Thoughts on Google Ads for no-fee counselling service

[jb5150]

Hello, again

I offer a no-fee counselling service (government subsidized for anyone who's been involved in a car accident including passengers and pedestrians). Problem is very few people know about it and it is province-wide so there's scale.

The value is built-into the fact that I have 5 trauma trained therapists some of which are available for in-person sessions and all of which are doing virtual therapy as well.
Added to this is that people coming to us have the opportunity to seek help with any other things creating distress in their lives. We are all trauma trained as well, another thing that differentiates us as talk therapy alone does not work for healing the emotional wounds left behind from a traumatic experience. Also, I have created a network of occupational therapists, doctors (MDs), physiotherapists, kinesiologists (good, competent practitioners which seem to be a rarity these days). The differentiates us from anyone else as I am able to identify any gaps in a person's recovery, particularly people with concussion, and get them to the right resources. Some of these resources/referral partners send us the occasional MVA client/patient but it can be so sporadic, for example the last 2 weeks we've only received 4 new referrals total.

I am not doing any pay advertising campaigns.

My current approach to building referral partnerships is cold call/email to clinics, in addition to LinkedIn. I don't have a big IG presence and would like to get into creating quality posts to target both clinicians and the general populous.

Getting to my questions.

I am thinking of re-visiting targeted Google Ads, and was wondering would it be useful to promote the work we do? I have tried it in the past and it was just throwing money away as it lead to nothing.

I'd love to hear the communities thoughts on this, and any other approaches they think may be useful for me.

 

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[David Fitz]

Hello, again

I offer a no-fee counselling service (government subsidized for anyone who's been involved in a car accident including passengers and pedestrians). Problem is very few people know about it and it is province-wide so there's scale.

The value is built-into the fact that I have 5 trauma trained therapists some of which are available for in-person sessions and all of which are doing virtual therapy as well.
Added to this is that people coming to us have the opportunity to seek help with any other things creating distress in their lives. We are all trauma trained as well, another thing that differentiates us as talk therapy alone does not work for healing the emotional wounds left behind from a traumatic experience. Also, I have created a network of occupational therapists, doctors (MDs), physiotherapists, kinesiologists (good, competent practitioners which seem to be a rarity these days). The differentiates us from anyone else as I am able to identify any gaps in a person's recovery, particularly people with concussion, and get them to the right resources. Some of these resources/referral partners send us the occasional MVA client/patient but it can be so sporadic, for example the last 2 weeks we've only received 4 new referrals total.

I am not doing any pay advertising campaigns.

My current approach to building referral partnerships is cold call/email to clinics, in addition to LinkedIn. I don't have a big IG presence and would like to get into creating quality posts to target both clinicians and the general populous.

Getting to my questions.

I am thinking of re-visiting targeted Google Ads, and was wondering would it be useful to promote the work we do? I have tried it in the past and it was just throwing money away as it lead to nothing.

I'd love to hear the communities thoughts on this, and any other approaches they think may be useful for me.

You're in luck. There's a Google Ads guy in here @Andy Black

 

[Andy Black]

I am thinking of re-visiting targeted Google Ads, and was wondering would it be useful to promote the work we do?

Ads on Google are less about “promoting” the work you do and more about getting found by the people already searching for you.

What are people searching for that indicates they’re already looking for your services?

 

[jb5150]

Ads on Google are less about “promoting” the work you do and more about getting found by the people already searching for you.

What are people searching for that indicates they’re already looking for your services?

This is part of the problem I am having. Identifying what traumatized people are searching for. The vast majority of people are blissfully unaware that they go through their day suffering the effects of emotional trauma.

I am trying to target, specifically, people who have been involved in car accidents and have open claims with province-wide insurance provider (we have only 1 and it's government run).

Perhaps I'd target people searching google for car body repairs? Those injured in auto accidents are a smaller subset of those typically taking to the web looking up help for depression and anxiety.

This is why I've mostly targeted clinicians such as MDs and manual rehab specialists as mentioned above, rather than advertising directly to the public. The way I've been targeting professionals is by asking them about their service as I want to offer the best possible care to the clients that come to see us - that way I am not directly pitching the service and in some sense appearing to 'screen'/qualify other health professionals in the industry.

