WP203 | How to Get More Therapy Clients with Google Ads with Brandon Grill
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If you’ve ever considered running Google Ads for your private practice, you’ve probably wondered the same thing most practice owners do: Are they actually worth the money?
Google Ads can feel intimidating, especially when you hear stories about practice owners spending thousands of dollars without getting new clients. But when they’re done well, they can also be one of the fastest and most predictable ways to fill caseloads.
On the Wise Practice Podcast, I sat down with Google Ads expert Brandon Grill to talk about what makes Google Ads work for therapists, what causes them to fail, and how to know whether your practice is actually ready to start investing in them.
Is Your Practice Ready for Google Ads?
Before you start thinking about keywords, ad copy, or how much money you should spend, Brandon recommends looking at your overall digital presence. Do you have a solid website? Does your practice have Google reviews? Are you listed on directories like Psychology Today, TherapyDen, or Zocdoc?
These things matter because someone who clicks on your ad may not immediately schedule. They may leave your landing page, Google your name, read your reviews, look at your website, or check out your clinicians before deciding whether they trust your practice enough to reach out.
Google Ads don’t exist in a vacuum. Your entire digital footprint can influence whether someone ultimately becomes a client. That means building credibility online is an important part of making your ads work before you ever start paying for clicks.
Get Specific About What You’re Advertising
One of the biggest takeaways from my conversation with Brandon was the importance of specificity.
Trying to advertise something broad like “anxiety therapy” can put a small private practice in direct competition with large national companies that have significantly bigger advertising budgets. Instead, Brandon recommends looking for the specific areas where your practice has an opportunity to stand out.
Maybe instead of advertising general counseling, you focus on teen therapy. You could narrow that even further to teen trauma therapy or EMDR for teens. Another practice might find an opportunity with something specific like narcissistic abuse therapy.
The goal is to identify services people are actively searching for without automatically entering the most competitive category possible. You don’t necessarily need to advertise everything your practice offers. Sometimes it makes more sense to find the lane where you can be competitive and focus your efforts there.
Google Ads Can Help You Fill Caseloads Quickly
I’ve always thought of Google Ads as one of the quicker marketing strategies available to private practices because you can start seeing what’s happening much faster than you typically would with SEO.
SEO is incredibly valuable, but it takes time. You’re building content and authority so that Google eventually starts sending people your way organically. Google Ads allow you to essentially pay to skip the line and show up for those searches now.
That can be especially helpful when you suddenly have several clinicians who need clients, you’re experiencing a seasonal slowdown, or you’re trying to grow quickly.
I remember a time in my own practice when three therapists joined around the same time during the summer. That was when I ran my first Google Ads campaign because I knew we needed a way to get clients into their schedules. It was still a slower season, but I can’t imagine what it would have looked like if I hadn’t been running those ads.
And it doesn’t necessarily have to be Google Ads versus SEO. For practices that really want to grow, the two can work together. SEO gives you the long-term foundation while Google Ads can help you generate leads in the meantime or give your marketing an extra boost when you need it.
Know Your Google Ads Numbers
One thing I really appreciate about Google Ads is that you can get useful data relatively quickly.
Brandon shared two important numbers practice owners should understand: click-through rate and conversion rate.
Your click-through rate tells you how many people who see your ad actually click on it. Your conversion rate tells you how many people who reach your landing page take the next step, whether that means calling your office, submitting an inquiry form, or scheduling a consultation.
Brandon generally looks for a click-through rate of around 4 to 6 percent and a landing page conversion rate around 8 to 12 percent, although those numbers can vary depending on your market and cost per click.
The goal isn’t necessarily to obsess over benchmarks. These numbers are helpful because they can tell you where something may be going wrong. If people see your ads but aren’t clicking them, you may need to work on your ad. If people are clicking but nobody is reaching out once they get to your website, you may have a landing page problem.
Instead of simply deciding that “Google Ads don’t work,” you can start looking at the data and figuring out what actually needs to change.
