You don’t need a huge budget or a national brand. With the right sequence, the right assets, and right tracking you can build a marketing machine which drives booked evaluations into your ABA clinic. This guide represents everything I know, as someone with 15 years in this field. It's long, and thorough on purpose. I want this to be the one place where you can log in during your "marketing" hours and get your strategy, setup checklists, ad templates, everything. Just read through this guide and knock out every single one of the steps. You'll learn enough to implement this on your own, or at the very least, understand enough to find a qualified provider.
... (It's also exactly what we do for our clients, and could do for you) ...
Some things have to be done. The following are key steps you need to take about your clinic in order to start marketing successfully. Other steps in here are optional - Google Ads, Meta Ads (paid ads at all) are not always going to be right for your clinic at any given moment.
But these core steps are important all of the time! The foundation is what you have to do to succeed. So start here!
Start by defining success. What are the key performance indicators? For a small or new clinic, the customer journey is simple, but you need to keep it in mind.
inquiries → evaluations → starts of care → consistent weekly hours.
Your goal is to move people through each of these steps. Set targets you can manage and measure. A practical starting point is 20–40 qualified inquiries per month, 8–15 evals booked, and 4–8 new starts. Pick the one number that matters most right now and measure that number every week.
Make your offer crystal clear for parents. On your site and Google Business Profile, state exactly who you help, age ranges, accepted insurance, waitlist policy, hours, and location or telehealth options. Walk families through the process in plain English:
Call or fill the form → Insurance verification → Intake forms → Evaluation → Program start.
Remove vague language. The goal is zero confusion and one obvious next step. The easier it is to do something, the more people will do it.
Give referrers what they need to send families your way. Build a one-page PDF for pediatricians and schools that covers who to refer, how to refer, what families should expect, and your direct contact line. Keep it printable and easy to email or fax.
Operate safely and ethically. We are not your legal counsel, but these rules protect you and your clients. Do not collect PHI inside ad platforms. Use HIPAA-friendly forms or CRMs for intake. Avoid clinical claims you cannot substantiate. Lead with access, process, and true-to-life outcomes like faster scheduling, parent training hours, or in-home options. If you record calls, disclose it at the start.
Commit to tracking before you spend a dollar on ads. Install Google Tag Manager and GA4, create events for phone clicks, form submits, eval bookings, and connected calls. Claim and complete your Google Business Profile. Add call tracking numbers for website, GBP, and ads so you can see what actually drives conversations. If it is not tracked, it did not happen.
Goal: set up basic tracking once so you know what’s working before you spend on ads.
1) Install the basics
Google Tag Manager (GTM): add one site-wide container.
Google Analytics 4 (GA4): connect it to your site.
2) Track the four things that matter
Phone clicks (people tapping your number).
Form submits (contact/eval forms).
Eval booked (your “book evaluation” thank-you).
Call connected (a real phone conversation).
In GA4, mark form submit, eval booked, and call connected as Conversions.
3) Set up call tracking (so phone calls aren’t “invisible”)
Website: use dynamic number insertion (the number swaps automatically).
Google Maps (GBP): use one static tracking number.
Ads: give paid campaigns their own tracking numbers.
Keep your main clinic number as the primary in directories; use tracking numbers only where intended.
If you record calls, say so at the start.
4) Keep your links tidy (UTMs)
Use a simple template so sources show up clean in reports:utm_source=google&utm_medium=cpc&utm_campaign=aba_[city]Add UTMs to your GBP website button too (so it doesn’t show up as “Direct”).
5) Quick test (5 minutes)
Click your own phone link → see the event in GA4.
Submit a test form → see the conversion in GA4.
Make a test call → see it appear as connected in your call tool/GA4.
Check GA4 time zone is correct.
Don’t send PHI/PII into Analytics—keep sensitive details in your intake system.
6) Light maintenance
Monthly: spot-check that events fire, calls route, and UTMs appear.
Quarterly: tidy unused tags/numbers and export a GTM backup.
Limit access and jot a one-line note when you change things.
Get these installed so you can actually track your online performance!
