How Therapists and Private Practices Can Use Facebook and Instagram Ads to Attract Clients
Marketing for mental health practices comes with unique challenges, especially when advertising options are limited. One of our practice's most significant obstacles is being unable to advertise on Google Ads because we provide substance use treatment but are not a registered substance use treatment facility—a requirement for Google’s strict advertising policies. This restriction forced us to think outside the box and reach potential clients creatively.
Enter Facebook and Instagram ads. By leveraging these platforms, we’ve overcome this roadblock and seen incredible results: a 50–200% increase in interactions with our Google My Business page, consistent referrals, and highly cost-effective campaigns with click costs as low as $0.05 to $0.50. These tools have been a game-changer, particularly for our rural practice in central Nebraska, where effective advertising is essential for connecting with underserved communities.
In this post, I’ll share what we’ve learned about using Facebook and Instagram ads to grow a mental health practice, from targeting and design tips to measuring results and achieving a strong return on investment.
Why Facebook and Instagram Ads Work for Therapists
Facebook and Instagram are powerful platforms for therapists and private practices looking to expand their reach and attract new clients. Here’s why:
- Highly Targeted Reach
Social media platforms allow you to target the exact audience that needs your services. With Facebook and Instagram, you can create highly detailed audience profiles based on:- Location: Perfect for rural practices like ours, where we target a 45–to 60-mile radius for in-person services or underserved areas across the state for telehealth.
- Age: Focus on the age group that matches your typical clients or the parents of younger clients.
- Interests and Professions: Target high-stress fields like teachers, healthcare workers, first responders, and others likely to seek mental health support. For specialized services, such as perinatal mental health, you can target new mothers or pregnant women.
This detailed targeting ensures that your ads are seen by people most likely to benefit from your services.
- Cost-Effective Advertising
One of the most significant advantages of Facebook and Instagram ads is their affordability. Our campaigns have seen click costs ranging from $0.05 to $0.50, making them an extremely cost-effective way to attract potential clients. Unlike traditional advertising, you can start with a small budget and scale up once you see what works. - Flexibility and Customization
Facebook and Instagram ads let you experiment with different types of content, formats, and messaging. You can test various approaches to find what resonates with your audience. From in-feed ads to Stories and Reels, there are plenty of creative options to showcase your practice. - Filling Gaps in Advertising Restrictions
For practices like ours, where Google Ads isn’t an option due to strict substance use treatment advertising policies, Facebook and Instagram ads have provided a lifeline. These platforms allow us to creatively market our services without violating compliance rules, ensuring we can still reach potential clients in need. - Engaging with Underserved Communities
In rural areas like central Nebraska, people are often willing to travel for quality mental health services. Social media ads allow us to reach those clients who may not have local options. For telehealth, we’ve targeted underserved regions across the state, bringing much-needed mental health care to those who might not otherwise access it.
By leveraging these benefits, we’ve consistently grown our practice, increased referrals, and connected with more people who need our help. In the next section, we’ll dive into how to set up successful ad campaigns and the strategies that have worked best for us.
Setting Up Successful Ad Campaigns
Running ads doesn’t have to be complicated or time-consuming. With simple tools and a straightforward process, you can create effective campaigns that bring in new clients. Here’s how I approach it:
Keep It Simple
- I use Canva to design ads, sticking to clean, easy templates in our brand colors and adding our logo to maintain a professional and cohesive look.
- I focus on personable visuals, like photos of therapists, office spaces, or calming imagery that feels welcoming and relatable.
- Once I define the goals and audience for the ad, I upload the designs (landscape, square, and story-sized formats) into Ads Manager and let it auto-generate additional ad types.
Step-by-Step Process
- Define Your Goals: Decide what you want to achieve with the campaign:
- Are you promoting general telehealth services to attract more clients?
- Or are you showcasing a specific clinician and their specialties?
- Set Your Target Audience: Choose who you want to reach based on:
- Location: For telehealth, I focus on underserved areas across our state. For in-person services, I target a 45–60-mile radius.
- Demographics: Age ranges of potential clients or their parents (e.g., targeting parents of teens or new mothers).
- Interests and Professions: High-stress jobs like teachers, healthcare workers, or first responders.
- Upload Designs: Use three ad sizes—landscape, square, and story-sized. Facebook Ads Manager will optimize the formats for different placements like feeds, Stories, or Reels.
- Set a Budget: Start small—$4 daily—and monitor the ad's performance. Once I see it’s working well (e.g., getting clicks or inquiries), I gradually increase the budget to expand the reach.
Simple Campaign Examples
Example 1: General Telehealth Campaign
- Goal: Promote statewide telehealth services for underserved areas.
- Target Audience:
- Location: Entire state or underserved regions.
- Demographics: Ages 25–50, including caregivers (teachers, parents, healthcare workers).
- Interests: Mental health, stress management, parenting.
- Ad Visual: A calming image of a therapist in a well-lit office with text that says:
“Wherever you are, support is just a click away. Schedule your telehealth appointment today.” - Ad Copy:
- Headline: “Flexible, Compassionate Therapy—Anywhere in Nebraska.”
