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TikTok Ads for Therapists – The Ultimate Guide On How Therapy Clinics Can Gain More New Clients By Advertising On Social Media

If you want to advertise your therapy clinic on social media to boost brand visibility and increase patient volume, then TikTok Ads is for you. Creating TikTok ads for therapists will help get your therapy clinic be seen online, gain advantage over your local competitors and create engagement, which in return will drive more leads to your clinic, bringing you more new clients.

1. What are TikTok Ads?

TikTok Ads are online video advertisements on TikTok, part of a social media marketing strategy that effectively promotes a business’s or clinic’s products and services. TikTok Ads are usually full-screen videos, and these are usually organized in a 3-level organization to make up the structure of the ad.

  • A TikTok Ad is a single advertisement on TikTok set up to promote a product or a service.
  • A TikTok Ad Group is a collection of TikTok ads.
  • A TikTok Campaign is a collection of TikTok ad groups.

When advertising your therapy clinic through TikTok Ads, it’s important to understand the different types of TikTok ads available, so you can choose which ad type will be the most beneficial for your therapy business.

  • Topview Ads
  • In-Feed Ads
  • Spark Ads
  • TikTok Image Ads
  • Playable Ads
  • Shopping Ads

From the available tiktok ad types you can choose from, the types that you should consider are Topview Ads, In-feed Ads, or even Spark Ads. Topview Ads are the most premium ad format on TikTok. These are similar to pay-per-click but you can only use these types of tiktok ads when you work with a tiktok sales representative.

Another type of TikTok ads that would be beneficial for your therapy clinic is In-Feed Ads. These are usually created with a prominent CTA button through TikTok Ads Manager and can last up to 60 seconds. Lastly, if you already have organic content showcasing your therapy clinic services, or you want to collaborate with any content creators or influencers, you can use Spark Ads. These types of tiktok ads are great for boosting organic content.

2. Why TikTok Ads for Therapists?

  • Advertising through TikTok Ads for therapists is one of the most affordable ways to advertise your products or services online and get new clients.
  • It’s easier to reach your target audience because you can customize your ads to increase impressions and engagement and maximize conversion.
  • Advertising through tiktok ads is not a complicated process.
  • You can drive leads by posting therapy-related videos from your clinic.
  • TikTok trends can help maximize your clinic’s exposure potential.
  • Creating effective TikTok ads can result in a strong positive impact, such as increased brand awareness, traffic, and conversions.

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3. TikTok Business Account

To create your TikTok ads for therapists campaign, you will first need an account on the platform. If you already have an account, simply “Log in”. If you don’t have an account yet, you can sign up by downloading the app from the Apple Store or the Google Play Store, depending on what device you will be using. Similarly, you can also sign up online by accessing  TikTok’s desktop website.

how to sign up for tiktok account to create tiktok ads for therapists

When you’ve signed up, go to your account settings, then select “Switch to Business Account”.

switching to business account for tiktok campaign

Next, you will need to access TikTok Ads Manager and click on “Get Started”

Tiktok manager for businesses

Since we’ve already created a TikTok account, select “Log in with TikTok”.


log in to tiktok for business

Then click “Authorize” to be able to use your tiktok account for tiktok for business.

authorize business account for tiktok

Select “Confirm” to link your account to tiktok for business, and make sure you tick the box to agree to TikTok’s commercial terms of service.

welcome to tiktok business and confirm

Enter your therapy clinic industry details, such as country/region, time zone, and phone.

enter business and industry details for campaign

Then, set up your billing information. Select “Manual payment”, this way, you will have more control over your ad spending budget. Click “Go To Ads Manager”

setting up billing settings for tiktok business account

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4. Create Your TikTok Ads Campaign for Therapists

To create your TikTok ads campaign, you will need to first need to select “Campaign” and then “Create” on your TikTok Ads Manager.

creating first campaign on tiktok manager dashboard

Select “Custom Mode” for your ads, so you can have full control over your tiktok ads for therapists, in comparison to Simplified Mode.

selecting custom mode on tiktok business for account campaign

4.1 Campaign Settings

If you want to bring more new clients to your therapy clinic with TikTok Ads, select “Lead Generation” as your advertising objective.

selecting lead generation option as objective for tiktok campaign

Then, enter your campaign name and keep other options (create split test, campaign budget optimization & set campaign budget) as disabled. For this campaign example, we will use “Therapy Services” as the campaign name.

