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How to Use Google Ads Without Violating Healthcare Advertising Policies

Running Google Ads for home care, personal care, or any healthcare-related service can be risky if you're not aware of Google’s strict advertising policies. Many agencies get ads disapproved, restricted, or banned altogether because they unknowingly violate rules related to personalized content, healthcare targeting, or protected health information (PHI). This article explains how to run effective Google Ads campaigns that comply with healthcare advertising guidelines and still generate qualified leads.

Why Healthcare Ads Are So Heavily Regulated

Google categorizes healthcare as a “sensitive interest,” which means extra protections apply to users interacting with healthcare-related content. This includes restrictions on:

  • Targeting based on medical conditions

  • Collecting personally identifiable health information

  • Promoting treatments or services that imply health guarantees

  • Using certain terms like “cure,” “diagnosis,” or “addiction”

Google enforces these restrictions through its Healthcare and medicines policy, and violations can lead to ad disapproval or account suspension.


The Housing and Health Personalization Rule

One of the most misunderstood policies is Google's rule against personalized advertising for certain verticals — including housing, credit, employment, and healthcare. This means you cannot:

  • Use detailed demographic targeting (age, gender, ZIP code) in these categories

  • Target users based on inferred medical conditions or life stages

  • Create ad copy that implies the user has a health-related issue

For example, an ad that says “Do you need help after your surgery?” could be flagged because it implies knowledge of the user’s medical condition.

Google applies these restrictions even more strictly when the ad content or landing page includes terms related to medical services or conditions.


Compliant Targeting Strategies for Healthcare Services

Instead of focusing on who the user is, focus on where they are and what they’re searching for.

Use Location-Based Targeting:

You can still target by:

  • Geography: Cities, counties, or custom radius around your office

  • Keywords: Search terms like “home care in Lawrenceville” or “companion care near me”

Avoid:

  • ZIP-code targeting

  • Audiences based on health status or inferred demographics

For official guidance, refer to Google’s personalized advertising policy.

Focus on Intent Keywords:

Use keywords that reflect intent without making assumptions. Examples include:

  • “In-home care services near me”

  • “Private duty caregiver in Duluth”

  • “Elderly assistance Georgia”

Avoid keywords like:

  • “Post-surgery recovery care”

  • “Alzheimer’s treatment at home”

  • “Cancer caregiver support”

These could be flagged for implying medical targeting or collecting health data.


Landing Page Best Practices to Avoid HIPAA Issues

Once a user clicks on your ad, the landing page becomes part of the compliance equation. If your page collects names, phone numbers, or medical details, you must follow HIPAA guidelines to avoid penalties.

What Your Landing Page Should Include:

  • A general inquiry form that asks only for name, phone, and optional message

  • A disclaimer or privacy policy stating how user information is protected

  • Clear, non-personalized messaging about services offered

What to Avoid:

  • Asking for health status or medical history directly on the form

  • Embedding chat tools that collect unencrypted data

  • Publishing testimonials with identifiable patient information

To stay compliant, many agencies use third-party HIPAA-compliant form tools such as:


Ad Copy That Avoids Policy Violations

Writing compliant ad copy is about neutrality and clarity. You can describe the service, location, and benefit — but not the user’s personal situation.

Compliant Ad Copy:

  • “Non-medical home care services in Gwinnett County”

  • “Trusted caregivers for seniors living independently”

  • “Serving Duluth, Suwanee, and Lawrenceville with personal care”

Non-Compliant Ad Copy:

  • “Help for your aging parent”

  • “Get recovery support after surgery”

  • “Suffering from dementia? We can help”

Even subtle personalization can get flagged. Always frame your message around the service, not the assumed condition of the reader.


Account Structure Tips for Staying in Compliance

Google is more likely to flag or disapprove ads if your account is disorganized or if it lacks transparency.

Best Practices:

  • Create tightly themed ad groups (e.g., “Personal Care,” “Companion Services,” “Respite Care”)

  • Use a consistent naming structure so Google can easily scan and understand your campaigns

  • Use site link extensions, callouts, and location extensions that reinforce general service info

Add Disclaimers and Policies:

Include links in your ad extensions to:

  • Your privacy policy

  • Terms of use

  • Service area details

These help show that your site is credible and user-protective, which can reduce compliance flags.


Alternatives to Direct Lead Collection: Preferred Provider Model

If you want to avoid HIPAA concerns altogether, consider offering a preferred provider list model. Instead of capturing personal info and routing leads to a provider, structure your ad like this:

  • “Find Home Care Providers in Gwinnett County”

  • “View a Free List of Personal Care Services in Your Area”

The user then views provider profiles or contact options directly, without submitting PHI. This model keeps your ads compliant while still connecting users with care.

This approach has been supported by platforms using behavioral data strategies while staying HIPAA-compliant, like Celebrus and Hightouch.


Considerations

Google doesn’t always tell you exactly why an ad is disapproved. That’s why it’s important to stay within the lines — avoid personalization, follow HIPAA principles, and focus on service visibility rather than audience targeting.

Compliant Google Ads can still be powerful when you focus on intent, geography, and trust-building. When paired with a landing page that respects user privacy, your campaigns can drive real leads without risking policy violations or account suspensions.


To Your Success,

Roxford Digital

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