Local SEO is a major factor for your ABA clinic success. You need to show up locally when parents are looking for a clinic - studies show that the majority of clients will sign up with the first clinic they contact and explore. You want that to be you! We take SEO very seriously for our clients, and I recommend you do the same. The following are some easy fundamental steps you can take, that will make a big difference.
For ABA clinics, the Google Map Pack is where high-intent families start. You don’t need tricks—you need a complete Google Business Profile (GBP), a clear website, steady reviews, and consistent local signals.
Your Google Business Profile (set it up right)
Choose the most accurate category. Use something directly relevant to ABA (e.g., Autism service). Avoid unrelated options like Psychologist if you aren’t one.
Name, Address, Phone (NAP) must match your website and key directories.
Service area vs. storefront:
Clinic location: show your address and hours.
In-home only: hide the address, set service areas, and keep hours accurate.
Services & “Products”: add items like Applied Behavior Analysis (ABA), Parent training, In-home therapy, Clinic-based therapy, Insurance verification. Each can link to the matching page on your site.
Business description (plain English, 3–5 sentences): who you help, core services, areas served, and insurance accepted.
Photos: exterior, reception, therapy rooms, team headshots, community events. (No clients/PHI.) Add 5–10 good photos to start; refresh quarterly.
Q&A: add the questions you get most (insurance, age ranges, waitlist, in-home vs. clinic) and answer them clearly.
Posts: 1–2 per month—openings, hiring, workshops, community updates.
Reviews: reply to every one within 72 hours; keep responses short, kind, and HIPAA-safe.
Your website (what Google and parents need)
One page per real location/city you serve. Each page states who you help, areas covered, insurance, and the same intake steps you use everywhere (Call/Form → Insurance → Forms → Evaluation → Start).
Clear contact options on every page: click-to-call and a short form.
Load fast, look trustworthy: simple design, mobile-first, clear headings, no stocky clinical claims.
On-page basics: include the city in H1/H2s where natural, add a short FAQ, embed a Google Map, and link to related pages (Services, Insurance, Contact).
Schema: Make sure your page structure is logical and clean. No missing pages or broken links!
Citations and local links (the quiet boosters)
Citations: build/clean the big ones (Google/Apple/Bing, Yelp, Healthgrades/Vitals if applicable, Chamber, city directory, autism associations). Keep your NAP identical.
Local links: sponsor a community event, share a resource with a local parenting blog, get listed with schools/universities that maintain provider pages. One or two good local links beat 20 junk ones.
Reviews (steady and compliant)
Ask after a positive interaction that isn’t care-specific: “Was today helpful? A quick Google review really helps local families find us.”
Provide a short link/QR. Never incentivize reviews. Never reference diagnoses in replies.
Keep it ranking (simple routine)
Monthly: add a new photo, post an update, answer Q&A, and check hours/holiday hours.
Quarterly: refresh location pages, add one local blog/resource, build 2–3 citations, and earn one new local link.
Ongoing: report obvious spam (keyword-stuffed names, fake locations) and keep gathering reviews.
.png)
Your website has one job: help families understand you quickly and make it easy to book an evaluation. You don’t need a big site or fancy features. You need clear words, obvious next steps, and pages that load fast on a phone. This is a super important step, and frankly, well worth paying for! But regardless, make sure your provider is equipped to do the following:
What every clinic website needs
Clear headline (above the fold): who you help, where you are, and the next step. Example:
“ABA therapy for children in [City]. Insurance accepted. Call or book an evaluation today.”
One primary action everywhere: a Call button and a Book Evaluation button, visible on every page.
Short, safe form: name, phone, email; keep insurance details for the follow-up call.
Phone number in the header: click-to-call on mobile, visible on every page.
Real photos of your space and team: no clients, no PHI.
Plain-English copy: parents should understand every sentence on the first read.
Consistent intake steps: the same steps everywhere (site and Google Business Profile).The minimum page list (keep it lean and useful)
The minimum page list (keep it lean and useful)
Home: your promise, services, how intake works, and ways to contact you.
Services: ABA basics, in-home vs clinic-based, parent training, ages served.
Insurance & Funding: in-network plans and how verification works.
Locations: one page per real city/clinic (address, hours, map, service radius).
