When someone searches for a counsellor, they've made the decision to seek help. They're ready. Google Ads puts your practice at the top of these important searches, connecting you with people at a moment that matters.
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Why Work With Us
Mental health marketing requires sensitivity and expertise. We know how to reach people seeking support in a respectful manner, communicate your approach effectively, and build campaigns that connect you with clients who genuinely need your help.
Counselling is not AHPRA-registered the way psychology is. Your standing rests on ACA or PACFA membership, your modality, and the trust you build in the ad itself. We write copy that signals credibility through accreditation and approach rather than leaning on a protected title.
People searching for a counsellor are often weighing up whether to reach out at all. We write ad copy that meets that hesitation with warmth and clarity, never urgency tactics or alarmist framing that would feel wrong for someone in a vulnerable moment.
Grief, separation, anxiety, workplace stress and family conflict each draw a different searcher with a different state of mind. We split campaigns by presenting concern so the headline a grieving person sees is not the same one a couple in conflict sees.
Counsellors are usually outside the Medicare rebate system, so your funding story often runs through EAP panels, NDIS plans, private health extras, and sliding-scale fees. We build campaigns that speak to how each searcher actually intends to pay.
Measuring what works without exposing who is reaching out for support. We configure conversion tracking and call handling so you see which campaigns book sessions, while keeping sensitive enquiry detail out of shared dashboards.
Many counselling practices now run a mix of in-room and online sessions. We can target a tight suburb radius for face-to-face work and broaden to statewide coverage for telehealth, then keep the two separated so each is measured on its own terms.
Whether your practice centres on faith-based counselling, LGBTIQA+ affirming care, trauma-informed work, or a specific modality, we surface that distinction in the ad so the right client self-selects before they ever click.
We connect campaigns to practice tools such as Halaxy, Cliniko and Power Diary so optimisation runs on confirmed first sessions, not just form submissions or page visits that never turn into appointments.
Your account is reviewed and adjusted through the week, with automated alerts watching spend and search terms in between. We catch a runaway query or a stalled ad before it quietly drains a modest counselling budget.
Our Process
A structured approach refined across hundreds of healthcare campaigns, designed to generate quality enquiries while respecting the sensitive nature of counselling services.
We map your presenting concerns, accreditation (ACA or PACFA), session formats, fee structure and the EAP, NDIS or private-health pathways your clients use, then size the realistic search demand in your catchment.
We separate ready-to-book searches such as counsellor near me from research-stage queries, and add negative keywords for clinical psychology, crisis lines and free-only intent that would waste a counselling budget.
We write ad copy and landing pages that lead with your approach and credentials, framed compassionately and reviewed against Google healthcare policy and counselling professional standards before anything goes live.
We install booking-system conversion tracking, call tracking with sensitive handling, and clean attribution so you can see which presenting concern and which message actually fills your calendar.
We launch, then refine bids, search terms and ad copy against confirmed bookings and cost per new client, keeping every change documented so you always understand what changed and why.
Deep Dive
Understanding how people search for counselling and building campaigns that connect them with your practice.
When someone searches for a counsellor, they've reached a decision point. They've acknowledged they need support and are ready to take action. This search represents an important moment in their journey, and your practice needs to be visible exactly then.
Google Ads ensures you appear at the top of these searches. Unlike social media where you're interrupting someone's feed, search advertising meets people where they are: actively seeking help and ready to book.
Our experience across counselling campaigns reveals how people search. Many search by issue: "relationship counselling" or "grief counsellor." Others search by approach or demographic: "Christian counsellor" or "LGBTQ+ friendly therapist." Location searches like "counsellor near me" are common.
Each search type requires different messaging. Someone seeking grief support needs different reassurance than someone looking for couples counselling. We build campaigns that speak directly to each client's situation and needs.
Many counselling practices offer both low-cost or bulk-billed sessions and private-pay options. These attract different clients searching in different ways. We structure campaigns to capture both segments effectively, ensuring you reach people regardless of their funding situation.
The counselling market has grown significantly, particularly since the pandemic. This means more people seeking support but also more practitioners competing for attention. We develop strategies that differentiate your practice, highlighting your unique approach, specialisations, and what makes your counselling different.
Counselling advertising must maintain professional standards. Claims must be appropriate, messaging must be respectful of people's vulnerability, and ethical guidelines must be followed. We build these considerations into every campaign, protecting your reputation while generating enquiries.
Mental health marketing requires careful attention to privacy. We implement tracking that measures campaign effectiveness without compromising client confidentiality. You'll know which campaigns drive enquiries without exposing sensitive information about who's seeking help.
Medical Marketing Results
Case Study
“We went from launch to $1M ARR in seven weeks.”
Mitchell — Founder, Rumen
New telehealth clinic needed rapid patient acquisition and efficient operations to scale in the medical weight loss market.
Full-funnel digital strategy with automated bookings, patient management, and retention-focused campaigns.
350 to 6,500 patients in 15 months. $1M ARR in 7 weeks. 90% admin workload reduction through automation.
Client Results
Medical practices across Australia share how they transformed patient acquisition with AHPRA-compliant marketing that delivers measurable outcomes.
"Casey and his team have been a true partner, helping to grow the business through successful campaigns. Casey shows high levels of expertise and we've been lucky to have him on board as the 'Marketing Engine'."
