Medical and cosmetic Google Ads are disapproved most often for three reasons: healthcare claims that violate Google's sensitive topics policies, landing pages that don't match the ad content, or before-and-after images that violate display ad policies. Search ads have more flexibility than display ads for medical content.
Google categorizes healthcare and medical content as a sensitive topic requiring additional scrutiny. Ads for most cosmetic procedures are permitted on search but are restricted on display. Claims that make specific medical guarantees ("cure," "eliminate," "permanently remove") typically trigger disapprovals. Language that makes promises about results needs to be carefully written — "reduce the appearance of" is typically approved where "eliminate" is not.
Google requires that ad content and landing page content are closely aligned. An ad promoting Botox that sends traffic to a generic med spa homepage often gets disapproved because the landing page does not specifically address what the ad promised. Procedure-specific landing pages resolve this and also improve conversion rates.
Before-and-after images are prohibited in Google display ads but are permitted on landing pages that search ads direct traffic to. Practices running display campaigns need to use before-and-after imagery on landing pages rather than in the ads themselves. This is one of the most common policy violations for cosmetic practices.
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