Market brief / Therapy and counseling practices in MassachusettsPage 1 of 1
ABottom line
An upper-half market with bid estimates 2% above the typical state.
Short answer
Massachusetts is in the upper half of 51 markets (the states and DC with data) for breadth of therapy and counseling practices search demand, with 57 distinct search terms at 100 or more searches a month. The median top-of-page bid is $16.08, 2% above the typical state ($15.73).
BTop searches
What people in Massachusetts search for
The most-searched therapy and counseling practices terms in Massachusetts, ranked by Google's monthly search range and then by bid. Close variants (the same words in a different order) are shown once, and brand, retailer and DIY searches are left out.
| Search term | Monthly searches in Massachusetts | Top-of-page bid |
|---|---|---|
| therapist near meNear me | 1K-10K | $33.72 |
| therapy for anxiety | 1K-10K | $30.17 |
| counseling | 1K-10K | $23.72 |
| psychologist near meNear me | 1K-10K | $23.12 |
| relationship therapists | 1K-10K | $22.96 |
| relationship counseling | 1K-10K | $20.90 |
| couples therapy | 1K-10K | $19.96 |
| couples therapy therapist | 1K-10K | $19.96 |
| couples counseling | 1K-10K | $18.15 |
| bipolar disorder therapies | 1K-10K | $16.86 |
| dbt therapy | 1K-10K | $16.38 |
| marriage counselor | 1K-10K | $15.27 |
Google Ads Keyword Planner, Massachusetts, Sep 2025 to Aug 2026. Bids are Google's high-range top-of-page estimates, not cost per lead. Urgent and Near me tags are matched from the words in each term. Method.
CWhat it means
What this means for a therapy practice in Massachusetts
- C1 Bids track the typical state.A $16.08 median bid estimate sits close to the $15.73 typical-state figure.
- C2 For the top 10% of terms, Google's top-of-page bid estimate (high range) is $30.52 or more.Those are usually the high-intent searches.What to doRank organically for them: that is where the biggest savings sit.
- C3 A mid-sized market.Massachusetts sits in the middle of the national ranking.What to doPlan targets against the similar-sized states in the comparison below, not against the largest markets.
DHow Massachusetts compares
Massachusetts against its nearest markets
| Rank | State | Distinct terms | Median bid estimate | Per resident |
|---|---|---|---|---|
| 14 | Maryland | 58 | $19.29 | 92 |
| 15 | Colorado | 58 | $21.24 | 93 |
| 16 | Massachusetts | 57 | $16.08 | 81 |
| 17 | Tennessee | 49 | $15.73 | 71 |
| 18 | Arizona | 48 | $17.57 | 73 |
| Typical state (median) | $15.73 | 100 |
Google's ranges are wide, so states close together should be treated as similar. Method.
EWhere to start
Where to start
The full playbook for therapy practices, including job values, channels and a 90-day plan, is in How can a therapy practice get more clients?. For the channels behind the numbers above:
FIndex
Other industries in Massachusetts
- Plumbing
- HVAC
- Roofing
- Water damage restoration
- Foundation repair
- Water heaters
- Pest control
- Tree service
- Gutters and windows
- Fencing
- House cleaning
- Septic systems
- Water well drilling
- Standby generators
- Mold testing and remediation
- Fire sprinkler inspection
- Remodeling
- Concrete
- Decks
- Garage storage and floors
- Home additions
- Landscaping
- Pools
- Walk-in showers and bath remodels
- Metal buildings
- Medical practices
- Law firms
- Public adjusters
- Annuity sales
- Annuity surrender and exchange help
- Financial advisors
- Private student loan help
- Property management
- Ranch and land brokers
- Stair lifts
- Home elevators
- Boat dealers and brokers
- Antiques and collectibles
- Custom aquariums
- Industrial valves
- Shipbroking
- Chemical and ingredient suppliers
Google Ads Keyword Planner, Massachusetts, Sep 2025 to Aug 2026Methodology