Your Landing Page Matters More Than You Think
You can have a great ad and still waste money if you’re sending people to a page that doesn’t convert.
Your landing page should make it incredibly clear that someone has found exactly what they were searching for. If they search for EMDR therapy, see an ad about EMDR therapy, and then land on a page specifically about your EMDR services, the entire experience feels consistent.
Brandon calls this “maintaining the scent.” The keyword matches the ad, the ad matches the landing page, and the landing page matches what the person originally searched for. You’re essentially continuing the same conversation from Google all the way through to your website.
Your landing page should also address the questions or hesitations that might stop someone from scheduling. If you accept insurance, make that information clear. If you’re private pay, Brandon recommends considering putting your rates directly on the page rather than making potential clients hunt for them.
FAQs can also be a great place to address the things clients may be wondering about before they contact you. You can answer questions about cost, insurance, what sessions are like, the modalities you use, or anything else that could become a barrier between someone landing on your page and actually reaching out.
Don’t Just Track Leads. Track Lead Quality.
This is something I feel strongly about as a practice owner. You cannot simply hire someone to manage your Google Ads and then completely check out of the process.
Your Google Ads manager can see the numbers, but they don’t necessarily know what happened when someone called your office. Maybe you received a lot of leads, but half of them were looking for a service you don’t provide. Maybe callers are consistently asking about an insurance company you don’t accept. Maybe people are clicking your ads for something completely different from what you intended to advertise.
Those details matter.
Your practice needs to track what happens after a lead comes in and communicate that information back to whoever manages your ads. If you’re consistently receiving irrelevant leads, that is often something your ads manager can fix by changing keywords, targeting, or other parts of the campaign.
But they have to know the problem exists.
I think practice owners should stay engaged enough to understand where their leads are coming from, what those potential clients are asking for, and whether those inquiries are actually turning into scheduled appointments.
Insurance-Based vs. Private Pay Google Ads
We also talked about an interesting difference I’ve noticed in my own practice.
When we track calls coming through Google Ads, we tend to hear more questions about insurance than we do from some of our other marketing sources. Brandon said that makes sense because people are naturally more likely to reach out when they know you accept their insurance.
If your practice accepts insurance, make that information easy to find on your landing page. List the plans you accept and consider addressing insurance again in your FAQ section.
If you’re private pay, transparency becomes especially important. Brandon recommends putting your rates directly on the page. If you have clinicians at different price points, showing those options can also help potential clients understand what might work for them.
The person clicking your ad shouldn’t have to work hard to figure out whether your services are a realistic option.
Google Ads Do Work, But They Have to Be Managed Well
One of the biggest myths Brandon hears is simply that Google Ads don’t work, and I completely understand where that belief comes from.
He shared the story of a therapist who had previously spent around $9,000 on Google Ads and received only two phone calls. I think most practice owners would hear that and never want to touch Google Ads again.
But after Brandon worked with the practice, including creating a better landing page and campaign strategy, the results changed dramatically. The landing page began converting at a much higher rate, the practice continued growing, and the owner eventually expanded his team and reached new milestones in the number of sessions they were providing each week.
The problem wasn’t necessarily that Google Ads didn’t work. The problem was how the campaign had been set up and managed.
That’s why your keywords, landing page, conversion tracking, digital presence, and communication with whoever manages your ads are all so important.
Should You Use Google Ads in Your Private Practice?
Google Ads are not a magic button that automatically fills your schedule. But if your practice has a strong digital foundation, a clear service to advertise, and a system for tracking what happens to your leads, they can be an incredibly powerful tool for growth.
They can help you fill new clinicians’ caseloads, get through seasonal slowdowns, test whether a landing page is working, generate more predictable leads, and support the long-term SEO strategy you’re already building.
And maybe most importantly, they give you information.
Instead of simply wondering whether your marketing is working, you can see what people are clicking, how they’re interacting with your pages, whether they’re taking the next step, and where you may need to make changes.
