If you’re running a massage business and thinking about using Google Ads to get more clients, one of the most important decisions you’ll make is what keywords to target.
Because here’s the truth:
You can have the most beautifully written ads and a great website…
But if you’re targeting the wrong search terms, you’ll waste money on clicks that never convert.
Let’s break down how to choose the right keywords that bring in real clients not just clicks.
Why Keywords Matter in Google Ads for Massage
When someone searches on Google for a service like massage, they’re usually ready to book or at least seriously considering it.
That means the keywords you target act like a filter:
They decide who sees your ads and what kind of intent that person has.
For massage businesses, that intent is everything.
Do you want people searching “self-massage tips” from across the country?
Or someone searching “deep tissue massage near me” from just a few blocks away?
Exactly.
Start with High-Intent, Local Keywords
High intent keywords are search terms that show someone is ready to take action—like booking an appointment, making a purchase, or hiring help.
They go beyond curiosity or research. Instead of typing “benefits of massage,” someone searching a high intent keyword might type “best massage near me” or “book deep tissue massage today.”
Your best-performing keywords are often:
- Service + location based
- “massage therapy in [your city]”
- “deep tissue massage near me”
- “prenatal massage [your suburb]”
These are “bottom-of-the-funnel” keywords that’re used by people who are actively looking to book an appointment. This is where your Google Ads budget should focus first.
Examples:
- “therapeutic massage Cambridge, MN”
- “sports massage near downtown Chicago”
- “best massage therapist for back pain, Austin, TX”
- “couples massage Saturday appointment Boston”
Think Like Your Clients (Not Like a Massage Therapist)
Clients don’t search for “myofascial release specialist with 20 years of clinical experience.”
They search for:
- “shoulder pain massage”
- “back pain relief massage”
- “relaxing massage near me”
- “stress relief massage”
So use simple, client-friendly terms in your keywords.
Pro tip: Look through your intake forms or ask your front desk what clients say when describing why they booked. That’s your goldmine.
Use Keyword Variations Based on Client Goals or Conditions
Beyond just location-based terms, build ad groups around common client goals:
| Client Goal | Suggested Keywords |
| Pain Relief | back pain massage, neck pain massage, sciatica relief massage |
| Relaxation | stress relief massage, relaxing massage near me, aromatherapy massage |
| Sports & Recovery | sports massage, massage for athletes, deep tissue recovery |
| Pregnancy | prenatal massage, pregnancy massage therapist |
| Wellness | regular massage therapist, wellness massage, holistic massage |
What to Avoid (So You Don’t Burn Through Your Budget)
- Too broad terms:
Keywords like “massage” or “massage therapist” without a location will attract people from outside your service area, or worse, people just browsing. - Non-booking intent:
“self-massage techniques,” “massage schools,” or “massage equipment” are irrelevant for service providers. - Competitor names:
Unless you have a specific legal strategy or brand awareness play, bidding on competitor business names often leads to low conversion and click fraud.
Add Negative Keywords to Protect Your Budget
Negative keywords prevent your ads from showing for irrelevant searches.
Here are some negative keywords most massage businesses should add:
- “free”
- “school”
- “DIY”
- “how to”
- “salary”
- “jobs”
- “at home”
- “massage gun”
If someone searches “how to give a massage at home,” you don’t want to pay for that click.
Google Ads Keyword Examples by Niche
When it comes to running Google Ads, not all keywords are created equal.
The right keywords depend heavily on your niche—because the words someone uses to find a massage therapist are very different from what they’d type in when searching for a restaurant, a gym, or a chiropractor.
Below, you’ll find examples of keyword ideas broken down by niche to help you better target your audience, attract high-intent clients, and get the most out of your ad spend.
Medical Massage Practice:
- “medical massage for injury recovery”
- “doctor-recommended massage [location]”
Luxury Spa Experience:
- “luxury massage spa near me”
- “hot stone massage with essential oils”
Prenatal Specialists:
- “pregnancy safe massage near me”
- “prenatal massage third trimester relief”
Sports Massage Therapists:
- “massage for runners’ recovery”
- “post-race sports massage”
Wrap Up: Keep It Focused and Local
The best Google Ads keywords for massage practices are:
- Local
- High intent
- Simple
- Client-driven
Don’t overcomplicate it. Your ideal client is already searching your job is to show up with the right message at the right time.
Once your keywords are dialed in, your budget goes further, your leads are better, and your practice grows faster.
Need Help Choosing the Right Keywords or Setting Up Your Ads?
If you’re ready to stop guessing and start running Google Ads that bring in new massage clients, we can help.
From ad setup to keyword research to tracking, we specialize in helping massage and spa businesses grow smarter, not harder.
Visit scalingwellness.com to get started.