- Text: “Access high-quality mental health care from the comfort of your home. Whether you’re navigating stress, anxiety, or life changes, we’re here to help. Schedule your consultation today.”
- Call-to-Action (CTA): “Learn More” or “Book Now.”
Example 2: Clinician-Specific Campaign
- Goal: Highlight a new therapist and their specialties (e.g., perinatal mental health or teen therapy).
- Target Audience:
- Location: Within a 45–60-mile radius for in-person services, or specific telehealth regions.
- Demographics:
- For perinatal mental health: Women aged 20–40, pregnant or new mothers.
- For teen therapy: Parents aged 35–50.
- Interests: Parenting, pregnancy support, stress management.
- Ad Visual: A professional photo of the clinician in their office with text:
“Meet [Therapist’s Name], your guide to navigating life’s transitions with care and expertise.” - Ad Copy:
- Headline: “[Therapist’s Name] Specializes in [Specific Issue].”
- Text: “Our newest clinician, [Therapist’s Name], is here to support you with [specific specialties, e.g., navigating postpartum challenges or helping teens thrive]. Book a consultation to see how they can help.”
- CTA: “Schedule Now” or “Learn More.”
This simple approach makes creating effective ad campaigns manageable, even for therapists who feel intimidated by marketing. The key is to focus on your goals, design approachable visuals, and start small with your budget while testing what works.
Advanced Tips for Therapists
Once you’ve got the basics down, it’s time to take your ads to the next level. These advanced strategies will help you get the most out of your campaigns and improve your return on investment.
1. A/B Testing: Finding What Works Best
A/B testing is all about testing different versions of your ad to see which one performs better. For example, you might test:
- Images: A photo of a therapist’s face vs. a picture of your office space.
- Headlines: “Feeling overwhelmed?” vs. “We’re here to help.”
- Call-to-Actions (CTAs): “Schedule Now” vs. “Learn More.”
Running these tests will give you a clearer idea of what resonates best with your audience. Don’t overcomplicate it—just start with a few variations and monitor the results. After you gather data from one or two weeks, you can optimize your ad for better performance.
2. Tracking Your Results
It’s essential to track the performance of your ads to ensure you’re spending your budget wisely. Here are a few key metrics to watch:
- Click-through Rate (CTR): This tells you how many people clicked your ad compared to how many saw it. A higher CTR means your ad is engaging and relevant.
- Cost Per Click (CPC): Monitor how much you pay for each click. Ideally, this should stay low—under $0.50 per click is typical for effective campaigns.
- Conversions: This could be the number of new clients booking appointments or engaging with your website. Tracking conversions helps measure the effectiveness of your ad spend.
You can track these metrics through Facebook Ads Manager and Google Analytics, which will give you insights into your ads' performance. Don’t forget to check your Google My Business interactions as well—more clicks and engagements usually mean more referrals.
3. Budgeting Smartly
When you start seeing positive results, it’s time to scale. But don’t jump into a big budget too quickly. Start small and gradually increase your budget by about 20% per week to avoid wasting money.
For example, you can set an initial daily budget of $4. Once you’ve tested and confirmed that the ad is generating clicks and conversions, you might increase it to $6–$8 per day. The goal is to find the optimal spend where your ads are cost-effective but still reaching a large enough audience to generate results.
4. Targeting Underserved Areas with Telehealth Ads
One of the best uses of Facebook and Instagram ads is reaching clients in underserved or rural areas. Since telehealth has become such a vital service, target regions in your state with limited access to mental health care.
For example, if you’re in Nebraska, you can target areas outside major cities like Omaha or Lincoln—where people might be open to traveling or trying telehealth services. Make sure your ad copy highlights the convenience of telehealth:
- “Mental health care is just a click away, no matter where you are in Nebraska.”
- “Access quality therapy from the comfort of your home.”
Telehealth ads can be especially effective because they break down geographic barriers and allow you to serve a broader audience with minimal effort.
5. Refreshing Your Ads Regularly
To avoid “ad fatigue”—where your audience becomes less responsive to your ads over time—it’s important to refresh them every few months. Try new images, update the ad copy, or experiment with seasonal themes (e.g., back-to-school anxiety for teens or New Year’s resolutions for self-care). Keeping your ads fresh helps maintain engagement and prevents them from becoming stale.
6. Use Retargeting to Maximize ROI
Retargeting ads help you reach people who have interacted with your practice in some way but haven’t yet converted (e.g., they visited your website but didn’t schedule an appointment). By showing these individuals relevant ads again, you can remind them about your services and encourage them to take the next step.
For instance, if someone visited your telehealth services page but didn’t book an appointment, you could create a retargeting ad saying:
- “Still thinking about telehealth? Our therapists are ready to help. Book your first session today.”
Retargeting ads are highly effective because they reach people who are already interested in your practice.
By following these tips, you can refine your ad campaigns, optimize your budget, and track results to ensure you get the best return on your advertising investment. As you scale your campaigns, don’t forget to keep testing, tracking, and adjusting to maintain optimal performance.
Addressing Common Concerns and Myths About Advertising for Therapists
Marketing and advertising can feel intimidating for mental health professionals, especially when juggling ethical considerations, client privacy, and the fear of wasting money. Let’s address some common concerns and misconceptions to help you feel more confident in launching your campaigns.
