September 11, 2025 • 32 mins
Craig and Ross unpack the mysteries of digital advertising for therapy practice owners, breaking down platform differences, budget expectations, and how to measure success.
Visit getmarketingclarity.com to access Ross's $9 marketing clarity program that helps establish foundational marketing strategy before investing in ads.
Our Profit Coaching program is enrolling new practices now.
We specialize in helping therapy practices like yours achieve financial clarity, so you can focus on what you do best—helping your clients and managing your team- while we help handle all the businessy stuff they didn’t teach you in grad school.
To see if your practice might be a good fit, schedule a free consultation at therapybusinesspod.com.
Meet with one of our coaches
*Intro/outro song credit:
King Around Here by Alex Grohl
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:01):
My name is Craig and I'm the owner of Daisy Financial
Coaching.
Our team is on a mission tomake your therapy practice
permanently profitable.
If you own a solo or grouppractice, we're here to help you
build a business that createsmore time, makes more money and
serves more people.
This is the Therapy BusinessPodcast.
Hi, my good buddy ross, welcomeback to the greatest therapy,
(00:29):
business related podcast thereis, with tens and tens of
listeners and uh that's all.
Speaker 2 (00:36):
Let's listen this.
If it's important to even oneof you out there, that's all
that matters.
That's always how I looked atmy podcasting.
Uh career, as it were, is ifit's valuable to one person,
then I'm going to sit here anddo it yes, well, we're still
waiting for that one.
Speaker 1 (00:53):
No, I'm just kidding.
So we?
Hey, we are this you know thisepisode is going to be the one
that gets them this is this oneno, the reason I always bring
you back is because yourepisodes are always very popular
and so so yeah, there'ssomething about you marketing,
your pizzazz, your insight.
So I'm excited to talk to youtoday about ads, because I think
(01:17):
most people can relate thatthey are terrifying and everyone
feels like we should be doingthem, myself included.
And everyone feels like weshould be doing them myself
included and yet when it comesdown to ponying up the money, I
know I've had bad experiencesbefore where I felt like I
shelled out cash and nothinghappened and it was a waste.
I have no, it's almost I haveno idea what's going on with
them.
So I am looking forward togetting some of your insight and
(01:40):
clarity on how ads work and allthat fun stuff.
Speaker 2 (01:45):
I've been a marketing coach for over 10 years and
I've worked with everything from, you know, as a coach small
businesses to large, hugeentities and enterprise, and
before being a coach, you know,joined or worked in the
corporate world on the ad side.
So I've kind of seen it from alldifferent angles and I think
(02:06):
the one that's going to bereally most useful and what I'm
really going to speak to in thisepisode is, you know, the
common struggles and challengesI've seen and heard from
solopreneurs, the small businessowners, the you know, obviously
, in your case, the, the, the,the therapy practice owners, who
you know, listen, marketing isnot there, it's not their jam,
(02:31):
it's not their main thing.
They're, they're, they'respinning a million different
plates and then to to throw theads plate in is, I think, really
, to your point, terrifyingbecause you run into like I
don't even know what I don'tknow.
And I think one of the mostdeceptive things about many of
these ad platforms is they areseemingly simple and they're
(02:54):
like oh, you just want us to, wecan hear it, just use what we
recommend.
And the most annoying thingabout these platforms is, nine
times out of 10, the things theyrecommend are actually just the
things that are going to getyou to spend more money and, and
that's really frustrating when,again, you're someone who I
don't know, what I don't know,and the Meta is telling me just
(03:16):
to do it this way and and beforeyou know it, it may not
actually be the best thing foryour business.
Speaker 1 (03:22):
Yeah, and it's feel like it's always changing.
I'm like, uh you know, I'm amusician, as you know, and so
for years I've been running adson facebook.
Anytime we have an event, wejust, we basically just boost
the event.
We pay to boost it, uh, to getmore eyes on it, and the amount
that it takes to get eyes, likeI remember pre-covid uh, you
(03:44):
know sound like a dinosaur, butI know it's been a while, but
it's before that I would spendmaybe fifty dollars and I would
we get like almost a thousandevent responses.
It was so easy, so cheap, andnow we're spending 200 and we're
lucky to get, you know, 300event responses.
So it's just crazy.
Speaker 2 (04:02):
I think that's a really challenging thing to four
small businesses and somethingthat that, if you're interested
or curious about ads to know, isthat ads never get cheaper.
They never get cheaper everysingle year.
Just the cost of ads goes up,you know, even if it's
fractionally, you know.
(04:23):
Know, running ads has neverreally gets gets cheaper.
So I've seen that again.
It really hits hard on on hugeenterprise, corporate level
companies where you're justspending, you know, 1000s and
1000s or millions of dollars.
Then it really starts to pileup.
But it can be particularly hardalso for the small business
where it's like listen, I onlyhave it, I really only have X
(04:45):
amount and figuring out.
That's why it's all the moreimportant to figure out what
works, how it's working and whyit's working.
Speaker 1 (04:53):
Man.
I think that's so important andI think for people who are
listening, who are we're aboutto dig into some key elements of
ads and what you need to know,and that even involves budgeting
ads and how much you can expectto spend.
I think organic is always agreat place to start.
So for those who are just likea solo therapist or solo PT out
there we got plenty of episodeswith Ross on just how to
(05:17):
organically market yourself forfree ads I feel like really is
you have to be ready and able tomake an investment into it,
because I you could tell me ifI'm wrong.
But I feel like really is youhave to be ready and able to
make an investment into itbecause you could tell me if I'm
wrong.
But I feel like it takes timeto start to see it.
So you may have a couple ofmonths where you're paying into
ads and you're like the resultsare not what you would want or
what you would hope, but youhave to just have the cash to
(05:40):
invest in that.
Is that right or is that wrong?
Speaker 2 (05:41):
I'm just no, you're right, I'm a big believer, as
you know, in that.
Is that right or is that wrong?
No, you're right, I'm a bigbeliever, as you know, in that
you need to have a solid hand onthe wheel related to your
organic strategy before you jumpinto ads.
I think a lot of companies wantto just think ads are
necessarily the magic bullet,and it's not that ads aren't
(06:02):
effective, it's just thattogether, organic plus ads, is
the best equation, right?
Organic by itself can be superpowerful.
Ads by themselves can be superpowerful.
Having a good handle on yourbrand, your company identity,
(06:24):
your content, your customers,that kind of thing in the
organic side will only paydividends in the ads piece,
which is why, again, as you know, I'm just such a big proponent
of you know my kind of tentpolemain program that I have, which
is called the Clarity Program,which helps small businesses
(06:45):
really figure out theircustomers, their content and
their company.
You have to do those thingsbefore you start running ads,
especially because, before youknow it, facebook, meta, google,
any of them they'll gladly takeyour money and flush it down
the toilet.
