Best Media Buying Strategies for Google Ads and Paid Social

In today’s digital age, people turn to search engines and social platforms to find answers to their personal challenges including mental health and counselling services. This makes media buying an essential tool for psychology clinics and counselling professionals who want to connect with the right clients. But success in Google Ads and paid social isn’t just about spending money; it’s about using data-driven strategies to ensure every dollar reaches those who truly need support. 

Here are the top 5 media buying strategies for Google Ads and paid social in the counselling and psychological services space. 

1. Audience Segmentation and Targeting 

When it comes to mental health, one-size-fits-all advertising doesn’t work. The key is reaching people who are actively searching for help or showing signals of interest. 

• On Google Ads: Use in-market audiences and keyword targeting. For example, someone searching “anxiety counselling in Calgary” or “child psychologist near me” is demonstrating high intent. Tailoring ads to those exact searches improves both reach and relevance. 

• On Paid Social: Target by demographics, life events, and interests. For example, a new parent may be more likely to explore family or postpartum counselling. You can also use lookalike audiences based on existing client lists to expand your reach. 

The more specific your targeting, the more likely you are to connect with people ready to seek help. 

2. A/B Testing Creatives and Messaging 

People respond differently to messaging in mental health campaigns. Some need reassurance, while others respond to expert authority. This is why A/B testing is critical. 

• On Google Ads, test headlines like “Compassionate Anxiety Counselling in Calgary” versus “Professional Psychologists for Anxiety Support.” 

• On Paid Social, try different visuals i.e. calm imagery, professional therapist photos, or short video testimonials. 
• Test CTAs like “Book Your First Session” versus “Speak to a Counsellor Today” to see which creates more action.

These small variations can make a significant difference in click-through rates and conversions. 

3. Strategic Budget Allocation 

Not every platform delivers the same value in mental health advertising. Google Ads captures people in crisis or actively searching, while paid social is more effective for building awareness and trust. 

• Google Ads: Allocate budget toward high-intent keywords like “trauma therapy Calgary” or “teen counselling services.” These searches often convert quickly because the person is actively seeking help. 

• Paid Social: Focus more on awareness campaigns, sharing educational content about stress management, family counselling, or coping strategies. This builds credibility and nurtures people who may seek services later. 

• Continuously shift budgets based on performance. For instance, if you notice Google Ads generating more inquiries at a lower cost per lead, adjust accordingly. 

Smart allocation ensures you’re not overspending where results are weaker. 

4. Data-Driven Optimization 

With counselling and psychology services, trust is everything. Tracking performance data helps you understand what messaging and placements resonate most with potential clients. 

• On Google Ads, use conversion tracking to measure phone calls, form fills, or online booking requests. Automated bidding strategies like Target CPA can help optimize for the lowest cost per appointment. 

• On Paid Social, track metrics like engagement rates, video views, and message clicks. If a stress management ad performs better than a depression counselling ad, shift spend accordingly. 

• Monitor which times of day or devices bring the most conversions. For example, you may notice people are more likely to search for counselling services in the evenings. 

Consistent optimization ensures campaigns remain effective while respecting ad budgets. 

5. Retargeting and Cross-Channel Integration 

Many people don’t book counselling services the first time they see an ad. Retargeting keeps your practice top of mind as they move through the decision-making process. 

• Google Ads Remarketing: Show ads to people who visited your site but didn’t book a session. For example, someone who browsed “child counselling” could later see a reminder ad about your expertise. 

• Paid Social Retargeting: Retarget those who engaged with your posts or videos. For instance, if someone watched your video on coping with anxiety, you can later show them a counselling services ad with a booking CTA. 

• Cross-Channel Consistency: Align messaging between Google Ads and social. If someone clicks your Google ad but doesn’t book, they should later see a supportive, trust-building ad on Facebook or Instagram. 

This multi-touch approach builds familiarity and increases the chances of conversion. 

Conclusion 

For psychology clinics and counselling services, effective media buying is about connecting with people at the right moment with the right message. By segmenting audiences, testing different creatives, allocating budgets strategically, optimizing with data, and using retargeting, you can maximize both reach and impact. 

Whether you’re running Google Ads to capture high-intent searches or paid social campaigns to build trust and awareness, the best results come from combining compassion with strategy. In mental health marketing, it’s not just about visibility, it’s about showing people that help is available when they need it most.