Rehab PPC means running Google and Microsoft search ads for a treatment center inside two gates: LegitScript certification and each platform's addiction policy. It also means working without remarketing lists, tracking conversions without sending health data to ad platforms, and judging results by cost per VOB and cost per admission.
We manage paid search for treatment centers doing $3M to $30M a year, on a flat fee with ad spend paid at cost. Our clients include Safe Haven Recovery, Quest 2 Recovery and Quest Behavioral Health.
What do Google and Microsoft require before rehab ads can run?
- Google: "Google restricts the promotion of recovery-oriented drug and alcohol addiction services" (Google). In the US you "must be certified as an addiction services provider by the LegitScript Certification program," and "Advertisers must also be certified with Google" (Google). Services that aren't eligible for LegitScript certification "are not allowed to advertise" them on Google.
- Microsoft: "Advertising for drug and alcohol addiction recovery is only allowed in the United States," it requires LegitScript, and "Lead generation ads are not allowed" (Microsoft Advertising).
- LegitScript: it calls its certification "the only certification and monitoring solution recognized by Google, Meta, Microsoft and Nextdoor" (LegitScript). For 1 to 9 facilities it charges $1,595 per facility to apply and $3,095 per facility each year, and the annual fee "is due only if your application is approved" (LegitScript FAQ).
Our LegitScript guide covers the application, and our denial guide covers what to do if it goes wrong.
Who does Google's addiction ad policy cover?
More than treatment centers. Google lists "Clinical addiction treatment providers," "Recovery support services like sober living environments and mutual help organizations," "Lead generators or referral agencies for addiction services" and "Crisis hotlines for drug and alcohol addiction" (Google). Services for "impulse control disorders, behavioral addiction, or nicotine addiction" are out of scope. If you run both addiction and mental health programs, plan your campaigns and landing pages around that line.
What targeting is off-limits for rehab ads?
- No remarketing or customer lists. Addiction counseling is a sensitive health category. Google says "You can use predefined Google audiences" but "You can't use advertiser-curated audiences," which include Customer Match, your data segments and lookalikes (Google).
- Demand Gen may not serve. Google notes those campaigns "may be restricted from serving" in sensitive categories.
- No ads personalized to minors. "Users under the age of 18 are not eligible for personalized advertising of any kind."
- No Local Services Ads. Google's US category list has no addiction treatment or mental health category (Google).
- Microsoft: advertisers must avoid "targeting consumers based on sensitive health information."
So the work is in keywords, ad copy, landing pages and bids, not audiences. Our Google Ads guide shows the campaign structure.
How should rehab ad conversions be tracked?
- No enhanced conversions on health data. Google's customer data policy says "Conversions related to sensitive categories can't be used for measurement in enhanced conversions," and lists "Health or medical information, like purchases of medical services" (Google). An agency that uploads data for you must be held to that policy "in writing."
- Count real calls, not taps. For number clicks on a mobile site, Google says "we can only track these clicks, not the phone calls themselves." Importing call conversions from your call system "allows more control over which calls you count as conversions" (Google).
- Keep PHI away from ad tags. HHS says covered entities "are not permitted to use tracking technologies in a manner that would result in impermissible disclosures of PHI to tracking technology vendors." A June 20, 2024 court order vacated part of that guidance, so have counsel review your setup (HHS). Google Analytics "does not offer Business Associate Agreements" (Google).
What does a rehab Google Ads account cost to run?
- Clicks. In our October 2026 SEMrush pull, "drug rehab" showed a $37.96 estimated cost per click and "detox near me" showed $34.30.
- The funnel. Webserv's 2025 benchmark, across all its active PPC clients, shows $406 per lead, $2,552 per VOB and $16,608 per admission.
- What we see. Running detox and residential campaigns, we see $2,000 to $5,000 per admission in-network and $7,000 to $15,000 out-of-network from Google and directories.
Our cost per admission guide breaks this down.
What happens when a rehab ad gets disapproved?
Google says violations of its addiction policy "won't lead to immediate account suspension without prior warning," with a warning "at least 7 days prior to any suspension," and that a fixed ad is re-reviewed, "which typically takes 24-48 hours" (Google). We fix the copy or landing page and track the re-review.
How does RehabAdmit run rehab PPC?
- Flat fee, ad spend at cost. Never per admission. No minimum term, and a 90-day guarantee: if you don't see measurable admissions growth in 90 days, we keep working for free until you do.
- Your accounts. The Google Ads account, tracking numbers and data stay in your name.
- Google first, Microsoft on request. With LegitScript and Google certification in place before launch.
- Reporting in admissions. Cost per VOB and cost per admission by campaign.
Related: addiction treatment marketing, rehab SEO services and rehab lead generation.
Frequently asked questions
Can rehabs run Google Ads?
Yes, with certification. In the US, Google requires addiction treatment advertisers to be certified by LegitScript and certified with Google. Services that aren't eligible for LegitScript certification can't advertise addiction services on Google. Ads are allowed in six countries, including the United States and Canada.
Can we use remarketing for addiction treatment ads?
No. Addiction counseling is a sensitive health category in Google's personalized advertising policy. You can use predefined Google audiences, but not advertiser-curated audiences such as Customer Match, your data segments or lookalike segments. Demand Gen campaigns may be restricted from serving.
Can we use enhanced conversions on rehab campaigns?
Not on health-related conversions. Google's customer data policy says conversions related to sensitive categories, including health or medical information, can't be used for measurement in enhanced conversions. Track qualified calls and admissions through your own systems instead, and keep PHI out of ad tags.
Does Microsoft Advertising allow rehab ads?
Yes, in the United States only. Microsoft requires LegitScript certification for drug and alcohol addiction recovery advertisers, says lead generation ads are not allowed, and bars targeting based on sensitive health information. We run Microsoft Advertising on request.
How long does a disapproved rehab ad take to fix?
Google says an edited ad or asset is automatically re-reviewed, which typically takes 24 to 48 hours. It also says addiction policy violations won't lead to immediate suspension without a warning issued at least 7 days before any suspension.
What does RehabAdmit charge for rehab PPC?
We charge a flat monthly fee for our services, with ad spend paid at cost and never a fee per admission. There's no minimum term, and the 90-day guarantee applies: if you don't see measurable admissions growth in 90 days, we keep working for free until you do.