Speaker 1 (07:01):
They don't care.
Yeah, I mean I know they wantyou to get results.
Uh, because then that meansyou'll give them more money.
But at the end of the day.
Speaker 2 (07:08):
Yeah, they're invested in that way, but it's,
it's.
I say that to say you knowthey're, they're giant corporate
billions and billions ofdollars flowing through and at
the end of the day, yes, theyare going to do as much as they
can to give you results, becausethat will keep you coming back.
But getting back to like if youdon't know what, if you don't
(07:30):
understand your results, likeagain they can't help you.
In that way.
You have to meet in the middle.
Speaker 1 (07:37):
Yeah, yeah, they're not there to, and I think you
and I had outlined, or you hadsent me three really main ones,
and so let's talk about whatthose are and what are the
differences between the three,to help give some clarity on, I
guess, which direction to go,because that can in itself be
overwhelming.
(07:57):
Do I go advertise on Facebook,instagram, or where do I go to
even get?
Speaker 2 (08:02):
clients 100%, and I'm going to keep this, I think,
relatively high level.
You know, in the case thatthere's someone out there that
is you know and knows ins andout ads, I don't want to, you
know, get the angry nerd commentfinger in the ear like, no,
well, actually, it's like, guys,I'm going to keep this very
(08:23):
high level for those people whoare listening who don't, again,
they don't know what they don'tknow.
So let's start with really kindof the big three.
As far as I see it, that wouldbe of use for your Craig, for
the group therapy businessowners, right?
So the big three are going tobe Google, meta and LinkedIn.
(08:47):
Now, just to clarify, so youunderstand, meta is a.
Many of these are umbrellas.
So, when we talk about Google,google is search and YouTube, um
, and, by extension, what'scalled display, which I'll get
to here in a second.
Meta is facebook, instagram, um, uh.
(09:08):
Why am I?
Oh, my god, I'm blanking.
Met, um uh.
Whatsapp, uh, they have theirown display network the vr right
.
Yeah, yeah like anything that ismeta, you can run ads in it.
Speaker 1 (09:22):
All right, so somebody's playing like a
depressing VR game, then all ofa sudden they're really up and
it's like hey, you should get,get it together and here's,
here's what I mean.
Speaker 2 (09:35):
Conceivably yes, and that's how they want it.
That's how they want it.
It makes I mean I guess I'drather get that than some other
non-target app.
But that's a conversation.
Speaker 1 (09:43):
And then you attend virtual therapy.
Speaker 2 (09:48):
That's right.
And then finally, linkedin,which I think people maybe don't
always consider.
I'm not including X herebecause, candidly, I'm not an X
user.
Listen, if you're there, xtends to be the most, the
platform that requires the mostinvolvement and I, for even my
(10:09):
own personal reason, I'm not anX person, anyways.
So Google when we're thinkingabout Google search, what you're
looking at are campaigns thatare query based.
So what I mean by that issomeone is actively searching
for a term, a keyword, somethingrelated to your business.
So they've kind of I alwayslook at Google as they're at
(10:31):
least one step into the funnel.
Right, they're alreadysearching for something related
to your business right, like atherapist near me, or yeah,
correct, yeah.
And, and there's a, I will say,at its highest level.
There's a curiosity there, ifthat makes sense.
They may not be ready topurchase right now, but they're
(10:54):
at least like trying to eitherget information, they're trying
to to, yeah, sign up.
There are various level orstages of, but there there's at
least some.
Up.
There are various level orstages of, but there there's at
least some expressed intentthere that serves your ads up
and again.
I'm going to keep this limitedjust to search now on meta.
(11:15):
Meta is behavioral based andand how that works is meta takes
signals from your behavioracross the meta platforms and,
by extension, even across theweb.
Uh, if you are a um, a metauser, and that uses cookies, I
(11:35):
won't get into that.
Speaker 1 (11:35):
But these are little pieces of of yeah delicious, I
know what it is a sugar flowerthere did it's.
Speaker 2 (11:43):
It's, it's not that, but they're equally delicious to
marketers.
And what cookies are?
Speaker 1 (11:47):
I am the first person ever to make a cookies joke
about internet cookies.
So let's market.
Speaker 2 (11:52):
I don't.
You guys heard it here first.
Hold on, let me check theWikipedia.
You're right.
Okay, you're right.
Speaker 1 (11:57):
No one has ever made that connection before between
web-based cookies and grandma'scookies.
Speaker 2 (12:03):
The most simplest way to explain, because they just
kind of sit in the backgroundand they literally track your
behavior on the web.
And so what meta does is basedon the things you click, the
things you like, the pages youfollow, the things you, if you
do searches based on yourbehavior.
(12:23):
It serves up ads, right, right,I could also be based truly on
even just your demographic,right, if I'm a?
Um, you know, men's deodorantcompany, um, you know, I can
choose to serve up that to menage, so we can use your
demographics there.
And then, finally, linkedin Notexclusively but mostly, can be
(12:50):
best used for what I callrole-based.
So if you're going after oh, Iwant managers of grocery stores
or something like that, soLinkedIn is one of the best, if
not the best, platform toactually go after, one of the
(13:10):
best, if not the best, platformto actually go after, and it's
typically used B2B but to goafter people with very specific
titles or roles.
So I think, just at a reallyhigh level, that it should help
you understand, like kind of theplaying fields of each of these
, these platforms.
Now, of course, there's somemore exceptions, but we're going
to keep it super simple thisepisode, and I think that's what
(13:32):
you really need to know abouthow the three are differentiated
.
Speaker 1 (13:35):
Perfect, that makes sense.
Yeah, and LinkedIn.
I would guess, like you said,it's B2B, but I'm thinking like
physical therapists who aremaybe advertising more to people
who could send them clients.
I don't know.
Speaker 2 (13:48):
I'm trying to think through, uh well, I'm thinking,
maybe if you're a physicaltherapist that offers some sort
of program for corporations likeyou know something like that
and you wanted to message the uh, the chief HR officers or
something like that, or HRmanagers or benefits people, uh,
it could, you could, you couldutilize it like that.
Speaker 1 (14:10):
Very true.
Yeah, that's a great point.
Maybe you offer like seminarsor you offer wellness programs.
Okay, yeah 100%, but more ofthose B2Cs probably Google and
Meta is going to be your betterbet.
Generally speaking yeah, b2cbeing business to consumer.
If you're aiming for people whoare not business owners,
correct, all right, great, great, okay.
(14:33):
So that's super helpful inknowing the direction to go in,
and I feel like you know,probably from my experience with
the therapy world, that Googleand Meta are probably the more
popular ones, and Google tendsto be one that I've seen more
widely used from therapists,because I think people are they
are aware of what a therapist is.
