Why Local Google Ads Matter

If you run a therapy practice or offer wellness workshops, you know the key to success isn’t reaching the whole world—it’s connecting with the right people in your community. That’s where local Google Ads come in.

We recently talked with the people at Siren Training, who specialise in Mental Health First Aid Courses, Neurodiversity Training for Workplaces, and Wellbeing Workshops. They emphasised how crucial it is to reach the right audience—those actively seeking support and education in mental health. Their experience highlights how Google Ads can be a game-changer for businesses offering these essential services.

When someone searches for “therapist near me” or “anxiety counselling in [your town]”, they’re not just casually browsing. They’re looking for help, right now. If your business appears at the top of their search results, you have a much higher chance of turning that search into a real client.

Trust is everything in health and mental health. When your business consistently shows up in local searches, it reinforces credibility. It tells people: “I’m here, I’m experienced, and I can help.”

Setting Up Your Google Ads for Local Success

Now, let’s get into the practical steps to make sure your ads actually work.

1. Optimise Your Google Business Profile

Think of your Google Business Profile as your online shopfront. Ensure your contact details, hours, and location are accurate. Google often pulls this information into search results, so keeping it updated is essential.

Your profile isn’t just about basic details—it’s also where potential clients read reviews. Positive reviews build trust, and responding thoughtfully to negative ones shows professionalism. Encourage happy clients to leave reviews (without violating confidentiality, of course).

2. Choose the Right Keywords

The best way to find clients is to think like them. What words would someone type into Google when searching for your services? Here are some examples:

✅ “Therapy near me” ✅ “Depression counselling [your city]” ✅ “Wellness workshops [your area]” ✅ “Cognitive behavioural therapy for anxiety in [your neighbourhood]”

Longer, more specific searches (known as long-tail keywords) often lead to better results because they indicate clear intent. Someone searching “CBT for social anxiety near [your area]” is more likely to take action than someone just typing “therapy”.

Be mindful of wording; avoid anything that could be triggering or insensitive. Google has strict advertising policies for healthcare, so choose language that aligns with ethical standards.

3. Set Up Location Targeting

There’s no point in paying for clicks from people miles away who will never visit your office. Use location targeting to ensure your ads are only shown to the right audience.

You can set location targeting by:

• City or town
• Specific postcodes
• A radius around your business (e.g., 10 miles)

For extra precision, exclude areas where you don’t want your ads to show. This ensures your budget is spent wisely.

4. Use Ad Extensions to Increase Engagement

Google Ads offers ad extensions, which provide extra information and make it easier for people to contact you:

📞 Call extensions – Adds a clickable phone number to your ad. 📍 Location extensions – Displays your business address. 🔗 Sitelink extensions – Links to specific pages (e.g., “Book an Appointment”).

Using these extensions makes your ads more informative and actionable, leading to higher engagement.

Crafting Google Ads That Connect (Without the Jargon)

Writing ads for mental health services is different from selling shoes or gadgets. The tone needs to be clear, warm, and reassuring. People seeking therapy or wellness support are often in a vulnerable place. Speak to them with empathy and trustworthiness.

Here’s a simple formula for writing ad copy:

👉 Headline: Struggling with anxiety? We can help. 👉 Description: Trusted therapy services in [your town]. Confidential & supportive. Book a consultation today. 👉 Call to action: Get in touch now.

Budgeting & Bidding Strategies for Google Ads

One of the biggest concerns business owners have with Google Ads is budgeting. The good news? You don’t need a huge budget to see results.

Start with a daily budget that feels comfortable—Google Ads allows you to adjust it at any time.

For bidding strategies, here are a few options:

💰 Cost-per-click (CPC): You pay only when someone clicks your ad. A great beginner-friendly strategy. 📈 Maximise conversions: Google automatically adjusts bids to get you the most appointments or inquiries. 🔍 Target ROAS (Return on Ad Spend): Best if you track revenue from bookings and want to maximise profitability.

If you’re new to Google Ads, start with manual CPC so you have control over costs. As you gather data, you can switch to an automated bidding strategy to optimise results.

Creating High-Converting Landing Pages

An effective ad is only half the equation—the other half is what happens after someone clicks it. That’s where landing pages come in.

Your landing page should: ✔ Match your ad’s message (if the ad says “Anxiety Therapy,” the page should be about that, not general counselling) ✔ Be fast and mobile-friendly ✔ Have a clear call to action (e.g., “Book an Appointment” or “Call Now”) ✔ Show trust signals (security badges, testimonials, professional accreditations)

A slow or confusing landing page can lead to lost clients—so make sure yours is optimised.

Reaching the Right People—Not Just Anyone

Google Ads lets you get really specific about who sees your ads. You can target by: 🎯 Demographics (age, gender, location) 🎯 Interests (mental wellness, self-improvement, therapy seekers) 🎯 Online behaviour (people actively searching for your services)

Remarketing: Bringing Visitors Back

One powerful tool? Remarketing—this shows ads to people who visited your site but didn’t book an appointment. Sometimes, they just need a gentle reminder.

Another smart move is using in-market audiences, which helps target people actively researching services like yours. These potential clients are already looking for help—you just need to show up when they do.

Tracking & Improving Your Campaigns

The best ads don’t just run on autopilot. You need to track performance and tweak as needed.

Key metrics to watch: 📊 Click-through rate (CTR): Are people clicking your ad? 📊 Conversion rate: Are they booking appointments? 📊 Cost per conversion: Are you getting a good return on your ad spend?

Use Google Analytics and Google Ads conversion tracking to see what’s working and where you can improve. If something isn’t performing well, test different keywords, headlines, or landing pages.

Common Google Ads Mistakes (And How to Avoid Them)

🚫 Ignoring Negative Keywords: These are words you don’t want to trigger your ads. For example, if you offer paid therapy, you might exclude terms like “free counselling”. 🚫 Broad, Vague Ad Copy: Specificity builds trust. Instead of “Therapy services available”, try “Anxiety & depression counselling in [your town]”. 🚫 Setting & Forgetting: Ads need regular monitoring and adjustments to stay effective.

Google Ads Can Help You Grow—If You Use Them Right

Google Ads might seem overwhelming at first, but they’re one of the most effective ways to grow your local practice. It’s all about strategy: reaching the right people, with the right message, at the right time.

By focusing on trust, local visibility, and continuous improvement, you can connect with more people who need your help—and build a thriving practice in the process.