Google Ads vs. Meta Ads vs. LinkedIn Ads for Group Practice Therapists

Choosing the right ad platform for your group practice isn’t about picking the “best” channel—it’s about choosing the one that matches your goals, your clients’ behaviour, and how they seek support. Here’s a breakdown of how each platform works, what it’s best for, and how group practices can use them together for sustainable growth.

Google Ads: High-Intent Clients Ready to Book

Google Ads is the fastest path to qualified inquiries because people search for help at the exact moment they need it.

Why it works for therapists:

• Captures clients actively seeking therapy or a specific modality

• Strongest for increasing bookings and filling clinician caseloads

• Allows targeting by keywords, geography, and service type

• Ideal for practices with multiple specialties (EMDR, couples, anxiety, etc.)

Best for:

✔ Immediate inquiries

✔ Filling clinician availability

✔ Scaling quickly

✔ Insurance-friendly markets

Example Goals:

• “Book more discovery calls for new clinicians”

• “Fill a new program or service with ready-to-book clients”

Meta Ads (Facebook & Instagram): Awareness, Trust & Nurture

Meta Ads are top-of-funnel. You’re not reaching people searching for therapy—you’re reaching people who may need support now or later.

Why it works for therapists:

• Builds brand awareness and trust over time

• Great for normalizing therapy and showcasing team expertise

• Supports content-based nurturing (video, educational posts)

• Excellent for growing email lists for future conversion

Best for:

✔ New practices growing visibility

✔ Brand building

✔ Educating your community

✔ Retargeting website visitors

Example Goals:

• “Grow brand awareness ahead of adding new clinicians”

• “Increase traffic to our website and Google Business Profiles

LinkedIn Ads: Professional, Employer, and Referral Networks

LinkedIn is underrated for group practices—especially those serving professionals, offering corporate wellness, or wanting to grow referral partnerships.

Why it works for therapists:

• Targets professionals by role, industry, and seniority

• Strong for B2B (EAP contracts, workplace mental health talks, partnerships)

• Positions clinicians as leaders and experts

• Higher trust environment for specialized modalities

Best for:

✔ Employer partnerships

✔ Workshops & speaking offers

✔ Recruiting clinicians

✔ Specialty services (executive therapy, burnout, leadership)

Example Goals:

• “Grow referrals from HR leaders and corporate teams”

• “Promote a workplace mental health workshop”

Which Platform Should a Group Practice Choose?

If your goal is immediate bookings → Google Ads

This is where high-intent demand lives.

If your goal is long-term growth and community trust → Meta Ads

You’re building relationships, not just collecting clicks.

If your goal is partnerships or professional credibility → LinkedIn Ads

Perfect for leadership clients, corporate referrals, or clinician recruitment.

How They Work Together

The strongest practices run a multi-channel strategy:

• Google captures ready-to-book clients

• Meta warms up your pipeline & retargets website visitors

• LinkedIn builds referral networks and positions you as an expert

Used together, they increase stability, reduce dependence on seasonal trends, and fill clinician caseloads more predictably.

Want Support Building a Strategic Ad Plan?

If you’re a group practice owner who wants predictable inquiries, clinician-ready caseloads, and clear marketing direction, we can help you choose and execute the best ad strategy for your practice.