You’ve likely put a lot of effort into your website and marketing, but aren’t seeing the sign-ups you hoped for.
Google Ads has consistently proven to connect coaches directly with individuals actively seeking relationship bootcamps, online workshops, or personal guidance, making it a powerful solution for unpredictable sign-ups and low-quality leads.
This Google Ads for Relationship Coaches guide will show you how to use Google Ads to attract committed clients, boost your visibility, and ensure your coaching calendar is consistently full.
What is Google Ads?
Google Ads for relationship coaches refers to using Google’s paid advertising platform to promote your services to individuals or couples actively searching for help with their relationships online.
The core idea is to create targeted advertisements that appear at the top of Google’s search results when relevant keywords are used. This allows relationship coaches, like you, to:
- Capture High-Intent Leads — Reach people who are already aware they have a relationship issue and are actively looking for solutions, rather than just passively browsing.
- Generate Consultations/Bookings — Drive traffic directly to your website’s booking page or encourage phone calls for initial consultations, converting searchers into potential clients.
- Target Specific Niches — Focus on particular areas of relationship coaching, such as pre-marital, post-divorce, communication skills, or conflict resolution, to attract the most relevant audience.
- Measure and Optimize — Track how well your ads are performing, allowing you to refine keywords, ad copy, and budgeting for better results over time.
In short, Google Ads helps connect directly with people in need of your specialized guidance, providing a direct and efficient pathway to grow your client base.
Google Ads Search Result Sample:
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Setting Up a Google Ads Account for Relationship Coaches
Step 1: Create Your Google Ads Account
Open your web browser and go to the Google Ads website ads.google.com.
Click on the “Start now” or “Sign in” button.
You’ll need a Google Account (like a Gmail address) to proceed. If you don’t have one, you’ll be prompted to create one.
Confirm Business Information
You might be asked for your business name and website URL. Provide these details.
Set Up Billing
This is optional to do immediately, but is required to run ads.
Google will ask for your billing country, time zone, and payment method. You can set this up now or choose to do it later, but ads won’t run until this is complete. Select “Individual” as your account type if you’re a sole practitioner.
Step 2: Start Your First Google Ads for Relationship Coaches Campaign
On your Google Ads dashboard or Overview Page, find the large blue “+” or “New campaign” button.
Campaign Objective
You will now choose the goal for your Google Ads campaign.
You want people to contact you directly for sessions, not just buy something instantly. Select Leads from the options as your campaign objective.
Google’s system works to find people most likely to call you or fill out your contact form. This way, you will get truly interested potential clients.
Campaign Type
The campaign type, on the other hand, dictates where your advertisements will be displayed across Google’s various properties and in what format, such as text ads on search results pages or visual ads on partner websites.
These two settings, your chosen goal (campaign objective) and ad type (campaign type), work hand-in-hand.
Your main advertising goal helps Google suggest the best ad formats and where to show them, ensuring your strategy is perfectly matched to what you want to achieve and who you want to reach.
Step 3: Campaign Settings
Campaign Name
Naming campaigns is flexible. We recommend you create separate campaigns. This lets you carefully control who you target and your message for different coaching services.
For example, you can have one campaign just for “Couples Coaching & Therapy” and another for “Individual Relationship Coaching”. This detailed control helps you spend your ad money better, focusing on what brings in the best clients for each specific coaching offer.
Bidding Strategy
Bidding strategy is simply the method you choose to direct how your ad budget is spent to achieve specific aims, such as attracting more website visitors or securing phone calls.
For beginners, ‘Clicks‘ is highly effective. This approach drives traffic to your site, allowing you to quickly collect valuable insights on what terms potential clients are using and how they engage with your pages.
This initial data is important for fine-tuning your approach before moving on to more complex methods.
Network Settings
Under Networks, you’ll see “Include Google Search Partners” and “Include Google Display Network.”
UNCHECK BOTH OF THESE BOXES.
Why? For relationship coaches, it’s about connecting with high-intent individuals. Search Partners can include less relevant websites where search intent isn’t as clear, and the Display Network is for brand awareness through visual ads across millions of sites and apps.
Your budget is best spent on those actively searching for your specific services on Google.com itself, rather than browsing general content or less targeted partner sites.
