Speech therapy assessments
Separate parent enquiries, adult appointments and school referrals where the practice serves them. Clarify session formats.
Google Ads for speech and language therapists
An adult enquiring directly and a school making a referral need different next steps. State the routes, and count assessments attended in the practice system.
Request a consultation
Separate who the enquiry is from
Qualify and measure enquiries
Track accepted referrals and completed first assessments. Keep family and clinical data in the practice system.
Keep clinical data in the practice
The ad account should not hold case histories. It can show that a first assessment was attended.
Routes into the practice
A parent looking for an assessment
Say whether you see children, the ages, and how to request an appointment. Do not ask for a detailed history on a public form.
An adult appointment
A different page and usually a different slot. Advertise it only if you have that clinic.
A school referral
Say how schools should refer. This is not the same search as a parent looking at night.
What to measure
Accepted referrals and first assessments completed, in the practice system, then use the totals to judge the ads.
What this looks like in practice
An adult enquiring directly and a school making a referral may need different next steps. State referral routes clearly and count assessments attended in the practice system.
Questions before you spend on ads
Should schools and parents use the same enquiry route?
Use the referral process each audience actually needs. Compare aggregate completed first assessments over the same period.
How do I work out what I paid for the work?
Add Google ad spend and management fees, then divide that by the number of completed first assessments linked to those ads. Include any setup fee in a separate first-month calculation. Use the same period for spend and results, and keep repeat calls, cancellations and unfinished enquiries out of the final count.
Questions from local owners
What should the ads avoid?
Promises about progress, and any detail of a person’s needs. Describe who you see and how to enquire.
Should adults and children share a campaign?
Only if the same clinic sees both and the booking path is the same. Otherwise split them.
What is a result?
An assessment attended, recorded in the practice, not in the ad platform’s notes.
Plan your campaign
Explore related businesses
Talk to us about your Google Ads
Tell us what you want to sell, where you can travel and which enquiries are worth taking.
Request a free consultation