Doctors and clinics can advertise on Google Ads in Brazil. The rules come from two sides: the Federal Council of Medicine (CFM), which regulates medical advertising under Resolution 2,336/2023, and Google’s own healthcare policies. In practice, the ad states specialty, location, and how to book an appointment, without promising results, without sensationalism, and without naming prescription medication.
Healthcare is one of the industries where Google Ads works best, because people search right when they need it: “dermatologist near me”, “orthopedist that takes insurance”, “physical therapy clinic”. It’s also one of the most regulated industries. Getting it wrong costs you a disapproved ad or, worse, trouble with the medical council.
What the CFM says
CFM Resolution 2,336/2023 updated the rules for medical advertising and gave doctors more freedom to promote their work, while keeping limits in place. The points that affect an ad the most:
- Identification. The doctor’s name, medical license number (CRM), and, when applicable, the specialist registration number (RQE) for the specialty being advertised.
- No result promises. No “guarantee,” “definitive result,” or “pain-free.”
- No sensationalism. Phrases that exploit fear or create artificial urgency are off the table.
- Only advertise registered specialties. Advertising a specialty without the matching RQE is a violation.
Read the full resolution before creating your ad. This article does not replace legal advice or guidance from your regional medical board.
What Google’s policies say
Google has a specific healthcare and medicines policy. It restricts ads for prescription drugs, certain procedures, and unapproved products. Ads for consultations, exams, and general care usually get approved without issues, as long as the copy doesn’t mention controlled substances or make exaggerated medical claims.
Some words trigger manual review. If your ad shows as “approved (limited),” check the reason in the dashboard before rewriting it.
What works in a clinic campaign
Search campaigns by specialty. One ad group for each specialty or procedure, each with its own landing page. “Cardiologist in Pinheiros” shouldn’t land on the same page as “check-up.”
Short geographic radius. Patients rarely cross the city for an appointment. Target the area where most of your schedule already comes from.
Linked location. Linking your Google Business Profile to your ads account makes your address and phone number show up in the ad and on Maps. We cover this in Google Maps ads.
Insurance plan as a keyword. A lot of people search “gynecologist who accepts Unimed.” If you accept it, there’s demand for that search.
Business hours. Focus your budget on the hours when your front desk is staffed. A lead that comes in at 11 p.m. and only gets a callback the next day goes cold.
Measuring bookings. Counting only WhatsApp clicks mixes real patients with people just asking about exam prices. The best approach is to track confirmed appointments.
Typical negative keywords for healthcare
course, residency, salary, job openings, public exam, what is, symptoms (if you don’t want people still in the research stage), medicine, package insert, home remedy, SUS (Brazil’s public healthcare system, if your clinic is private-pay only). More on this in negative keywords in Google Ads.
What not to do
- A landing page with before-and-after photos that don’t follow the resolution’s requirements.
- Featuring a procedure’s price as a hook.
- An ad that mentions a serious illness to create fear.
- Sending everyone to the site’s homepage.
Frequently asked questions
Can doctors advertise consultation prices? The 2023 resolution opened up how prices can be disclosed. Check the current wording and your regional medical board’s guidance before using a price in your ad.
Do aesthetic clinics follow the same rules? If the procedure is medical, yes. Aesthetic procedures are the topic with the most rejections under Google’s policies.
How much should a clinic invest? It depends on the specialty and the city. See the numbers in our guide on how much to invest in Google Ads.
Does Ciclicko work with clinics? Yes. The first step is the free Google Ads audit, which shows what your clinic’s account is doing today.