Google Ads for Sports Psychology – Best Guide for Clinical Sports Psychologists 2022

Google Ads for Sports Psychology is a very effective way to reach athletes who are looking for psychological help to improve their mental well-being and sports performance. Google Ads help Clinical Sports Psychologists reach people the moment they search for the services that you offer. They can help you grow your business, generate leads, and bring patients to your office. This step-by-step Google Ads guide will teach you how to create your Google Ads so that they can reach athletes who are in need of your services.

What are Google Ads?

Businesses can pay to have their advertisements displayed on the top spot of Google’s search result pages when users search for relevant keywords. These pay-per-click ads are called Google Ads. Google Ads works to reach relevant users when they search for high-intent keywords.

Google Ads is an effective way to drive traffic to your website, generate leads, and even increase calls that come into your business. Your Clinic can show up on Google’s search engine result pages the moment your ideal clients are looking for services like yours.

Below is an example of Google Ads that show up when you search for sports psychologists in Los Angeles:

Google Ads that show up when you search for sports psychologists in la

Why Google Ads for Sports Psychology?

Google Ads for Sports Psychologists is a very effective way to reach specific individuals, like athletes, and turn them into actual clients for your clinic. Your ads can reach users when they search keywords related to your practice and the resources you provide.

For example, as a Clinical Sports Psychologist looking to bring in more patients to your office, you can target keywords such as “sports psychologist in la,” Los Angeles best sports psychologist,” or “sports psychologists near me la.” These keywords target individuals in the Los Angeles area who could be looking for help in rehabilitation after injury, dealing with anxiety, or improving their athletic performance.

Another key component of Google Ads is that results from your Ad Campaign are trackable and measurable. You can track which clicks, calls, leads, email sign-ups were generated from your ads. To help track the results of your ads you can set up conversion tracking on your website. With conversion tracking, you can see which keywords, ads, and ad groups are performing better at generating the most valuable customer activity.

Do Google Ads for Sports Psychology sound like a great way to reach patients in need, but you just do not have the time? 

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Log-In or Create A Google Account

To start your Google Ads for Sports Psychologists campaign, you must first be signed in to a Google Account. If you need to create one you can do so at,

Click on “Start Now.”

select start now to start your google ads for sports psychology campaign

Then select “Switch to Expert.”

We Switch to Expert Mode because Expert Mode gives you more control over the settings of your ad campaign.

If you do not switch to Expert Mode then you will create your ad campaign in a simplified version of Google Ads. The simplified version can affect the performance of your ads.

switch to expert mode to have more control over your campaign

After you Switch to Expert Mode, select Create an account without a campaign. 

select "create an account without a campaign"

Then, you will need to Confirm Your Business information of your Sports Psychology Practice.

confirm the information of your sports psychology practice

Great! Your Google Ads Account is set up and you can start working on your campaign.

Landing Pages for Sports Psychology Marketing

Landing Pages are where your clicks land after they click on your Google Ads. Your landing page plays a significant role in the success of your ad campaign.

They are responsible for turning visitors into leads. To do so, your landing page should include an exchange with your website visitors. For example, this could be a resource from your practice in exchange for their contact information. You can offer a free 15 min session for new patients or money off their first session, in exchange for their contact information,

Your landing page should also provide users with the most relevant information that they searched for. For example, if a user searched for “sports psychologists anxiety,” and they click on your ad, they should be directed to a page on your website that talks about the Anxiety they may be facing during their athletic competitions. It should also include how you can help athletes overcome anxiety about their performance during their sporting competitions.

Check out Wordstream’s 21 Great Landing Page Examples.

Starting Your Google Ads Campaign

First, click on New Campaign.

to start your google ads for sports psychology click "new campaign"


Then choose, “Create a campaign without a goal’s guidance” from the options provided.

create a campaign without a goal's guidance

Campaign Type

Choose “Search” as your campaign type.

select "Search" as your google ads for sports psychologist campaign type

Campaign Results

Next, choose the Results you want to generate from your campaign.

As a Clinical Sports Psychologists looking to bring new clients into your practice then, Website Visits and Phone Calls may be the best to track results.

choose the results you want to get from this campaign

Create a Campaign Name & Networks

Next, create a Campaign Name for your Google Ads.