About: mission, team credentials, why you started.
Contact / Book Evaluation: short form, phone, hours, address, parking/entrance note.
FAQ: concise answers to the questions you get every week.
Careers: how BCBAs/RBTs can apply and what you offer.
Make it easy to use (especially on phones)
Loads fast: aim for 2–3 seconds with compressed images and lightweight pages.
Readable on mobile: big buttons, short paragraphs, scannable headings.
Accessible: good contrast, alt text, forms that work with screen readers.
No distractions: one primary CTA per page.
Local signals (help Google and parents)
1. Show your full address, hours, and phone on the site (footer and Locations page).
2. Embed a Google Map on the Locations page.
3. Use your city naturally in headings and copy.
4. If you serve multiple cities, publish one page per city with unique content.
.png)
Great content does three jobs for an ABA clinic: it answers parent questions (trust), gives referrers something to share (access), and signals to Google that you’re the relevant local option (rankings). Here’s a simple plan that explains the what and the why—and is realistic for a small clinic.
Know the audiences (and why they convert).
Parents are anxious and time-poor; they want plain-English help on process and timelines. When you answer those quickly, calls go up. Referrers (pediatricians, schools) need a clean, printable way to send families to you; make it effortless and you’ll get repeat referrals. Candidates (BCBAs/RBTs) read your site before applying; showing your supervision model reassures both clinicians and parents that care is organized.
A cadence you can actually keep
Aim for one post per week or two per month—consistency beats bursts. Use this 60-minute workflow: choose one real question from recent intakes → jot a 5-point outline → write like you talk → add one clinic photo (no clients/PHI) → finish with a single next step (Call or Book Evaluation) → publish → share to Google Business Profile and email.
Your first 30 days (what to ship and why).
Week 1: “ABA therapy in [City]: what to expect in the first 30 days.” Why: cornerstone for parents + local SEO.
Week 2: “How pediatricians refer to our clinic” with a one-page PDF. Why: immediate referral tool.
Week 3: “In-home vs clinic-based ABA: pros, cons, and our intake path.” Why: reduces hesitation, improves call quality.
Week 4: “Our BCBA supervision model (for candidates and parents).” Why: hiring + trust signal.
Local SEO that actually matters (no jargon).
Pick one main keyword per post (e.g., “ABA therapy in [City]”). Put it in the title, H1, first paragraph, and the URL (/aba-therapy-[city]). Mention your city naturally, not every sentence. Add one internal link to a relevant page (Services, Locations, or Contact). Close with a clear CTA.
Repurpose once to triple the reach.
Turn the intro into a short email to your list. Record a 60–90s phone video summarizing the post and upload it to GBP and Facebook. Pull 3 FAQs from the post and add them to your site’s FAQ page. Same ideas, new formats.
.png)
Google Ads is how you show up today when someone types “ABA therapy [city]” or “autism therapy near me.” It works when three things are true: you answer the phone, tracking is on (Section 2), and your site is simple (Section 4). It's the fastest way to get more clients today. This guide lays out everything you need to know to get a Google Ads campaign up and running for your ABA clinic. These are the best practices, to get you the lowest CPA (Cost Per Acquisition).
When Should We Run Ads?
This is important - everything needs to be ready before you pay for traffic. There is no reason to spend money sending people to a broken website! So only run ads if you can return calls fast and you’ve set up GA4 + call tracking. Thats the only way to know if they're working. And remember you can pause or hold if intake is swamped or you can’t answer during business hours.
Whats a good Google Ads budget for an ABA Clinic?
Start with $500–$1,500/month per location. Expect $15–$60 CPC depending on your city. A healthy account lands around $50–$200 per inquiry once tuned. Watch two numbers weekly: cost per inquiry and evals booked.
Target Your Searches Properly
Make sure you set location to your true service radius! You only want to advertise to potential customers - geofencing is important. Without it you could advertise to someone in Thailand.
Build tight ad groups around phrases like:
“aba therapy [city]”
“autism therapy [city]”
“in-home aba [city]”
“aba clinic near me”
Use Exact and Phrase match. Avoid Broad.
Keep the structure simple.
