Recently, we were tasked with helping a valuable business get their Google Ads re-approved, and running.

The business, Ocean Hills Detox and Rehab, runs a very important community service, helping people recover from alcohol and drug issues.

However, Google Ads can be hard to manage when your business falls into the “sensitive or regulated” areas.

Here is a guide to help you out.

You are more than welcome to reach out to our team for help HERE as well.

How to Run Google Ads When Your Business Uses Restricted Words (e.g., Rehab, Detox, Addiction Treatment)

Businesses in sensitive categories — like addiction treatment, rehab facilities, counselling, or anything involving restricted medical terminology — must take extra care when running Google Ads.
Ads can get disapproved, delivery can be limited, or accounts can face policy flags if you use restricted words incorrectly.

Using Ocean Hills Rehab in Napier as the example, here’s a practical, copy-and-paste-ready checklist for running Google Ads safely and effectively in restricted industries.

Why Restricted Categories Matter

Google places stricter controls on ads that involve health, addiction, mental health, or medical claims.
Words such as rehab, detox, addiction treatment, drug recovery, etc., often trigger:

Additional review
Lower ad delivery
Disapprovals
Landing page checks
In some regions, certification requirements

So you need a structured, safe approach.

Pre-Campaign Setup Checklist

1. Define Your Service Clearly

Before doing anything inside Google Ads, write down:

What services you offer
How they are delivered (residential, outpatient, etc.)
Who you legally serve
Where you operate

For example, Ocean Hills Rehab offers residential alcohol and drug recovery programmes in Napier, run by qualified clinicians.

A clear service definition helps you stay compliant and avoid exaggerated language.

2. Audit All Potential Keywords

List all keywords you think you might bid on, including:

alcohol rehab Napier
drug rehab Hawke’s Bay
alcohol detox NZ
addiction treatment centre
stop drinking help

Mark which ones include restricted terms (rehab, detox, addiction treatment).
You may need to soften some and use alternatives like:

addiction support programme
residential recovery service
alcohol dependency programme

3. Review Your Landing Page for Compliance

Google heavily evaluates your landing page. Make sure it:

Is factual and transparent
Lists actual services and qualifications
Avoids exaggerated promises (e.g., “guaranteed recovery”)
Includes a privacy policy
Shows your physical location
Has a clear and gentle call to action (“Confidential enquiry”, “Learn more”)

Avoid fear-based or urgent messaging.

4. Check Location & Regulatory Requirements

Ensure that your ads only target the places you are legally allowed to serve.
For most NZ rehab facilities, this means:

Target New Zealand only
Possibly restrict to local regions (Hawke’s Bay, Napier, NZ cities)

Avoid global targeting — it increases scrutiny and reduces relevance.

5. Certification & Internal Policy Controls

Some businesses in the addiction treatment space require certification to run ads in certain countries.
Even if certification isn’t required in NZ, you should:

Assign someone to check policy compliance
Maintain a log of your keywords, ads, and landing pages
Have a plan for how to respond quickly to ad disapprovals

Campaign Build Checklist

1. Campaign Settings

Objective: Leads
Location: NZ or specific regions
Budget: Start modest, scale based on ROI
Bidding: Maximise Conversions or Target CPA (after enough data)

2. Ad Group & Keyword Structure

Create tightly-themed ad groups such as:

Alcohol Treatment Napier
Drug Rehab Hawke’s Bay
Residential Recovery NZ

Use mainly Exact or Phrase Match for control.

For sensitive terms:

Add geo modifiers (“rehab Napier”)
Test softer alternatives in separate ad groups
Add strong negative keyword lists to reduce irrelevant traffic

3. Ad Copy Guidelines

Keep your ad copy:

Professional
Factual
Supportive, not urgent
Free from sweeping promises

Example safe ad copy:

Headline: Residential Addiction Support in Napier
Description: Clinically-led programmes in a private coastal setting. Confidential enquiries welcome.

Avoid phrases like:

“Instant detox”
“Guaranteed recovery”
“Get sober in days”

4. Align Your Landing Page

Make sure the landing page:

Matches your ad language
Includes trust signals (qualifications, clinical team, testimonials if allowed)
Is clear about location
Is mobile-optimised
Contains simple contact options: phone, email, form

Tracking must be installed before launch.

5. Conversion Tracking

Before ads go live:

Install Google Ads conversion tracking
Track:
- Form submissions
- Phone calls
- Click-to-call
Use UTM tags for reporting
Test every conversion event

Monitoring & Optimisation Checklist

1. Check Policy Manager Frequently

Monitor for:

Ad disapprovals
Limited delivery notices
Account warnings

Fix issues quickly and appeal only when appropriate.

2. Optimise Keywords

Review search terms daily/weekly
Add negative keywords to block irrelevant traffic
Pause restricted terms if they cause repeated disapprovals
Test softer variations regularly

3. Improve & Test Ad Copy

Run A/B tests such as:

“Addiction support” vs “alcohol recovery programme”
“Clinically-led treatment” vs “residential support programme”

Track which versions get approved fastest and perform best.

4. Landing Page Improvements

Review:

Conversion rate
Bounce rate
Load speed
Mobile usability

Update copy regularly to remain compliant and avoid outdated claims.

5. Budget & Bidding Adjustments

Review cost per lead
Assess lead quality (are they becoming admissions?)
Increase budget only for high-quality ad groups
Reduce or pause low-quality ones
Consider day-parting (run ads when someone answers the phone)

6. Track Leads Beyond the First Conversion

For rehab-style businesses, the quality of the lead matters more than the quantity.

Track:

Initial enquiry
Assessment
Admission

Feed this back into Google Ads decision-making.

7. Regular Policy Reviews

Google updates health-related ad policies often.
Set a reminder to:

Review policies monthly
Update your keywords and ad copy
Review landing pages for compliance
Log any changes made

Additional Tips for Rehab/Detox/Addiction-Related Ads

Use supportive, empathetic language
Avoid fear-based messaging
Avoid highly graphic or emotional imagery
Emphasise confidentiality (“Private, confidential support”)
Explain your process clearly
Promote qualifications and clinical oversight
Include an emergency disclaimer (“If this is an emergency, call 111”)

Quick-Reference Checklist (Printable)

Pre-Launch

Define service
Audit restricted keywords
Review landing page
Set correct locations
Check certification needs

Build

Tightly themed ad groups
Safe keyword mixes
Safe, factual ad copy
Landing page alignment
Install conversion tracking

Monitoring

Policy manager checks
Search term reviews
A/B ad tests
Landing page optimisation
Lead quality reviews

Compliance

Monthly policy audits
Log changes and disapprovals
Clear documentation

How to run Google Ads when you’re likely to run into restricted words, phrases or categories