Why Are My New Telehealth Google Ads Getting So Few Impressions?

Who does Google treat as a qualified advertiser?

Google lists the factors it considers: account attributes, user activity and reports, account maturity, ad format usage, history of policy compliance, advertiser industry, and advertiser verification status. Google says it takes user reports especially seriously, and that an advertiser whose content, products or behavior users persistently and disproportionately report as not meeting their expectations may be considered unqualified. Account maturity is one of the factors, so a brand-new account gives Google the least history to assess.

Google's route to qualifying is building trust: comply with all Google Ads policies, complete advertiser verification if the account is eligible, and keep building campaigns and creatives with positive user engagement while the account is assessed. Google says it updates serving limits automatically based on that assessment. Advertiser verification has its own effects: Google says all advertisers will eventually be required to verify, that some ads may be restricted when an account is selected for verification, and that the status can take up to 5 business days to update. MedScale's account foundation puts verification in place before the first ad runs.

How is limited ad serving different from a certification block or a disapproval?

The three look alike in a report and have different fixes. A disapproval is per ad: Google's ad review page says a Disapproved ad can't show anywhere, and Google notifies the advertiser of the policy and what to do next. A certification block is per business type: Google restricts the promotion of online prescribing, dispensing and sale of prescription drugs, says advertisers must be certified to serve ads for prescription drug services, and in the United States allows telemedicine providers accredited by LegitScript's Healthcare Merchant Certification Program that are also certified with Google. Limited ad serving is per advertiser: Google says individual ads will not be disapproved, and unqualified advertisers with a meaningful share of in-scope impressions receive an in-account notification.

The order of checks follows from that. An ad marked Disapproved needs an edit or an appeal. A telehealth account promoting prescription drug services without Google's certification needs LegitScript and then Google's application, filed from the child account with its customer ID and the certified domain. Approved ads with a notification about limits need verification, clearer branding and time, or the appeals form. MedScale checks certification status first, because an uncertified telehealth account keeps failing review no matter how carefully the creative is written.

What can a telehealth advertiser do about limited ad serving?

Google's best practices for Search are about making the advertiser's identity unambiguous: comply with Google's policies, complete advertiser verification, keep branding clear, display your own brand in ads and on the landing page, be clear about your association with any other brand you reference, avoid generic ad copy and landing page content, and pin your domain to the front of the ad title, especially as a new or less-known advertiser. Google says ads that reference other brands, and generic ads with no branding, may confuse users about who the advertiser is, and that it may then limit impressions on certain searches for all of that advertiser's branded and generic ads.

For a telehealth brand, the brand to make clear is its own, not the drug maker's or the pharmacy's. When a limit looks wrong, Google's Limited Ad Serving Appeals Form is the route; Google says it reinstates an advertiser once it becomes qualified, can't say how long reassessment takes, and may reapply a limit if issues are detected after lifting it. MedScale writes each landing page to the same policy as the ads that point to it.

How does MedScale launch Google Ads for a new telehealth brand?

MedScale Health launches telehealth Google Ads in a set order: verification and landing pages in the account foundation, LegitScript and Google's healthcare certification before any prescription-drug ad, every ad pre-checked against Google's health rules, and campaigns live by Day 14 from access when certifications are in place. Until certification clears, campaigns run on what Google allows without it. The Monday report lists anything rejected, restricted or changed by a platform that week, next to spend and cost per result. Book the free growth audit at medscale.health/audit for a written plan.