Google Ads for Therapy Practices Only

Your Google Ads Should Be Filling Your Practice.

Most therapy practices are spending money on ads that don't actually serve their practice (or their bottom line). Either they were set up by generalists who don't understand the clinical world and waste ad spend because of it, or they were DIY'd by a busy clinician who'd rather be in session than pouring through complicated ad and analytic data. I only work with therapy practices. That focus is my superpower.

Book a Free Discovery Call → See Pricing
The Problem

Sound familiar?

You didn't get into clinical work to become a marketing expert. Here's what I hear from practices every time.

💸

You're spending on ads, but the practice isn't growing

The entire budget gets spent every month. You check the dashboard, the numbers look okay. But you're not seeing any real results (aka no new clients!). Something isn't connecting, but you're not sure what.

📊

Your tracking looks like it's set up. But how can you even tell?

Google's automatic setup routinely counts people who found you organically as ad conversions (taking credit for something they didn't do). So your results look better than they are. You're measuring the wrong things, which means you're paying for something that isn't even working.

🔄

Your campaign is set up, but now what?

Ads were set up once and left to spend your money on autopilot. No keyword reviews, no bid adjustments, no one checking whether your budget is going to people who were already going to call you anyway. And that bill keeps coming, every month.

⏰

You don't have time to figure this out yourself

You're running a clinical practice. Managing Google Ads isn't your job and shouldn't have to be. You need someone who actually understands this.

The Difference

Ads that actually understand your practice.

Therapy ads aren't like other ads. I only work with therapy practices, so I've built up a real understanding of what works and why.

That matters because Google Ads have a learning curve. When practices try to run them without enough time to dig into the data, test what's working, and make ongoing adjustments, the budget gets eaten up without much to show for it. And trust me, ad platforms are happy to devour your entire budget without providing any real value to your business.

And even when ads are running well, a click is not a client. I pride myself in being able to think about what happens after someone finds your practice, and how to show them that your practice is right for them.

✓

MSW background — clinical context, not just marketing instinct

With a Master of Social Work degree, I understand the language, ethics, and patient journey of therapy in a way other ad managers can't. That shows up in every word of every ad.

✓

I only work with therapy practices

I don't spread my attention across different industries. Every insight, every campaign pattern, every hard lesson I've learned lives entirely in the therapy space and gets applied to every client I work with.

✓

Full-client journeys, not just clicks

Ads generate leads. But a lead is not a client. I understand intakes, seasonal patterns, close rates, and what it actually takes to move someone from a Google search to their first session. That insight matters.

✓

Budgets built for practices, not corporations

Therapy practices don't have unlimited marketing budgets. Every dollar spent needs to prove it's worth. I make sure you know exactly what you're paying for through proper tracking and intentional reporting that follows the client journey from their first click, to their first session.

Jake Ruzi

Jake Ruzi

Google Ads for Therapy Practices

🎓Master of Social Work (MSW)
🎯100% therapy practice focused
🏥In-person & group practices
🇺🇸Serving US practices, nationwide
About Jake

I chose this niche on purpose.

My background isn't in advertising. It's in people. I hold a Master of Social Work degree, which means I spent years studying how people in distress make decisions, what it takes to ask for help, and how the clinical world actually operates. The ethics, the language, the patient journey, and what it means to practice therapy are built into my approach from day one.

"Most marketing agencies see a therapy practice the same way they see a car dealership or a pizza chain. I don't. And that difference shows up in every campaign I build."

When I moved into marketing, I didn't want to do a little of everything for everyone. I wanted to go deep on something that actually mattered. After I developed the marketing skills, I knew my background in social work gave me a genuine edge and where I could do work I was proud of. Therapy practices made immediate sense.

I understand what clients are searching for when they finally decide to get help. Not only from my professional experience, but also from my personal journeys to access therapeutic services. I understand the intake process, the no-show problem, and what a realistic close rate looks like for a well-run practice. I understand why therapists sometimes feel uncomfortable with marketing in the first place, and the tension between business development and the ethics of clinical work.

And honestly, I think understanding all of that is what this work actually requires. Not just Google Ads expertise, but genuine familiarity with the world you're operating in. That's what I bring to every practice I work with.

Current Work

A real practice. A real problem. Real work, in progress.

Here's an honest look at what one of my clients was struggling with, and what I'm doing about it.

