Running Google Ads for supplements in 2025 is both a lucrative opportunity and a complex compliance challenge. As a supplement brand, you must carefully balance persuasive advertising with strict policy adherence to avoid account suspensions or wasted ad spend.

This comprehensive guide walks you through every stage of launching and scaling Google Ads for supplements—without getting flagged. Learn how to craft compliant creatives, structure campaigns, optimize your landing pages, and grow sustainably.

Why Running Google Ads for supplements Is High-Risk (and High-Reward)

Google Ads for supplements gives you the power to reach health-conscious consumers actively searching for wellness solutions. When done right, these ads can generate significant revenue and brand visibility. However, supplements fall under Google’s restricted content policies, which means any misstep—even unintentional—can result in disapproved ads or worse, full account suspensions.

Google’s primary concern is consumer protection from misleading or harmful claims, particularly in health-related content. That’s why Google Ads for supplements faces extra scrutiny compared to other e-commerce categories.

You might encounter issues if your ads suggest medical outcomes or use restricted language. For example, saying a product “treats arthritis” without being a verified medical source can get your campaign flagged. Knowing what you can and can’t say is essential.

Common Triggers for Disapproval: How to Run Google Ads for Supplements Correctly

Missteps that often result in ad disapprovals include making unsubstantiated health claims, using emotionally charged before-and-after photos, and referencing medical conditions without credible, peer-reviewed evidence. Google uses a combination of automated systems and manual reviews to assess everything from your ad copy to the destination landing page. That means compliance isn’t just about writing safe ads—it’s about ensuring your entire funnel meets their standards.

Step 1: Build a Compliant Advertising Foundation

Before launching any campaigns, you must lay the groundwork by ensuring both your business and your messaging align with Google’s expectations.

1.1 Study Google’s Supplement Advertising Policies

Begin with a careful review of Google’s Healthcare and Medicines policy. This document outlines the types of claims, phrases, and ingredients that are considered problematic. Supplements often fall into two critical categories: “Unapproved Substances” and “Restricted Medical Content.”

Avoid including ingredients that are flagged by health authorities in your target country, even if those ingredients are legal elsewhere. Similarly, refrain from using statements like “clinically proven” unless you have links to peer-reviewed scientific studies to back the claim. Being precise and transparent with your messaging will help you stay within acceptable boundaries.

1.2 Establish Brand Legitimacy

Google favors real businesses with real infrastructure over fly-by-night operations. If your website lacks trust signals, your ads are less likely to be approved. At a minimum, ensure that your site uses HTTPS (secured with SSL), includes detailed contact information, and features essential pages such as Privacy Policy, Refund Policy, and Terms of Service.

In addition, consider adding an About Us section that outlines your team, your company’s mission, and even product development details. Verification through a Google Business Profile or Merchant Center account further builds legitimacy and can sometimes expedite the ad review process.

Step 2: Write Google-Compliant, High-Performing Ads

The next step is crafting ad creatives that not only convert but also comply with Google’s content guidelines. The challenge lies in presenting your supplement product as beneficial without crossing the line into exaggerated or misleading claims.

2.1 Ad Copy Best Practices

Your ad copy should focus on what the supplement supports rather than what it cures. For example, instead of claiming that a supplement “eliminates joint pain,” you might say it “supports healthy joint function.” This approach uses softer, more compliant language while still conveying value to the reader.

Think of your ad copy as a conversation starter that builds trust. Incorporate terms that indicate quality and reliability, such as “formulated with natural ingredients,” or “supported by customer reviews.” These phrases signal value without triggering compliance flags.

Avoid absolutes like “guaranteed results” or “instant cure,” which Google interprets as unrealistic and potentially misleading. Focus on the lifestyle improvements and long-term benefits of using your product.

2.2 Visuals and Display URLs

While ad copy is essential, visual assets also influence compliance. Avoid before-and-after images or graphics that imply a dramatic transformation. Instead, use visuals that show the product itself, ingredients, or happy, active individuals who represent the lifestyle associated with your brand.

Your display URL must align with your ad content and product category. For instance, if you’re promoting a supplement for joint health, use a relevant display path such as yourbrand.com/joint-support to help both users and Google better understand your ad’s intent.

Step 3: Optimize Landing Pages for Compliance and Conversions

Once a user clicks your ad, the landing page becomes the next checkpoint. Google reviews landing pages for consistency, transparency, and credibility. A mismatch between ad claims and landing page content is one of the most common reasons for disapprovals.

