Why MedSpa Ads Get Disapproved (And How to Fix It)

If you run a medspa and have tried advertising on Google or Facebook, you have almost certainly experienced the frustration of ad disapprovals. One day your campaigns are generating consultations. The next day half your ads are paused with vague policy violation notices that tell you almost nothing about what actually went wrong. We manage PPC for medspas full-time, and disapprovals are the single most common issue medspa owners bring to us -- often after months of failed attempts to resolve them on their own.

The core problem is that medspa treatments sit at the intersection of cosmetic services, healthcare, and pharmaceuticals. Google and Meta both have layered policies across all three categories, and a single medspa ad can trigger violations in multiple policy areas simultaneously. This guide breaks down exactly why ads get disapproved, what to do about each specific violation type, and how to build campaigns that stay compliant long-term.

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.

Google's Healthcare and Medicines Policy: The Framework You Need to Understand

Google's ad review system does not treat medspa ads the same way it treats ads for restaurants or law firms. Medspa campaigns fall under Google's Healthcare and Medicines policy umbrella, which includes sub-policies for restricted drug terms, healthcare certifications, misleading claims, and sensitive content categories.

When you submit a medspa ad, Google's automated review system scans your ad copy, display URL, landing page content, and even your account history. If any element triggers a policy flag, the ad gets disapproved. The automated system is blunt -- it catches legitimate violations and flags compliant ads alike. Understanding which policy bucket your disapproval falls into is the first step to fixing it.

Here is how Google categorizes medspa-related content:

The 7 Most Common Medspa Ad Disapproval Reasons

After managing hundreds of medspa ad accounts, we have cataloged the disapproval reasons that come up repeatedly. These seven account for roughly 90% of all medspa ad disapprovals we encounter.

1. Restricted Drug Names in Ad Copy

This is the number one reason medspa ads get disapproved on Google. Botox (onabotulinumtoxinA) is a prescription drug. Juvederm, Restylane, Sculptra, Kybella, Dysport, Xeomin, and Jeuveau are all FDA-regulated products. When you put these brand names in your ad headlines or descriptions, Google's pharmaceutical policy triggers an immediate review.

Without a valid LegitScript certification linked to your Google Ads account, any ad containing these terms will be disapproved. We have seen accounts with dozens of active campaigns get hit all at once during a policy audit, wiping out entire months of lead generation overnight.

The fix: Either get LegitScript certified (see below) or replace brand names with generic treatment descriptors. "Wrinkle relaxer treatments" replaces Botox. "Dermal filler consultations" replaces Juvederm. "Chin fat reduction" replaces Kybella. These generic terms are clinically accurate and do not trigger pharmaceutical policy checks.

2. Before/After Photos on Landing Pages

You might think your ad copy is clean, but Google reviews your landing page too. If your landing page features dramatic before/after photos -- especially with exaggerated angles, lighting differences, or without disclaimers -- the entire ad gets disapproved under misleading content policies.

This catches medspa owners off guard constantly. The ad itself says nothing controversial, but the destination page is loaded with transformation imagery that Google's system flags as misleading or sensational.

The fix: You do not have to remove before/after photos entirely. Add a clear disclaimer near every photo: "Results may vary. Individual outcomes depend on multiple factors." Use consistent lighting, angles, and settings in your before/after photos. Avoid using the most dramatic transformations as hero images at the top of the page. Move them below the fold where they support the content without being the first thing Google's crawler sees.

3. Unapproved Medical Claims

Stating that a treatment will "eliminate wrinkles," "reverse aging," "permanently remove fat," or "guarantee results" will get your ad disapproved on both Google and Meta. These are unsubstantiated medical claims, and no medspa treatment delivers guaranteed permanent results.

The line between a compelling value proposition and an unapproved claim is thinner than most medspa owners realize.