One Search campaign per location. 3–5 ad groups by intent (examples above). 2 responsive search ads (RSAs) per ad group. Turn on call, sitelinks (Insurance, Book Eval, Locations), and callout extensions (Short waitlist, In-home & clinic).
What to say in the ad (steal this).
Headlines: “ABA Therapy in [City]”, “Insurance Accepted”, “Book an Evaluation”, “In-Home & Clinic Options”, “[Clinic Name] ABA”.
Descriptions: “Local ABA therapy for children. Parent training included. Call or request an evaluation today.”
Your ad should read like your landing page. No clinical promises.
Send clicks to a focused page.
Never link traffic to your home page! You need a special page built for every ad. The Landing Page.
The landing page should mirror the keyword and offer one next step: Call or Book Evaluation. Short form (name, phone, email). Track form submits and connected calls.
If a page doesn’t convert, fix the headline and simplify—don’t throw more money at it.
Simple weekly routine (30 minutes).
Add new negatives from the search terms report.
Shift budget toward the best ad groups.
Test one new headline or description.
Check phones were answered and forms got a same-day call-back.
A lot of people online talk about Meta (Facebook/Instagram) ads as if every industry is products. Very high monthly spend, insane levels of testing and complication ... but Meta (Facebook/Instagram) isn’t pure “I’m ready now” intent like Google. And it doesn't have to be as sales focused. Instead it’s how you stay visible in your neighborhood, retarget people who already checked you out, and turn quiet weeks into booked ones. Keep it simple and you'll see success.
When Meta makes sense (and when it doesn’t)
Use Meta if you:
Want steady name recognition in your service radius.
Have website traffic to retarget (Section 2 tracking in place).
Can call back leads fast (same day).
You Still Need To Track Things
Install the Meta Pixel (through GTM). Track ViewContent and Lead on thank-you pages; don’t send PHI.
Connect your domain and verify it.
Create a 30–90 day retargeting audience: website visitors, video viewers, and people who clicked your ads at all.
Two campaigns is enough
Awareness (Geo-only): One ad set targeting your true service radius (e.g., +10–15 km around the clinic). Objective: Reach or Traffic. Budget: $300–$600/mo.
Retargeting: One ad set targeting site visitors/video viewers from the last 30–90 days. Objective: Leads or Traffic to your “Book Evaluation” page. Budget: $200–$400/mo.
This splits visibility (new families see you) from conversion (warm families come back).
Keep the structure simple.
One Search campaign per location. 3–5 ad groups by intent (examples above). 2 responsive search ads (RSAs) per ad group. Turn on call, sitelinks (Insurance, Book Eval, Locations), and callout extensions (Short waitlist, In-home & clinic).
What to show (safe, human, and useful)
“Meet the Clinic” photo post: team + space, plain-English intro, how to book. Builds trust.
60–90s explainer video: you (or your clinical lead) walking through the intake steps and timelines. Reduces anxiety.
Carousel: “How Intake Works” with five cards: Call/Form → Insurance → Forms → Evaluation → Program Start. Clear next step.
Community/event post: workshops, sensory-friendly hours, school collabs. Easy shares from local groups.
No clients, no PHI. Real photos beat stock.
Lead form vs. landing page (choose one and commit)
Lead form (in-app): Use only if you can call back within 5–10 minutes during business hours. Pros: lower CPL. Cons: more tire-kickers if you don’t call fast.
Landing page: Send to your Book Evaluation page (Section 4). Pros: higher intent and better education. Cons: slightly higher CPL.
Both can work - speed to lead decides the winner, and frankly, the lead forms are a lot easier to set up for most owners. You just need to stay on top of them!
Budgets & realistic outcomes
Small clinics do well at $500–$1,000/mo total on Meta (split per #3). Expect higher cost per inquiry than Google, but strong assists (people see you here, Google you later). Watch: cost per Lead, calls from retargeting, and evals booked.
Weekly 20-minute routine
Check comments and messages; respond the same day.
Swap in one fresh photo or 60s video.
Review results: Are retargeting clicks converting? If not, tighten the landing page headline and CTA.
Keep frequency reasonable; if the same people see your ad too often, rotate the creative.
