Private healthcare
PPC for private healthcare, inside Google's healthcare rules
PPC for healthcare means advertising private clinics and medical services within some of the strictest rules Google has. Google's healthcare and medicines policy restricts prescription drug terms, online pharmacies and telemedicine, and UK advertising law bans promoting prescription-only medicines to the public. We run campaigns for private clinics that stay inside those rules and still bring in consultations.
In short
- Within Google's healthcare policy
- No prescription-only medicines advertised
- Consultations tracked as conversions
Not sure where to start? We review your account, tracking and landing pages first, in writing.
What Google restricts in the UK
Google's healthcare and medicines policy sets out what can be advertised by country. For the United Kingdom, among other points:
- Online pharmacies can be promoted only if they are registered with the General Pharmaceutical Council and certified with Google, and they cannot promote prescription drugs in ads or on landing pages.
- Telemedicine providers are allowed with limitations and certification.
- Prescription drug terms are restricted in ads and on landing pages.
Separately, CAP rule 12.12 and the Human Medicines Regulations ban advertising prescription-only medicines to the public in any medium. The policy pages are linked below and change often; we check them before any healthcare account goes live.
Campaigns that work within the rules
The searches a clinic can win are about conditions, symptoms, treatments that are not prescription-only medicines, and access: private GP appointments, scans, physiotherapy, consultations with a named specialist. Ads lead with the consultation and the clinician, landing pages explain the process and the price or price range, and the conversion is a booked consultation.
Landing pages carry obligations too
A clinic that the Care Quality Commission has rated must show its rating on websites where it describes its service, and a PPC landing page that describes the service is one of them. Clinician registration details, complaints routes and clear pricing all help both compliance and conversion rate.
Tracking with care
Health information is special category data under UK GDPR. Enquiry forms should ask for the minimum needed to call back, and nothing about a patient's condition should be sent to advertising platforms as part of conversion tracking. Conversions are counted as an event, not a description.
Related
Where this connects
Dentists
Implants, aligners and new patients, advertised within the GDC's guidance.
Landing pages and CRO
The page the ad lands on, rebuilt and tested until more visitors become leads.
Analytics and tracking
GA4, Tag Manager, server-side tagging and enhanced conversions, set up so the numbers are true.
Google Ads management
Search, Performance Max, Display and YouTube, built around the searches that buy.
Questions people ask us
Can private clinics advertise on Google Ads?
Yes, within Google's healthcare and medicines policy. Some services need certification, prescription drug terms are restricted, and prescription-only medicines cannot be promoted to the public.
Do online pharmacies need certification?
In the UK, Google allows online pharmacies that are registered with the General Pharmaceutical Council and certified with Google, and they cannot promote prescription drugs in their ads or landing pages.
What should a healthcare PPC landing page include?
What the service is, who provides it with their registration, the process, the price or price range, how to book, and the CQC rating where the clinic has been rated.
Is conversion tracking allowed for healthcare?
Yes, but keep it minimal: count that a booking or enquiry happened without sending any health details to advertising platforms.
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