If you’re thinking about Google Ads for your practice, start by looking at the foundation first. Make sure your website is ready, your digital presence establishes trust, you know exactly which services you want to promote, and you have a way to track whether your leads are actually becoming clients.
Doing that work before you start pouring money into ads can give you a much better chance of making that investment pay off for your practice.
Meet Brandon Grill
Brandon Grill is a Google Ads expert focused on helping therapists and mental health practices. He specializes in improving every part of the lead generation process, from ads to conversion tracking to landing pages to conversion rate optimization (or CRO). His work is focused on helping private practices turn more clicks into qualified inquiries while making the most of their marketing budget.
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[00:00:00] Whitney Owens: Building a thriving faith-based private practice isn't easy. It takes courage, wisdom, and commitment to lead your business without compromising your faith and values. I'm Whitney Owens, the owner of a seven-figure multi-location group practice and founder of Wise Practice Consulting. Every week on the podcast, I share real strategies, lessons, and conversations that come from actively leading my own practice, helping practice owners across the country do the same.
Whether you're building a solo practice or growing a team, this podcast is here to equip you, empower you, and remind you, I believe in what God's called you to. You don't have to do it alone. Welcome to the Wise Practice podcast. Let's get started. Hello, friends, and welcome back to the Wise Practice podcast.
Thank you for letting me into your ears today. I'm excited to bring a wealth of information today about Google Ads. There are so many questions related to Google Ads. Practice owners are always asking me, "Hey, if I invest in this, am I gonna get this output? What are Google Ads? How are those different than SEO?"
And we're gonna jump into that with expert Brandon Grill today, where we talk about what are they, who are the ideal people to use Google Ads, and how can they be beneficial in your business. I hope that your year is off to a great start. My kids are back in school. The fall weather is just barely starting to happen, um, because I am in Savannah, so it takes a little longer.
But I just love this time of year, and I'm especially energetic about the summit, which is now less than a month away. I cannot wait to be together with faith-based practice owners. We're gonna be in Nashville this year. So not only is that community, connection, faith-based teaching, but also karaoke. It's gonna be a blast.
But let's go ahead and jump into the episode, 'cause I can't wait to teach you more about Google Ads in your business
Welcome to the Wise Practice podcast. I'm excited to have Brandon Grill. He is a Google Ads expert focused on helping therapists and mental health practices. He specializes in improving every part of the lead generation process from ads to conversion tracking, to landing pages, to conversion rate optimization or CRO.
His work is focused on helping private practices turn more clicks into qualified inquiries while making the most of their marketing budget. Thank you for coming on the show today
[00:02:23] Brandon Grill: Yeah, thanks for hosting me, Whitney, and thanks to the listener for listening.
[00:02:27] Whitney Owens: Yeah, yeah. So I love to kind of share with people how I know people, 'cause I think it's really fun to be like the connections that we get to make.
And so the two of us were in a virtual summit, and we connected that way, and afterwards we exchanged emails, got on a virtual call, and then that led to you hosting the next Wise Practice Summit, which is so- Yeah ... exciting.
[00:02:51] Brandon Grill: Yeah. I am really excited. It's probably the coolest thing I've ever sponsored. And, uh, it happened so organically.
Like, I think I, I messaged you just to like talk, uh, 'cause I thought your, your... I was gonna say performance, but like your talk at the Therapy Flow Summit was really good, like one of my favorites and one that I recommended to clients of mine. And, uh, yeah, so that's kind of why I reached out, and then it turned into this whole like sponsoring thing, and we're gonna be in Nashville singing karaoke.
So, uh- That's right ... I'm excited for that. Yeah.
[00:03:22] Whitney Owens: That's right. That's why you accidentally said performance- Yeah ... 'cause you were thinking about our karaoke. Uh-huh. And so, yes, you already have your list of karaoke songs that we'll enjoy in Nashville. But till then, we're gonna focus on Google Ads. But before we get into that, I always also love to hear kind of the origin story of how did you get invested in this work for Google Ads for therapists?