(14:54):
They're actively seeking it,whereas kind of what you're
talking about, whereas Google'ssearchable people are looking
for it.
Meta's more like hey, here, youwould like this, you need
therapy.
So here's a-.
Speaker 2 (15:06):
Yeah, that's a tough one too with therapy, right Like
that's somewhere in the psycheyou may want to.
You may have a better luckconverting people who are
already actively seeking outtherapy than trying to convince
someone that they need therapy.
I think those of you out therewho are listening probably can
understand that.
So I do see a particular value.
(15:29):
Um there, it's like if there'salready a search going on, um
they're, they've at least makingthe first, or they've, they're
taking the first step to be likeI'm interested, I'm at least
considering it but meta, I guess.
Speaker 1 (15:42):
uh, one last piece on that too, as I'm thinking
through that is, if somebody'sbeen browsing psychology today,
then you could serve up ads onmeta to them, because you know
they've been actively lookingfor somebody and so, or?
Speaker 2 (15:53):
wellness.
You know wellness relatedtopics, I mean I I'm a big
believer that therapy iscertainly a big component of
wellness overall.
So I think that's certainly aconceivable angle you could go
to.
Speaker 1 (16:06):
Great, love it.
All right, let's talk money.
That's my favorite conversation.
Yeah, it is.
It is so, ross, it's talk money.
That's my favorite conversation.
Speaker 2 (16:13):
Yeah, it is, it is.
Speaker 1 (16:18):
So, ross, it's all free.
No, talk to me about, becausethis is the next barrier between
not only just choosing where togo, but it's how much should I
be spending?
And I think a lot of times wego intimately and so we don't
spend enough.
And then we're like see, adsdon't work, I just dropped a
hundred bucks and nothinghappened.
So what should we, what are theexpectations for that?
What should we be expecting topay?
I guess on a minimum, in orderto even make it worth our while.
Speaker 2 (16:40):
Yeah, I mean, I think it's important that people
understand there is a floor.
Now you can yes, these areaccessible to anyone to to put
their money into it, but youneed to more than ever right now
, in the era we are living in,with AI being actually so fully
utilized inside of ads platformstoo.
(17:02):
Really, the way that AI is themost successful and this can be
a good or a bad, it's kind ofstarting to level out but is
that it needs a lot ofinformation, and that's true
even pre-AI.
Like these systems Meta, google, linkedin they need data
themselves to kind of refineyour ads and show them to the
(17:27):
right people.
I set the expectation withpeople who are thinking about
ads that they should be preparedto spend a thousand dollars a
month.
Okay, now, it may not be thatmuch.
You can set controls and thingslike that, but I think it's
really important, particularlywhen you first start out, that
(17:48):
you at least start with that asyour floor.
It will give you a lot ofbreathing room, it will give you
a lot of data and it willactually help you understand, or
help whoever's doing thisunderstand what is properly
working and what's not at theright scale, because that's the
thing too.
To your point.
It's like oh, I could spend 25dollars, but that it's only
(18:11):
going to reach like 100 people.
Yeah, you know, and it's andand and.
The problem there is, you justdon't have enough data to
actually know if, was thatsuccessful, was that good?
Speaker 1 (18:22):
so was that the right ?
25 people that saw it.
Was it the right?
Speaker 2 (18:25):
you don't know, and particularly now because there's
actually so much done behindthe scenes by AI to figure out
the right audience, you kind ofneed to feed it.
You know good or bad, that'sjust the way it is.
You know like you can bemoan itas much as you want, but that's
(18:46):
just the way it is.
So, again, I think that theexpectation there is to be
prepared for for any of theseplatforms LinkedIn tends to be.
Now, it does depend on industry, but LinkedIn tends to be the
little more pricey platform.
Honestly, and across industriesI've seen it tends to be a
little bit more expensive.
I think if you're someone outthere that obviously doesn't is
(19:08):
scared or intimidated by doingthis yourself and you're looking
to hire someone to do it,whether it's like an agency or
freelancer or something likethat which, fyi, I do manage
Google ads for people.
I have a very, very, verylimited client base, so I am
(19:31):
incredibly selective.
Speaker 1 (19:32):
It's white love.
Speaker 2 (19:37):
Listen, step into your power.
I don't want to deal withheadaches.
It doesn't mean I'm not here tohelp people, but that's just
how I roll, I own it, that's howI am.
Speaker 1 (19:46):
But if you're also value in you having not not a
whole lot of attention spreadacross a bunch of different
people too.
So it's nice I'm going to workwith you.
Speaker 2 (19:55):
Yeah, if I'm going to work with you, I want to be
able to give you the attentionand care that that you need.
I'm very mindful of my time andI'm actually even more so
mindful of my energy.
I only have so much energy.
That's it.
That's the reality.
But you should be prepared topay a management fee.
So a service for the somebodyor the agency to run your ads,
(20:17):
it's all over.
I hesitate to give a numberthere, but it could be anywhere
from $200 to $500.
Sometimes they take apercentage of your spend.
It's really all over the board.
But just be prepared that, ontop of what you're going to pay
for ads, which goes to theplatforms, you're going to have
to then also pay a managementfee if you're going to hire
(20:40):
someone to do it.
And then I think the otherimportant thing when it relates
to spend is spend can vary basedon locations, keywords and
industry.
So it's not a set.
You know, if you're someonethat operates in different
countries or states.
I know it may not be relevanthere, but certain industries
(21:01):
cost more than others.
You know insurance costs a lotmore than you know.
Well then, something elsethat's not insurance.
To be honest with you, like youknow like it just costs so much
to run ads there because it'sso competitive and it's so
expensive.
So it can vary based onlocation and key and an industry
.
Speaker 1 (21:21):
All right, Well, so I that's good to know.
So about 1000 a month on adspend and then let's just say
500 a month on a manager, which,truthfully, in my opinion,
unless you are listening to thisand you're already like, oh I
already, I'm a pro at this Ithink you're going to spend way
more than that.
I'm just trying to figure thisout.
Yeah, Time, and then moneywasted on even the just not
(21:45):
making the tweaks at the righttime, I would imagine.
Speaker 2 (21:47):
So what I always tell people you and I have worked
together long enough that I feellike a narrative that you
probably have with many clientsof yours is that time is money,
and I know I just spoke to it,but like I'm also a believer
that that's not the only element.
Energy I have different energylevels throughout the day and
I'm very aware of that.
(22:08):
You know like it's hard for meto do certain tasks at the end
of the day versus the beginningof the day, and I feel that, and
I know that for solopreneurs,small business owners who are
also trying to do theirmarketing, guess what always
ends up sliding down the listand gets the I'm exhausted
energy marketing.
I know that's how it is and I Iget.
Speaker 1 (22:30):
I'm the same, yep, same with me content marketing,
everything.
I'm like oh I, I'm just.
We're just talking.