The fix: Use qualified language consistently. Replace absolutes with qualifiers:

4. Misleading Results Language

This is subtler than outright medical claims but just as dangerous. Phrases like "look 10 years younger," "get your dream body," or "transform yourself" trigger Google's misleading content filters. Even testimonials that imply specific outcomes -- "I lost 3 inches off my waist in one session" -- can cause disapprovals when they appear on your landing page.

The fix: Frame outcomes around the consultation and the provider's expertise, not the result itself. "Customized treatment plans from board-certified providers" is compliant. "We will make you look amazing" is not. On landing pages, add "Individual results may vary" disclaimers next to any patient testimonials or outcome-related statements.

5. Missing LegitScript Certification

If you want to use prescription drug brand names like Botox or Dysport in your Google Ads, you need LegitScript certification. There is no workaround for this requirement -- it is a hard gate that Google enforces programmatically. Without it, every ad mentioning a restricted drug term will be disapproved.

The fix: Apply for LegitScript certification proactively. Here is what to expect:

• Application fee: ~$495 (one-time)
• Annual certification fee: $1,950-$2,950 depending on certification type
• Approval timeline: 4-8 weeks, sometimes longer
• Requirements: Valid business license, licensed medical director, compliant website, proper facility documentation

Start the process at least 10 weeks before you plan to launch brand-name injectable campaigns. In the meantime, run campaigns using only generic treatment terms -- these do not require LegitScript certification and can generate leads from day one.

6. Landing Page Policy Violations

Your landing page is an extension of your ad in Google's eyes. Even a perfectly compliant ad will get disapproved if your landing page contains any of the following:

• Auto-playing videos with sound
• Pop-ups that obstruct content immediately on load
• Missing privacy policy or terms of service
• No physical business address listed
• Broken links or 404 errors
• Content that does not match the ad's claims
• Pricing for prescription treatments without appropriate context

The fix: Run through this compliance checklist before linking any landing page to a medspa ad campaign:

• Licensed provider credentials visible (name, license type, state)
• Physical business address (no PO boxes)
• Phone number and email clearly displayed
• Privacy policy and terms of service linked in footer
• "Results may vary" disclaimer near any outcome-related content
• No auto-playing media with sound
• HTTPS enabled (non-secure pages get flagged)
• Page loads in under 3 seconds on mobile
• Content directly matches the treatment advertised in the ad

7. Ad-Landing Page Mismatch

If your ad promotes "lip filler consultations" but the landing page is your general homepage or a page about laser hair removal, Google will disapprove the ad for destination mismatch. This happens more often than you would expect, usually when medspas try to consolidate multiple treatments onto a single landing page to save time.

The fix: Build treatment-specific landing pages for every ad group. If you are running ads for neuromodulators, the landing page should be exclusively about neuromodulator treatments. If you are running ads for body contouring, the landing page should focus on body contouring. One-to-one matching between ad content and landing page content is the standard.

Tired of fighting disapprovals on your own? We manage medspa ad compliance end-to-end -- from LegitScript certification support to policy-proof ad copy and landing pages. Get your free compliance audit

How to Write Compliant Medspa Ad Copy

The key to compliant medspa ad copy is understanding that you are not selling a product -- you are offering a medical consultation. Every piece of ad copy should center on the provider's expertise, the consultation experience, and the patient's ability to make an informed decision.

Approved Alternatives for Brand-Name Treatments

Ad Copy Framework That Stays Compliant

Structure every ad like this:

• Headline 1: Treatment category + qualifier (e.g., "Wrinkle Relaxer Treatments | Licensed MedSpa")
• Headline 2: Provider credibility (e.g., "Board-Certified Injectors")
• Headline 3: CTA (e.g., "Book Your Consultation Today")
• Description: Focus on the consultation, provider experience, and patient-centered language. Avoid claims about specific outcomes.

How to Appeal Ad Disapprovals

When an ad gets disapproved, do not resubmit the same ad over and over. Multiple disapprovals on the same ad flag your account for manual review, which can escalate to account-level restrictions or suspension.

