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Google disapproved our clinical trial recruitment ads

The notice
Clinical trial recruitment
On this page

Google restricts clinical trial recruitment ads by location and by content. Its policy says "Google does not allow the promotion of clinical trial recruitment in most locations." The United States, Canada, the United Kingdom and Australia are among the places where it is allowed, but only if the ad follows three rules: "Prescription drugs may not be promoted." Promotions may not create misleading expectations about the product being tested, and they "may not imply that the products being tested are safe." So check two things: the locations you target, and whether the copy promotes the study drug or promises results. Fix both, then save the ad for review.

Curve Compliance helps research sites and clinics measure recruitment without exposing who is screening for what. Curve Forms are HIPAA-hosted intake forms with ad attribution attached, and Curve sends conversions server-side to Google Ads, Meta Conversions API, TikTok, Microsoft and LinkedIn under neutral event names, with PHI-like patterns detected before data reaches an ad platform and a BAA signed on every plan. Book a call with Curve.

What the policy allows

Clinical trial recruitment sits under Google's Healthcare and medicines policy, which says "Some types of healthcare-related content can't be advertised at all, while others can only be advertised in certain locations by advertisers who have applied and been approved to advertise those products or services using Google Ads." Where recruitment is allowed, these restrictions apply:

  • "Prescription drugs may not be promoted."
  • "Promotions may not create misleading expectations or effects of a product being tested."
  • "Promotions may not imply that the products being tested are safe."

Where you can run it

Google lists 22 locations where promotion of clinical trial recruitment is allowed, including the United States, Canada, the United Kingdom, Australia, Germany, France, Japan and Singapore. Everywhere else, the ads can't run.

If a campaign targets broad regions or a mix of allowed and other locations, narrow it to the list. A multi-country study needs targeting that matches it country by country.

This policy is not one Google suspends for on first detection. Google says "A warning will be issued at least 7 days prior to any suspension of your account."

Copy that breaks the rules

Recruitment copy goes wrong when it reads like a treatment offer. These patterns run into the three content rules:

  • Naming the study drug, or a prescription drug the study compares against, in the headline or description.
  • Lines about free treatment, a breakthrough, or results participants can expect.
  • Calling the investigational product safe, proven or well tolerated.

Fix and resubmit

  1. In Google Ads, go to Ads within the Campaigns menu, hover over the disapproved ad or asset and select Edit.
  2. Rewrite it around the study: the condition being studied, who may be eligible, what taking part involves, and that participation is voluntary. Hold the landing page to the same standard.
  3. Check location targeting against Google's list of allowed locations.
  4. If the disapproval says you haven't been approved to advertise, apply for healthcare-related advertising. Google says "If you want to advertise in more than one location, submit a separate application for each location or group of locations."
  5. Select Save. Google says the ad or asset "will be automatically re-reviewed, which typically takes 24-48 hours."
  6. Screen candidates on your own HIPAA-compliant form, not in an ad platform. Curve Forms from Curve Compliance are HIPAA-hosted intake forms with ad attribution attached, so each completed pre-screener is credited to the ad that sent it.
  7. If you believe the ad complied, appeal from your Google Ads account. If you can't fix it, Google suggests you "remove your ad to help prevent your account from becoming suspended in the future for repeated policy violations."

Microsoft and other platforms

Running the same study on Microsoft Advertising won't work. Microsoft's healthcare policy lists "Clinical trials, experimental treatments, or medical research solicitations." among the ads it does not accept. See Microsoft disapproved our telehealth or pharmacy ads for the rest of its healthcare rules.

If the study involves an unproven therapy offered outside a trial, read Google's speculative and experimental treatment rules as well.

Talk to Curve

Recruitment budgets are judged on enrolled participants, not clicks. Curve's team sets up HIPAA-hosted pre-screening forms with ad attribution attached and server-side conversions to Google Ads and your other platforms, so each campaign is measured on completed screeners and booked visits. PHI-like patterns are detected before data reaches an ad platform, setup is typically live in about a week, and a BAA is signed on every plan. Book a call with Curve.

How Curve helps

  • Curve Forms are HIPAA-hosted intake forms with ad attribution attached, suited to study pre-screeners.
  • Sends conversions server-side to Google Ads, Meta Conversions API, TikTok, Microsoft and LinkedIn under neutral event names, with a fixed list of fields for each platform.
  • Detects PHI-like patterns, such as condition names and form answers, before data reaches an ad platform.
  • Campaign Reporting puts ad spend next to Curve-tracked conversions per platform and campaign.
  • Signs a BAA on every plan, and setup is done for you by Curve's team, typically live in about a week.

Frequently asked questions

Can we run clinical trial recruitment ads on Google in the United States?

Yes. The United States is on Google's list of locations where clinical trial recruitment may be promoted, as long as the ad doesn't promote prescription drugs, create misleading expectations, or imply the product being tested is safe.

Can the ad name the drug being tested?

Google says "Prescription drugs may not be promoted." Describe the condition and the study, not the investigational drug.

Will a disapproval suspend our account?

Not straight away. For this policy, Google says "A warning will be issued at least 7 days prior to any suspension of your account." Repeated violations can still lead to suspension, so fix or remove disapproved ads.

How should we collect pre-screening answers?

On a HIPAA-compliant form on your own site, not in an ad platform's form. Google says "Advertisements for healthcare-related content are not allowed for lead forms." Curve Forms from Curve Compliance are HIPAA-hosted intake forms with ad attribution attached.

How does Curve help trial recruitment campaigns?

Curve Compliance sends each completed pre-screener or booked screening visit to Google Ads server-side under a neutral event name, detects PHI-like patterns before data reaches an ad platform, and signs a BAA on every plan. Book a call with Curve.

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