How to Advertise Botox and Fillers Legally: PPC Compliance Guide for MedSpas

We have managed injectable advertising campaigns for dozens of MedSpas, and the single biggest issue is not budget, targeting, or creative. It is compliance. Botox is a prescription drug manufactured by Allergan (now AbbVie). Google and Meta both classify it under pharmaceutical and healthcare policies that carry real restrictions. Run an ad that says "Get Botox $10/unit" without the right certifications and account setup, and you will get disapproved, account-flagged, or permanently suspended.

This guide covers exactly what you need to know to advertise Botox, fillers, and other injectables legally on Google Ads and Facebook/Meta -- the specific policies, the certifications required, the ad copy that stays compliant, and the workarounds we use every day to keep campaigns running while competitors get shut down. We run PPC for MedSpas as a core specialty, and compliance is the foundation everything else sits on.

Disclaimer: This is strategic advertising guidance based on our experience managing MedSpa PPC campaigns, not legal advice. Platform policies change frequently. Always verify current policies directly with Google and Meta, and consult a healthcare advertising attorney for state-specific regulations.

Why Botox and Filler Ads Get Disapproved

Before we get into solutions, you need to understand why injectable advertising is treated differently from other MedSpa services like facials or laser hair removal.

Botox (onabotulinumtoxinA) is a prescription drug. That single fact changes everything. Google classifies it under its pharmaceutical and healthcare policies, not general cosmetic services. The same applies to Dysport, Xeomin, Jeuveau, and other neuromodulators. Dermal fillers like Juvederm, Restylane, and Sculptra are FDA-regulated medical devices. Both categories trigger stricter review processes than standard ad submissions.

Common disapproval reasons we see across accounts:

• Restricted drug terms in ad copy -- using "Botox" in headlines without proper certification
• Unsubstantiated claims -- "look 10 years younger" or "eliminate wrinkles permanently"
• Before/after imagery violations -- especially on Meta platforms
• Missing LegitScript certification -- required by Google for certain healthcare advertisers
• Landing pages with non-compliant content -- misleading claims, missing disclaimers, or restricted drug references that don't match certified ad copy
• Targeting violations -- advertising prescription treatments to minors or using discriminatory targeting

Google Ads Policies for Injectable Advertising

Google's policies around injectable advertising fall under two major categories: Healthcare and Medicines, and Restricted Drug Terms. Understanding both is essential.

Healthcare Certification Requirements

Google requires advertisers in certain healthcare categories to complete a Healthcare and Medicines certification through their Google Ads account. For MedSpas advertising injectables in the United States, this typically involves:

1. Application through Google Ads -- submit your business details and verify that you are a licensed healthcare provider or authorized clinic
2. LegitScript certification -- Google partners with LegitScript to verify the legitimacy of healthcare advertisers. You must apply to LegitScript separately, get approved, and then link your certification to your Google Ads account
3. Country-specific approval -- certification requirements vary by country. In the U.S., injectable advertising requires both Google's healthcare certification and LegitScript approval

Without these certifications, Google will systematically disapprove ads that reference prescription injectables. We have seen accounts run for weeks or even months without issues, only to get flagged during a policy sweep and have dozens of ads paused simultaneously.

LegitScript Certification: What It Costs and How to Get It

LegitScript certification is the gatekeeper for injectable advertising on Google. Here is what you need to know:

• Application fee: Approximately $495 (one-time)
• Annual certification fee: Approximately $1,950-$2,950 depending on the type of certification
• Approval timeline: 4-8 weeks on average, sometimes longer
• Requirements: Valid business license, licensed medical director, proper facility documentation, compliance with state and federal healthcare regulations

LegitScript reviews your website, your licensing, and your business practices. They will flag issues like:

• Advertising treatments you are not licensed to perform
• Making claims that are not substantiated by clinical evidence
• Selling prescription products directly online without proper controls

Our recommendation: start the LegitScript application process at least 8-10 weeks before you plan to launch injectable campaigns on Google. Do not wait until your ads get disapproved.

Google's Restricted Drug and Pharmaceutical Policies

Google restricts the advertising of prescription drugs to certified pharmacies and healthcare providers. Because Botox is a prescription drug brand name, using it in your ad copy triggers pharmaceutical policy checks.