3.1 Required Compliance Elements

A compliant landing page must disclose your product’s ingredients, suggested dosage, and any potential side effects. Transparency builds trust with users and shows Google that you’re not hiding anything.

You should also include legal disclaimers such as: “These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure, or prevent any disease.”

When including testimonials, ensure they sound realistic and are free from exaggerated outcomes. A simple quote about improved wellness is safer than dramatic statements about total health transformation.

3.2 Conversion Optimization Tips

Compliance alone won’t make a sale. Your landing page also needs to be conversion-optimized. Design your page to load quickly—especially on mobile devices—and position your main value proposition above the fold.

Use benefit-focused headlines and strong calls-to-action (CTAs) such as “Try Now,” “Learn More,” or “Order Today.” Trust signals like third-party certifications, secure payment icons, and customer ratings can also boost conversion rates.

Step 4: Create and Structure Your Campaign Effectively

Once your website and creatives are compliant, it’s time to build your Google Ads campaign. Structure matters—it influences everything from ad performance to scalability.

4.1 Campaign Type Selection

Start with Search campaigns, which let you target specific keywords that reflect buyer intent. This gives you more control over messaging and targeting, compared to broader formats like Display or Performance Max. Only test Performance Max campaigns once you’ve validated your message and built a history of compliance.

4.2 Keyword Strategy

Your keyword selection must be both strategic and cautious. Stick with functional, non-medical phrases such as “best supplements for focus,” “natural immunity booster,” or “daily energy support.”

Avoid any terms that imply treatment, diagnosis, or prevention. Even if these keywords generate high search volume, using them can put your entire account at risk.

Use SEO tools like Google Keyword Planner, SEMrush, or Ahrefs to identify opportunities with high intent and manageable competition. Pay close attention to keyword intent—aim to target users who are looking for a lifestyle upgrade, not a miracle cure.

4.3 Add Negative Keywords

Negative keywords are just as important as your main keyword list. Exclude phrases that could attract users with medical conditions you’re not qualified to address. Common negative keywords include:

• “FDA approved supplement”
• “instant weight loss pill”
• “cancer cure supplement”

This helps prevent irrelevant or high-risk traffic from reaching your ads, improving both performance and policy safety.

Step 5: Monitor, Scale, and Stay Safe

The final step in your advertising journey is long-term management. Google favors advertisers who optimize continuously, demonstrate reliability, and avoid policy violations over time.

5.1 Track Everything

From Day 1, you should be tracking every key performance metric. Set up Google Analytics 4 (GA4), Google Tag Manager, and Google Ads conversion tracking to measure events like form submissions, product purchases, and newsletter signups.

This data informs your future ad optimizations and serves as a trust signal to Google. Advertisers with strong performance histories are less likely to get flagged during manual reviews.

5.2 Scale Strategically

Scaling too fast can trigger compliance reviews. Start with modest budgets ($50–$100 per day), then increase in stages as you gather consistent results and approval history.

Use structured testing to scale intelligently:

• Test new headlines and creatives in isolated campaigns
• Try A/B tests on landing pages to improve conversion rates
• Monitor Quality Score to maintain ad health

Avoid making large budget jumps or launching multiple campaigns simultaneously—this can appear suspicious to Google’s systems.

5.3 Handle Disapprovals Professionally

Even when you do everything right, disapprovals may still happen. When they do, stay calm and professional. Review the specific reason for the disapproval and make thoughtful changes before submitting an appeal.

When appealing, attach screenshots, explain your compliance steps, and refer directly to Google’s policy text. Avoid repeatedly resubmitting the same content without change, as this can lead to permanent disqualification.

Final Thoughts: How to Run Google Ads for Supplements Correctly in 2025

Running Google Ads for supplements in 2025 requires a mix of technical knowledge, compliance awareness, and marketing creativity. The brands that succeed are those that treat compliance not as a barrier, but as a framework for building trust.

By aligning your brand, messaging, and campaign structure with Google’s expectations, you create a stable foundation for long-term growth. The key is to stay adaptable, data-driven, and transparent at every stage.

Avoid shortcuts. Prioritize real value and customer experience. That’s how you build a Google Ads strategy that not only survives but thrives in the highly competitive supplement space.

Check out our other blogs to learn more about supplement promotion.