[00:03:45] Brandon Grill: Yeah. I've had s- so, somewhat of an Odyssey type journey with marketing. Uh, and I say that 'cause the Odyssey's in theaters right now. But I s- I sort of started and done a little bit of everything. And then recently, uh, I've been doing Google Ads for a few years, but recently I'm just going 100% only into Google Ads.
And before marketing, you know, I was a pool boy actually, like literally scrubbing pools in Austin, Texas. Currently live in Las Vegas, where I was born and raised. And yeah, I've, I've run the gamut, like email marketing, manage huge lists, copywriting. I still do a little bit of that 'cause it's important for Google Ads.
I don't... The only thing I haven't really touched is design. Um, yeah, I hope that answers the question. I usually will take the seed of a question and then just take it wherever my mind leads me.
[00:04:34] Whitney Owens: I like that on podcasts. And so what made you pick... You had so many different things you just said right there that you could have invested in.
What made Google Ads shine for you?
[00:04:44] Brandon Grill: Yeah. I, I just love the data aspect, and like you know exactly what works, and you could really reason why. Uh, and I think, like with SEO, which I've done for years, and I actually recently started referring out for SEO, um, I didn't always enjoy it, 'cause it's a lot of...
There's so many like pots on the stove. Uh, and l- and a few other things, like- I don't know, I d- there's just something beautiful to me about people clicking your ad and seeing a beautiful landing page and then contacting you. And I think why I do this is I've been really reflecting about that. I think part of it is just helping people start their healing journey- Mm-hmm
which for me, therapy was like a, a initial ingredient in mine. And still, like, uh, I just ended therapy actually, but I think that's a, a beautiful outcome to me is, like, helping thousands of people start their healing journey.
[00:05:40] Whitney Owens: Love that. That's great. All right, so let's talk about Google Ads, 'cause I know we're gonna geek out.
So tell me- ... who is the right candidate to do Google Ads?
[00:05:53] Brandon Grill: Yeah. I love that question, and I've been thinking about it more and more. I think the very, very ideal type of candidate, and this is something I've been focusing a little bit more on when I take a client on, is, like, what is their general digital footprint?
Are they... Do they have a website? Having a fleshed out website is going to help your Google Ads even if you're not running ad traffic to that website. Having Google business reviews is gonna help your Google Ads performance even if you're not running local search ads. Like, the, ha- e- even having, like, a Zocdoc profile or, like, just a credible profile, uh, on Site Today or TherapyDen or any of the directories, it's going to help your Google Ads performance, and that's before we even talk about ads or the landing page or keywords or the setup.
Um, I've been really focusing on that 'cause I've seen it move the needle a lot. And then additionally to that, having Google business profile reviews specifically, uh, you could pull those in an ethical way onto your landing page even if it's, like, with anonymous client or if you don't wanna do client testimonials, you could always pull a colleague, uh, testimonial from your Google business profile.
That is, like, almost hands down going to improve your conversion rate, those third party trust signals. Um, yeah, and then people with a good service, like, just a unique point of view, I think those are really good ads clients. And then specifically about services, you would want a service that is, like- I think acute, uh, or like high need, but not so competitive or so broad like anxiety therapy, 'cause then you'll be competing with Rula, Headway, Grow Therapy.
You kinda wanna find your lane and then, like, master it. So like instead of doing general counseling, you might offer teen counseling, and that's like one layer more specific. And then you could even niche further, like teen trauma therapy or EMDR for teens. You could do, like one c- one campaign that I was running for a client actually in Vegas was narcissistic abuse therapy, and they were getting leads for like 40 bucks because it's such a, a wide open field for them.
And for any new client, we wanna start with that. Like, do you have any clear wide open fields that are not, you know, anxiety therapy, depression therapy? 'Cause those generally have a higher cost per click. But we also do wanna consider the market. Like in some markets those do really well. So there's a lot of like factors that go into it, and again, this is even before we get into the actual landing page or the ads or the keywords.