Locations
Select your target geographic area. This could be a specific city (e.g., “Los Angeles”), a state, or even countries if you offer online coaching.
Under Location options (often under “Show more settings”), choose “Presence: People in or regularly in your included locations.”
Why? This setting ensures your ads are seen only by individuals physically located in or frequently present in your target areas.
The default “Presence or interest” could show your ads to people interested in your location but not actually there, leading to wasted clicks from irrelevant audiences (e.g., someone researching “relationship coaches in Los Angeles” from New York, who isn’t ready to book with you).
Exclude
Exclude lets you tell Google not to show your ads in certain places, even if they’re inside a bigger area you’re targeting. This is useful if you cover a large city but don’t want ads to appear in a specific neighborhood that’s too far or not suitable for your clients.
Radius Targeting
Radius targeting allows you to draw a circle around your office or a specific location (such as 25 miles from your location) to display your ads. Instead of selecting entire cities, you set a specific distance, creating a circular area on the map where your ads will appear.
This is very useful because it helps you reach potential clients who are close enough to visit your office or fall within your specific online service area.
Languages
Select the language your target audience speaks and your ads are written in (e.g., “English”).
Campaign Duration
Campaign Duration simply means how long your advertisements will be active. Most campaigns run continuously by default, keeping your relationship coaching services visible all the time.
But, you can also set a specific start and end date, which is helpful if you’re promoting a special workshop or a limited-time offer. Even if you set an end date, you can always manually stop or restart your campaign whenever you need to.
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Ad Schedule
Ad Schedule lets you choose the exact days and hours your ads for relationship coaching will appear. Instead of running ads 24/7, you can pick times when potential clients are most likely to be searching for your services, like weekday evenings or weekend mornings, or when you’re available for calls.
This helps you spend your budget smartly, showing your ads when they’re most likely to connect you with new clients.
Ad Rotation
Ad rotation controls how your different ad versions are shown when you have more than one. Since only one of your ads can appear at a time, Google will show them in a certain way.
The main reason for this is to help you test which ad messages (headlines and descriptions) work best with your audience. You can either let Google try to “Optimize” and show what it thinks are your best ads more often, or choose “Do not optimize” to show all your ads evenly. This setting is key to learning which messages get the most clicks and lead to the most results.
It’s best to choose “Do not optimize: Rotate ads indefinitely” for ad rotation. This is because Google’s system doesn’t have enough past information to know which of your ads will work best yet. If you let it “optimize,” it might pick an ad too early and hide other good ones.
By choosing “Do not optimize,” all your different ad messages get an equal chance to be seen by potential clients, helping you gather real information to learn which ads truly bring in the most inquiries for your coaching services.
AI Max for Search Campaigns
This section, AI Max for Search Campaigns, is Google promoting its advanced, AI-powered optimization features for your Search Campaigns.
For starters, especially as a relationship coach just beginning with Google Ads, it is strongly recommended to keep “Optimize your campaign with AI Max” disabled for now.
Focus on building a solid, controlled Search campaign first, as we have outlined in the previous steps.
Budget
Set your average daily budget. Start conservatively and adjust as you can see the performance. You’re not locked into this amount and can change it any time.
Step 4: Create Ad Groups and Keywords
Ad Groups
Create themed ad groups to organize your keywords and ads.
The main goal of these groups is to make sure the ads people see are exactly about what they’re searching for. This helps you write ads that speak directly to a potential client’s needs, leading to more interested clicks.
For a relationship coach, examples might be:
- Couples Counseling
- Individual Relationship Coaching
- Communication Workshops
- Pre-Marital Coaching
Keywords
Keywords are specific terms you choose to make your ads appear.
Keyword Match Types
Understanding keyword match types is key to controlling who sees your relationship coaching ads and how efficiently your budget is spent. These types tell Google how closely a user’s search words must match your chosen keywords for your ad to appear.
Broad Match is the widest option; it lets your ads show for searches that are generally related to your keyword, including similar phrases or even misspellings, giving your ad the biggest reach.
If your broad match keyword is relationship coach, your ad could show for searches like:
- marriage therapy sessions
- dating advice expert
- how to fix my relationship
Phrase Match offers a good balance: your ads will appear for searches that include your exact keyword phrase (or something very similar) with extra words before or after it.