Landmark Therapy Group

Crystal Lake, IL  ·  7 clinicians  ·  Specialties: General, Trauma, EMDR, Grief, Couples Therapy, First Responders

Campaign in Progress
Metric Status
Monthly ad spend (before) $700+ / mo
Monthly ad spend (after) $400 / mo
Conversion tracking
Broken → Rebuilt
New-client targeting
None → Active
Campaign status In Progress
What I found

Spending $700+ per month on ads with no clear understanding of what it was producing.

Conversion tracking was broken. Google's automatic setup was counting organic visitors as ad conversions (taking credit for something it didn't do).

Campaigns targeting people who were already searching "Landmark Therapy" by name, with barely any spend on finding new clients.

No active management. The campaign was on autopilot, draining their budget, with no meaningful return or insight into what they were actually paying for.

What we changed

Ad spend reduced from over $700/month to $400/month with more focused targeting and less waste.

Conversion tracking rebuilt from scratch to actually measure what matters (finding new clients).

Campaigns restructured around specialty searches (depression, anxiety, EMDR, trauma) to reach people who don't already know the practice.

Early engagement already improving on targeted specialty keywords vs. branded terms.

This campaign is in progress and results are updated here as more data comes in.

Transparent Pricing

No surprises. No hidden fees.

I believe you should know exactly what you're paying for before we talk. See my pricing below to decide if my services are right for your practice.

Part 1 — One-Time Setup Fee
Starter
$850one-time

Everything needed to launch one well-built, focused campaign targeting up to 3 primary specialties or presenting concerns.

Perfect for: Practices who are just starting, looking for casual growth, and planning to spend about $300–$500/month on ads.
Includes
✓Campaign build & strategy
✓Keyword research (up to 3 specialties / presenting concerns)
✓Fully developed ads with ad copy for each specialty
✓Negative keyword list (blocks irrelevant traffic such as "massage therapist")
✓Conversion tracking setup
✓Landing page review
✓2 months of monitoring, optimization, and reporting
Best for group practices
Growth
$1,450one-time

Built for practices with multiple clinicians and specialties who need a campaign architecture that can scale with them.

Perfect for: Practices who are actively growing, have a team of clinicians, and are planning to spend $500 or more per month on ads.
Includes
✓Everything in Starter
✓Up to 3 additional ad groups (3–6 total specialties)
✓Extended keyword research across all specialties
✓Full website review (not just landing page)
✓Cross-specialty negative keyword strategy

But then what happens?

Once we get your campaign up and running and you're happy with how your ads are performing, I'll offer the opportunity for us to keep working together. It's completely optional, but if you'd like me to keep your ads running smoothly, here's how I can help:

Part 2 — Monthly Management Services
On-going Management
$300/mo

For practices spending under $3,000/mo on ads. Best for practices that don't want to spend time worrying about ad performance.

Includes
✓Monthly keyword reviews
✓Tracking & analytics monitoring
✓Seasonal spend & strategy adjustments
✓Bid strategy & adjustments as needed
✓Monthly performance report
✓One 30-minute call per month (optional)
✓Support via email
Only available after purchase of Starter or Growth package. No long-term commitment required.
Commitment: A 2-month minimum commitment (included in the price of Starter and Growth packages) is required to build real momentum and gather meaningful data. Any less than 2 months won't be enough to properly optimize your ads. After that, regular management is month-to-month. Options are available for bi-monthly or quarterly management services. No surprise lock-ins, no gotchas.
ℹ️

A note on ad spend: The recommended ad spend amounts are guidelines. They reflect what's typically needed to generate enough data to optimize a campaign and see results. Your specific market and competition level matter. Your ad spend goes directly to Google through your own account. It never passes through me, and it's always separate from my management fee. Plan for my fees plus the amount you'll spend on ads. At this time I do not recommend spending less than $300/month on ads. For ad spend over $3,000/month, custom management pricing is required.

The Process

Simple. Clear. No guesswork.

Here's exactly what happens after you book a call with me.

01
Free · 30 min

Discovery Call

We meet via Google Meet. I tell you a little about myself and what you can expect if we work together. You tell me about your practice, your specialties, your goals, and your current situation. I ask honest questions. We figure out together whether this is a fit. No sales tactics, no pressure.

02
Week 1–2

Setup & Strategy

I build your campaign from scratch. I do keyword research, create ad groups, set up conversion tracking, build negative keyword lists, and write ad copy. This is where I spend a lot of time getting things right for you and your practice.

03
Month 1–2

Data Gathering & Optimization

After your ads are set up, I monitor performance, make adjustments as new data comes in, and work to align your ads with your goals. It usually takes 30–60 days before Google figures out how to get the results we want. That's why I commit to 2 months so we can be sure things are working properly.