I am currently trying to create valuable free content for IG, but that's something I need to invest more time in. I will also embark on a big cold email/phone call campaign to local clinics and practitioners, many of which seem keen on the service; offering free psychotherapy to their patients in addition to potential for two-way referral partnerships.

Andy I was hoping you'd be able to shed your insight and perhaps guide me in the right direction - and maybe that doesn't involve Google Ads/paid advertising.

 

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[Andy Black]

This is part of the problem I am having. Identifying what traumatized people are searching for. The vast majority of people are blissfully unaware that they go through their day suffering the effects of emotional trauma.

I am trying to target, specifically, people who have been involved in car accidents and have open claims with province-wide insurance provider (we have only 1 and it's government run).

Perhaps I'd target people searching google for car body repairs? Those injured in auto accidents are a smaller subset of those typically taking to the web looking up help for depression and anxiety.

This is why I've mostly targeted clinicians such as MDs and manual rehab specialists as mentioned above, rather than advertising directly to the public. The way I've been targeting professionals is by asking them about their service as I want to offer the best possible care to the clients that come to see us - that way I am not directly pitching the service and in some sense appearing to 'screen'/qualify other health professionals in the industry.

I am currently trying to create valuable free content for IG, but that's something I need to invest more time in. I will also embark on a big cold email/phone call campaign to local clinics and practitioners, many of which seem keen on the service; offering free psychotherapy to their patients in addition to potential for two-way referral partnerships.

Andy I was hoping you'd be able to shed your insight and perhaps guide me in the right direction - and maybe that doesn't involve Google Ads/paid advertising.

“Who already has your clients?” (Jay Abraham)

I like how you’re building relationships with businesses that already have your potential clients.


I skimmed and didn’t quite follow or understand what people might search for and why.

I don’t think people would specifically search for counsellors who specialise in road traffic accident trauma. The Google Keyword Planner would help determine that though.

If your market are people whose insurance would pay your fees (if I understand correctly) then you *might* not be able to separate those with the search terms they use. Again, check the Google Keyword Planner.

 

[jb5150]

“Who already has your clients?” (Jay Abraham)

I like how you’re building relationships with businesses that already have your potential clients.


I skimmed and didn’t quite follow or understand what people might search for and why.

I don’t think people would specifically search for counsellors who specialise in road traffic accident trauma. The Google Keyword Planner would help determine that though.

If your market are people whose insurance would pay your fees (if I understand correctly) then you *might* not be able to separate those with the search terms they use. Again, check the Google Keyword Planner.

Thank you for that, I'll re-familiarize myself w the KW planner as its been some years.

I try to think of what would keep my prospective clients up late at night, so-to-speak, to help guide/wittle-down search terms.

Some of the common denominators amongst most, if not all trauma clients are:
-feeling as though they are losing time (e.g., the world is passing them by while they languish or stagnate due to emotional and physical injuries); to add, UNLESS clients are referred by their family doctor, or some other physical therapist, they are far more inclined to look-up "physio therapist", "kinesiologist", or massage therapist (RMT). Typically the physical stuff, since its far more tangible gets dealt with more immediately, and the psychological stuff gets addressed later
-some of them might have diagnosed head injury or concussion symptoms so they may look-up ways of addressing their symptoms
-others might be looking up employment benefits (from the government or work) as they may not be able to work, or are working modified or reduced hours due to their injuries
-in the past they might be looking up injury lawyers, although this has changed as of late as the province introduced legislation making it almost impossible to litigate against the insurance company
-the provincial insurance provider, ICBC, does have a list of therapies offered...I COULD potentially use that as a key word. For example, someone involved in a motor vehicle accident may search "how many sessions of funded physio sessions are provided by ICBC?" or "ICBC physio/chiro/massage therapist etc" <---as not all practitioners offer direct billing to ICBC, and people understandably don't want to pay out of pocket.