If your phrase match keyword is “couples counseling”, your ad could show for searches like
- affordable couples counseling services
- online couples counseling for communication
- find couples counseling near me
Exact Match is the most precise option: your ads will only show for searches that are almost exactly your chosen keyword. This gives you tight control and high relevance, but means fewer people will see your ad.
If your exact match keyword is [relationship communication skills], your ad would most likely only show for searches like:
- relationship communication skills
- communication skills relationship
- skills for relationship communication
Negative Keywords
Add Negative Keywords from the start! These are very important to include alongside the above match types.
To avoid showing ads for people looking for free information or non-coaching services, use negative keywords like
- free relationship advice
- relationship coach salary
- relationship apps
- online dating forums
Keyword Planner
Keyword Planner is a free tool inside Google Ads that helps you find the best words for your ads. It lets you discover new keyword ideas related to your business and shows how often people search for them each month.
The tool also gives you an idea of how competitive those keywords are and how much they might cost per click.
By using Keyword Planner, you can create a strong list of relevant keywords, making sure your ads show up for the right searches and attract the right audience efficiently.
Step 5: Write Your Ads
Final URL and Display Path
The Final URL is the exact webpage a client lands on right after clicking your ad.
If your ad talks about couples counseling, this link should go straight to your “Couples Coaching” page or a booking page.
This makes sure visitors quickly find what they’re looking for, making them more likely to book a call.
The Display Path is a simpler, cleaner web address shown in your ad, like YourCoaching.com/Couples or YourCoaching.com/BookNow.
It gives people a quick idea of where they’re going without seeing the full, complicated link, making your ad look more professional.
Headlines
Headlines are the bold, main lines at the very top of your Google Ads that grab attention.
These are key for catching the eye of someone looking for relationship help and quickly telling them what you offer.
You can draft as many as 15 headlines for a single ad.
So, what’s the smart move here? It’s usually best to fill as many of those 15 slots as you can with distinct and varied headlines. Giving Google’s system a wide range of choices allows it to mix and match different combinations.
This helps the platform figure out which messages connect most effectively with specific searches and users, ultimately making your ads work better.
When writing your headlines, aim to:
- Weave in your main keywords in a few spots.
- Showcase various benefits or what makes your service unique from others.
- Include clear calls to action in some headlines.
- Change up the length and style to give Google more options.
Keep in mind that even though you write up to 15, typically only 2 or 3 headlines will show in a live ad. The purpose of crafting many is to empower Google’s technology to find the most powerful combinations for each unique search.
Descriptions
Descriptions appear below your headlines and offer more details about your relationship coaching services.
Descriptions give potential clients more reasons to choose you, adding important context that makes your headlines stronger and encourages them to contact you for help.
You can create up to four descriptions for your Google Ads. It’s smart to write all four, as this gives Google more options to test and combine with your headlines.
When writing, focus on new benefits or services, include stronger calls to action, and vary your descriptions to give Google flexibility. Your live ad will typically show 1 or 2 descriptions at a time.
Sitelinks
Sitelinks are extra clickable links that show up right below your main Google Ad, guiding people to specific, helpful pages on your relationship coaching website.
These additions make your ad bigger and stand out more, offer easy ways for users to find key information, and boost the chances that a potential client will connect with your coaching practice.
While Google allows you to create up to 20 sitelinks per campaign or ad group, it’s not necessary to fill all of them.
Google’s own recommendations and best practices suggest aiming for at least 4 to 6 sitelinks per campaign or high-volume ad group. Focus on creating a good set of 4 to 6 highly relevant and distinct sitelinks that lead to valuable pages on your website.
Callouts
Callouts are short, unclickable phrases that show up below your main Google Ad. They’re used to highlight extra strengths or key features of your relationship coaching services.
Unlike sitelinks, they don’t take people to a new page, but they give more reasons for potential clients to choose you.
For a relationship coach, callouts could be phrases like “Certified RLT Coach,” “Heal Emotional Wounds,” “Online Sessions Available,” or “Confidential & Compassionate.”
These brief phrases make your ad more appealing, helping your practice stand out and giving people more reasons to pick you for their journey towards better relationships.