[00:08:30] Whitney Owens: Yeah, I can tell that you know a lot about it.
[00:08:33] Brandon Grill: Thank
[00:08:33] Whitney Owens: you. Yeah. Okay, so you said something, you might've seen my eyes get big. Before Psychology Today, did you say another directory?
[00:08:41] Brandon Grill: Yeah, Zocdoc or TherapyDen.
[00:08:43] Whitney Owens: Zocdoc. Okay. Yeah. Cool. Um, I was curious, if I do a profile for each of my therapists and I don't have a profile for my group practice in general, does that mess with my ads?
[00:08:58] Brandon Grill: A profile on like Zocdoc or- So
[00:09:01] Whitney Owens: Psychology Today is what I use
[00:09:04] Brandon Grill: Yeah, so if you're running Google Ads, you would probably-- I think the ideal scenario is having a profile for your practice and then for each clinician. Um, not only is there evidence that AI pulls from directories, so that's like a, a benefit, but and the reason why your like general digital footprint is so important is because sometimes people will click onto your ad and go to your website or your landing page- Mm-hmm
and then they wanna see is this legit? So they'll search Whitney Owens therapist in Google, and that's really where like the Zocdoc profile, Psych Today, TherapyDen, and other things come into play, and then ideally they return to your website and fill out your inquiry form.
[00:09:46] Whitney Owens: Okay. Great. Great. Curious what you think about an insurance-based practice versus a private pay practice if there's a difference with Google Ads.
[00:09:56] Brandon Grill: Yeah, I think with insurance obviously more people would be willing to work with you. I think with private pay usually what I recommend to clients is don't hide your price. Like if you're private pay just put your price on the page. Um, and I've seen that work especially for like smaller or like medium group practices where there's a range of prices.
Like say Kyle offers therapy for $175 but Sarah's $150 and Chris is $250, like that shows like I feel like it implies a few things, but importantly it just gives people options. Yeah, and then for insurance practices, like list which insur- insurances you take and maybe even have like a call out section like, "Hey, we accept these insurances.
We also offer super bills if you don't wanna use insurance or can't use insurance." And then have that call out section but also include the insurance question in your FAQ, and really I use FAQs for like objections and hesitations mo- as, as much as I use it for like the nuts and bolts of like what does therapy cost?
What are sessions like? You know, what modalities do you use? Yeah, so I hope that answers it.
[00:11:06] Whitney Owens: Yeah, I have been thinking a lot about private pay insurance-based, um, because when I have run my data and my numbers, you know I track all the things, when we track our in-- our calls from Google Ads we tend to have a higher percentage of people turn down scheduling than from outside of our Google ad calls usually because of insurance.
So w- I feel like we're getting more insurance-based clients with our ad than we would when we normally do basically.
[00:11:35] Brandon Grill: More insurance-based clients with your ad than normal. Yeah, I think that just maps logically to me, and like experience shows, people are gonna reach out more often if you do accept their insurance.
[00:11:46] Whitney Owens: Yeah.
[00:11:47] Brandon Grill: Uh, so if you accept insurance, definitely highlight it. Yeah.
[00:11:50] Whitney Owens: Yeah. Okay, great. All right, so what are other things... We kinda talked about the ideal situation. Um, maybe talk about why somebody would even run Google Ads.
[00:12:01] Brandon Grill: Yeah. Um, you could get good quality leads for, uh, in some markets really cheap, in others, like, you'd probably break even at a session, and it's predictable.
I think that's the biggest benefit is, like, if you need clients in the short term, predictably, like Google Ads are faster than SEO, which is SEO is cheaper long term, but it's long term. So Google Ads are really, like, powerful for that reason, like, just fill your caseloads quickly. Um, they're also sort of like a, like a stopgap.
Like, if, say, your SEO is delivering and, uh, uh, and then, say, a summer slump happens, right? And less leads are coming through, you might wanna turn on Google Ads at that point just to supplement the work that you're already doing. And for practices that really wanna grow, I mean, run SEO and ads at the same time, like, year-round.