adding campaign name to campaign settings on tiktok

Next, enter your ad group name, like “Online Therapy Services”, “Family Therapy”, or “Couple Therapy”.

entering group name for campaign on tiktok

In your optimization location settings, you want to choose “Instant Form” because it will allow your tiktok ads for therapists to directly collect leads through this feature. If you want to drive more traffic to your website or you have an app you want your target audience to download and use to book your therapy services, then you will need to change your advertising objective to either “Website Conversions” or “App Promotion”

optimization location settings using instant for for tiktok

Keep all your placement settings enabled, to ensure that your TikTok ads for therapists will encourage more impressions and conversions.

placement settings for tiktok campaign

In your targeting settings, select “All” the age and gender options, then focus on your target demographics. You can enter the locations you want to target, but if you want to optimize your location targeting, select “Buk Upload”.

audience targeting for tiktok campaign

In your bulk upload settings, select the location type, then enter the specific locations where you want your TikTok ads for therapists to be shown. Taking advantage of this setting will allow users who search for “therapists near me” to find your therapy clinic, increasing the potential of these users becoming customers for your clinic.

bulk location settings for tiktok campaign

Choose your language setting, for example, “English” then skip the remaining settings in this section.

english language settings for tiktok campaign

Make sure that you select “All” for all the setting options in this section. This will ensure that your tiktok ads for therapists campaign are available for both Android and iOS users.

device settings for tiktok campaign

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4.2 Budget and Schedule

As we mentioned, advertising through TikTok Ads is one of the most affordable ways to promote your therapy clinic in comparison to other platforms, so you can start with a daily budget of 40 USD. We strongly advise not to start with a daily budget lower than that amount, as it can affect the performance of your tiktok ads for therapists to produce prolonged results, and potentially risk not getting enough leads.

budget and schedule settings for tiktok campaign

Choose “Select Specific time” as your dayparting settings. Running your TikTok ads campaign all day will increase online visibility and get your clinic more leads, but if your TikTok ads for therapists campaign gets many leads even during weekends and you aren’t able to call these leads within the minute, especially if you decide to run your ads outside your business hours, you risk losing these leads to your competitors.

4.3 Bidding and Optimization

We already set up your optimization goal as leads earlier on, so for this section, leave your Target CPA as it is. This will allow your campaign to focus on getting as many leads as possible, based on your daily budget.

bidding and optimization with target CPA setting on tiktok campaign setup

5. TikTok Ad Text for Therapists

After creating your TikTok account and linking it to TikTok for Business, you can now start creating your Ad Text. Start by creating a creative ad name, such as “Online Therapy Services”.

creative name for tiktok campaign for therapy clinic

Next, create your custom identity. You ideally want to use your therapy clinic name since this is the custom identity viewers will identify your TikTok ads with. For this example, we will use “@MentalHealthTherapy”.

creating custom identity for therapy clinic on tiktok

If your video is already accessible from your smartphone, you can directly upload it to your TikTok campaign by clicking “+Upload” or “+From library”.

You can also choose to “+Create” a video at that specific moment, and film it on the TikTok app itself. We don’t suggest creating spontaneously, but rather having a video ready to upload. This way you can have a video ready that is optimized with editing and scripting elements, to help bring you more clients for your therapy clinic.

uploading creatives or video to tiktok campaign

Then, you will need to enter your TikTok ad text. Focus on using ad text that will grab the attention of your target audience and encourage some form of conversion action. A way you can do this is by addressing the viewer’s problems and solutions, or by triggering a personal response.

An ad text example you could use is “Access Licensed Therapists From The Comfort Of Your Home for A Better Life” which focuses on offering therapy services online that the user can receive from the comfort of their own home.

text for therapy campaign focusing on providing licensed therapists from home

Another ad text you could use for your TikTok ads for therapists is “Improving Your Quality of Life with Therapy For Anxiety and Depression”.


text for therapist campaign on tiktok focusing on anxiety and depression

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5.1 Call To Action Settings

To ensure that your TikTok ads for therapists will bring you more leads, you will need to include a CTA or Call To Action, which is critical to be able to nurture and convert any leads that come from your TikTok Ads.