You can add up to 20 callouts to a campaign or ad group, but it’s not essential to use every single slot.
It’s generally recommended to provide at least 4 to 6 callouts that highlight your key selling points. This range gives Google enough variety to test and display the most relevant benefits to different users.
Having a good number ensures your ads take up more space and communicate more value, which can improve their overall performance.
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Understanding Landing Page
A landing page is a special webpage that a potential client sees right after clicking your ad. Its only goal is to convince the visitor to take a specific action, like booking an initial consultation or filling out a form.
It’s built to be clear and convincing, giving all the needed details about the coaching service advertised and smoothly guiding the visitor to become a real lead.
Here are the key parts of an effective landing page for a relationship coach:
- Headlines — are the biggest, most noticeable words at the top of your landing page. The main headline should immediately grab attention and clearly state the core service or benefit you offer (e.g., “Heal Your Relationship Today” or “Expert Couples Counseling”).
- A subheadline can add more appealing details, like “Transform Your Connection & Find Joy.” These headlines quickly confirm to visitors that they’ve found the help they were searching for.
- Hero Image — is the large, striking image or video right at the top of the page. Its goal is to visually show professionalism, empathy, and hope, making visitors feel comfortable and confident in your ability to help them.
- Call to Action (CTA) — is the single, clear instruction telling visitors exactly what you want them to do next. It’s usually a prominent button or link with action-oriented words like “Book Your Free Consultation,” “Schedule a Discovery Call,” or “Get Started Now.”
- The CTA needs to be easy to spot, stand out visually, and be placed where it encourages immediate action, guiding the user to become a lead.
- Key Benefits — lists the main advantages clients get by choosing your coaching services. Instead of just listing what you do, focus on the positive results for the client.
- Examples include “Improve Communication & Resolve Conflict,” “Build Deeper Intimacy,” “Navigate Life Transitions Together,” or “Gain Clarity & Confidence in Dating.” Presenting these as bullet points makes them easy to read quickly.
- Unique Selling Proposition (USP) — is a short statement that clearly explains what makes your relationship coaching unique and better than others. It’s the main reason a potential client should pick you. This could be your specific coaching method (e.g., “Specializing in RLT for Lasting Change”), your niche expertise (e.g., “Supporting High-Conflict Couples”), or a promise (e.g., “Compassionate Guidance for Every Relationship Stage”).
- This unique aspect helps you stand out and gives compelling reasons for people to connect with you.
- Address Users’ Concerns — this part directly answers common questions or worries potential clients might have. For example, you could address concerns about confidentiality, pricing (“Transparent Coaching Packages”), whether sessions are online or in-person, or your qualifications. By openly addressing these points on the landing page, you build trust, calm fears, and remove any doubts that might stop a visitor from reaching out.
- Short Lead Form — If your main goal is to get contact information, include a simple form directly on the landing page. This form should ask only for the most important details, like name, email, phone number, and a brief description of their relationship challenge. Shorter forms usually get more completions. It’s also good to tell them what happens next (e.g., “We’ll contact you within 24 hours”) to set expectations.
- Testimonials/Social Proof — showing real reviews from happy clients significantly boosts your trustworthiness. This “social proof” can also include certifications, professional affiliations, or positive mentions from trusted sources. By demonstrating that others have had great experiences with your relationship coaching, you reassure new visitors and build confidence, making them more likely to trust you with their personal relational growth.
Example of an Effective Landing Page:
Conclusion
You’ve now learned all the key steps for a powerful Google Ads campaign for your relationship coaching practice. This guide covered everything from choosing the right goals and ad types to crafting clear messages and managing your budget.
For your relationship coaching business, investing in Google Ads is essential today. Most successful businesses now find new clients through lead generation via Google Ads. Many people are actively searching online for relationship help. Google Ads places your coaching services directly in front of these individuals exactly when they’re looking for solutions, helping you quickly connect with those ready to make a change and fill your calendar. It offers precise targeting, clear results, and the ability to adapt quickly, ensuring a strong return on your investment.
While setting up and optimizing a Google Ads campaign can seem complicated, you don’t have to figure it out alone. Our agency is highly experienced in helping businesses like yours attract more clients by managing their Google Ads.
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