[00:12:55] Whitney Owens: That's what I've always heard, too, is that, like, that's the secret sauce. I always say SEO is a gift that's given and it's gone because it's like the click happens, that's it. Yeah. And SEO's the gift that keeps on giving 'cause you keep allowing it to feed.
[00:13:09] Brandon Grill: Yeah, yeah. And SEO's powerful. Like, I'll never downplay it.
Like, I've offered S- SEO for years up until recently. It's really powerful. I think Google Ads have their own space as well. SEO is, like, organic, like you have to earn the right to rank for that, and then Google Ads is kinda like paying to skip the line, uh, which is kinda how I think about it.
[00:13:30] Whitney Owens: It's like Disney.
Yeah. I, I totally agree, and I think of, I do think of Google Ads as that quick ability to fill caseloads, and I remember years ago I had three therapists that came on all at the same time. That was when I did my first Google Ads campaign, and it was the summer when they all came on. It was s- it was still a little slow, but I can't imagine what it would've been if I hadn't done the Google Ads for three people at one time
[00:13:57] Brandon Grill: Yeah, definitely.
As a stopgap, they're really powerful. I think there is also a use case for Google Ads, which is, like, if you're just trying to prove that a page works, the easiest way is to get 50 clicks from Google Ads, and if nobody converts, there's probably an issue with your landing page. Um, and we could actually transition into talking about the different types of conversions with Google Ads.
So the first, uh, which is not, most people don't really think of it as a conversion, but when people see your ad, out of 100, how many of them click it? So that's click-through rate. Essentially that's like are people clicking your ad and getting to your website? Then the next conversion is do they take the action that you want them to take?
Give you a phone call, submit a form, uh, or schedule directly. And that's, like, the true conversion rate. So out of 100 people who are on your website, how many people fill out that form or take that next step? Really, we want, uh, the click-through rate to be 4 to 6%, and then we want the conversion rate to be 8 to 12%.
In some cases you could get it above that. In some cases you could do less than that, but if your cost per click is also low, you'll still be profitable. So it really depends on the market, but in general for therapy, you wanna convert 8 to 12 out of every 100 people who hit your landing page.
[00:15:19] Whitney Owens: Yeah. I think an important thing that you said earlier, it's like you can see what's happening fast with Google Ads, right?
Yeah. Like, you can quickly know within a week or two of running it, okay, there's a problem with this, there's a problem with this, as opposed to SEO's a little harder to, like, do all that. And so you can quickly know if you should keep spending money on the ad or what to change about it, as opposed to other things in marketing you're waiting a little longer.
[00:15:44] Brandon Grill: Exactly. Exactly. Like, I've come across so many prospective clients who have invested a ton into their SEO, and their traffic shows it. They could be getting thousands of visitors per month, like unique visitors- Mm-hmm ... and not really getting any inquiries. And I think that's a conversion rate optimization issue.
I know we're not gonna use that word, but that's, like, a conversions issue. Essentially, is the page designed and written to put your offer in the best light? And usually your offer is, like, a 10 to 20-minute consultation, and then start therapy services. Yeah, I think, I think just confirming whether we're on the right page with Google Ads is really helpful.
Um, it's not free, but I would rather know in month one if we're on the right foot rather than month six and we gotta redo a whole bunch of pages.
[00:16:34] Whitney Owens: Yeah. All right, so what do you think are some of the most common, like, myths or mistakes that therapists have about Google Ads?
[00:16:45] Brandon Grill: Yeah, I would say that Google Ads don't work.
That's like the big one. I've, I have clients currently, like, uh, I have a client in the Sacramento area, spent $9,000 on ads and got two phone calls. So it's like, yeah, yeah, liter- I'm like, props to you for having such a strong gut, you know? I would've pulled the plug like a long time ago. But yeah, it- I've seen so many horror stories, and I think that's the worst one is like 9,000 that I've come across.