Under the Networks Section, ONLY Search Network should be selected. Deselect Display Network,

Click on the “Show more settings” section in blue font.

create a campaign name for your google ads for sports psychology

Start and End Date & Ad Schedule for your Ad Campaign

If you want to add a start and end date to your ad campaign, you can add it in the Start and End Date section. Remember, your ads will continue to run until you specify an end date.

Next, you can create your Ad Schedule. You can specify the times you want your ads to run and also the days you want your ads to run.

You may want to consider running your ads at the time of your office hours. This is because someone will be available to answer phone calls from users that call as a result of your ads. If you have the ads running after office hours when no one will be answering calls, then you may lose out on potential clients.

Be sure that you set your ad schedule with enough time to nurture any leads. This can be through a phone call, email, or text message.

set start and end dates for your ad camapign. also set up ad scheudle for your ad to run

Do not change the settings under “Campaign URL Options” and “Dynamic Search Ads Settings.”

Locations and Languages of Patients

Next, select the locations you want your ad campaign to target and select the language. The location should be the city of your office and possibly cities around your office. You want to consider the drive patients would have to make if you decide to enter a location that may be too far.

set location you want your google ads for sports psychology to target and languages

Leave the Audience settings as-is.

Budget & Bidding

In the next section, set your average daily budget and implement your bid strategy for your campaign.

Again, click on the “Show more settings” section under Budget and Budding.

set budget for google ads for sports psychologist campaign and implement bidding startegy

Conversion Tracking & Ad Rotation

In this section, you can enable conversion tracking for your website. Conversion tracking can help track the results your ads generate. For example, calls to your practice, website visits, or even if a visitor signed up for your email list.

In the Ad Rotation settings choose, “Do not optimize. Rotate ads indefinitely.” 

Need help setting up conversion tracking on your website? Check out this Set-Up Guide.

enable conversion tracking and choose "do not optimize"

Implement Ad Extensions for your Google Ads for Sports Psychologist

Next, you can choose to include any Ad Extensions you want to add to your ads. Ad extensions make your ads appear larger on Google’s search result pages, which makes users more susceptible to clicking on them. Ad extensions can help increase your ads clickthrough rate by up to 15%.

As a Sports Performance Therapists, some Ad Extensions you should include on your ad are a Call Extension and Sitelink Extensions.

Call Extensions allow you to include a phone number in your ads. When your call extension shows on your ads people can call your business directly from the ad. They can call your office without having to go through the trouble of looking for it. You can also set your phone number to appear only when your business is open or available to take calls.

You should also create Sitelink Extensions for your ads. Sitelink Extensions take users to a specific page on your website. These links can take users directly to what they want to know or what they want to buy. Some Sitelinkes that you can include on your Google Ads for Sports Psychology can be “Educational Sports Psychology,” “Clinical Sports Psychology,” or “Performance Anxiety.” These are specific to the types of psychological treatments users may be looking for.

Need help implementing Ad Extensions for your business?

We Are Here To Help!

create ad extensions for your google ads for sports psychology campaign

Ad Group Name & Keywords

Now, you need to create an Ad Group name and add keywords you want your ad group to target. Your Ad Group Name and the Keywords you include should be dedicated to one particular topic about your psychological practice.

For instance, if your ad group name is Sports Psychology – Anxiety, the keywords you include should only be about anxiety. Some keywords can be “competition anxiety sports psychology,” “clinical sports psychologist for anxiety,” or “sports psychologist anxiety treatments.”

If you still need help choosing keywords to include in your ad group you can use Google Ads’ Keyword Planner tool. The Keyword Planner will show you similar keywords that users are searching related to your practice.

create ad group name and include keywords you want that ad group to target


How To Access & Use The Keyword Planner

First, click on the Tools & Settings button in Google Ads.

click on "tools and setting"
Second, click Keyword Planner under Planning.

click on the keyword planner tab under planning
Third, click on “Discover More Keywords.”

click on discover new keywords box
Next, enter the keywords you are targeting. You can also enter the domain of your website to help Google with suggestions.

keyword planner example for sports psychology
You will then be shown different keywords similar to the ones you are targeting that users are also searching for. It will also give you some ideas of keywords you could include in your ad group. It also shows you the average monthly searches each keyword recieves.

keyword planner results for sports psychology

Creating Your Google Ads for Sports Psychology

Now that you have implemented the settings of your Campaign you can start creating your Google Ads. Your ads should be relevant to the keywords the users searched and the keywords you targeted in your ad group. For example, if the user searched for “sports psychology Anxiety” your ad should be about Anxiety and what you can offer them.

