Marketing Principles
Last updated: October 29, 2026
A framework for planning health-sector campaigns responsibly. These principles are not a certification or a guarantee of campaign approval.
Start with the actual offering
Review what the business provides, where it operates, who it may serve, and the licenses or certifications relevant to the campaign. Avoid implying that a general marketing service is a healthcare service.
Use supportable messages
Ad copy and landing pages should accurately describe the offering. Objective health claims require appropriate support. Do not fabricate testimonials, results, partnerships, certifications, or urgency, and do not promise business or clinical outcomes.
Review platform rules by category
Google Ads restricts or prohibits some healthcare offerings. Others require certification or approval in specific locations. Review applicable requirements before launch and when the offering, destination, or target market changes.
Respect sensitive information
Health information requires particular care. Do not place patient records or diagnoses in advertising audiences, form URLs, or business inquiry fields. Google restricts personalized targeting for sensitive health categories. Select campaign methods consistent with the applicable policy.
Make data practices understandable
A consumer campaign needs disclosures that match its actual operator, recipients, intended uses, contact methods, and technology. Do not reuse broad contact permission from an unrelated website. Establish the appropriate privacy, consent, security, and data processing requirements before enabling collection or integrations.
Define performance honestly
Agree on campaign goals and lead criteria. Distinguish inquiries from appointments, customers, and revenue. Explain attribution limits and avoid claiming that historical or illustrative performance guarantees future results.
Reference policies
Review Google Ads Healthcare and medicines policies, Google Ads restrictions on personalized targeting, and FTC Health Products Compliance Guidance. Additional rules may apply to particular services and locations.