Key restrictions:

Facebook and Meta Advertising Policies for Injectables

Meta's approach to injectable advertising differs from Google's in important ways. Meta does not require LegitScript certification, but their content policies around cosmetic procedures are arguably stricter on the creative side.

What Meta Restricts

Meta's advertising policies prohibit or restrict:

• Before/after images that imply unrealistic expectations or use misleading angles/lighting
• Body-shaming language or content that exploits insecurities about appearance
• Unsubstantiated medical claims about treatment outcomes
• Content promoting cosmetic surgery in ways that could be perceived as targeting minors
• Sensationalized imagery showing injections, needles, or procedures in graphic detail

What Meta Allows

Meta is generally more permissive with brand name usage than Google. You can typically use "Botox" and filler brand names in ad copy on Facebook and Instagram without a separate certification process. However, the creative and claims must still comply with their health and wellness advertising standards.

Approaches that work on Meta:

• Educational content about injectable treatments (what to expect, recovery time, how it works)
• Provider-focused creative showing the injector discussing the procedure professionally
• Testimonials from real patients sharing their experience (without guaranteed-outcome language)
• Lifestyle imagery that does not directly show before/after transformations in the ad itself
• Pricing and offers presented straightforwardly without misleading discount structures

Platform Policy Comparison

Navigating injectable compliance on your own is a full-time job. We handle policy management, certification maintenance, and ad copy compliance for MedSpas across the country so you can focus on patient care. Talk to our MedSpa PPC team

Using Generic Terms vs. Brand Names

One of the most effective compliance strategies is knowing when to use brand names and when to substitute generic descriptors. This is not about hiding what you offer -- it is about matching your language to each platform's tolerance level.

When to Avoid Brand Names

• On Google Ads before you have LegitScript certification
• In ad headlines where automated policy checks are strictest
• When targeting broad awareness audiences who may not know brand names anyway

Generic Alternatives That Work

On Google, using generic terms like "wrinkle relaxers" or "neuromodulators" can bypass pharmaceutical policy triggers entirely, allowing you to run ads even before your LegitScript certification is approved. This is a legitimate workaround -- not a policy violation -- because you are accurately describing the treatment category without referencing a specific prescription drug brand.

On Meta, you have more flexibility with brand names, but generic terms still perform well in ad copy because they speak to the outcome the patient wants rather than a product name they may not recognize.

Compliant Ad Copy Examples

Here are ad copy examples we use across platforms that consistently get approved and convert well.

Google Ads (With Certification)

Headline: Botox Injections Near You | Board-Certified Providers Description: Expert neuromodulator treatments from licensed injectors. Natural-looking results. Schedule your consultation today.

Headline: Dermal Fillers | Restore Volume Naturally Description: Hyaluronic acid filler treatments customized to your goals. Licensed medical team. Free consultation available.

Google Ads (Without Certification -- Generic Terms Only)

Headline: Wrinkle Relaxer Treatments | Licensed MedSpa Description: Reduce fine lines and wrinkles with injectable treatments from board-certified providers. Book your consultation.

Headline: Lip Filler Consultation | Expert Injectors Description: Enhance volume with dermal filler treatments. Natural results from experienced medical professionals. Schedule now.

Facebook/Instagram Ads

Primary text: Thinking about wrinkle relaxers but not sure where to start? Our board-certified team has performed over 5,000 injectable treatments. We will walk you through your options and create a plan tailored to your goals. New patient consultations available this week.

Headline: Schedule Your Injectable Consultation CTA: Book Now

Landing Page Compliance Requirements

Your ads can be perfectly compliant and still get disapproved if your landing page violates policy. Google and Meta both review destination URLs as part of the ad approval process.