But they do work. Like, if you have conversion tracking set up properly, you can tell what's working and what's not. And then really the two metrics that we talked about earlier, click-through rate and conversion rate, those tell you, uh, they, those help you diagnose what the problem could be. So if your click-through rate is too low, work on your ads.
If your conversion rate is too low, it's your landing page. Then we get into like, there's a million different variables on a landing page that could move the needle, and yeah. W- I'll pause there, but landing pages are super important.
[00:17:49] Whitney Owens: Yeah. Well, and I think you're speaking to the importance of like, don't try to do Google Ads on your own.
Another thing that I think is so important, and I think you and I talked a little bit about this before, is that the practice owners are engaged in the process. You know, that when they're running Google Ads, they're not only talking to their provider saying, "Hey, here's the issues. Here are the things happening."
Because there's no way you're gonna know if they're not telling you, 'cause you, they're seeing things you don't see. But that the practice owners are really tracking what's happening, and I think a lot of times they do, you know, they take the stats that you were just sharing, which do say a lot.
[00:18:28] Brandon Grill: Yeah.
[00:18:28] Whitney Owens: But it is, it's like if you're getting current clients calling, if you're getting people asking for services you don't offer, then we know that's why you're not getting clients.
But the ads companies can change things to fix that. Mm-hmm. But if we don't, if you don't track those calls and know what they are, then you have no idea how to instruct the company to change the things.
[00:18:53] Brandon Grill: Yeah. Yeah, I think you always wanna be in close contact with your ads person, like your ads, uh, manager.
If you are noticing any issue like lead quality or just like irrelevant leads or, you know, people looking for services that you don't offer and you know that they're coming through ads, that's a fixable problem. You know, I s- I tend to think prevention is the best medicine there. Really, the ads that you wanna run would be a tightly themed group of keywords like EMDR therapist Georgia- Yeah
or like Savannah, EMDR therapy near me, therapist for teens EMDR. But probably that one, even though it's EMDR, since it's for a separate population, you would want that in a separate ad group. And then essentially you would take your tightly themed group of keywords, write good ads for them that contain those keywords, but also some benefits and things like that, and then send people to an EMDR therapy page.
Um- Yep ... and we ca- we call that maintaining the scent. If you could do that, like the keywords match the ad, match the landing page, um, you're not really gonna get a lot of like people looking for services that you don't offer because everything is so, like, kinda you're steering the ad ship in a really good way.
[00:20:13] Whitney Owens: Yeah. Tell me, do you have a story or two of like a practice that was successful with their Google Ads that people can better understand how great they are?
[00:20:23] Brandon Grill: Yeah. I, one of my favorite clients, uh, and I, I love all my clients, but this one client in Sacramento, I think we connected 'cause he is a teen therapist and, uh, there's been some trouble in my family, like regarding teens.
I think I mentioned it to you, uh, previously, Whitney, but we don't have to talk about that. Um, so he's the one who spent 9,000, right? And got two phone calls. We met 'cause I was actually running my own Google ads at the time, and he clicked the ad, he liked my landing page, contacted me, and the same day he booked the service.
Like we met for five minutes, he's like, "You're the guy." Like, we... And he just booked. Aw. Um, did a landing page for him. Honestly, like that, uh, I was working with a new designer maybe, and I'll still take responsibility for it, but the s- the design is a little bit clunky and still it converts like 12 to 19%, just depending on the month.
I think right now it's taking a little bit of a dip 'cause it's July and the school season hasn't started yet. But this August to October we're expecting to really do gangbusters and we started running ads last year in September and ads from the start were head and shoulders above where they ever were for this client.
And he, he's just doing so well. He's growing. He, I think he has four clinicians now. Couple months ago he hit his first ever time doing 50 sessions in a week. Um- Yay. So yeah, he, he's, he's awesome and he does use GoHighLevel for his CRM and his- Yeah ... has a AI voice agent that answers calls and just routes people to scheduling a consultation.
His setup is super clean and he's, he's doing really good. Yeah.