Step-by-step appeal process:

1. Identify the specific policy violation in the Google Ads interface (Ads > Status column > hover over the disapproval icon)
2. Fix the root cause -- edit the ad copy, update the landing page, or address the certification gap
3. Request a review through the Google Ads interface (not through support chat -- the in-platform review is faster and more reliable)
4. Wait for the review -- typically 1-3 business days. Do not submit multiple review requests for the same ad
5. If the appeal is denied, contact Google Ads support directly with documentation of your compliance. Include your LegitScript certification number, provider credentials, and screenshots of your compliant landing page
6. Escalate if necessary -- if you believe the disapproval is incorrect, you can request a second-level policy review. These are handled by specialized teams and take 5-7 business days

One critical point: if your account accumulates too many disapprovals in a short period, Google may apply account-level restrictions that require a full compliance review to lift. This can take weeks. It is far better to prevent disapprovals than to appeal them.

Platform-Specific Rules: Google vs. Facebook/Meta

Google and Meta have different enforcement mechanisms, different certification requirements, and different tolerance levels for medspa content. Running the same ad on both platforms without adjusting for each platform's rules is a guaranteed path to disapprovals.

Meta-Specific Traps for MedSpas

Meta's "personal attributes" policy is the one that catches medspa advertisers most often. You cannot run ads that imply knowledge of a user's personal characteristics. "Tired of your wrinkles?" violates this policy because it asserts that the viewer has wrinkles. "Wrinkle reduction treatments now available" does not, because it describes the service without attributing a condition to the viewer.

Similarly, Meta prohibits "sensationalized" content, which includes close-up images of needles, injection procedures, or graphic clinical imagery. Use lifestyle photography, provider headshots, or treatment room imagery instead.

Treatment-Specific Compliance Tips

Different medspa treatments carry different compliance risk levels. Here is how to handle the most common ones:

Injectables (Botox, Fillers)

Highest compliance risk. Use generic terms on Google without LegitScript. Focus on consultations, not products. Never mention units or pricing for specific drug brands in ad copy.

Laser Treatments (Hair Removal, Skin Resurfacing)

Moderate compliance risk. Avoid claiming "permanent" hair removal -- say "long-lasting hair reduction" instead. Laser skin resurfacing ads should focus on "improving skin texture" rather than "erasing scars" or "removing wrinkles."

Body Contouring (CoolSculpting, EMSculpt)

Moderate compliance risk. Avoid weight-loss language entirely -- body contouring is not weight loss, and framing it that way triggers Google's weight-loss supplement and medical claims policies. Focus on "non-surgical body contouring" and "targeted fat reduction."

IV Therapy and Wellness Injections

Growing compliance risk. Google is increasingly scrutinizing IV therapy ads, especially those making health claims like "boost immunity" or "cure hangovers." Stick to "vitamin infusion therapy" and "wellness consultations" without claiming specific health benefits.

Medical Weight Loss (Semaglutide, Tirzepatide)

Highest compliance risk alongside injectables. These are prescription medications under active FDA scrutiny. Google requires healthcare certification and LegitScript for these terms. Advertising "Ozempic" or "Wegovy" by brand name in your ads requires the same certification pathway as Botox. Use "medical weight management programs" or "physician-supervised weight loss consultations" as compliant alternatives.

Build Compliance Into Your Campaign Architecture

The medspas that never deal with disapproval headaches are the ones that build compliance into their campaign structure from the start -- not the ones that scramble to fix violations after the fact. This means treatment-specific landing pages, ad copy frameworks that use qualified language by default, proper certifications in place before campaigns launch, and ongoing monitoring as platform policies evolve.

We have managed medspa ad accounts through multiple Google policy updates, Meta algorithm changes, and LegitScript certification cycles. The difference between a medspa that generates consistent leads and one stuck in a disapproval loop is not budget -- it is compliance infrastructure.

Ready to stop losing money to disapprovals? We build and manage fully compliant medspa PPC campaigns that generate consultations without interruption. Schedule your free strategy call