Why Cosmetic Injectables Advertising Needs Extra Care
Advertising cosmetic injectables is different from promoting general beauty services. These are regulated medical procedures, and platforms like Google have strict guidelines around how you can promote them. If you’re not careful, your ad account could get flagged or even suspended.
You’re dealing with procedures that affect appearance and self-esteem. That’s why there’s extra scrutiny around language, images, and targeting. Google’s policies are clear: you can’t imply negative self-perception or make exaggerated promises about results.
Understanding these rules early can save you a lot of headaches later.
Understanding Google’s Policies on Cosmetic Procedures
Google classifies injectables like Botox, dermal fillers, and wrinkle relaxers as cosmetic procedures. According to its healthcare and medicine advertising policy, you must:
- Be certified by Google to run healthcare ads in your region.
- Avoid personalisation in ad copy that targets insecurities.
- Avoid before-and-after images.
- Avoid misleading or exaggerated outcomes.
In Australia, that means AHPRA-registered clinics must also comply with national advertising rules under the Health Practitioner Regulation National Law.
Dos: What You Should Do When Running Ads
Here are some key things you can and should do if you want your Google Ads campaigns for injectables to run smoothly:
1. Apply for Healthcare Certification with Google Ads
Start by submitting your clinic’s information through Google’s healthcare advertising approval process. You’ll need to verify your business, practitioner credentials, and website compliance.
2. Focus on Services, Not Results
Use phrases like “anti-wrinkle treatment available” or “dermal filler consultations” instead of “get rid of frown lines” or “look 10 years younger”.
3. Use Professional Language
Avoid sensational words like “perfect,” “flawless,” or “miraculous.” Stick with clinical terms that describe what the treatment involves.
4. Promote the Practitioner, Not the Outcome
You can say that you have experienced cosmetic nurses or medically supervised treatments. You can’t say your treatment will make someone feel more confident or beautiful.
5. Keep Landing Pages Clean and Compliant
Make sure your landing page reflects the ad. It should explain the treatment, outline the risks, and not include before/after photos or misleading testimonials.
Don’ts: What to Avoid to Prevent Account Suspension
Here’s what you should definitely not do:
1. Avoid Before-and-After Images
These are not allowed in ad copy, thumbnails, or landing pages linked from the ad. Even implied comparisons can trigger disapprovals.
2. Don’t Use Emotionally Charged Phrases
Phrases like “feel good in your skin again” or “erase years from your face” are likely to be flagged.
3. Don’t Target Based on Personal Attributes
You can’t run ads like “Tired of your wrinkles?” or “Women over 40, try this.” It’s considered personal targeting and goes against Google’s rules.
4. Avoid False or Vague Claims
Don’t say the results are permanent or risk-free. Include phrases like “results vary” or “consultation required”.
5. Don’t Skip the Policy Review Step
Before going live, always review Google’s Healthcare and Medicines policy to stay current. The rules can change each year.
Writing Google-Compliant Ad Copy for Injectables
Writing compliant copy for Google Ads is a skill. Keep it simple, factual, and professional.
Here’s an example of what works:
Headline:
“Wrinkle Relaxer Injections – Book a Consultation”
Description:
“AHPRA-registered clinic. Anti-wrinkle treatments available under medical supervision. Book online.”
Avoid this:
Headline:
“Erase Wrinkles in Minutes – Feel Young Again!”
Description:
“Look younger instantly with our powerful injectables. Guaranteed results!”
The first example is clear, honest, and factual. The second implies unrealistic results and uses emotionally charged language, which will likely be disapproved.
Targeting and Ad Structure Best Practices
If you’re running Google Ads in 2025, keep these technical tips in mind:
- Use location targeting carefully. Focus your ad groups on local searches like “Botox Melbourne clinic” or “wrinkle treatment near me”.
- Group injectables separately. Don’t mix anti-wrinkle ads with general skin treatments or facials. Keep each ad group focused.
- Use Responsive Search Ads. They allow you to rotate compliant headlines and test which version works best under Google’s rules.
- Track conversions properly. Use consent-based tracking methods, especially if you’re advertising medical consultations.
Preparing Your Website for Ad Traffic
Google checks your landing page just as closely as your ad copy. Here’s what to keep in mind:
- Avoid testimonials that focus on appearance.
- Include full treatment info, including risks and side effects.
- Make sure practitioner details and AHPRA registration are clearly visible.
- Have a clear privacy policy and booking process.
Having a compliant website builds trust and ensures your ads stay active.
Why You Might Want to Work With a Specialist
Managing Google Ads for cosmetic services isn’t like running ads for a local café. You’re operating in a regulated space. A single mistake could cost you your ad account.
That’s why many clinics in Australia now work with experienced healthcare marketers who understand AHPRA guidelines and Google policies.
At Pracxcel, we help clinics like yours run compliant, effective Google Ads campaigns. From writing ad copy to setting up conversion tracking, we handle the details so you can focus on your patients.