Final URL & Display Path

The Final URL is the webpage that users will land on when they click on your ads. The Final URL should send your clicks to a page dedicated to the topic the user searched for.

The Display Path is the URL that users will see on your ad. It will give the users an idea of what the webpage will be about when they click on your ad.

Final URL & Display Path example for google ads for sports psychology

Ad Headlines

Your Ad Headlines should include relevant keywords to make the ads relevant to the services the clients are in need of.

Your headlines should include the most valuable information. This information can include any promotions, deals, insurance, or free offers you can provide your patients. Your ads should also include incentives for users to click on your ad.

google ads for sports psychology ad headlines example

Ad Descriptions

Your Ad Descriptions should include numbers, a call to action, and any promotions you can offer your patients. Your Ad Description should also include keywords related to the user’s needs. In your description, you should also include credentials if you have them. An example of a credential can be, “3,000 Happy Athletes.” An example for a call to action can be “Receive a Free 15 Minute Session When You Call Today.”

google ads for sports psychology ad descriptions examples

Ad Previews

As you create and write your Google Ads for Sports Psychology you can see a preview of what your ads will look like. Google Ads will show you different variations of your ads on a desktop and mobile device.

Desktop Ad Preview:

google ads for sports psychology desktop preview

Mobile Device Ad Preview:

google ads for sports psychology mobile devices preview

After you are done writing your Ad components and you are satisfied with the previews, you can publish your ads.

Remember, your ads will not run immediately after you publish them. Google will need to approve them first.

Maintaining Your Negative Keywords List

After you publish your Ads and they begin to run, you need to frequently check how the ads are performing. One important factor to maintain and routinely analyze is the Search Terms Report and Negative Keywords List.

If you are working with a smaller budget monitoring your search terms list and negative keywords list,  will help keep your ad from showing to people who aren’t particularly looking for services like yours. It will also help your ads reach relevant individuals and generate more intentional clicks.

You can use the insights from the Search Term Report to refine and the keywords you selected. You should include high-performing search terms in your keywords lists for your ad group. Or, if you notice any search terms appearing that aren’t relevant to the psychological services that you offer, add them to your negative keyword list.

Adding To Your Negative Keywords List

First, in Google Ads click the Keywords tab on the left.

click on the keywords tab to access the search terms report

Second, under Keywords, click on the Search Terms tab. Here you will see a list of search terms that people have used that triggered ads to be shown and resulted in your ads getting clicked on.

next, click on search terms

To add any undesirable keywords to your Negative Keywords List, click on Negative Keywords on the left.

Click on Negative Keywords tab to add to your list

Click on one of the plus signs to add to your list.

click on one of the blue plus signs to add negative keywordds to your list

Add any keywords you do not want your ads to show up for, in the box.

For example, as a Sports Performance Therapist or Clinical Sports Psychologist some keywords you may want to avoid are keywords like “at-home sports psychology anxiety exercises,” “quick anxiety techniques sports therapists,” “athlete performance anxiety self soothe.” These are all keywords you may want to consider adding to your negative keywords list. These individuals are looking to alleviate their performance anxiety on their own and not with a professional sports psychologist.

negative keywords list for google ads for sports psychology example

Continuously adding to your Negative Keywords list will help you narrow down on the audience you are actually trying to reach. This will help your business save money, while also generating high-intent clicks.

Google Ads for Sports Psychology is an extremely effective way to advertise the help you provide. Your ads can reach athletes who are looking  for a sports therapists, clinical sports psychologist, or coach to help them improve their mental well-being to enhance their sports performance. You can target these individuals right when they are searching for the psychological services you provide.

We helped an Irvine Practice gain, 20+ clients, in only a month! Read more about the Irvine Practice and the Services We Offer. 

We can replicate these results for you too using Google Ads for Sports Psychology.

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