I was busy setting up a new crmthe past four weeks and what
fell to the wayside?
Podcast recordings, youtubeepisodes, all the content.
So, uh, going back to the moneypiece, before we dig into the
last point is I would say, withthis, so we're talking a
(22:52):
thousand a month plus maybe twoto 500 a month for the
management fee.
I tell people this is aninvestment.
So give me a time I would sayset aside 3000, three to 5,000.
So that gives you three monthsof trying this out and it's just
like any investment, what youput in today, it's going to pay
dividends down the road.
You're not going to usually seean ROI immediately and then
(23:13):
after 90 days, if it's notworking, cut it off.
Speaker 2 (23:16):
And if you're not in a place where you can lose 3000
to try this out, then you mightnot be ready for ads and that's
if that's going to hurt yourbusiness, then yeah, that's why
you're the money guy man, likeit's such good advice, because
that's the thing it's like.
If you're not prepared, ifyou're not prepared to lose, and
even as a as an ads manager Iknow it's like what it's weird
(23:38):
saying, but there is very much areality to you're gonna have to
do some amount of marketing,and advertising is comprised of
testing and then analyzing andthen optimizing, but all three
of those phases need to exist.
You can't optimize withoutexperimentation.
(23:59):
It's the foundation of it.
So you need to be prepared for,yes, looking at this like an
investment, just like yourstocks.
Not all stocks are necessarilygoing to get you money, but
other ones will, and so you hope, at the end of the day, the
overall totality of a portfoliois getting you wins and money,
(24:20):
and I think you need to look atit the same way with ads.
Speaker 1 (24:23):
Well, that brings us to the third point, which is how
do you know that you're gettingwins and making money from this
?
And so, very briefly, cause Idon't respect your time, I know
that we're running up to the endof our time together.
This is info that a managerwould be sending you, delivering
to you, but if somebody istrying to do this on their own,
or even just what you should beexpecting from a manager, what
kind of tracking measurements?
(24:43):
How can we know that these areworking?
What are we?
What should we be looking at?
Speaker 2 (24:47):
Yeah, I.
So here's the thingno-transcript, whether it's
internal or an agency orsomething like that.
I think it's very importantthat you understand, and your
expectation should be that youget a report at least every
month.
And here's the thing that'sreally important If you don't
(25:12):
understand the report, you needto ask and you need to demand
that it is explained to you in away so you get it.
And if the agency or person isunwilling or unable to do that
for you, find a new agency, finda new person, because I operate
(25:33):
in the way where I don't needmy clients to be experts in
Google Ads, but I need them tounderstand, even at the highest
level, philosophically, likehere's how things are operating
and here's what's going well andhere's what's going not so well
.
You know, transparency isincredibly important when it
(25:53):
comes to reporting and, again,this is not about you becoming a
Google ads expert, but justlike those of you out there who
are managing multiple parts ofyour business, and maybe why
you've even come to Craig or whyyou should go to Craig,
candidly, is like hey, I knowall about being a therapist, but
maybe not so much my money,maybe not so much my marketing,
(26:14):
maybe not so much my taxes.
Right, you hire people in manycases to help you with this or
to do this, and if you're takingthis on, you need to at least
understand the basics.
So you need to partner withsomeone who's going to help you
understand that.
So I think that that is anexpectation you 100% should have
(26:35):
.
Getting reports when I do them.
I do reports and then Iactually do a video that
explains the report with context, because numbers on a sheet are
not enough Oftentimes.
You need some context there.
And I think the other thing, too, that people often get a little
confused on is, like you know,this is a little bit next level,
(26:57):
but like conversions, so adswill, set up properly, can
record what's called quoteunquote conversion.
So ads will, uh, if set upproperly, can record what's
called quote unquote conversion.
So that's, for example, likewhen the website registers a
sale.
Um, and again, a good adsmanager like this we'll explain
this to you sometime.
You know if, particularly ifyou're running on multiple
platforms, google will claim thesame sale as Facebook will,
(27:20):
right, so the?
So usually what you need to dois look at these things as
signals of success, right, andsay, okay, if my conversions are
up.
Is my revenue also up?
Right, because you can't alwaysconnect these things one-to-one
and get the perfect, cleanestdata.
You just can't.
But you can connect enough dotsto be telling you the right
(27:43):
story.
Speaker 1 (27:44):
Yeah yeah, just like a lot of therapists, have their
phone number on their website,so sometimes it's unless they're
on their phone and clickingcall if somebody's browsing on
their computer and then theypick up their phone to call you.
It's not going to count that ortrack that, and so having
somebody who can help decipherthat data and tell you are you
making that money, Are youmaking money?
Speaker 2 (28:03):
is huge or they may have clicked the ad.
You know, bought something onyour website and then also
called you.
You know, and it's like sotechnically, if you have some
things set up that would, thatmay log as two conversions,
right, and it's like it's thesame person.
So there's, there's.
This is again where a goodmanager of the account will help
you kind of discern some ofthis and explain it, because
(28:25):
even again, in all my work I'venever found a perfect system
that I was like oh yeah, this isexactly all the exact same data
, that kind of it.
Just it's very, it's verychallenging, if not impossible
to do.
Speaker 1 (28:37):
Well, ross, super, super helpful.
You always break things downand very bite-sized, easy to
understand ways.
So for those who are ready tostart advertising and they need
a manager, how can they get incontact with you?
Because I highly recommendworking with Ross.
Like I said, he is just theking at not only getting results
but also making it somethingthat you can digest and you know
(28:58):
where your money's going andwhat it's turning into.
Speaker 2 (29:01):
Yeah, and so I mentioned it before.
I'm a big proponent over peoplefirst getting their house and
order related to their overallcustomers, company and content,
so I have a program that is 100%online.
You can do it yourself.
It's called Get MarketingClarity and it's
(29:23):
getmarketingclaritycom.
Or my company, which isTricycle Creative Craig will put
links in the description herefor both of those.
Highly recommend, if you arestruggling even just with your
organic content, that you signup for my clarity program.
It's $9.
That's it Nine bucks.
(29:44):
You can do it and then, onceyou have that done, if you're
interested in running ads, thenyou can chat with me and engage
me and see if we're a good fittogether.
But I will not take on clientsfor ads until and unless they go
through my clarity program,because I just think people need
(30:06):
to.
I can't operate in the dark andthe clarity program provides a
good amount of light.
Speaker 1 (30:12):
Yes, and if somebody is not willing to spend $9 to
invest in their marketing, thenthey're probably not ready for
ads, correct, I agree, I agree.
Awesome, ross, I appreciateyour time and insight and, yeah,
thank you so much.
Speaker 2 (30:25):
No, it's my pleasure and I really hope this was
helpful.
And again, if anyone has anyquestions, they can, you know,
reach out to me on my website oreven contact Craig.
