Google Ads for
mental health services.

Google classifies mental health services under its Healthcare & Medicines policy and as a sensitive advertising category. This restricts certain targeting options, prohibits advertising some crisis-related keywords, and requires ad copy to avoid stigmatising language or exploiting vulnerability. Policies evolve — we monitor them continuously and adjust campaigns when guidance changes.

Yes, and we recommend running them as separate campaigns. Online therapy has different search intent, national reach, and a different value proposition to in-person sessions. Separate campaigns let you manage budgets, messaging, and performance independently — and scale your online offering without cannibalising your local campaign.

Yes. Health data is a special category under UK GDPR. We configure conversion tracking to capture behavioural signals (form submissions, phone calls, booking confirmations) without storing or transmitting clinical information. We also review your landing pages to ensure your consent and privacy notices are appropriate for health-related data collection.

In well-managed accounts, private CBT and counselling campaigns typically achieve CPLs of £40–£90. Specialist services like psychiatry or trauma-focused therapy tend to be higher — £80–£150 — due to lower search volume and higher CPCs. Location is a major factor: London CPCs are significantly higher than regional markets.

No. Google's sensitive category policies prohibit targeting users based on inferred mental health status. We target based on search intent — the keywords people type — rather than audience profiles. This is both the compliant and the most effective approach, as keyword-targeted ads reach people actively searching for help rather than being profiled based on browsing behaviour.

Psychiatry campaigns require extra care around clinical claims. Ad copy cannot imply guaranteed diagnosis or treatment outcomes, and references to specific medications must be handled carefully. We have experience building psychiatry campaigns that highlight the value of specialist access — faster appointments, consultant-led care, holistic assessment — within the bounds of both Google policy and ASA guidelines.

HeroSEO is a specialist Google Ads agency for private mental health providers, running PPC campaigns for therapy practices, psychiatric clinics, and employee assistance programmes. Our mental health PPC specialists handle the sensitivity of advertising psychological services with care, ensuring campaigns comply with ASA guidelines while generating genuine enquiries from people seeking support.