Guides · Pregnancy centers
Bilingual Marketing for Pregnancy Centers: Answering Women Who Search in Spanish
By Josh Croom · October 27, 2026 · 9 min read
Bilingual marketing for a pregnancy center starts with one promise you can keep: when a woman reaches out in Spanish, someone answers her in Spanish. In 39 center ad accounts we pooled, searches typed in Spanish brought 6% of search ad clicks, and 34 of those 39 accounts got at least one.
A call that ends at the greeting
4:50 PM. A woman searches on her phone in Spanish and taps an ad for a center a few miles away. The page is in English, so she calls the number instead, and an English voicemail greeting picks up.
She can't tell whether anyone there speaks Spanish, so she hangs up without leaving a message. If the center's monthly report shows her at all, it shows one short call, and nothing in it says she wanted help in Spanish. A line in Spanish on the page and in the greeting would have told her that someone there speaks her language, and that person could have called her back the same day.
What Spanish searches look like at pregnancy centers
We pooled the search ad clicks from 39 pregnancy center ad accounts and pulled out every search typed in Spanish.
- 6%of search ad clicks came from searches typed in Spanish39 center ad accounts, pooled
- 34 of 39center ad accounts got at least one Spanish clickalmost every center
- 33%of Spanish search clicks asked for a gynecologistginecólogo, ginecóloga, ginecología
- 9%of Spanish search clicks asked for Spanish by namelike en español or que hablen español
Spanish is a small share of the total, but it shows up in nearly every account, so almost every center needs a plan for it. A center that has never had a call in Spanish can still have women searching for it in Spanish, and that center simply can't see them yet.
When a third of Spanish clicks ask for a ginecólogo or ginecóloga, your Spanish page has to tell her plainly who she'll see at your center. That way she arrives knowing what kind of visit to expect.
The 9% figure matters for your phones, because some women type their need for the language right into the search, with words like que hablen español (who speak Spanish). A search such as ginecólogo cerca de mí que hablen español asks for a gynecologist nearby who speaks Spanish, so the language is part of what she's looking for.
How many of your neighbors speak Spanish at home
The U.S. Census Bureau measures the languages people speak at home, and its latest five-year numbers show why a Spanish line on your page matters even when most of your callers speak English.
- 78.3%of people age 5 and older spoke only English at homeUnited States, 2018 to 2022
- 61.1%of people who spoke another language at home spoke Spanishby far the largest group
- 58.3%of Spanish speakers ages 18 to 64 spoke English very wellso about 4 in 10 did not
An English-only page asks a woman who doesn't speak English very well to sort out something personal and urgent in her second language, and a phone greeting in English asks the same thing again.
The Census Bureau publishes these estimates for counties, towns and ZIP code areas, not only for the whole country. So you can look up the share for the area your center actually serves, and bring that number to your board when you ask for a Spanish speaker's hours.
What she finds, and what tells her you can help
A center can lose Spanish speakers in small ways that nobody notices from inside the building.
What looks English-only
- An English page with no Spanish anywhere on it.
- A voicemail greeting in English only.
- A Google profile that never mentions Spanish.
- A page run through a translation app that nobody checked.
What tells her you can help
- Hablamos español where she sees it first: on your page, your Google profile and your voicemail.
- A Spanish page that a native speaker has read line by line.
- A named person who calls her back in Spanish the same day.
- A short form in Spanish, so she can reach out without a phone call.
Six steps to get your center ready for Spanish searches
None of these steps needs a new ad campaign, and most of them take an afternoon. Work through them in order, because the first two steps decide what you can promise her in all the others.
Step 1
List your Spanish speakers
Write down who on your staff or volunteer team speaks Spanish and which days each one works. You can only promise Spanish on the days one of them is in.
Step 2
Cover the gaps
When no Spanish speaker is in, promise a Spanish call back that same day. Then keep that promise every time, so women learn they can count on it.
Step 3
Say it up top
Put Hablamos español on your website, your Google profile and your voicemail greeting, where she'll see or hear it before she decides whether to hang up.
Step 4
Say who she'll see
She may search for a ginecólogo, so explain plainly in Spanish who she'll meet at your center and what happens at a first visit.
Step 5
Have a native speaker check it
Ask a native speaker to read every line before it goes live. A page straight from a translation app reads stiff, and she can tell that no Spanish speaker checked it.
Step 6
Count Spanish calls
Mark each Spanish call in your log and count them every month, so your board can see the need for itself and plan a Spanish speaker's hours around it.
Missed calls and phone screens
Across 18 pregnancy center ad accounts we pooled, 6% of calls from Google ads already rang with nobody picking up, before language enters the picture at all. A Spanish speaker who reaches a missed call or an English-only greeting has two reasons to try somewhere else, so your phone plan matters as much as your page.
Most of these women will also find you on a phone screen. Outside online stores, people made 68% of visits to our clients' websites on a phone, so check your Spanish page, your Spanish form and your tap-to-call button on a phone before anyone else does. The routine that keeps callbacks quick in English works the same way in Spanish, and our guide to speed to lead lays it out step by step.
Mistakes that cost centers Spanish-speaking women
- Saying Hablamos español on a day when no Spanish speaker is in, which breaks the promise the first time she calls.
- Posting a page straight from a translation app, which reads stiff and sometimes says something you never meant.
- Building a Spanish page with an English-only voicemail behind it, so she reads Spanish on the page and then hears only English when she calls.
When to add Spanish ads
Start with the page, the phone and your Google profile, because those serve every Spanish click your ads already bring in. You can see those searches today in your search terms report. Filter it for Spanish words such as español and cerca de mí (near me), then sort the rows by impressions. Our search terms study shows how to read that report in plain steps.
Spanish ad groups make sense once that report shows Spanish searches arriving week after week, because by then the ads have steady demand to meet. Google asks every Grant account to hold a 5% click-through rate each month across the whole account. Spanish ads on a Grant count toward that rule like any others, so write them as carefully as your English ads. Our Google Ad Grants guide covers that rule and the rest of the Grant's requirements.
Check your center's Spanish readiness
Tick each item once it's true for your center today. Your ticks stay on this device.
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How we help centers reach women in Spanish
We've built 22 live landing pages in English and Spanish for the pregnancy centers we serve, and we read each center's search terms for Spanish searches as part of the weekly work. Our pregnancy center marketing guide shows how the Grant, paid search and the website fit together for a center.
If you'd like help getting your center ready for Spanish searches, book a call with Miguel. He'll look at how your page, your Google profile and your phones answer a woman who reaches out in Spanish today.
Questions people ask
Do pregnancy centers get searches in Spanish?
Yes, and almost every center does. In 39 center ad accounts we pooled, searches typed in Spanish brought 6% of search ad clicks, and 34 of those 39 accounts got at least one Spanish click.
Does a pregnancy center need a Spanish landing page?
Yes, if Spanish searches reach your ads, and in our pooled accounts they reached almost every center. A woman who searched in Spanish needs a page she can read, a short form in Spanish and one plain line about who speaks Spanish on the phone. Have a native speaker check every line before it goes live.
What if no one at our center speaks Spanish every day?
Promise a Spanish call back the same day, and keep it every time. Write down who speaks Spanish and which days they work, and only say Hablamos español where that promise holds.
Should a pregnancy center run Google ads in Spanish?
Start with the page, the phone and your Google profile, because they serve the Spanish clicks you already get. Add Spanish ads once your search terms report shows Spanish searches arriving week after week. On a Grant, those ads count toward Google's 5% monthly click-through rule like every other ad in the account.
See how we run Google Ads for pregnancy centers
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