He knows how to get ahold of me.
Speaker 1 (30:35):
I do All right.
Thanks, Ross.
Thanks for joining us on theTherapy Business Podcast.
Be sure to subscribe, leave areview and share it with a
practice owner that you may know.
If your practice needs helpgetting organized with its
finances or just growing yourpractice, head to
therapybusinesspodcom to learnhow we can help.
My name is Craig and I'm the owner of Daisy Financial
Coaching.
Our team is on a mission tomake your therapy practice
permanently profitable.
If you own a solo or grouppractice, we're here to help you
build a business that createsmore time, makes more money and
serves more people.
This is the Therapy BusinessPodcast.
Hi, my good buddy ross, welcomeback to the greatest therapy,
(00:29):
business related podcast thereis, with tens and tens of
listeners and uh that's all.
Speaker 2 (00:36):
Let's listen this.
If it's important to even oneof you out there, that's all
that matters.
That's always how I looked atmy podcasting.
Uh career, as it were, is ifit's valuable to one person,
then I'm going to sit here anddo it yes, well, we're still
waiting for that one.
Speaker 1 (00:53):
No, I'm just kidding.
So we?
Hey, we are this you know thisepisode is going to be the one
that gets them this is this oneno, the reason I always bring
you back is because yourepisodes are always very popular
and so so yeah, there'ssomething about you marketing,
your pizzazz, your insight.
So I'm excited to talk to youtoday about ads, because I think
(01:17):
most people can relate thatthey are terrifying and everyone
feels like we should be doingthem, myself included.
And everyone feels like weshould be doing them myself
included and yet when it comesdown to ponying up the money, I
know I've had bad experiencesbefore where I felt like I
shelled out cash and nothinghappened and it was a waste.
I have no, it's almost I haveno idea what's going on with
them.
So I am looking forward togetting some of your insight and
(01:40):
clarity on how ads work and allthat fun stuff.
Speaker 2 (01:45):
I've been a marketing coach for over 10 years and
I've worked with everything from, you know, as a coach small
businesses to large, hugeentities and enterprise, and
before being a coach, you know,joined or worked in the
corporate world on the ad side.
So I've kind of seen it from alldifferent angles and I think
(02:06):
the one that's going to bereally most useful and what I'm
really going to speak to in thisepisode is, you know, the
common struggles and challengesI've seen and heard from
solopreneurs, the small businessowners, the you know, obviously
, in your case, the, the, the,the therapy practice owners, who
you know, listen, marketing isnot there, it's not their jam,
(02:31):
it's not their main thing.
They're, they're, they'respinning a million different
plates and then to to throw theads plate in is, I think, really
, to your point, terrifyingbecause you run into like I
don't even know what I don'tknow.
And I think one of the mostdeceptive things about many of
these ad platforms is they areseemingly simple and they're
(02:54):
like oh, you just want us to, wecan hear it, just use what we
recommend.
And the most annoying thingabout these platforms is, nine
times out of 10, the things theyrecommend are actually just the
things that are going to getyou to spend more money and, and
that's really frustrating when,again, you're someone who I
don't know, what I don't know,and the Meta is telling me just
(03:16):
to do it this way and and beforeyou know it, it may not
actually be the best thing foryour business.
Speaker 1 (03:22):
Yeah, and it's feel like it's always changing.
I'm like, uh you know, I'm amusician, as you know, and so
for years I've been running adson facebook.
Anytime we have an event, wejust, we basically just boost
the event.
We pay to boost it, uh, to getmore eyes on it, and the amount
that it takes to get eyes, likeI remember pre-covid uh, you
(03:44):
know sound like a dinosaur, butI know it's been a while, but
it's before that I would spendmaybe fifty dollars and I would
we get like almost a thousandevent responses.
It was so easy, so cheap, andnow we're spending 200 and we're
lucky to get, you know, 300event responses.
So it's just crazy.
Speaker 2 (04:02):
I think that's a really challenging thing to four
small businesses and somethingthat that, if you're interested
or curious about ads to know, isthat ads never get cheaper.
They never get cheaper everysingle year.
Just the cost of ads goes up,you know, even if it's
fractionally, you know.
(04:23):
Know, running ads has neverreally gets gets cheaper.
So I've seen that again.
It really hits hard on on hugeenterprise, corporate level
companies where you're justspending, you know, 1000s and
1000s or millions of dollars.
Then it really starts to pileup.
But it can be particularly hardalso for the small business
where it's like listen, I onlyhave it, I really only have X
(04:45):
amount and figuring out.
That's why it's all the moreimportant to figure out what
works, how it's working and whyit's working.
Speaker 1 (04:53):
Man.
I think that's so important andI think for people who are
listening, who are we're aboutto dig into some key elements of
ads and what you need to know,and that even involves budgeting
ads and how much you can expectto spend.
I think organic is always agreat place to start.
So for those who are just likea solo therapist or solo PT out
there we got plenty of episodeswith Ross on just how to
(05:17):
organically market yourself forfree ads I feel like really is
you have to be ready and able tomake an investment into it,
because I you could tell me ifI'm wrong.
But I feel like really is youhave to be ready and able to
make an investment into itbecause you could tell me if I'm
wrong.
But I feel like it takes timeto start to see it.
So you may have a couple ofmonths where you're paying into
ads and you're like the resultsare not what you would want or
what you would hope, but youhave to just have the cash to
(05:40):
invest in that.
Is that right or is that wrong?
Speaker 2 (05:41):
I'm just no, you're right, I'm a big believer, as
you know, in that.
Is that right or is that wrong?
No, you're right, I'm a bigbeliever, as you know, in that
you need to have a solid hand onthe wheel related to your
organic strategy before you jumpinto ads.
I think a lot of companies wantto just think ads are
necessarily the magic bullet,and it's not that ads aren't
(06:02):
effective, it's just thattogether, organic plus ads, is
the best equation, right?
Organic by itself can be superpowerful.
Ads by themselves can be superpowerful.
Having a good handle on yourbrand, your company identity,
(06:24):
your content, your customers,that kind of thing in the
organic side will only paydividends in the ads piece,
which is why, again, as you know, I'm just such a big proponent
of you know my kind of tentpolemain program that I have, which
is called the Clarity Program,which helps small businesses
(06:45):
really figure out theircustomers, their content and
their company.
You have to do those thingsbefore you start running ads,
especially because, before youknow it, facebook, meta, google,
any of them they'll gladly takeyour money and flush it down
the toilet.
Speaker 1 (07:01):
They don't care.
Yeah, I mean I know they wantyou to get results.
Uh, because then that meansyou'll give them more money.
But at the end of the day.
Speaker 2 (07:08):
Yeah, they're invested in that way, but it's,
it's.