1. “I Don’t Know How to Market Myself”
Many therapists worry that marketing feels unnatural or self-promotional. The key is to shift your perspective—think of advertising as a way to connect with people who need your help.
- Focus on client-centered messaging: Your ads aren’t about “selling” yourself; they’re about showing potential clients how you can support them.
- Keep it simple: Use clear, empathetic language that resonates with your audience's challenges. Ads like “Feeling overwhelmed? We’re here to help” keep the focus on client needs, not on you.
2. “What About Privacy and Ethics?”
This is one of the most common concerns therapists have about advertising. The good news is that it’s easy to maintain privacy and professionalism in your campaigns.
- Avoid client testimonials or stories: While testimonials might be typical in other industries, it’s best to steer clear of anything that could breach client confidentiality or seem exploitative.
- Use professional photos and imagery: Instead of relying on stock images that might feel impersonal, use pictures of your office space or your team (with their consent). This keeps your ads professional yet relatable.
- Focus on general challenges: Frame your messaging around everyday mental health struggles (e.g., stress, anxiety, parenting challenges) rather than personalizing it to specific individuals.
3. “I Don’t Have a Big Budget”
One of the best things about Facebook and Instagram ads is that they’re highly cost-effective, even with a small budget.
- Start small: You can begin with as little as $3–$4 daily and still see meaningful results.
- Prioritize your goals: Focus your budget on campaigns with the most significant impact, like promoting telehealth to underserved areas or advertising a new clinician.
- Track ROI: Remember that just one new client can often cover the cost of an entire ad campaign, making it a worthwhile investment.
4. “I Don’t Have Time to Create Ads”
Running a busy practice doesn’t leave much time for marketing, but creating ads can be quick and easy with the right tools.
- Use Canva for fast designs: Its clean templates, drag-and-drop interface, and brand kit options, Canva lets you create professional ads in minutes.
- Streamline the process: Once you’ve defined your audience and goals, uploading your designs and setting up a campaign in Ads Manager takes less than 30 minutes.
- Let AI help: Tools like ChatGPT can generate ad copy ideas for you, so you don’t have to spend time brainstorming.
5. “What If My Ads Don’t Work?”
It’s natural to worry about wasting money on ads, but Facebook and Instagram campaigns are designed to let you test and adjust as you go.
- Start with a test campaign: Run a small-budget ad for 7–10 days to see how it performs. If it’s not working, tweak the visuals, copy, or audience targeting and try again.
- Track performance: Use Facebook Ads Manager to monitor metrics like click-through rates and adjust based on the data.
- Learn as you go: Even if your first ad doesn’t perform as expected, you’ll gain valuable insights to improve future campaigns.
6. “What If It Feels Overwhelming?”
It’s easy to feel overwhelmed when you’re new to advertising, but remember that it doesn’t have to be perfect.
- Please keep it simple: A basic ad with a clear message, a professional-looking image, and a small budget can go a long way.
- Focus on one campaign at a time: Instead of trying everything simultaneously, start with a single goal, like promoting telehealth services or introducing a new clinician.
- Step by step: Define your audience, design your ads, and let Facebook’s automation do the rest.
Final Tips and Encouragement for Therapists Starting with Ads
If you’re ready to give Facebook and Instagram ads a try, here are some final tips to help you feel confident and prepared:
1. Start Small and Build Over Time
You don’t need a massive budget or complex strategy to see results. Begin with a straightforward campaign, set a small budget (e.g., $4 per day), and focus on a single goal like promoting telehealth or advertising a new service. You can expand your efforts as you gain experience and see what works.
2. Let Automation Work for You
Facebook Ads Manager has built-in tools to make running ads easier. By uploading your designs and defining your audience, Ads Manager can automatically optimize placements and create different ad formats for you. This allows you to focus on your goals without micromanaging the process.
3. Be Authentic and Personable
Clients want to feel a connection before reaching out for therapy. Use photos of your team or office, keep your messaging empathetic and client-focused, and avoid making your ads feel overly corporate or salesy. Authenticity builds trust.
4. Learn and Adjust as You Go
Marketing is a skill that gets easier with practice. If your first ad doesn’t perform as expected, don’t get discouraged—it’s all part of the process. Look at the data, tweak your approach, and try again. Even a small improvement can have a big impact over time.
5. Remember the Bigger Picture
Advertising isn’t just about clicks or likes—it’s about reaching people who need your help. Think of your ads as an extension of the compassionate care you provide in your practice. By creating a welcoming, approachable presence online, you’re opening the door for someone to take the first step toward improving their mental health.
Take the First Step Today
Running ads may feel outside your comfort zone, but it’s one of the most effective ways to grow your practice and connect with clients who need your support. With tools like Canva and Ads Manager, starting is easier than ever. Whether you’re promoting telehealth services, highlighting a new clinician, or simply raising awareness about your practice, a small effort can lead to big results.
You’ve already done the hard work of building a practice that changes lives—now it’s time to share that with the people who need it most. Start small, keep it simple, and watch your efforts pay off.
