Ruzi Mental Health Marketing
Google Ads Setup – Therapy Practices
Google Ads can fill your practice.
But only if they're built right.
I’ll handle the full setup, strategy, campaign build, and landing page. Plus, I actively monitor and optimize your campaign for the first two months.
No commitment required. We will explore if ads are right for your situation so you can make an informed decision.
Sound Familiar?
Here's what holds most practices back from successful digital marketing.
You already know Google Ads could work. But there’s a lot you’re not sure about.
You’ve looked into Google Ads and it’s more complicated than expected. There’s conflicting information everywhere and you’re not sure where to start.
You’re nervous about putting money into something you can’t fully evaluate. Will it actually work? How will you know?
You don’t have time to learn a new platform. You’re running a practice.
You’ve heard about practices burning through an entire ad budget with nothing to show for it.
You want it handled, but you still want to stay informed and understand what you’re paying for.
Marketing your practice doesn’t have to be rocket science. You just need someone who knows what they’re doing.
Why I Do This
What I found when I opened my family's Google Ads account
When my parents asked me to look at the ads for their group therapy practice, I wasn’t prepared for what I found. They were spending over $700 a month. According to Google, the campaign was crushing it.
But when I looked at the actual data, almost every dollar was going toward people who were already searching for their practice by name. Google was taking credit (and money!) for clients that other referral sources had already won. The campaign had never been set up properly, and no one was watching it.
I rebuilt everything: targeted keywords, a proper landing page, real conversion tracking. Within weeks, they had a steady flow of new client inquiries. The best part? They were spending less to get them.
That experience is why I started helping other practices so they never end up in the same situation. Getting it right from the beginning is the difference between a campaign that compounds and one that quietly drains your budget with nothing to show.
The Difference
I only work with therapy practices.
That difference matters.
Therapy Ads are not like other ads.
The keywords your clients use, the language that builds trust when someone is in distress, HIPAA compliance, and Google’s mental health policy restrictions. Most marketers don’t know any of this.
The client journey is unlike any other.
A campaign built to sell a product follows a completely different logic than one built to reach someone who is seeking therapy. Getting that wrong doesn’t just waste money; it fails the people your practice is trying to help.
I know this field from the inside.
I hold a Master of Social Work degree, my wife is a licensed therapist, and my family operates a group therapy practice. I didn’t choose this niche simply to make money. I specialize in mental health because I believe it matters.
The Engagement
What's included — and what it costs
One specialty. Full research & setup. Two months of active management.
Week 1
Research, Build & Launch
✓ Keyword research and strategy for one specialty
✓ Full Google Search Ad campaign setup
✓ Custom landing page built on your existing website
✓ Conversion tracking between your ads and landing page
Month 1
Active Monitoring
✓ Google begins its testing phase, the highest-risk window for any new campaign. I watch and adjust alongside it to ensure it doesn’t waste your ad spend.
✓ End-of-month report: what’s working, what was adjusted, and where the campaign stands.
Month 2
Optimization
✓ This is the time to act on the data from Month 1. I continue monitoring and optimizing the campaign based on what’s working best.
✓ Final written report: full performance assessment and honest recommendations for what to do next.
After Month 2
Your Choice
1
Continue with ongoing management. I’ll offer to continue managing your ads. No pressure. No lock-ins. See pricing below.
2
Take it over yourself. You can continue running and managing your ads on your own.
3
Pause your ads. You’re in full control of your marketing plan.
Your ad account, landing page, and all data are yours from day one. I work as a contributor, not an owner.
$850
One-time setup fee · One specialty · Two months of management
✓ Campaign setup
✓ Custom landing page
✓ Conversion tracking
✓ 2 months of management
✓ 2 performance reports
Everything you need to get started with marketing your practice. Plus, two months of expert management and optimization.
Ad spend is not included and is not paid through me. You pay Google directly through your own account. Plan to budget a minimum of $400/month in ad spend in addition to my fee. See the FAQs below for more.
After the initial two-month setup, you can choose to continue monthly management for $300 per month. No long-term contract or lock-ins. See FAQs for more.