I say that to say you knowthey're, they're giant corporate
billions and billions ofdollars flowing through and at
the end of the day, yes, theyare going to do as much as they
can to give you results, becausethat will keep you coming back.
But getting back to like if youdon't know what, if you don't
(07:30):
understand your results, likeagain they can't help you.
In that way.
You have to meet in the middle.
Speaker 1 (07:37):
Yeah, yeah, they're not there to, and I think you
and I had outlined, or you hadsent me three really main ones,
and so let's talk about whatthose are and what are the
differences between the three,to help give some clarity on, I
guess, which direction to go,because that can in itself be
overwhelming.
(07:57):
Do I go advertise on Facebook,instagram, or where do I go to
even get?
Speaker 2 (08:02):
clients 100%, and I'm going to keep this, I think,
relatively high level.
You know, in the case thatthere's someone out there that
is you know and knows ins andout ads, I don't want to, you
know, get the angry nerd commentfinger in the ear like, no,
well, actually, it's like, guys,I'm going to keep this very
(08:23):
high level for those people whoare listening who don't, again,
they don't know what they don'tknow.
So let's start with really kindof the big three.
As far as I see it, that wouldbe of use for your Craig, for
the group therapy businessowners, right?
So the big three are going tobe Google, meta and LinkedIn.
(08:47):
Now, just to clarify, so youunderstand, meta is a.
Many of these are umbrellas.
So, when we talk about Google,google is search and YouTube, um
, and, by extension, what'scalled display, which I'll get
to here in a second.
Meta is facebook, instagram, um, uh.
(09:08):
Why am I?
Oh, my god, I'm blanking.
Met, um uh.
Whatsapp, uh, they have theirown display network the vr right
.
Yeah, yeah like anything that ismeta, you can run ads in it.
Speaker 1 (09:22):
All right, so somebody's playing like a
depressing VR game, then all ofa sudden they're really up and
it's like hey, you should get,get it together and here's,
here's what I mean.
Speaker 2 (09:35):
Conceivably yes, and that's how they want it.
That's how they want it.
It makes I mean I guess I'drather get that than some other
non-target app.
But that's a conversation.
Speaker 1 (09:43):
And then you attend virtual therapy.
Speaker 2 (09:48):
That's right.
And then finally, linkedin,which I think people maybe don't
always consider.
I'm not including X herebecause, candidly, I'm not an X
user.
Listen, if you're there, xtends to be the most, the
platform that requires the mostinvolvement and I, for even my
(10:09):
own personal reason, I'm not anX person, anyways.
So Google when we're thinkingabout Google search, what you're
looking at are campaigns thatare query based.
So what I mean by that issomeone is actively searching
for a term, a keyword, somethingrelated to your business.
So they've kind of I alwayslook at Google as they're at
(10:31):
least one step into the funnel.
Right, they're alreadysearching for something related
to your business right, like atherapist near me, or yeah,
correct, yeah.
And, and there's a, I will say,at its highest level.
There's a curiosity there, ifthat makes sense.
They may not be ready topurchase right now, but they're
(10:54):
at least like trying to eitherget information, they're trying
to to, yeah, sign up.
There are various level orstages of, but there there's at
least some.
Up.
There are various level orstages of, but there there's at
least some expressed intentthere that serves your ads up
and again.
I'm going to keep this limitedjust to search now on meta.
(11:15):
Meta is behavioral based andand how that works is meta takes
signals from your behavioracross the meta platforms and,
by extension, even across theweb.
Uh, if you are a um, a metauser, and that uses cookies, I
(11:35):
won't get into that.
Speaker 1 (11:35):
But these are little pieces of of yeah delicious, I
know what it is a sugar flowerthere did it's.
Speaker 2 (11:43):
It's, it's not that, but they're equally delicious to
marketers.
And what cookies are?
Speaker 1 (11:47):
I am the first person ever to make a cookies joke
about internet cookies.
So let's market.
Speaker 2 (11:52):
I don't.
You guys heard it here first.
Hold on, let me check theWikipedia.
You're right.
Okay, you're right.
Speaker 1 (11:57):
No one has ever made that connection before between
web-based cookies and grandma'scookies.
Speaker 2 (12:03):
The most simplest way to explain, because they just
kind of sit in the backgroundand they literally track your
behavior on the web.
And so what meta does is basedon the things you click, the
things you like, the pages youfollow, the things you, if you
do searches based on yourbehavior.
(12:23):
It serves up ads, right, right,I could also be based truly on
even just your demographic,right, if I'm a?
Um, you know, men's deodorantcompany, um, you know, I can
choose to serve up that to menage, so we can use your
demographics there.
And then, finally, linkedin Notexclusively but mostly, can be
(12:50):
best used for what I callrole-based.
So if you're going after oh, Iwant managers of grocery stores
or something like that, soLinkedIn is one of the best, if
not the best, platform toactually go after, one of the
(13:10):
best, if not the best, platformto actually go after, and it's
typically used B2B but to goafter people with very specific
titles or roles.
So I think, just at a reallyhigh level, that it should help
you understand, like kind of theplaying fields of each of these
, these platforms.
Now, of course, there's somemore exceptions, but we're going
to keep it super simple thisepisode, and I think that's what
(13:32):
you really need to know abouthow the three are differentiated
.
Speaker 1 (13:35):
Perfect, that makes sense.
Yeah, and LinkedIn.
I would guess, like you said,it's B2B, but I'm thinking like
physical therapists who aremaybe advertising more to people
who could send them clients.
I don't know.
Speaker 2 (13:48):
I'm trying to think through, uh well, I'm thinking,
maybe if you're a physicaltherapist that offers some sort
of program for corporations likeyou know something like that
and you wanted to message the uh, the chief HR officers or
something like that, or HRmanagers or benefits people, uh,
it could, you could, you couldutilize it like that.
Speaker 1 (14:10):
Very true.
Yeah, that's a great point.
Maybe you offer like seminarsor you offer wellness programs.
Okay, yeah 100%, but more ofthose B2Cs probably Google and
Meta is going to be your betterbet.
Generally speaking yeah, b2cbeing business to consumer.
If you're aiming for people whoare not business owners,
correct, all right, great, great, okay.
(14:33):
So that's super helpful inknowing the direction to go in,
and I feel like you know,probably from my experience with
the therapy world, that Googleand Meta are probably the more
popular ones, and Google tendsto be one that I've seen more
widely used from therapists,because I think people are they
are aware of what a therapist is.
(14:54):
They're actively seeking it,whereas kind of what you're
talking about, whereas Google'ssearchable people are looking
for it.
Meta's more like hey, here, youwould like this, you need
therapy.
So here's a-.
Speaker 2 (15:06):
Yeah, that's a tough one too with therapy, right Like
that's somewhere in the psycheyou may want to.
You may have a better luckconverting people who are
already actively seeking outtherapy than trying to convince
someone that they need therapy.