Budgets & realistic outcomes
Small clinics do well at $500–$1,000/mo total on Meta (split per #3). Expect higher cost per inquiry than Google, but strong assists (people see you here, Google you later). Watch: cost per Lead, calls from retargeting, and evals booked.
Common mistakes with ABA Meta Ads
Lots of clicks, few inquiries: your page isn’t clear. Fix the headline; put Call + Book Evaluation above the fold. Your ads are doing well, but the pages aren't converting! They need to be improved.
Bad leads, no shows: lead forms + slow callbacks. Either speed up or switch to landing page. More information will help qualify your leads!
No delivery: radius too small or ad rejected. Widen radius slightly and ensure copy avoids personal attributes.
Our ABA Meta Ad Outline:
1 Awareness campaign (Reach), 1 Retargeting campaign (Leads or Traffic).Radius: 10–15 km around clinic (adjust to reality).
Three creatives: team photo, intake steps carousel, 60–90s explainer video.
Budget: $500–$1,000/mo total.
Goal: steady branded searches, retargeting leads, and booked evals during slow weeks.
If you want more booked evaluations without cranking ad spend, start here. Referrals are fast, warm, and affordable. Your job: make it easy to refer, easy to reach you, and easy to get a quick update. Do that, and you become the default choice in your area.
Build a one-page “Referral Kit” (60 minutes, huge payoff)
Give pediatricians and school teams something simple they can use today.
What goes in:
Who you help (ages), service options (in-home/clinic), insurance accepted, current openings/waitlist.
A direct intake line + email they can actually reach.
How to refer (secure fax/email or a short webform).
A tiny promise: “We call families within one business day.”
Package it as a printable PDF. If you can, add a short web page with the same info + a secure form.
Say Hello To Local Pediatricians
all the front desk, be brief, and helpful:
“Hi, this is [Name] from [Clinic]. We provide ABA therapy for children (ages [X–Y]) in [City]. I’d love to send a one-page referral sheet and a direct line for your team. Who’s best to email?”
Email the kit. Two days later, a short follow-up:
First referral arrives? Send a handwritten “thank you.” Little gestures turn one referral into many.
Make schools and early-childhood partners your allies
Find the school counselors, special ed coordinators, and early-childhood centers. Share the same one-pager and include how you coordinate (with parent consent): who you update, how often, and preferred channels. Offer a 30-minute parent Q&A or a short staff in-service—genuine value that often earns you a link on their resources page.
Be visible in the community
Sponsor one relevant event per quarter - Autism Walk, library sensory hours, a local parents’ group. Ask for a website link on the sponsor page. Post a quick recap on your site and Google Business Profile (team-only photos, no clients/PHI). Keep a simple “Local Resources” page; families appreciate it, and partners will share it. Keep your social media page up to date and active!
Track the basics (so you can double what works)
Keep a simple sheet: offices contacted, kits delivered, referrals received, called within 1 business day (yes/no), evals booked, starts of care. Review monthly. Thank top referrers and ask, “Anything we can make easier for your team?”
Parents read reviews before they call, and Google uses those reviews to decide who shows in the Map Pack. The good news: you don’t need hundreds - a steady trickle of 2–4 new reviews each month is enough to build trust and keep visibility strong. Think of this as a friendly weekly habit, not a big campaign.
Keep requests general (experience, professionalism, responsiveness). Never invite care details or progress notes in public reviews.
Citations (your clinic’s Name, Address, Phone = NAP on trusted directories) and local backlinks (links from real organizations in your area) are the quiet workhorses of local SEO. Get them right once, maintain them quarterly, and your Google Business Profile will skyrocket to the top.
Keep the same NAP everywhere. Use your main clinic number as the primary. If you use tracking numbers, add them only where a platform supports additional numbers (e.g., GBP).
We tried to cover everything, but as I am sure you know, Marketing is a huge field. There's a lot to do, and a lot to keep track of and the ABA industry is no exception.
If you want more patients you have to reach more families. Hopefully this guide has helped you do that! But if not, please reach out. We are well aware most clinic owners do not have the time to implement everything themselves. Everyone needs help with things - and we are happy to help you with marketing. Reach out for a free consultation!
