect world, you’d invest in both. But if you have a limited budget, I recommend you start with Adwords.

While both Adwords and SEO can help you bring in traffic, SEO takes longer and requires more work. With Adwords, you’re competing against the handful of other therapists who are also using Adwords. With SEO, you’re competing against every single local therapist with a website. That means it can takes months before your efforts start to pay off.

So I normally recommend that therapists start with Adwords. Adwords brings you traffic immediately, and allows you to start seeing new clients right away. Of course, if you can invest in both SEO and Adwords, go for it. But since Adwords has the quicker payoff, I usually recommend that people start there, and use some of the profits from Adwords to invest in their SEO strategy.

I can help you with both AdWords and SEO. To read about my SEO services, click here. To say “thanks” for your busines, I offer a $50 discount if you hire me for both AdWords and SEO.

Unfortunately, I can’t guarantee that Adwords will be profitable for you, even if I’m managing it. There are too many variables outside of my control, such as the quality of your website, your competition, and the area you’re located in.

However, I can guarantee that I’ll give you the best possible chance at success I can, and I’ll be transparent about performance so you can make informed decisions about how much you invest in your advertising budget.

By the way, while I can’t control the quality of your website, you certainly can. If you want the best possible chance at Adwords success, make sure your website is in line with my design tips (or hire some professionals to help) 

After your account is launched, I do not offer refunds on the setup fee because of the time I invest to launch each new account. However, if you are not happy with your new account for any reason, I will provide up to one hour of free revisions at no extra charge.

If you pay for ongoing account management and decide you want to stop, I’ll refund your unused management fees on a pro-rated basis.

Sure! My LinkedIn profile has all my work experience.

Let’s Get Started

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