I think those of you out therewho are listening probably can
understand that.
So I do see a particular value.
(15:29):
Um there, it's like if there'salready a search going on, um
they're, they've at least makingthe first, or they've, they're
taking the first step to be likeI'm interested, I'm at least
considering it but meta, I guess.
Speaker 1 (15:42):
uh, one last piece on that too, as I'm thinking
through that is, if somebody'sbeen browsing psychology today,
then you could serve up ads onmeta to them, because you know
they've been actively lookingfor somebody and so, or?
Speaker 2 (15:53):
wellness.
You know wellness relatedtopics, I mean I I'm a big
believer that therapy iscertainly a big component of
wellness overall.
So I think that's certainly aconceivable angle you could go
to.
Speaker 1 (16:06):
Great, love it.
All right, let's talk money.
That's my favorite conversation.
Yeah, it is.
It is so, ross, it's talk money.
That's my favorite conversation.
Speaker 2 (16:13):
Yeah, it is, it is.
Speaker 1 (16:18):
So, ross, it's all free.
No, talk to me about, becausethis is the next barrier between
not only just choosing where togo, but it's how much should I
be spending?
And I think a lot of times wego intimately and so we don't
spend enough.
And then we're like see, adsdon't work, I just dropped a
hundred bucks and nothinghappened.
So what should we, what are theexpectations for that?
What should we be expecting topay?
I guess on a minimum, in orderto even make it worth our while.
Speaker 2 (16:40):
Yeah, I mean, I think it's important that people
understand there is a floor.
Now you can yes, these areaccessible to anyone to to put
their money into it, but youneed to more than ever right now
, in the era we are living in,with AI being actually so fully
utilized inside of ads platformstoo.
(17:02):
Really, the way that AI is themost successful and this can be
a good or a bad, it's kind ofstarting to level out but is
that it needs a lot ofinformation, and that's true
even pre-AI.
Like these systems Meta, google, linkedin they need data
themselves to kind of refineyour ads and show them to the
(17:27):
right people.
I set the expectation withpeople who are thinking about
ads that they should be preparedto spend a thousand dollars a
month.
Okay, now, it may not be thatmuch.
You can set controls and thingslike that, but I think it's
really important, particularlywhen you first start out, that
(17:48):
you at least start with that asyour floor.
It will give you a lot ofbreathing room, it will give you
a lot of data and it willactually help you understand, or
help whoever's doing thisunderstand what is properly
working and what's not at theright scale, because that's the
thing too.
To your point.
It's like oh, I could spend 25dollars, but that it's only
(18:11):
going to reach like 100 people.
Yeah, you know, and it's andand and.
The problem there is, you justdon't have enough data to
actually know if, was thatsuccessful, was that good?
Speaker 1 (18:22):
so was that the right ?
25 people that saw it.
Was it the right?
Speaker 2 (18:25):
you don't know, and particularly now because there's
actually so much done behindthe scenes by AI to figure out
the right audience, you kind ofneed to feed it.
You know good or bad, that'sjust the way it is.
You know like you can bemoan itas much as you want, but that's
(18:46):
just the way it is.
So, again, I think that theexpectation there is to be
prepared for for any of theseplatforms LinkedIn tends to be.
Now, it does depend on industry, but LinkedIn tends to be the
little more pricey platform.
Honestly, and across industriesI've seen it tends to be a
little bit more expensive.
I think if you're someone outthere that obviously doesn't is
(19:08):
scared or intimidated by doingthis yourself and you're looking
to hire someone to do it,whether it's like an agency or
freelancer or something likethat which, fyi, I do manage
Google ads for people.
I have a very, very, verylimited client base, so I am
(19:31):
incredibly selective.
Speaker 1 (19:32):
It's white love.
Speaker 2 (19:37):
Listen, step into your power.
I don't want to deal withheadaches.
It doesn't mean I'm not here tohelp people, but that's just
how I roll, I own it, that's howI am.
Speaker 1 (19:46):
But if you're also value in you having not not a
whole lot of attention spreadacross a bunch of different
people too.
So it's nice I'm going to workwith you.
Speaker 2 (19:55):
Yeah, if I'm going to work with you, I want to be
able to give you the attentionand care that that you need.
I'm very mindful of my time andI'm actually even more so
mindful of my energy.
I only have so much energy.
That's it.
That's the reality.
But you should be prepared topay a management fee.
So a service for the somebodyor the agency to run your ads,
(20:17):
it's all over.
I hesitate to give a numberthere, but it could be anywhere
from $200 to $500.
Sometimes they take apercentage of your spend.
It's really all over the board.
But just be prepared that, ontop of what you're going to pay
for ads, which goes to theplatforms, you're going to have
to then also pay a managementfee if you're going to hire
(20:40):
someone to do it.
And then I think the otherimportant thing when it relates
to spend is spend can vary basedon locations, keywords and
industry.
So it's not a set.
You know, if you're someonethat operates in different
countries or states.
I know it may not be relevanthere, but certain industries
(21:01):
cost more than others.
You know insurance costs a lotmore than you know.
Well then, something elsethat's not insurance.
To be honest with you, like youknow like it just costs so much
to run ads there because it'sso competitive and it's so
expensive.
So it can vary based onlocation and key and an industry
.
Speaker 1 (21:21):
All right, Well, so I that's good to know.
So about 1000 a month on adspend and then let's just say
500 a month on a manager, which,truthfully, in my opinion,
unless you are listening to thisand you're already like, oh I
already, I'm a pro at this Ithink you're going to spend way
more than that.
I'm just trying to figure thisout.
Yeah, Time, and then moneywasted on even the just not
(21:45):
making the tweaks at the righttime, I would imagine.
Speaker 2 (21:47):
So what I always tell people you and I have worked
together long enough that I feellike a narrative that you
probably have with many clientsof yours is that time is money,
and I know I just spoke to it,but like I'm also a believer
that that's not the only element.
Energy I have different energylevels throughout the day and
I'm very aware of that.
(22:08):
You know like it's hard for meto do certain tasks at the end
of the day versus the beginningof the day, and I feel that, and
I know that for solopreneurs,small business owners who are
also trying to do theirmarketing, guess what always
ends up sliding down the listand gets the I'm exhausted
energy marketing.
I know that's how it is and I Iget.
Speaker 1 (22:30):
I'm the same, yep, same with me content marketing,
everything.
I'm like oh I, I'm just.
We're just talking.
I was busy setting up a new crmthe past four weeks and what
fell to the wayside?
Podcast recordings, youtubeepisodes, all the content.
So, uh, going back to the moneypiece, before we dig into the
last point is I would say, withthis, so we're talking a
(22:52):
thousand a month plus maybe twoto 500 a month for the
management fee.
I tell people this is aninvestment.
So give me a time I would sayset aside 3000, three to 5,000.
