Meta and Google for women's health telehealth
Women's Health
Menopause and hormone therapy, birth control, UTI and yeast treatment, PCOS and fertility support. A category the platforms allow more readily than most, with rules that change by sub-service and by state.
How it is sold
The model, before the rules.
Menopause programs run on a video or async visit, a prescriber, and estradiol or progesterone shipped monthly, often with a membership fee for ongoing care. Birth control, UTI and yeast programs are short async visits with a one-time or recurring pharmacy fill. Fertility and PCOS programs sell labs and supplements alongside the visit. Compounded bioidentical hormones are a common add-on and are unapproved formulations, which changes what the ad can claim.
How it gets restricted
The rejections are personal-attribute hooks ("hot flashes keeping you up?") and hormone names without certification. The account risks are pharmacy-style pages and, for compounded hormones, product positioning of an unapproved formulation. Reproductive services carry their own layer: Meta allows contraception and fertility ads framed around medical efficacy with 18+ targeting, and Google runs medication-abortion ads under a separate certification and labelling policy, which is out of scope here and handled separately if you offer it.
Paid outlookCertification first
Policy by platform
Where a platform asks for LegitScript, it means LegitScript certification: the third-party check Meta and Google require before a telehealth business can name a prescription drug in an ad. It certifies the business, its prescribers and its pharmacies. It does not change what a drug is.
- Meta
- Prescription hormones and contraceptives require LegitScript certification and written authorization to be named, 18+ targeting and a consult-a-professional disclaimer. Sexual and reproductive health ads, including contraception, fertility and menopause treatment, are allowed when focused on medical efficacy and targeted 18+. The personal-attributes rule bars implying the reader has a condition.
- Google Ads
- Prescription drug services certification is required to name drugs and bid on drug terms. Telehealth for menopause, birth control and UTI is treated as prescription drug services in the US. Care intent ("menopause doctor online", "birth control online") is open without certification.
- TikTok
- Prescription medicine is not allowed as an ad subject in the US. Contraceptive and sexual-health products are restricted to 18+ with non-sexual framing. Provider and program awareness only.
Policy pages read 2026-08-30. Meta: Drugs and pharmaceuticals · Meta: Health and wellness · Meta: Personal attributes · Google: Healthcare and medicines · Google: Prescription drug services certification. Full policy tracker
What we run
The plan for women's health.
- Channels
- Google Search on care intent by sub-service, drug terms after certification. Meta on provider-led menopause and program creative. Email and SMS carry the ongoing-care membership, because retention is the economics.
- Creative that passes
- Care is available, here is who provides it, here is what the visit covers, here is the cost. Providers to camera. Symptoms are named as things the program treats, never as things the reader has.
- Landing page
- One page per sub-service, because menopause, birth control and UTI are different intents with different rules. Compounded hormones are labelled as compounded. Membership terms in plain language.
- Tracking
- Server-side events with generic names (lead, qualified, booked, purchase) and only hashed identifiers. The ad click ID rides a bridge token into the intake platform, so the consult and the prescription land on the campaign that produced them even though the visitor left our page to book.
What we measure
- CPQL
- Cost per qualified lead by sub-service: intake completed and eligible.
- Consult booked
- Visit scheduled or async visit submitted, attributed to the campaign.
- Rx issued
- Prescription written, reported from the intake platform.
- 90-day retention
- Members still active at month three, by sub-service and campaign.
Reported weekly by campaign from the tracking installed in the first two weeks. We publish the definitions, not a benchmark, because the number depends on your price, your states and your pharmacy.
Commitments
What is done by which day.
Policy read by sub-service, with the reproductive-health rules mapped separately
Server-side tracking live with no symptom, diagnosis or form field forwarded
Care-intent search and provider-led Meta campaigns live
Weekly report on CPQL through retention by sub-service
Days count from kickoff. Certification timelines belong to LegitScript and the platforms, so campaigns that need drug terms start on program intent and add them when approval lands.
Women's health questions
What brands in this category ask first.
Can we name estradiol or progesterone in a menopause ad?
With Google's prescription drug services certification and with LegitScript plus Meta's written authorization, yes. Without them the ad names the care ("menopause treatment with a licensed provider") and the page names the medication.
Are compounded bioidentical hormones advertisable?
Not as a product. They are unapproved formulations, so the platforms treat a compounded-hormone ad the way they treat any unapproved substance. The program can be advertised; the compounded option is explained on the page and labelled as compounded.
Does a birth-control or UTI visit need the same certification?
Yes. Any telehealth visit that ends in a prescription is prescription drug services on Google and a prescription-drug advertiser on Meta. Care intent can run before certification; drug names cannot.
What leaves our site and reaches the ad platforms?
A hashed identifier and a generic event name. The symptom questionnaire, the diagnosis, the medication and the state never leave the server. That is what keeps a women's health pixel out of Meta's restricted health tier.
Next step
Start with the audit.
We read your live ads, landing pages and pixel against the rules on this page and send back the flags and the plan. If the account is already restricted, the rescue is the faster door.
Growth audit
See where your growth is leaking.
We audit the funnel, the tracking, and the compliance posture, then hand you the roadmap. The people writing it have run the same funnel from the inside. You keep it whether or not we work together.
- Reviewed
- Funnel, tracking, and compliance posture
- Discussed
- One 30-minute call with the operator on your account
- Delivered
- A written roadmap within 5 business days