What are the Google Ads rules for health clinics?

Google’s policy pages name health as a sensitive interest category with limits on personalised advertising. In practice, from the policy pages as we read them:

• No advertiser-built audiences for health ads. You can’t use lists such as customer match, data segments from your site, lookalike audiences or audience expansion for health advertising.
• Predefined Google audiences may still be used, because sensitive signals are excluded from them.
• No personal information in ad data. You can’t pass identifying details, such as names or email addresses, to Google through tags or data feeds.
• People under 18 aren’t eligible for personalised ads of any kind.

The practical effect is that you reach people mostly by what they search for, where they are and what they’re looking for right now, not by tracking who visited your site or who your patients are.

Google also has a healthcare and medicines policy. Its named restrictions cover things like unapproved or speculative treatments, certain prescription drugs, and services such as online pharmacies, telemedicine and addiction treatment, which can need certification. In-person physio, chiro, dental, optometry and massage services are not the focus of those named restrictions as we read them. Policy varies by country, so confirm for the places you target.

Beyond that, general ad rules apply: no misleading claims, no promised cures and no exaggerated outcomes.

Colleges, boards and associations often have rules about what clinics can say in advertising, including testimonials, comparisons and titles. They vary by province and state and apply even when Google approves the ad. This is not legal advice. Our health advertising guide gives an overview of the questions to ask.

1. Focus on search. Ads that appear when someone searches for physio, chiropractor or a specific problem near you fit the rules well.
2. Keep ads factual. Describe the service, the location and how to book. Avoid outcome promises.
3. Send clicks to a matching page. A condition or service page with a clear booking button. See condition pages.
4. Be careful with tracking. Don’t send patient details to ad platforms. Track booked first visits in a way that doesn’t involve identifiable health information. See call tracking basics.
5. Check ad status. Disapproved ads show a reason in your account. Fix the ad or page, or appeal.

You pay Google directly from your own ad account, so you always see the spend.

Ads can send people to you quickly, but they stop when you stop paying, and clicks cost money whether or not anyone books. They suit clinics with open capacity, a clear booking path and tracking in place. If your site has no booking link, fix that first. See physio Google Ads.