[00:22:02] Whitney Owens: That's awesome. Great. Well, you've got a free guide, um, for therapists on Google Ads. Can you talk about that?
[00:22:09] Brandon Grill: Yeah. Um, essentially I put together, like, everything you need to know about Google Ads as a therapy practice owner or maybe, like, account manager, and I put it into a PDF.
Uh, it's really designed nicely, I think. Uh, just go to the link in the show notes, fill out the little form. It'll, uh, show up in your email. And it's a lot of what we covered here, but, uh, we even go more into, uh, depth around specific settings, like what location targeting should you use, what types of keywords, uh, what audiences, what, uh, household income levels should you target, and in what situations and why.
There's, uh, some troubleshooting info on there. There's an FAQ, I believe. So yeah, feel free to go to that URL, fill out the form, and get your free e-book. And I won't spam you. I really don't email often, probably once a month. So yeah, uh, it's free- That's great ... and it's yours if you want it.
[00:23:02] Whitney Owens: That's great.
Well, a lot of times, at least for me, I'm listening to a podcast while I'm on a run or I'm in the car, so knowing, hey, here's a guide that goes through everything they just said that I liked plus more, that's great. And then, um, you're gonna be at the summit. You were just telling me about- Yep ... this amazing deal.
I don't know if you wanna tell them what your deal's gonna be- Sure ... but you have to be at the summit to get it.
[00:23:21] Brandon Grill: Yeah. So if you are at the Wise Practice Summit this year in Nashville, I will give you one free month of... or not one free month. I'll give you one month of Google Ads management for $1. So really very low barrier to entry.
The dollar is really nominal. And I will even tell you, like, if your website isn't ready. Like, I'll, I'll spare you the effort and tell you if we need to fix your pages first, uh, before ever running ads. And I have a thorough process. I will audit your website. I'll audit your digital footprint. I'll audit everything that needs to be audited and just tell you, like, "Are you ready to succeed with Google Ads?
And if yes, I would love to work with you."
[00:24:02] Whitney Owens: I love it. And that's something I've appreciated you since I met you, is you're just very, very direct and honest. You're not trying to s- upsell. Like, you just want people to have a great practice and do the work they love, and I, I really appreciate that about you.
[00:24:15] Brandon Grill: Thank you, Whitney. Yeah. Yeah, I want people to succeed.
[00:24:17] Whitney Owens: Wonderful. Well, thank you, and like I s- said, you're gonna be at the conference, so you'll have a table so when people have questions or they wanna hang, hang with you, like, you're gonna be right there. Um, but if somebody's listening and they wanna get in touch with you before then or maybe they're not able to make it, what's the best way for them to get in touch with you?
[00:24:35] Brandon Grill: Yeah, copywriter.com. Uh, that's B-G, like Brandon Grill, and then copywriter, C-O-P-Y-W-R-I-T-E-R.com. I should be updating that soon. Me and Whitney, we talked about this, buying something like googleadsfortherapists.com, but it's kind of pricey. So if I do update that, I'll let you know. The only other thing is, uh, you can follow me on LinkedIn.
Just search Brandon Grill. And if you are at the conference, I will be doing live audits, so just tell me if you want an audit. I'll audit your landing page right there with you and tell you how to improve, how to put your best foot forward so that you can succeed with Google Ads, and that's even gonna help your SEO too, 'cause you're, you're likely using the same page for both, so yeah.
[00:25:18] Whitney Owens: Yeah, that's great. Well, thank you for all the time that you spent with us today giving us all this information, um, and I'm, I'm sure people will be following up with you, and we look forward to seeing you in person in October. The Wise Practice podcast is part of the SiteCraft Podcast Network, a collaboration of independent podcasters focused on helping people live more meaningful and productive lives.
To learn more about the other amazing podcasts in the network, head on over to sitecraftnetwork.com. The Wise Practice podcast represents the opinions of Whitney Owens and her guests. This podcast is for educational purposes only, and the content should not be taken as legal advice. If you have legal questions, please consult an attorney.