Those are just a few. But overall you're right, very few people if any will intentionally look for auto-accident related psychotherapy (although funny enough it happened yesterday after this post, and I actually secured her as a client).

I'll give the KW tool a go once I figure it out and let you know what comes up.


*Edit
I m thinking that for the KW planner I should look at "ICBC" (the insurance provider), and other vehicle related KWs (injury, claims payment, liability, re-imbursement and so forth), as looking up counselling shows me know real intersection between mental health and car accidents.

 

[BizyDad]

I am literally going to be running this exact campaign soon. We are building a website for a new client now, once it launches we'll be targeting the things you mention. If you give me 4-6 weeks to get it running I can help give real world guidance (although you are in another country, so it probably won't be a carbon copy, obviously). I'm responding here now because later I might forget to pop in here to help.

 

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[jb5150]

I am literally going to be running this exact campaign soon. We are building a website for a new client now, once it launches we'll be targeting they things you mention. If you give me 4-6 weeks to get it running I can help give real world guidance (although you are in another country, so it probably won't be a carbon copy, obviously). I'm responding here now because later I might forget to pop in here to help.

If you want any input from someone who has a tonne of experience in the field, let me know. It doesn't sound like there are any competing interests

 

[jb5150]

“Who already has your clients?” (Jay Abraham)

I like how you’re building relationships with businesses that already have your potential clients.


I skimmed and didn’t quite follow or understand what people might search for and why.

I don’t think people would specifically search for counsellors who specialise in road traffic accident trauma. The Google Keyword Planner would help determine that though.

If your market are people whose insurance would pay your fees (if I understand correctly) then you *might* not be able to separate those with the search terms they use. Again, check the Google Keyword Planner.

Thanks again Andy.

What exactly do you mean by "not be able to separate those with search terms they use"?

Would I not want to find the 'intersection' of 2 different niches, such as "Car accident injury" and "counselling", for example?

I think, however (and this maybe what you're saying), is that both categories of keyword are not mutual exclusive in anyway.

Most people will go to their doctors with complaints about not feeling right, depression-like symptoms such as loss of motivation/interest in life, they might also present with somatic symptoms such as gastro-intestinal distress (with no organic cause), shortness of breath, and other panic-like symptoms.

Someone suffering from any trauma may take to google to search for "panic symptoms" or "how to cure anxiety" for example. The thing with emotional trauma is most people aren't aware they have it, so they typically search for more common terminology like depression or anxiety, or perhaps (and likely less the case) PTSD.


As I eluded to above, people are more inclined to address the physical symptoms of a car accident, though not everyone experiences them. So they may type "chiropractors near me", or "massage therapist" etc..

I am not exactly sure if or how google Ads can help me to be perfectly honest, but I m not a guru in this area by any means.

 

[Andy Black]

What exactly do you mean by "not be able to separate those with search terms they use"?

What I mean is: how many searching for “trauma therapy” are looking for “motor accident trauma therapy” or similar?

And how many are searching who are insured via the providers you deal with?

Not saying paid search can’t work, just that I’d need to do a bit of keyword research to find keywords that indicate the searcher is looking for what your offering.

 

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[jb5150]

What I mean is: how many searching for “trauma therapy” are looking for “motor accident trauma therapy” or similar?

And how many are searching who are insured via the providers you deal with?

Not saying paid search can’t work, just that I’d need to do a bit of keyword research to find keywords that indicate the searcher is looking for what your offering.

I would say its extremely rare. With exception of the lady that reached out to me the other day, it almost never happens. I can ask her what search criteria she used but it feels like a one-off. The short of it is people don't really find me online unless they were told of the service and decided to find me online (www.lighthousecounselling.ca). I get organic searches for the relationship therapy I do, which is separate and of course far easier to find keywords for.

To clarify, anyone with a drivers license in the province I am in (British Columbia) is automatically covered by ICBC (the provincial auto insurance provider). ICBC funds counselling, in addition to chiro, kin, physio, massage etc.

I m really hoping that sheds some light on things, I m not sure I provided the answers you are looking for.