Choose from the two available CTA options: Dynamic or Standard. If you select Dynamic, it will automatically show a different CTA text to different users.

call to action dynamic settings for tiktok campagin

You will need to click on “View selected text” and choose the text options applicable to your therapy clinic, such as “Learn more”, “Get Quote” and “Book now”.

cta text options for tiktok campaign

If you select Standard as your CTA option, select only one text option, such as “Contact us”

standard cta settings for tiktok campaign

5.2 Interactive Add-Ons

Interactive add-ons are one of the features you want to take advantage of when creating your TikTok ads for therapists. This is because interactive add-ons can help maximize impressions and conversions, which can be used to offer online promotions or highlight important messages you want your viewers to know.

Select “+Create” to add this feature.

create interactive add ons for tiktok campaign

Then, add your display card by choosing any of the variations available. In this example, we will offer a “25% off” discount with a “Limited Time Only” as the discount description. Don’t forget to add a call to action, like “Book Now”, and have the display card for at least “5 Seconds”.

display card for discount offer with 25 percent off

5.3 Instant Form Settings

Another feature you should take advantage of for your TikTok ads for therapists is Instant forms. This feature allows your TikTok ads to directly collect personal information from new leads. It can be used to better understand their needs, and they can also directly book an appointment or sign up for your newsletter through this feature.

Select “+Create” to add your instant form.

create an instant form for tiktok campaigns

Then, choose “Classic Form” as your instant page format.

instant page forms available for tiktok campaigns

You will need to enter the name of this specific form and select the form language. Then, choose “More Volume” as your form type, so your TikTok ads for therapists can prioritize getting as many leads as possible. If you are interested in choosing “Higher Intent” as your form type, we recommend using Google Ads for Therapists instead. For high-intent leads, Google Ads is the platform you want to choose to advertise your therapy clinic, and although it will cost more per click, it will give you higher-quality leads.

classic form volume settings for tiktok campaign

Next, keep your introduction settings disabled and skip to the Question section of your instant form settings.

introduction settings for tiktok campaign

Enter the reason why you’re collecting users’ information under “purpose statement” and then add the information you will need from your leads, such as name, email, phone number, and even gender.

purpose statement options

You can also opt to add Custom Questions, such as Appointment Setting, so you can encourage your leads to schedule an appointment for when they are available.

custom question with appointment schedule feature for tiktok campaign for therapy clinic

Then, enter your privacy policy details, such as the company name, the link to the privacy policy, and the privacy policy link.

privacy policy settings for tiktok campaign

Lastly, you will need to enter your thank you page details, like your headline, description, button text, and website URL. A headline you can use can be Thank you for reaching out!”. Then include a description that will encourage the viewer to click on the button text. For instance, the description could be “Tap the button below to learn more about our therapy services and schedule your “Free Online Consultation!”. Ensure that when the user clicks on the button text “Free Online Consultation”, it will redirect the user to the landing page for the free online consultation.

thank you screen for therapy campaign on tiktok

Once you are done with your instant form settings, select “Complete” and then the tracking settings are next. This is optional, so if you don’t have tracking settings, you can skip this step.

tracking options for ppc campaign on tiktok

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5.4 Payment Setting

For your payment settings, add a balance amount to your account. This is a necessary step since we selected “Manual Settings” when we set up our billing information earlier.

adding a balance of 40 usd for tiktok campaign

Then, choose your payment method and enter the necessary information. Once done, click “Make Payment”.

choosing your billing payment method on tiktok campaign

Lastly, enter your therapy clinic registration information and you are done! Congratulations! You have now created your TikTok Ads for therapists.

company registration for tiktok campaign

6. How to make an effective TikTok Video Ad?

Advertising through TikTok Ads can give you the best ROI or Return On Investment from your ad budget because according to TikTok, your TikTok ads for therapists can help generate business impact on your sales efficiency, incremental sales, offline sales, and ROAS. To do so, you need to implement one of the most critical elements to experience success with your campaign, which is the creative aspect of your video ads.

You need to create TikTok Ads that will grab the attention of the user’s attention within 3 seconds. It is a critical element you need to avoid being scrolled down and losing potential leads. You can achieve this by using a hook at the beginning of your video, and by creating video ads that are entertaining, engaging, and informative.

You can film your videos with your smartphone as long as the final video has a good enough resolution and showcases the benefits of your therapy clinic services. You can even use testimonials from previous clients who were more than happy with the service they received from your therapy clinic.

6.1 Key elements to make an effective TikTok Video Ad

To make your TikTok video ads effective, consider implementing a variety of the following key elements. Some key elements we strongly recommend are abiding by TikTok’s image and video specs, researching keywords for an effective ad copy, an effective hook, and a completing CTA.

