Give each profession its own place in the service model
Practitioner roles, registration or accreditation and service eligibility need to be clear. A psychiatrist appointment is not interchangeable with therapy, and a counselling service should not inherit Medicare wording from a psychology page. We use the Australian title Accredited Mental Health Social Worker where it applies.
Better Access information belongs beside eligible services and practitioners. Do not describe provisional psychology appointments as a lower Medicare gap: provisional psychologists cannot provide Medicare-rebated Better Access sessions. Where the clinic offers assessments, groups, private therapy or telehealth, explain the actual pathway and its limits rather than presenting one generic mental health appointment.
How we would plan the audience and creative
Each creative brief carries one concrete service message, such as how intake routes enquiries, which clinicians are accepting referrals or how telehealth appointments work. A multidisciplinary team introduction can help explain the clinic, but it should not blur professional roles or imply every service is Medicare-rebated.
Use adult audiences within the clinic's coverage and let educational content reach people researching support. Do not target diagnoses. Lookalikes built from enquiry events are fine. Keep the tone calm and factual, and make routine appointment limitations clear. Where a service needs a GP referral, the campaign should help the reader understand that step instead of promising instant access. Assess creative against the intake team's feedback, not engagement with emotionally charged copy.
Creative themes with a clear information purpose
- clinic intake explanation
- psychology availability
- psychiatry referral pathway
- counselling appointment information
- telehealth process
- team roles and credentials
- assessment information
We tailor these ideas to your services, audience and advertising requirements.
Audience and creative boundaries
Do not use diagnosis interests, patient-list lookalikes, crisis messaging or retargeting segmented by condition page. We exclude locations and services the clinic cannot support, using available controls and clear creative.
What the landing page needs to answer
Give the advertised service a clear intake route, with accurate practitioner and funding information. A public form should request contact, not collect trauma histories, medication lists or clinical risk assessments on an advertising platform.
Protect the intake team and the person seeking care
An intake route should help someone request contact without sharing detailed clinical information with an advertising platform. Explain what happens next, who responds and whether the service handles routine appointments rather than urgent or crisis care. A click-to-call button is only useful when it leads to the team responsible for that service, within the hours it can answer.
For telehealth, specify the people and locations the clinic can safely support and the practical appointment requirements. Ahpra registration is national, so we describe coverage in Australian terms. Clinical governance still determines whether the format is appropriate. Marketing reports should distinguish appropriate referrals, waitlist requests, appointments booked and appointments attended within the clinic's own records.
Plan a focused Meta advertising test
We plan an initial campaign around your services, appointment capacity and objectives, then use enquiry results to guide the next step.
Advertising and communication boundaries
Apply Ahpra advertising requirements to regulated health services and the relevant professional and consumer rules to other services. No clinical testimonials, guaranteed recovery claims or health-condition audience targeting. Clear service limitations and referral information are more useful than emotionally loaded promises about getting someone's life back.
Use: "Compare our psychology, psychiatry and counselling appointment pathways." Avoid: "We know you are depressed, get treatment today." Do not diagnose the viewer or promise immediate access the clinic cannot provide.
Keep sensitive information out of audience and conversion data
A platform can report a lead without proving that the enquiry was appropriate or that an appointment occurred. Agree internal stages for contactability, suitability and booking before judging creative. Compare platform attribution with the clinic or provider records and explain discrepancies rather than combining the numbers into a single result.
We keep health information out of pixels, server events, URLs and form data sent to ad platforms, and use only permitted signals. Where those are unavailable, we reconcile results against your own records.
How we would judge the work
Review contactable enquiries, correct intake routing, referral completeness and attended appointments in internal records. A large number of enquiries to a closed or unsuitable service signals a message or capacity problem.
Five mistakes to check in an audit
- Every service leads to the same booking. Separate psychiatry, therapy and assessment routes so people are not booked into the wrong service.
- One Medicare statement covers the team. Funding depends on profession, practitioner and service. Keep eligibility information specific.
- Telehealth described with state licences. Use Australian registration language and explain the clinic's actual service coverage and clinical limits.
- All leads counted as clinically suitable. Record unsuitable, crisis, duplicate and waitlist enquiries separately in internal reporting.
- Clinical intake data sent to pixels. Review URLs, events and form fields so sensitive details are not disclosed to advertising systems.
Related service information and reading
See our marketing approach for mental health clinics and healthcare Meta Ads service information. Related services: Google Ads for mental health clinics, Website design for mental health clinics.
For search-market context, see the mental health Google Ads benchmarks. These are search advertising references, not agency prices or promised results.
Further reading: Mental Health Marketing; Allied Health Referrals.
Check the applicable rules: Ahpra advertising guidance; Meta Ads healthcare policy guidance.
Book an account and creative review to discuss the services, capacity and enquiry pathways that matter for your organisation.
Updated 4 October 2026.