"We went from 350 to 6,500 patients in under 15 months. Admin load cut by over 90% and patient retention jumped by more than 450%."
"They have single-handedly grown my business. We're now turning away $60,000 every week in organic leads. Because, we just don't have the capacity."
"Since going with Casey and his team, we have had nothing but wins. They've got awesome results with low lead costs and have taken the time to really understand our business."
"If you're looking for a highly experienced, knowledgeable and ideas-driven marketing agency, look no further. He's helped transform our business from a fairly humble start-up to a fast growing service provider."
"Super impressed with his promptness, communication, professionalism, and knowledge of the full suite of digital marketing. You and your team are second to none!"
"As an experienced health professional I am a hard sceptic. Casey and his team over delivered on my project with an A+ website design having actively listened to every point I was seeking."
"Working with Casey and his team was nothing short of exceptional. The final product exceeded all expectations, both visually and functionally. It was a seamless experience from start to finish."
"Casey and his team were an absolute lifesaver. They understood exactly what our vision and goals were and did not fall short of delivering an exceptional piece of work."
"The communication was quick, clear and easily understandable. They balance patience and efficiency really well, resulting in a superb end product. Highly recommended."
"Casey was so empathetic and patient in listening to my ideas. He goes above and beyond. If you want a marketing agency that REALLY wants to help you grow your business, pick Casey and his team."
"Excellent company to deal with and their web design is incredible. Would use them again and again."
"They show high levels of expertise and we've been lucky to have them on board as the 'Marketing Engine'. Would definitely recommend to anyone looking to invest in growth."
What's Included
Full-service Google Ads management built specifically for counselling practices, with the compliance knowledge and tracking infrastructure that makes the difference.
Every ad, extension and landing page checked against Google healthcare advertising policy and counselling professional standards before launch to keep accounts running cleanly.
Dedicated ad groups for grief, relationship and family counselling, anxiety and stress, trauma, and workplace wellbeing, each with matched headlines and pages.
Campaign angles that capture Employee Assistance Program referrals, NDIS-funded counselling enquiries, and private-health-extras searchers alongside self-funded clients.
Separate geo and messaging treatment for online sessions and face-to-face appointments so each format is bid and measured independently.
Phone tracking that attributes booked calls to campaigns while handling the sensitive nature of mental health enquiries appropriately.
Conversion-focused pages written for someone deciding whether to reach out, with clear next steps, reassurance, and a low-friction enquiry path.
Ongoing negative-keyword work to keep clinical, crisis, free-service and unrelated queries from spending your budget.
Regular reporting tied to bookings and cost per new client, written so a solo counsellor can read it in a few minutes between sessions.
FAQ
Common questions about Google Ads for counselling practices, based on conversations with counsellors like you.
Yes. Counselling is a self-regulated profession in Australia rather than an AHPRA-registered one, so we lean on your ACA or PACFA membership, your training and your modality to establish credibility in the ad. We keep all claims factual and review copy against Google healthcare policy so your campaigns run without overstating your standing.
We avoid urgency tactics, alarmist language and bold promises. The copy acknowledges where the person is, signals that reaching out is a normal step, and points to a clear, low-pressure way to book or enquire. The aim is to feel like a safe door rather than a hard sell.
It does. Without Medicare rebates the conversation usually runs through EAP referrals, NDIS plans, private health extras or your own fee structure. We build messaging around those pathways instead of bulk-billing language, so the searcher understands how they would actually pay before they click.
Yes. We can structure campaigns and copy that speak to Employee Assistance Program and workplace wellbeing searches, which behave differently from self-funded enquiries. This is often a steady, under-served source of bookings for counselling practices.
We split them. In-room work is targeted to a tight radius around your rooms, while telehealth can be opened up across your state or wherever you are registered to practise. Keeping them separate means each is bid and reported on its own, so neither distorts the other.
Deliberate negative keywords. We exclude queries around crisis lines, free-only intent, helplines and clinical psychology so your spend concentrates on people genuinely looking to book a paid counselling session. We review search terms regularly and keep tightening that list.
Yes, and we recommend it. We build separate ad groups for presenting concerns such as grief, separation, family conflict, anxiety and workplace stress, each with its own headline and landing page so the message matches the searcher's situation.
We surface it clearly and respectfully in the ad so the right client self-selects. If your practice is faith-based, affirming, trauma-informed or focused on a particular community, naming that helps the people who are looking for exactly that find you and skips the people who are not a fit.
We connect tracking to your booking system where possible, so optimisation runs on confirmed first sessions rather than form fills. For phone enquiries we use call tracking. You see cost per new client by presenting concern, not just clicks and impressions.
It can be, because search reaches people at the moment they have decided to find a counsellor, which suits a limited budget better than broad awareness advertising. We start lean, focus on your strongest presenting concerns and catchment, and scale only once the numbers support it.
Yes. We configure conversion tracking and call handling to measure campaign performance without exposing identifying detail about who reached out. Sensitive enquiry information stays out of shared dashboards and reports.
Plain-language reporting tied to bookings and cost per new client, written so you can read it in a few minutes between sessions. We flag what changed, what it cost, and what we are adjusting next, without burying you in vanity metrics.
Still have questions? We're here to help.
Book a free strategy callBook a free strategy call to discuss how Google Ads can help you reach more people who need support. No obligation, just a straightforward conversation about what's possible.
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