  1. Add background music.
  2. Use auto-captions on the video.
  3. Include a title in the video cover.
  4. Have a compelling Call to Action (CTA).
  5. Abide by TikTok’s image and video specs.
  6. Center all important elements in your video.
  7. The minimum video resolution needs to be 720p.
  8. Switch your ads every 7 days to avoid fatigue.
  9. Avoid creating a video ad longer than 34 seconds.
  10. Grab the attention of the viewer in the first 3 seconds.
  11. Include a good copy in your description with the right keywords.
  12. Prioritize vertical videos to avoid your ads getting cut off at the margins.
  13. Research trending keywords, top hashtags, and viral music on TikTok Creative Center.

7. TikTok Video Examples for Therapists

Let’s have a look at some video examples you could use as inspiration for your tiktok ads for therapists.

This first example effectively uses a hook at the beginning of the video which triggers a personal response by addressing the viewer’s problems and a potential solution. It also uses background music to enhance the message being delivered, along with auto-captions centered in the middle of the video. It also uses a very short caption, which directly addresses the viewer with “Is this you?”, and includes hashtags like #mentalhealth.


Is this you? 🥺 #mentalhealth #fyp

♬ Moon – Gage

This second video example is a longer video compared to our first example, and it uses a much more detailed description with the right keywords. It also includes a wider variety of key elements in the video, such as different editing styles, interview format script, background music, some benefits of going to therapy, and a prominent CTA button in the video.


As a therapist with mental health issues, I know what it feels like to be in survival mode. I also know, after the last 33 years, that we as human beings can both help and heal ourselves. When you are doing everything you can to make ends meet, that can cause stress and anxiety. It doesn’t mean you’re weak or that you’re incapable. It means life is HARD right now. It’s ok to not be ok. And it’s never to late to ask for support. Don’t be afraid to reach out for help. FREE resources are available. Call or text 833-317-HOPE (4673) or LIVE CHAT at CalHOPE.org For peer emotional support for all Californians go to calhope.org 🫂 Psst, don’t forget: You’re a human first, your unconscious is showing, and I’m so glad you exist. ❤️Dr. Courtney @the.truth.doctor #calHOPE #california #mentalhealth #depression #anxiety #ocd #ptsd #perfectionism #stress #trauma #cptsd #borderline #autism #adhd #socialanxiety #codependency #attachment #parenting #freeresources

♬ original sound – Dr. Courtney | Therapist

8. Best Practices for TikTok Ads for Therapists

8.1 Ad Groups

At the beginning of this blog post, we mentioned how a TikTok ad campaign consists of a 3 layered structure to keep everything organized, and your ad groups are one of these. You will want to create different or multiple ad groups so you can customize each one to target specific objectives, such as demographics, ad spending, ad placement, or target bids.

Having multiple ad groups for your TikTok ads for therapists will allow you to switch your ads every, avoiding ad fatigue. This will also allow you to find out which ads are performing well and which ones aren’t performing well and why. By analyzing the KPIs or Key Performance Indicators per ad group, you will know how each will need to be optimized.

In addition, creating multiple ad groups for your tiktok campaign will help drive more traffic to your therapy clinic, for example, you could have a different ad group for “family therapists”, “marriage therapists” or “anxiety and depression therapists” giving you more new clients.

8.2 Plan Your Content

A critical step before creating your TikTok Video Ads is planning for your ads or the “planning stage”. You will want to know exactly what you want to include in your videos, and how you want the final ad video to look, for instance, will it be a fast-paced edited video or a slow-paced edited video? What about the content itself? Planning your content will also involve writing scripts for your videos and keyword research.

Keyword research will help you understand exactly what your target audience is actively searching for, which could be something like “therapist for eating disorder” or “therapy for anxiety”. Researching the right keywords will also help with your scripting so you can create effective hooks to use at the beginning of your videos to grab the attention of your target audience within 3 seconds. Write a few script variations, but keep them short. You can focus on addressing the user’s problems and solutions, or you can focus on triggering a personal response to encourage them to convert and avoid being scrolled down.

When you add your keywords to your tiktok ads from your keyword research, don’t stop with the ad script. You can also include these keywords in your captions, video text, hashtags, and the title of your TikTok video ad. You can also plan the background music or choose the trending sound you want to use for your tiktok ads for therapists using the TikTok Create Center page. All these elements will work seamlessly together to encourage engagement from your viewers and encourage a conversion action by clicking on your CTA.