Landing Page Must-Haves

• Licensed provider credentials -- list your medical director, their license type, and state of licensure
• Physical business address -- no PO boxes
• Clear contact information -- phone number and email visible
• Privacy policy and terms of service -- linked in the footer
• Disclaimers -- "Results may vary," "Individual results are not guaranteed," and similar language near any results claims
• No auto-playing video with sound -- this triggers additional review on both platforms
• No misleading redirects -- the landing page URL must match what was submitted in the ad

Landing Page Should-Nots

• Do not make claims about "permanent" results for any injectable (none of them are permanent)
• Do not show before/after photos without disclaimers stating results are not typical
• Do not list pricing for prescription drugs without proper context (e.g., "pricing varies based on individual treatment plans")
• Do not include testimonials that claim specific medical outcomes ("my migraines disappeared completely")

State-Level Advertising Regulations

Federal platform policies are only half the compliance picture. Many states have their own rules about how medical aesthetic treatments can be advertised.

Key state-level considerations:

• Medical director requirements -- some states require the medical director's name on all advertising materials
• Scope of practice restrictions -- who can legally perform and advertise injectable treatments varies by state (MDs, DOs, NPs, PAs, RNs under supervision)
• Truthful advertising statutes -- states like California, New York, and Florida have specific healthcare advertising laws that go beyond federal requirements
• Testimonial regulations -- some states require specific disclaimers alongside patient testimonials
• Promotional pricing rules -- certain states restrict how discounts on medical treatments can be advertised

We always recommend that MedSpa owners consult with a healthcare attorney licensed in their state before launching injectable ad campaigns. The cost of a legal review ($500-$2,000) is negligible compared to the cost of a state medical board investigation triggered by a complaint about misleading advertising.

Workarounds and Strategies That Keep Ads Running

Here are the practical strategies we use daily to keep injectable campaigns live and generating leads, even in the most regulated markets.

Strategy 1: Two-Track Campaign Structure

Run separate campaigns for certified and non-certified terms. Use brand names (Botox, Juvederm) in campaigns tied to your LegitScript-certified account. Simultaneously run campaigns using only generic terms (wrinkle relaxers, dermal fillers) that do not require certification. This way, if your certification lapses or comes under review, you still have campaigns running.

Strategy 2: Educational Content Funnels

Instead of advertising the treatment directly, advertise educational content. "Download our guide to choosing the right injectable" or "Watch: What to expect from your first filler appointment" are ad angles that rarely trigger policy violations on either platform. The educational content then sells the consultation.

Strategy 3: Consultation-First Offers

Frame every ad around the consultation, not the product. "Book your injectable consultation" is almost always approved. "Get Botox this Friday" is a roll of the dice. The consultation framing is also better for conversion rates -- patients who book a consultation show up at higher rates than those responding to flash-sale pricing.

Strategy 4: Retargeting With Broader Messaging

Use your retargeting campaigns to deliver the specific treatment messaging. First-touch cold ads use compliant, generic language. Retargeting ads on Meta (where you have more creative flexibility) can be more specific about treatments and offers. This layers compliance with performance.

Strategy 5: Leverage Google Local Service Ads

Google Local Service Ads (LSAs) operate under different policies than standard Google Ads. MedSpas in eligible categories can appear in LSAs with a Google Screened badge. LSAs are pay-per-lead rather than pay-per-click and do not require the same LegitScript certification as standard search ads. Not all markets have LSA availability for MedSpas, but where they do, they are a powerful compliant channel.

Common Disapproval Reasons and How to Fix Them

If an ad gets disapproved, do not simply resubmit the same ad repeatedly. Multiple disapprovals on the same ad flag your account for manual review, which can result in account-level restrictions. Fix the actual issue, then request a single review.

The Bottom Line

Advertising Botox and fillers is not just about writing good ad copy. It is about building a compliant infrastructure -- certifications, landing pages, ad copy frameworks, and platform-specific strategies -- that keeps your account healthy while generating consistent leads. MedSpas that invest in compliance upfront avoid the cycle of disapprovals, account suspensions, and lost revenue that plagues practices trying to cut corners.

The MedSpas we work with maintain uninterrupted ad delivery because we build compliance into every layer of the campaign, from account setup through ad copy to landing page architecture. When your competitors are scrambling to get their accounts reinstated, you are collecting leads.

Need compliant injectable campaigns that actually generate consultations? We specialize in PPC for MedSpas with full compliance management built in -- from LegitScript certification support to platform-approved ad copy. Schedule your free compliance audit