One of the most common questions we get from therapists who are new to paid advertising is: should I use Google Ads or Facebook/Instagram (Meta) Ads? Both platforms are widely used, both can generate enquiries for therapy practices, and both have their advocates.
But they work very differently — and for most therapy practices, one is significantly more effective than the other. Understanding the difference will save you a lot of money and frustration.
The fundamental difference: intent vs. interruption
The most important difference between Google Ads and Meta Ads is the mindset of the person seeing your ad.
Google Ads shows your ad to people who are actively searching for what you offer. When someone types "anxiety therapist near me" into Google, they are in problem-solving mode. They have identified a problem, decided they want professional help, and are now looking for someone to work with. They are ready to take action.
Meta Ads (Facebook and Instagram) shows your ad to people who are scrolling through their feed. They weren't looking for a therapist. They were looking at photos of their friends' holidays, or watching a video, or reading a news article. Your ad interrupts them. They may be interested — but they're not in the same mindset as someone who just searched for a therapist.
This difference in intent has a direct impact on conversion rates. A well-run Google Ads campaign for a therapy practice typically converts at 6–10%. A Meta Ads campaign for the same practice typically converts at 1–3%.
When Google Ads is the right choice
Google Ads is the right choice for most therapy practices, most of the time. The reasons are:
- High intent: You're reaching people who are actively looking for a therapist right now.
- Faster results: Because the intent is higher, conversion rates are better and you see results more quickly.
- Easier compliance: While Google does have healthcare advertising policies, they're generally less restrictive than Meta's for therapy practices.
- Better ROI at lower budgets: At budgets under £1,000/month, Google Ads typically delivers better returns than Meta Ads for therapy practices.
If you're just starting with paid advertising and you have a limited budget, start with Google Ads. It's the most reliable way to generate a consistent flow of enquiries quickly.
When Meta Ads can work for therapy practices
Meta Ads isn't useless for therapy practices — but it works differently and requires a different approach.
The most effective use of Meta Ads for therapy practices is awareness and education, not direct response. Instead of running ads that say "Book a free consultation," you run ads that offer something of value — a free guide, a quiz, a webinar — in exchange for contact details. You then nurture those leads over time through email or SMS sequences until they're ready to book.
This approach can work well for practices that have a specific niche or a strong content strategy. But it requires more infrastructure (a lead magnet, a nurture sequence, a CRM) and more patience. The sales cycle is longer than with Google Ads.
Meta Ads can also be effective for retargeting — showing ads to people who have already visited your website or landing page but didn't enquire. However, Google's healthcare advertising policies restrict retargeting for mental health services, so this is more applicable to practices using Meta Ads as their primary channel.
The compliance question
Both platforms have policies around healthcare advertising, but Meta's are generally more restrictive and less predictable for therapy practices.
Meta prohibits ads that imply knowledge of a user's health condition. This means you can't target people based on their interest in mental health, anxiety, or depression. You also can't use language in your ads that implies the viewer has a health condition — which is a significant constraint for therapy advertising.
Ad disapprovals are also more common on Meta for healthcare advertisers. An ad that runs successfully for weeks can suddenly be disapproved without warning, disrupting your campaign and requiring time to resolve.
Google's policies are more clearly defined and more consistently enforced, which makes compliance more manageable.
The cost comparison
Cost per click on Google Ads for therapy-related keywords typically ranges from £1.50 to £5.00 in most markets. Cost per click on Meta Ads is often lower — £0.50 to £2.00 — but this is misleading, because the conversion rates are also lower.
What matters is cost per enquiry and cost per new client. On this basis, Google Ads typically performs better for therapy practices at most budget levels.
Here's a rough comparison for a practice spending £500/month:
- Google Ads: ~200 clicks at £2.50 avg CPC → 14 enquiries at 7% CVR → 8–9 bookings at 60% conversion
- Meta Ads: ~500 clicks at £1.00 avg CPC → 10 enquiries at 2% CVR → 6 bookings at 60% conversion
The gap narrows as budgets increase and as Meta campaigns are better optimised, but Google Ads generally maintains an advantage for direct-response therapy advertising.
Should you use both?
For practices with larger budgets (£1,500+/month in total ad spend), using both platforms can make sense. The typical approach is:
- Google Ads for direct response — capturing people who are actively searching for a therapist
- Meta Ads for awareness and education — reaching people who might not be actively searching yet but are a good fit for your practice
This two-channel approach creates a broader funnel: Meta Ads build awareness and warm up potential clients, while Google Ads captures them when they're ready to take action.
But if you're working with a limited budget, don't split it. Put it all into Google Ads and do it properly. A well-funded, well-managed Google Ads campaign will outperform a split budget across two platforms every time.
The bottom line
For most therapy practices, most of the time, Google Ads is the right starting point. It delivers higher intent, better conversion rates, and more predictable results — especially at lower budget levels.
Meta Ads can be a valuable addition once you have Google Ads running well and you're ready to invest in a broader marketing strategy. But it's not the place to start.
If you'd like to understand what a Google Ads campaign would look like for your practice, book a free strategy call. We'll look at your location, your specialities, and your budget, and give you an honest assessment of what's achievable.
About TheraFlow Systems: We're a done-for-you marketing agency working exclusively with therapists and private practice owners in the US, UK, and Australia. We build the Google Ads campaigns, landing pages, and client management systems that bring a steady stream of ideal clients to your practice.