Health & Supplements Google Ads Case Study

The Challenge

Ad copy and product descriptions made claims that fell outside what Google's policies allow for supplements, resulting in a cycle of disapprovals, appeals, and lost visibility during the review process.

The Strategy

We rewrote ad copy and Shopping product descriptions to stay within policy — focusing on ingredients, certifications, and third-party testing rather than health outcomes — and built a pre-launch compliance review step into the creative process.

The Results

Rebuilding messaging around ingredients and certifications instead of health outcomes cut ad disapprovals 89% and let campaigns run without interruption, growing compliant Shopping revenue 91%.

The client sells vitamins and dietary supplements online. Previous ad copy leaned on health-outcome claims that repeatedly triggered Google’s health and medicine ad policy reviews, causing frequent disapprovals and inconsistent Shopping visibility.

Campaign structure: Policy-compliant Shopping and Search campaigns organized by supplement category, with a certifications-and-testing-led messaging framework applied consistently across ad copy and product feed descriptions.

Targeting: Ingredient and certification-based custom labels for feed segmentation, category-specific keyword lists avoiding flagged health-claim terms, and audience layering from past purchasers for retention campaigns.

Optimization: Pre-launch policy review of all new ad copy and landing pages before spend began, monthly disapproval audits to catch and correct any recurring policy flags, and ongoing monitoring of Google’s health and medicine policy updates.