Remarketing in the healthcare industry on Google Ads is more restrictive than most niches due to Google’s strict policies around sensitive content and personal health information (PHI). But it’s still possible—with the right strategy and compliance.
1) Avoid PHI-Related Targeting
Google doesn’t allow remarketing ads that imply knowledge of someone’s medical condition. So if your site or app collects sensitive health info (e.g., diagnosis, treatments), you can’t use that to build remarketing audiences.
2) Focus on General Interest or Service-Based Remarketing
Build audiences around non-sensitive pages like blog posts, educational content, or homepage visits.
Example: If someone reads “Top 5 Benefits of Physical Therapy” on your site, you can retarget them with a general “Book a Consultation” ad—without referencing why they visited.
3) Use Custom Segments Instead of Website-Based Remarketing
Create custom audiences based on search intent or behaviors (e.g., people searching “urgent care near me”) rather than site activity.
4) Leverage YouTube Remarketing Carefully
You can remarket to people who interacted with your YouTube channel (e.g., watched a health-related video) as long as the ads don’t imply personal health conditions.
5) HIPAA & Ad Copy Compliance
Don’t use language that suggests you “know” anything about the user (e.g., “Still struggling with back pain?).
Stick with broad CTAs like “Find a Specialist” or “Explore Treatment Options.”
6) Consent Management
Use a consent banner on your website if you're building audiences with cookies. Google's Consent Mode v2 is now required in many regions (especially in the EU).