Yes, clinics can advertise on Google. But health ads sit under two sets of rules: Google's own healthcare and medicines policy, and the advertising rules of the country, and often the profession, you work in. Read both before you write anything. The local rules are often stricter than Google's, and passing Google's review does not mean an ad is allowed where you practise.
This post explains what to check, in what order, and the habits that keep clinic ads out of trouble. It is general guidance, not legal advice.
Two sets of rules, not one
It helps to think of health advertising as two gates.
Gate one is Google. Google has a healthcare and medicines policy that covers things like prescription medicines, online pharmacies, unproven treatments and some types of health service. Some categories are not allowed at all, some need certification first, and some are only allowed in certain countries. Google reviews ads automatically and can limit or disapprove them.
Gate two is your local rulebook. Most countries have rules on health advertising, and many health professions have their own codes from their regulator or professional body. These rules can cover what you may claim, whether you may use testimonials, how you show prices and how you describe qualifications.
An ad has to pass both gates. Google's review only checks the first one. Nobody at Google is checking whether your ad meets your regulator's code. That part is your responsibility.
Step 1: Find your own rules before writing
Before you write a word of ad copy, find out:
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- Which body regulates advertising for your profession in your country
- Whether there is a written advertising code or guidance, and when it was last updated
- Whether your professional body adds anything on top
- Whether any services you offer have their own extra rules
Keep the documents in one folder and note the date you checked them. Rules change, so plan to check again at least once a year, and whenever you add a new service.
If you are unsure what applies to you, ask your regulator, your professional body or a lawyer who works with health providers. It is a short conversation compared with the cost of getting it wrong.
Step 2: Check Google's policy for your services
Read Google's healthcare and medicines policy pages for the countries you advertise in. Pay attention to:
- Whether any of your services fall into restricted categories
- Whether those categories need certification before ads can run
- Whether the rules differ by country
Google's policies change from time to time, so read the current version rather than relying on an old summary, including this one.
Step 3: Write ads that inform, not promise
Most problems in clinic ads come from a small number of habits. These are worth avoiding almost everywhere, whatever your local rules say:
- Promising outcomes. "Pain-free in one session" or "guaranteed results" are claims you cannot guarantee and that many regulators do not allow.
- Before-and-after images. Often restricted, sometimes banned, for some kinds of treatment.
- Patient testimonials. Not allowed in some places, limited in others.
- Comparisons with other providers. "Best clinic in town" is hard to prove and easy to complain about.
- Fear or urgency. Wording that plays on worry is a common reason for complaints.
- Unclear qualifications. Titles and specialist terms often have protected meanings.
What works instead is plain information: what the service is, who provides it, where you are, when you are open and how to book. Patients searching for a clinic want to know whether you can see them and how. That is honest, and it tends to be what people click on anyway.
Step 4: Check the landing page too
Regulators and Google look at the page your ad sends people to, not just the ad. A careful ad that leads to a page full of testimonials and promises has not solved anything.
Read the landing page with the same rules in mind. Check the claims, the images, any reviews you display, how prices are shown and how practitioners are described.
Step 5: Be careful with audiences and remarketing
Health is treated as a sensitive area in Google's personalised advertising policies. In practice, this means some targeting options, such as showing ads to people based on health conditions, or remarketing to people who visited pages about a health condition, may be restricted or not allowed. Check Google's personalised advertising policy before building audiences, and keep health-related targeting simple.
Step 6: Keep a record
Keep a short log of each ad you run: the wording, the date it went live, the landing page and who checked it against the rules. If a question ever comes up, you can show what was published and why you believed it was allowed.
A short checklist
- ☐ Local regulator and advertising code identified, with the date checked
- ☐ Professional body guidance read
- ☐ Google's healthcare and medicines policy read for each country
- ☐ Any certification needs checked
- ☐ Ad copy free of promises, comparisons and fear wording
- ☐ Testimonials and before-and-after images checked against the rules
- ☐ Landing page checked, not just the ad
- ☐ Audience and remarketing settings checked against Google's policy
- ☐ A log of ads, dates and checks kept
Frequently asked questions
If Google approves my ad, does that mean it is legal?
No. Google's approval means the ad met Google's policies as its review saw them. It says nothing about your country's health advertising rules or your professional code. Those are separate, and they are yours to meet.
Can I use patient reviews in my ads?
It depends on where you are and what you do. Some places restrict or ban testimonials in health advertising. Check your local rules before using any review in an ad or on a landing page.
What should I do if an ad is disapproved?
Read the reason Google gives, fix the ad or the page, and resubmit. If you believe the decision is wrong, Google has an appeal process. Do not try to get around a disapproval by rewording the same claim.
Need a careful pair of eyes?
SeenSilver writes and checks clinic ad wording with both sets of rules in mind, and you can see how on the for clinics page. If you want an outside view of your current setup first, the free website review is a one-page review of your website and how you show up on Google, written in plain words, with no obligation. You can get your free review here.
Want a second pair of eyes on your own setup?