04
Ongoing · Optional

Manage, Optimize, Report

Once your ads are up and running, I can actively manage your campaign month-to-month so you don't need to worry about keeping things in line with your goals. I review performance, adjust bids, refine keywords, and regularly report back to you in plain language so you can rest easy knowing your ad spend is actually working for you.

Questions

Answered honestly.

If something isn't here, ask me directly on the discovery call.

Do I need a minimum ad budget?
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The ad spend figures in the pricing section are recommendations. They reflect what's generally needed to generate enough data to actually optimize a campaign well. However, competition varies significantly by market. A practice in rural Illinois has a very different landscape than one in downtown Chicago. In most cases I don't recommend practices spend less than $300 a month on ads, because in many cases it can cost upwards of $200 or more to get a single new client. I'm happy to talk through your specific situation on a discovery call to see what makes sense for your practice. And remember, your ad spend goes directly to Google — it's always separate from my fee and never passes through me.
I've tried Google Ads before and they didn't work. Why would this be different?
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This is the most common thing I hear, and it's almost never because "Google Ads don't work for therapy practices." Usually it's one of a few things: generic ad strategies that aren't built for therapy practices, broken conversion tracking (so you can't measure what was actually working), campaigns targeting branded searches instead of new-client searches, no ongoing management, or ad spend spread too thin to generate useful data. I'd be happy to hear more about your specific experience and offer my insight during a discovery call.
How long until I see results?
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Google Ads campaigns typically need 30–60 days (sometimes longer) to accumulate enough data to work well. You may see leads in the first few weeks, but the first month is largely about learning what's converting, which keywords are working, and how to sharpen the targeting strategy. The 2-month minimum commitment exists for this reason: one month genuinely isn't enough time to get a fair read on what a well-managed campaign can do. I'll never tell you things are working when they're not, but I also need enough runway to actually make the campaign work. That's why I commit to 2 months of work with my packages.
What's the commitment after the first 2 months?
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After the initial 2-month setup and optimization, it's up to you. I can continue managing your ads month-to-month, or you can take things over yourself. Regardless, your ads will remain completely in your control. During our work together, the ad account, analytics, and anything else we do together belongs to you, even if I'm not around anymore. If you want to pause or cancel, I ask for 30 days written notice. That's it. I don't believe in locking clients into long-term contracts when I haven't earned the right to that trust yet. If the work is good and your practice is growing, you'll want to keep going. And if it's not working, you should have an easy out — not a 12-month contract standing in your way.
Do you work with telehealth or online-only practices?
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No. The Google Ads environment for telehealth therapy is significantly different. My specialization is built around in-person practices, where I know the landscape well and can deliver results I'm confident in. If you run a primarily in-person practice with some telehealth services, that's okay — a lot of practices offer both. But online-only practices are genuinely outside my focus, and I'd rather be honest about that than take your money and underdeliver. Just know that any ad I create will focus on in-person services.
Do I pay my ad spend to you?
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No, never. Your ad spend is paid directly to Google through your own Google Ads account. I manage the account on your behalf, but you always retain full ownership and visibility. My management fee is entirely separate and covers my time, strategy, and ongoing optimization. You can see exactly what's happening in your account at any time, and exactly how much you're spending on ads.
What does a discovery call actually look like?
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It's 30 minutes on Google Meet. I tell you what to expect if we work together. Then I ask you questions about your practice, what you're currently doing, what's not working, what you're trying to accomplish with ads. You ask me whatever you want to know. By the end, we both have a clear sense of whether this makes sense. If it does, I'll tell you what I'd recommend. If it doesn't, we go our separate ways. The whole point is to make a good decision together, not to close a sale.
Do you guarantee any results?
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Unfortunately, I can't guarantee any results even with my expertise. Running ads for any business is a risk. Additionally, the ads themselves are only one factor to consider. Geographic location, website quality, intake processes, lead follow-up time, and local competition are all things that can impact the performance of an ad campaign (and a practice as a whole). However, I can guarantee that I will make every effort to give your ads the attention and optimization they need to have the best chance at success. This is also why I commit to 2 months of monitoring your campaign — to give them the best chance at success.

Let's find out if this is right for your practice.

Book a free 30-minute discovery call. No sales tactics, no pressure. Just an honest conversation about where you are, what you're hoping to accomplish with ads, and whether I can help.

Book Your Discovery Call →

Free · 30 minutes · Google Meet · No commitment required