Welcome therapists and group practice owners! I’m Nicole McCance, a psychologist turned business coach for therapists. I recently hosted a success panel with four group practice owners (2 American and 2 Canadian) who are living proof of what’s possible when you commit to scaling.
The conversation was packed with so many gems that I wanted to share some of my favourite insights here. If you’ve been wondering how to grow a group therapy practice, these are the real strategies and mindset shifts working right now.
P.S. Not a huge fan of reading blogs? (I’m more of a podcast girl myself.) You can listen to my podcast episode all about this topic by clicking here or watching the video below!
What Pushed These Therapists to Scale
Every panelist had a similar moment that made them realize solo practice wasn’t sustainable. I’ve totally been there, too!
- Mandy learned that a colleague had hired an entire therapist just from the clients she was referring out.
- Andrea had reached the point where she was ignoring her phone because she didn’t want any more client inquiries.
- Gabriella was hospitalized during her pregnancy and realized she had zero income protection without a team.
- Karen always knew solo practice wasn’t for her. Coming from a leadership role in nursing, she wanted to build a space where she could set the culture and surround herself with like-minded clinicians serving her community.
The pattern is something I see on repeat with the therapists I coach.
You’re referring out clients, feeling burnt out, and essentially building other people’s practices instead of your own.
If you’re currently referring out multiple clients a week, that’s an indicator that it may be time to explore scaling to a group practice. Those are your clients, and you’re giving them away because you don’t have the capacity yet.
But what if I told you that you could?
Marketing Strategies for Therapists That Are Actually Working in 2026
This was the part of the conversation that got really tactical, and I think it’ll be the most valuable for many of you.
Google Ads came up as the top performer across the board.
Andrea said her cost per client acquisition through Google Ads is about $171, and with an average of nearly 10 sessions per client at $160 per session, that’s roughly a 5x return on ad spend!
Karen said she’s seen similar results and really wanted to stress that you shouldn’t try to run your Google Ads yourself.
Spend the money on someone who knows what they’re doing. (She learned this the hard way after starting with a cheaper provider that didn’t deliver.)
Hot Tip: Calculate your ROAS (return on ad spend) regularly. If you’re making 4x or more back on what you’re spending, keep feeding the machine! Here’s more on picking the right marketing strategy for your practice.
Community outreach was the second biggest driver.
Mandy said she built her referral base through local schools, doctors, and her chamber of commerce.
Andrea shared that she’s found a surprising source of referrals through her local faith community.
And Karen said she leaned into public speaking at parent councils and community events because it aligned with her strengths.
The common thread across all of them was relationships built over time, not one-off marketing tactics.
Strategic group therapy practice naming is also worth noting.
Gabriella shared that she named her practice “The Trauma Therapy Group,” which happens to be a common search term.
She said her Google Business Profile pops up organically whenever someone searches for trauma therapy in her area. If you’re still deciding on a name (or considering a rebrand), think about what potential clients are actually typing into Google!
This is so commonly overlooked but when done right, can make a HUGE impact!
Hot Tip: Here are my thoughts on naming your group therapy practice.
And what about social media for therapists?
Believe it or not, every single panelist said the same thing.
They have handles, they’re barely active, and it hasn’t held them back.
Karen, Andrea, and Mandy all reached significant revenue milestones with a couple hundred followers. I had 400 unengaged followers when I hit 7 figures. If you’re debating between hiring a social media manager and investing in Google Ads, the panel’s answer was unanimous.
Put your money where the intent is, and that’s Google search. (I wrote more about this in my blog on marketing strategies that grow your practice without relying on social media)
How Scaling a Group Practice Changes Your Life
This is the part that always gets me super sappy and emotional, because every panelist described the same transformation, saying that their income is no longer tied to how many clients they personally see.
- Andrea said she was on vacation in Florida while her team saw 125 clients and scheduled five new intakes in four business days.
- Karen shared that she took an entire year of maternity leave without worrying about income.
- Gabriella said she went from stressing over sick days to being the parent who’s there for school pick-up.
- Mandy described the freedom of never having to ask anyone for time off.
The freedom comes when you build systems and a team you trust.
Andrea said she sees about 12 clients a week now (by choice) and is transitioning to no new clients so she can focus on leading her team. Gabriella said she sees about eight. Their practices run without them because they invested in the infrastructure early.
Hot Tip: One thing every panelist emphasized was hiring an admin as early as possible. Andrea credited her admin as the single biggest factor in avoiding burnout.
Advice for Therapists Who Are on the Fence
I asked each panelist what they’d say to someone who wants to scale but feels afraid. Here’s what they said:
- Do it scared. Gabriella’s advice was to acknowledge the fear and take the leap anyway. If the fear feels like a growth edge rather than old trauma, it probably means you’re on the right path.
- You don’t have to do it alone. Mandy said the biggest value she got wasn’t just the business structure but the community. She’s still in a group chat with other practice owners and meets biweekly with eight alumni from the program. Surround yourself with people who understand what you’re building!
- Be transparent with your first hire. Karen’s practical advice was to be upfront: “I don’t have this all figured out, but I will figure it out along the way. Are you in?” You don’t need to have everything perfect before you start. (You just need one person who vibes with your vision.)
- Invest in a guide. Andrea said having a business coach for therapists outlined everything for her and kept her growing consistently, even in a tough economic climate. Karen shared that she invested in coaching before she even made her first hire.
You Could Be the Next Success Story
Every panelist on this success panel started exactly where you might be right now.
Overwhelmed, referring out clients, wondering if scaling was even possible for them. Andrea started in 2024 and is now on track for 7 figures in 2026. Gabriella went from solo practitioner for 10 years to leading a team of 16 in just a year and a half.
The difference between where you are and where they are is a decision, a plan, and the right support around you.
Want more strategies for growing your therapy practice? Follow me on Instagram and listen to the Business Savvy Therapist podcast!
Your Business Bestie,
Nicole