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8.3 Video Footage and Editing

Since you can film your TikTok ads for therapists using your smartphone, you will want to film your video footage to look authentic. Showcase your therapy clinic and the benefits your therapy services can offer. You could also include testimonial videos as part of your video ads to showcase how current or previous customers have benefitted from your services and the positive impact it has had in their lives.

When editing your TikTok video ads, you won’t necessarily need advanced software to edit these videos. You can use apps like CapCut or InShot since they already have the basic editing tools. Similarly, you can use the TikTop in-app editing tool, which many content creators use, and you will want to ensure that your videos meet TikTok’s minimum quality resolution and the image and video specs, to avoid your ads being disapproved.

Include a variation of editing techniques in your video, such as text, adding captions, and even descriptions. It will help your video leave a lasting impression on your viewers, and it will encourage them to engage with your tiktok ads by commenting, liking, sharing, and saving. This is because viewers who engage with your TikTok ads will have the potential to become high-quality leads, giving your therapy clinic more new clients.

8.4 Collaborate with Creators

A great way you can boost your therapy clinic’s exposure and brand credibility is by partnering with content creators or influencers. You will be able to reach a different audience specific to that influencer’s following, which in turn will increase your social media following and allow more opportunities for conversions and sales. You can also use these videos as Spark Ads, which will benefit both your clinic and the content creator, but you will need to consider the following factors before collaborating with your chosen creators:

  • If you want to promote specific products, consider reaching out to User Generated Content Creators.
  • Reach out to influencers to promote your therapy services.
  • Develop a detailed campaign plan.
  • Before reaching out to content creators, make sure you identify the ones that you feel are the right fit for your clinic.
  • Give the creator artistic freedom to create their content but you will need to provide guidelines on what you want they need to do, and what they shouldn’t do.
  • Set KPIs or Key Performance Indicators so you can analyze how they performed in promoting your therapy clinic and your therapy services.

8.5 Email Sequences

Since we added instant forms or instant pages as part of your TikTok ads for therapists, including automated emails will help promote your therapy clinic to increase customer retention and engagement inquiries. Email sequences can also be used to offer discounts or promos to drive traffic to your website and encourage them to finish the conversion journey.

There are many email sequences you can choose to include as part of your marketing strategy, for instance, onboarding emails, feedback emails, and re-engagement emails. We recommend using the following for your therapy clinic:

  • Welcome email sequences allow you to directly welcome new subscribers whilst also introducing your therapy clinic.
  • Lead nurturing email sequences are critical in helping nurture and convert your leads into new clients, which will support your TikTok ads for therapists efforts.
  • Cross-sell email sequences are a great way to promote other products or services that are more expensive, which would apply to those who are looking for therapists for themselves, but may also want couples therapy or family therapy.

8.6 Customer Relationship Management Process

If you want your TikTok ads for therapists to be effective and convert all incoming leads to actual clients, you will first and foremost need a CRM or customer relationship management process in place. A CRM process is critical to support your tiktok campaign efforts. This is because it involves your sales or front desk listening and managing all calls coming from your TikTok Ads. These will also need to be tracked and audited, and the sales or front desk will need to be held accountable if these leads are not being called within the minute. If leads are not called within the minute, you will most likely lose them to your competitors.

If your therapy clinic does not have a CRM process, consider Google Ads for Therapists instead. Google ads is a digital marketing tool that specifically targets high-intent users actively searching for specific therapy services or CBT. High-intent users also mean that they are higher-quality leads. We have helped more than a thousand clients with Google Ads and TikTok Ads, so if your therapy clinic lacks a CRM process to support your tiktok ads for therapists, read how we helped our clients succeed with Google Ads on YoYoFuMedia’s page.

9. Key Takeaways

  • Advertising through TikTok Ads is one of the most effective yet affordable ways to advertise your therapy clinic.
  • You want to plan your content to be able to create effective TikTok video ads.
  • Prioritize implementing key elements to grab the attention of your target audience within 3 seconds.
  • Having a CRM process is critical to nurture and convert your leads into clients.
  • Implement some of the best practices discussed in this blog post to support your TikTok efforts.
  • Collaborate with content creators to increase audience reach, brand credibility and more sales.

If you want to promote your clinic through TikTok Ads for Therapists but don’t have the time to manage and optimise your TikTok ads campaign, we can help you! Schedule a free consultation with us so you can focus on providing the best services for your clients, while we focus on bringing you more new leads for your therapy clinic.

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