 

[Andy Black]

I would say its extremely rare. With exception of the lady that reached out to me the other day, it almost never happens. I can ask her what search criteria she used but it feels like a one-off. The short of it is people don't really find me online unless they were told of the service and decided to find me online (www.lighthousecounselling.ca). I get organic searches for the relationship therapy I do, which is separate and of course far easier to find keywords for.

To clarify, anyone with a drivers license in the province I am in (British Columbia) is automatically covered by ICBC (the provincial auto insurance provider). ICBC funds counselling, in addition to chiro, kin, physio, massage etc.

I m really hoping that sheds some light on things, I m not sure I provided the answers you are looking for.

Why don’t we have a quick chat next week to do the keyword research, record it, and drop it in here?

 

[jb5150]

Why don’t we have a quick chat next week to do the keyword research, record it, and drop it in here?

That would be wonderful. I know myself, and others would greatly appreciate that. I'll await your instruction.

 

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[jb5150]

I am wondering if I should try google phrases such as "personal injury lawyer" (2000+), "car accident lawyer near me", "Ptsd after car accident" and other tangential search phrases?

 

[Andy Black]

I am wondering if I should try google phrases such as "personal injury lawyer" (2000+), "car accident lawyer near me", "Ptsd after car accident" and other tangential search phrases?

You could try that. I suspect CPCs will be high and conversion rates will be low.

I wouldn’t start on Google with tangential search terms. Start on Google by trying to get in front of people searching with credit card in hand looking to give you their money.

How are you getting on building relationships?

 

[jb5150]

You could try that. I suspect CPCs will be high and conversion rates will be low.

I wouldn’t start on Google with tangential search terms. Start on Google by trying to get in front of people searching with credit card in hand looking to give you their money.

It's not so simple as people aren't paying for the service, it's no fee as we direct bill to the insurance provider. People tend to not be as motivated for something 'free' imho as they would be paying a discounted price.

The incentive is providing free counselling not simply for their car accident distress but for other issues as well. Thing is the caveat for 'no fee' counselling is they need to have been involved in a car accident. How it works is they have up to 12 weeks or 12 sessions (whichever comes first) of pre-authorized counselling sessions. After that they can continue if its needed, in which case we (the counsellors) provide a session extension request to the insurance company.

How are you getting on building relationships?

It's been a struggle. Referrals have been sporadic. The past 1.5 weeks we had 7 new referrals. But prior to that it was a few weeks dry spell. Mostly been approaching via LinkedIn but it's gotten a bit quiet on there as of late. I am going to be shifting focus to cold phone calls to clinics in addition to cold emails.



So the way I see it is buying words/phrases that will inform searchers of a service they had no idea existed. Maybe it's through "auto body repair", or "physical rehab icbc" or the aforementioned. But ya, the CPC will be high and conversion likely low. It feels a bit demotivating to be honest. I am not sure if I should just solely stick with reaching out to other clinicians and practitioners, in some sense treating these potential referral sources as the clients.

I purchased a Moz account, been tinkering with their keyword research tool but haven't come up with much of anything inspiring. Also trying out Keywords Everywhere extension tool in Chrome.

 

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[Andy Black]

Here's the recording of our chat:

• A chat about lead gen & scaling

Note that we didn’t do any keyword research. This was a more high-level chat.

 

[jb5150]

Here's the recording of our chat:

• A chat about lead gen & scaling

Thank you Andy, you’re a scholar and a gentleman. You’ve given me much food for thought to digest over the remainder of the week.

I will likely implement an ads campaign, as per our discussion, likely focusing on physio therapy to obtain some metrics. I will keep you updated and look forward to sharing with you some of my experiences along my exciting journey.
Warmly,

R

 

[Andy Black]

Thank you Andy, you’re a scholar and a gentleman. You’ve given me much food for thought to digest over the remainder of the week.

I will likely implement an ads campaign, as per our discussion, likely focusing on physio therapy to obtain some metrics. I will keep you updated and look forward to sharing with you some of my experiences along my exciting journey.
Warmly,

R

These might be of interest:

• How to get profitable or fail fast with AdWords
• Andy discusses Google Ads on The Subscription Box Show

 

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