So that gives you three monthsof trying this out and it's just
like any investment, what youput in today, it's going to pay
dividends down the road.
You're not going to usually seean ROI immediately and then
(23:13):
after 90 days, if it's notworking, cut it off.
Speaker 2 (23:16):
And if you're not in a place where you can lose 3000
to try this out, then you mightnot be ready for ads and that's
if that's going to hurt yourbusiness, then yeah, that's why
you're the money guy man, likeit's such good advice, because
that's the thing it's like.
If you're not prepared, ifyou're not prepared to lose, and
even as a as an ads manager Iknow it's like what it's weird
(23:38):
saying, but there is very much areality to you're gonna have to
do some amount of marketing,and advertising is comprised of
testing and then analyzing andthen optimizing, but all three
of those phases need to exist.
You can't optimize withoutexperimentation.
(23:59):
It's the foundation of it.
So you need to be prepared for,yes, looking at this like an
investment, just like yourstocks.
Not all stocks are necessarilygoing to get you money, but
other ones will, and so you hope, at the end of the day, the
overall totality of a portfoliois getting you wins and money,
(24:20):
and I think you need to look atit the same way with ads.
Speaker 1 (24:23):
Well, that brings us to the third point, which is how
do you know that you're gettingwins and making money from this
?
And so, very briefly, cause Idon't respect your time, I know
that we're running up to the endof our time together.
This is info that a managerwould be sending you, delivering
to you, but if somebody istrying to do this on their own,
or even just what you should beexpecting from a manager, what
kind of tracking measurements?
(24:43):
How can we know that these areworking?
What are we?
What should we be looking at?
Speaker 2 (24:47):
Yeah, I.
So here's the thingno-transcript, whether it's
internal or an agency orsomething like that.
I think it's very importantthat you understand, and your
expectation should be that youget a report at least every
month.
And here's the thing that'sreally important If you don't
(25:12):
understand the report, you needto ask and you need to demand
that it is explained to you in away so you get it.
And if the agency or person isunwilling or unable to do that
for you, find a new agency, finda new person, because I operate
(25:33):
in the way where I don't needmy clients to be experts in
Google Ads, but I need them tounderstand, even at the highest
level, philosophically, likehere's how things are operating
and here's what's going well andhere's what's going not so well
.
You know, transparency isincredibly important when it
(25:53):
comes to reporting and, again,this is not about you becoming a
Google ads expert, but justlike those of you out there who
are managing multiple parts ofyour business, and maybe why
you've even come to Craig or whyyou should go to Craig,
candidly, is like hey, I knowall about being a therapist, but
maybe not so much my money,maybe not so much my marketing,
(26:14):
maybe not so much my taxes.
Right, you hire people in manycases to help you with this or
to do this, and if you're takingthis on, you need to at least
understand the basics.
So you need to partner withsomeone who's going to help you
understand that.
So I think that that is anexpectation you 100% should have
(26:35):
.
Getting reports when I do them.
I do reports and then Iactually do a video that
explains the report with context, because numbers on a sheet are
not enough Oftentimes.
You need some context there.
And I think the other thing, too, that people often get a little
confused on is, like you know,this is a little bit next level,
(26:57):
but like conversions, so adswill, set up properly, can
record what's called quoteunquote conversion.
So ads will, uh, if set upproperly, can record what's
called quote unquote conversion.
So that's, for example, likewhen the website registers a
sale.
Um, and again, a good adsmanager like this we'll explain
this to you sometime.
You know if, particularly ifyou're running on multiple
platforms, google will claim thesame sale as Facebook will,
(27:20):
right, so the?
So usually what you need to dois look at these things as
signals of success, right, andsay, okay, if my conversions are
up.
Is my revenue also up?
Right, because you can't alwaysconnect these things one-to-one
and get the perfect, cleanestdata.
You just can't.
But you can connect enough dotsto be telling you the right
(27:43):
story.
Speaker 1 (27:44):
Yeah yeah, just like a lot of therapists, have their
phone number on their website,so sometimes it's unless they're
on their phone and clickingcall if somebody's browsing on
their computer and then theypick up their phone to call you.
It's not going to count that ortrack that, and so having
somebody who can help decipherthat data and tell you are you
making that money, Are youmaking money?
Speaker 2 (28:03):
is huge or they may have clicked the ad.
You know, bought something onyour website and then also
called you.
You know, and it's like sotechnically, if you have some
things set up that would, thatmay log as two conversions,
right, and it's like it's thesame person.
So there's, there's.
This is again where a goodmanager of the account will help
you kind of discern some ofthis and explain it, because
(28:25):
even again, in all my work I'venever found a perfect system
that I was like oh yeah, this isexactly all the exact same data
, that kind of it.
Just it's very, it's verychallenging, if not impossible
to do.
Speaker 1 (28:37):
Well, ross, super, super helpful.
You always break things downand very bite-sized, easy to
understand ways.
So for those who are ready tostart advertising and they need
a manager, how can they get incontact with you?
Because I highly recommendworking with Ross.
Like I said, he is just theking at not only getting results
but also making it somethingthat you can digest and you know
(28:58):
where your money's going andwhat it's turning into.
Speaker 2 (29:01):
Yeah, and so I mentioned it before.
I'm a big proponent over peoplefirst getting their house and
order related to their overallcustomers, company and content,
so I have a program that is 100%online.
You can do it yourself.
It's called Get MarketingClarity and it's
(29:23):
getmarketingclaritycom.
Or my company, which isTricycle Creative Craig will put
links in the description herefor both of those.
Highly recommend, if you arestruggling even just with your
organic content, that you signup for my clarity program.
It's $9.
That's it Nine bucks.
(29:44):
You can do it and then, onceyou have that done, if you're
interested in running ads, thenyou can chat with me and engage
me and see if we're a good fittogether.
But I will not take on clientsfor ads until and unless they go
through my clarity program,because I just think people need
(30:06):
to.
I can't operate in the dark andthe clarity program provides a
good amount of light.
Speaker 1 (30:12):
Yes, and if somebody is not willing to spend $9 to
invest in their marketing, thenthey're probably not ready for
ads, correct, I agree, I agree.
Awesome, ross, I appreciateyour time and insight and, yeah,
thank you so much.
Speaker 2 (30:25):
No, it's my pleasure and I really hope this was
helpful.
And again, if anyone has anyquestions, they can, you know,
reach out to me on my website oreven contact Craig.
He knows how to get ahold of me.
Speaker 1 (30:35):
I do All right.
Thanks, Ross.
Thanks for joining us on theTherapy Business Podcast.
Be sure to subscribe, leave areview and share it with a
practice owner that you may know.
If your practice needs helpgetting organized with its
finances or just growing yourpractice, head to
therapybusinesspodcom to learnhow we can help.
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