What does “one specialty” mean? A specialty is a specific focus for the type of service your offer to your clients such as:
Couples Counseling Grief & Loss LGBTQ+ Affirming Anxiety & Depression EMDR First Responders Sex & Intimacy And more
Simply targeting “therapy near me” is too broad and will result in your ad campaign competing with larger practices with massive marketing budgets, like BetterHelp and Headway. Choosing a specialty allows you to focus on serving the people who are looking for exactly what you offer.
Want to target more than one specialty? You can add additional specialties from the start or as your practice grows. We’ll talk through what makes sense for your practice and your market on the discovery call.
The Discovery Call
Here's what comes next.
A straightforward conversation about how ads can work for your practice. No sales pitch. No pressure.
01
We talk about your goals
Your practice, your specialties, your location, what you’re hoping to gain from ads, and what success looks like for you.
02
I give you my honest assessment
Based on what you share I’ll tell you what I think our ad strategy could be and what working together would look like.
03
We decide if this is right for you
If it’s a good fit, we move forward. If I don’t think this is good for your business, I’ll tell you that directly. If you need more time to make a decision, I’ll give it to you.
FAQs
Common questions
How much should I budget for ad spend each month?
I recommend a minimum of $400 per month in ad spend, especially at the start. Google needs data to understand your ads and who responds to them. Too little budget means it takes longer and costs more in the long run to get the campaign working. If you add more specialties, your spend should increase accordingly, since the budget gets distributed across everything you’re targeting.
Keep in mind that ad spend is not inlcuded in my fees. All ad spend is paid directly to Google through your Google Ads account.
Can I target more than one specialty?
Yes. You can start with multiple specialties, or add them later as your practice grows. Each specialty needs its own campaign and landing page to perform well, and each one adds to the cost. We’ll talk through your full goals on the discovery call and map out an approach that fits your practice and your budget.
Targeting additional specialties will result in additional setup costs.
Do I need to have a website?
Yes. Having your own website to run ads to is a non-negotiable. It doesn’t have to be anything fancy, though. You just need to own the space where you are sending potential clients who click on your ads.
If you don’t have a website, you can hire me to build your website starting at $1,700 for a full website build. Book a free discovery call for more information.
Do I need an existing Google Ads account?
No. But you will need one, and I can help you get everything set up from scratch. You will need to have your own Google Ads account. From that account, you will give me manager access so I can set up your ads while you retain full ownership and control.
Do you need access to my website?
Yes. My services include building a custom landing page (where people end up when they click on your ads) for your targeted specialty. In order to do this, I will need contributor access to your website, which most hosting platforms offer.
Not all marketers offer landing page building as part of their service. But the data shows that ads can’t perform without a well-built landing page.
You retain full ownership and control of the landing page I build, even if I stop managing your ads.
What does "conversion tracking" mean?
It’s the system that tells Google when someone actually takes an action on your site, such as filling out a contact form, clicking to call, or booking an appointment. Without it, Google can’t tell which ads are producing real leads, and your budget gets spent based on guesswork. Setting this up properly is one of the most important parts of successful ads.
Can you guarantee my ads will work?
Unfortunately, no. Ads don’t work for everyone. I’ll tell you honestly if that’s what the data shows at the end of Month 2. Some markets are too competitive for a limited budget. Some specialties don’t have enough local search volume. And there are numerous factors outside of our control. If that’s the case, I’d rather help you understand it clearly than recommend you keep spending. We talk through this risk on the discovery call so there are no surprises.
Do you offer monthly ad management?
Yes. For most accounts, I offer monthly management for $300. For accounts looking to spend more than $2,500 per month on ads I offer pricing based on a percentage of ad spend.
Can you help me with my existing ads?
Yes. If you are already running ads and want me to take a look at optimizing and/or managing them, I would be happy to discuss options during a discovery call. Optimization is priced based on the current state of your ads. Ongoing management is $300 per month for most budgets.
Do you do Instagram/Facebook/Meta ads?
No.
Ready to find out if Google Ads are right for your practice?
No pressure. No sales pitch. Just an honest conversation about your marketing goals.
Jake Ruzicka, MSW · Ruzi Mental Health Marketing · Google Ads Setup & Management for Therapy Practices · Jake Ruzi Industries LLC
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