Therapy practice marketing budget: the first 3 months of a new office, worked per client
A therapy practice marketing budget for a new office in Turkey has four lines over the first 3 months, and only one of them is real advertising. The health promotion regulation lets newly opened health facilities run sponsored promotion during the first month after opening. After that, paid or boosted promotion is off the table. So the budget is built around a ceiling per new client, not around months.
The maths starts with four numbers: expected number of sessions, what each session leaves the practice, the share you set aside for promotion, and how many new clients you aim for in the opening month. If you build permanent visibility with Adapte’s fixed-price package, that line is TRY 36,000 + VAT, or TRY 43,200 with 20 percent VAT. Check the rate on the invoice.
Why does a therapy practice budget per client?
Because therapy is not a one-off purchase: a client usually comes weekly or fortnightly, often for months. What you can spend on a new client is a share of what that client contributes to the practice over the whole process. The monthly ad figure comes from this ceiling, not the other way round.
How do four numbers give you a client acquisition ceiling?
The formula is one line: expected sessions × contribution per session × promotion share = the most you spend to gain one new client. Contribution per session is what is left from the fee after room rent share, tax and costs such as clinical supervision. The figures below are hypothetical. Use your own numbers and never publish your fee.
| Line | Hypothetical example | Your figure |
|---|---|---|
| Expected average number of sessions | 8 | …… |
| Contribution per session to the practice | TRY 2,000 | …… |
| Total contribution over the process (8 × 2,000) | TRY 16,000 | …… |
| Share set aside for promotion | 15% | …… |
| Client acquisition ceiling (16,000 × 0.15) | TRY 2,400 | …… |
This number never sets the number of sessions
The number of sessions is set by the client’s needs and your professional judgement. The ceiling is only a budget limit. Stretching or cutting a process to hit the maths goes against professional ethics.
Which 4 lines does the money go to in the first 3 months?
There are four: the opening month’s sponsored window, permanent visibility working for 3 months, in-office and printed material, and measurement. The first is spent once; the second keeps working while you are in session. The fourth is free, but skip it and you cannot tell whether the other three worked.
- Get your status in writing (threshold: TRY 0 until then). Ask the provincial health directorate or a health lawyer whether the first-month exception applies to you.
- Sponsored window: ceiling × target number of new clients.
- Permanent visibility: Google profile, website, question-and-answer articles. Spread over 3 months.
- In-office and print: door sign, appointment card, waiting-room leaflet. Use your own quotes.
- Measurement: Google profile performance and Search Console. Free, set up in week one.
- Reserve: about 10 percent of the total.
How much goes into the opening-month window?
The budget for the month you open your doors is the ceiling times your target number of new clients. In the hypothetical example the ceiling is TRY 2,400 and the target is 5 new clients: 5 × 2,400 = TRY 12,000. Over 30 days that averages TRY 400 a day. In Google Ads a campaign total budget runs for at least 3 and, for most campaign types, at most 90 days; set the end date to day 30 after opening.
Where does the budget go once the sponsored window closes?
From day 31 the money flows into permanent visibility: profile, website and articles answering the client’s question. A selective client in Beşiktaş or Çankaya searches first, reads, checks the title, then calls. When ads stop, this layer is what gets the practice found. For the wider plan of the first 90 days see the first 90 days of a new therapy practice.
What do 3 months cost for three starting profiles?
The total depends on where the practice starts. The window figure in the table is the hypothetical TRY 12,000 from above. Add print from your own quote.
| Starting profile | Sponsored window | Permanent visibility | 3-month total |
|---|---|---|---|
| Lean: profile and print | TRY 12,000 | TRY 0 (Google profile only) | TRY 12,000 + print |
| Brand and website together | TRY 12,000 | TRY 43,200 (incl. VAT) | TRY 55,200 + print |
| Practice outside the exception | TRY 0 | TRY 43,200 (incl. VAT) | TRY 43,200 + print |
Checklist: 6 lines
- Is your status and the first-month exception confirmed in writing?
- Is the ceiling worked out from four numbers?
- Is the window budget entered with an end date of day 30?
- Are fees, discounts, testimonials and outcome claims absent from every ad?
- Were the profile and Search Console set up in week one?
- Has the real session average replaced the estimate on day 90?
To see every layer of promotion in one place, go back to the new therapy practice promotion guide. The budget logic for businesses in general is in the new business promotion budget article.
Quick Summary
- The budget is built on a ceiling per new client, not on months.
- Ceiling: sessions × contribution per session × promotion share.
- Sponsored promotion only in the first month after opening; confirm your status first.
- Window budget: ceiling × target new clients, 30 days at most.
- From day 31 the money moves to permanent visibility.
- No fees, discounts, testimonials or outcome claims in any ad.
Short Glossary
Acquisition ceiling: An acquisition ceiling is a calculation used to find the most you can spend on promotion to gain one new client.
Contribution per session: Contribution per session is a figure used to show what remains for the practice after room, tax and supervision costs come off the fee.
Campaign total budget: A campaign total budget is a budget type used to fix, in one go, the amount an ad spends between its start and end dates.
Next Step
To build your name, website and 108 informative articles in one package, apply to the Your Own Digital Brand campaign. There is a 10% coupon; just mention the code when you apply.
Frequently Asked Questions
Source: Google Ads Help — About campaign total budgets
Sık Sorulan Sorular
Start with “10,000 a month” and you don’t know how many clients that buys. If the till isn’t ringing, you can’t tell whether the budget, the message or the phone is to blame.
It makes every channel answer the same question: did a new client from this channel cost less than the ceiling? If yes, the channel works.
Write a cautious estimate from your previous workplace and replace it with the real average on day 90.
Most common mistake: Putting the session fee or “first meeting free” in the opening ad. The regulation bans fees, discounts and campaigns even in the sponsored opening month.
The title decides what you may write. Clinical psychologist requires a master’s in clinical psychology; a psychological counsellor comes from a separate education path. Print and profile carry only the title you hold on paper.
No money, but 15 minutes a week; skip it and the ceiling stays on paper.
In: address, hours, title, areas of work, contact. Out: fees, discounts, testimonials and outcome claims such as “heals”. Compliant examples are in the therapy practice opening announcement article.
Divide spend by new clients. Under the ceiling means the window did its job. If not, check the phone and booking flow before the budget.
The Your Own Digital Brand campaign is TRY 36,000 + VAT, paid upfront at a fixed price: brand consulting, a domain and one year of hosting, a 6-page website, 108 articles across 6 keyword groups and structured data. Spread over 3 months in your books, the VAT-inclusive amount equals TRY 14,400 a month. Details are on the campaign page; there are 12 brand places and the deadline is 1 November 2026.
They are informational Q&A on anxiety, grief or couples’ issues, with no treatment promises or prices. How the channels weigh against each other is in the therapy practice promotion methods comparison.
The regulation lets newly opened health facilities run sponsored promotion during the first month after opening. Ask the provincial health directorate whether the exception applies to your practice’s status. Fees and discounts are banned in that month too.
No. The package is TRY 36,000 + VAT, paid upfront at a fixed price; with 20 percent VAT it comes to TRY 43,200, but check the current rate on the invoice. Google or Meta ads are not included and can be added by special quote. The domain is registered in your name; hosting renewal in year two is yours.
The first figure is an estimate. On day 90, enter your real session average and contribution and recalculate. After that, once a quarter is enough.
Updated: October 2026