Skip to content
Podcast: Play in new window | Download | Embed
What has changed in copywriting over the last few years since the rise of AI? How can you use A/B testing with your Google Ads? What does the future of SEO, copywriting, and Google Ads look like with AI in the picture?
In this podcast episode, Joe Sanok speaks about A/B testing Ads and copy with Brandon Grill.
Podcast Sponsor: Headway
I want to thank Headway for sponsoring this episode. If you run a group practice, you know that accepting insurance can be overwhelming. Between credentialing, billing, and payroll, the admin side can easily take over your week. Headway was built to help you handle this — and they’re the only platform designed specifically for in-network group practices.
Whether you’re growing your team or running an established practice, Headway makes the business side easier with faster credentialing, higher per-session rates, and biweekly payments your team can count on.
They work with therapy, psychiatric, and hybrid groups — and there are no subscription fees. Just the support you need to run your practice with ease.
Run your best group practice with Headway — trusted by thousands of group practice leaders to simplify insurance admin and reach more people through in-network care.
Curious how Headway can work for you?
Meet Brandon Grill
Brandon Grill is a content strategist and copywriter focused on mental health and therapy practices. Through his business BG Copywriter, he helps therapists craft SEO-optimized web copy and marketing materials that attract clients, grow visibility, and make therapy more accessible. His work is grounded in lived experience with mental health, and he believes compelling content can genuinely connect providers with those who need help.
Visit bgcopywriter, connect on LinkedIn, and follow on Instagram.
In This Podcast
- What has changed in copywriting
- Basics of a great website
- Getting started with ads
- SEO, copywriting, and Google Ads with AI
- Brandon’s advice to private practitioners
What has changed in copywriting
In the early days of SEO-informed copywriting, there was a lot of keyword-stuffing and very little awareness of the reader who would have to engage with the content. Nowadays, it is important to keep the ideal customer central and create content and copy that is geared towards them and their needs. This means and needs a strategy.
For me, strategy is what we don’t need. It’s eliminating the things that don’t move the needle, so every action you take leads to new clients, or sets us up to lead to new clients. (Brandon Grill)
Basics of a great website
How to structure a good page on your website:
- Attention-capturing section at the top of the page
- Client pain-points and how therapy actually works to solve them
- Introduce the therapists with pictures and explain why they are the best for that service
- Contact form
- Frequently asked questions
- Call-to-action
Give people the reasons to trust us. I think the reason that a page like that works so well is because it tells the entire story. There’s not really any part that’s missing. (Brandon Grill)
To know what is working well on your website, you need to track the numbers. See what works and what doesn’t – this is where A/B testing can also come into play.
I’ve been telling clients, if they have a limited budget, let’s just do A/B testing. You don’t need to add a blog yet because we don’t even know if that blog will continue to a conversion yet – and we really want to dial in on the conversions before we start pouring in traffic. (Brandon Grill)
Getting started with ads
Pay-per-click ad prices can vary drastically between locations, so it depends on both where you are and what your niche is to find the best budget to work with.
I think in the ideal situation, you would get whatever the average cost per click is and multiply that by 150 to 300, because that’s how many clicks we want in a month, so that we can further optimize the account. (Brandon Grill)
Another way to look at it is, after you have some client conversions on your website, you could look at how much it costs to get a client to fill out a contact form in your specific location. Once you have these numbers, then you can ask, “How many leads do we need each month to keep our therapists full?” with the follow-up question being, “How much do we need in this budget?” When it comes to A/B testing with ads, Brandon and his team test both the ads and the website landing pages:
- Ads need to be clicked at least 7% which is average, and anything above is good.
- With landing pages, so much can be tested, like images, fonts, colors, etc.
SEO, copywriting, and Google Ads with AI
1 – When it comes to SEO and the world of AI, you can’t rank high with basic keywords because the market is oversaturated. Be specific in your niche and then rank higher in that uniqueness.
We want to choose our battles a little more carefully now in the age of AI when it comes to SEO. (Brandon Grill)
2 – With copywriting, copy written by AI has been proven not to convert as well as human-written copy.
AI [copy] feels a little cold, a little unrelatable, and a little too good. You know, a little too clean, not really any errors … It doesn’t really connect well with humans, as well as writing as a human. (Brandon Grill)
3 – In terms of Google Ads, it is similar to copywriting. Write from the heart, which oftentimes sets you up better than what the AI would tell you to write.
Brandon’s advice to private practitioners
Get second opinions from professionals, don’t spend too much money on ads that aren’t converting, and be careful not to lean on AI too much. Use it strategically while you use your mind creatively.
Sponsors Mentioned in this Episode:
Sign up here for our Seven-Figure Practice Owner Retreat in 2026!
Curious how Headway can work for you?
Useful links mentioned in this episode:
- Check out our Practice Academy!
- Visit bgcopywriter, connect on LinkedIn, and follow on Instagram.
- Sign Up to the Group Practice Boss Conference!
Check out these additional resources:
Unlocking the Secret Power of Groups in Your Private Practice with Dr. Colin M. Fisher | POP 1273
Events – click on the event’s dropdown
Sign up to join the free webinars and events here
Practice of the Practice Podcast Network
Free resources to help you start, grow, and scale
Apply to work with us — a decision-making matrix for your next steps
Meet Joe Sanok
Joe Sanok helps counselors to create thriving practices that are the envy of other counselors. He has helped counselors to grow their businesses by 50-500% and is proud of all the private practice owners who are growing their income, influence, and impact on the world. Click here to explore consulting with Joe.
Thanks For Listening!
Feel free to leave a comment below or share the social media below!