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Navigating Paid Search in Regulated Industries

Navigate paid search in regulated industries with tips on compliant bid terms, geographic targeting, and crafting trustworthy ad copy. Learn how to balance compliance with effectiveness and boost authority through Local Pages for high-impact PPC campaigns.

Key Takeaways

  • Understand the Complexity of Compliance
    • Paid search in regulated industries (healthcare, finance, legal, etc.) requires strict adherence to industry-specific laws and platform policies.
  • Know Key Advertising Laws
    • Regulations dictate how ads must be crafted to ensure they are truthful, evidence-based, and non-deceptive. Regulations apply to all aspects of your campaign, from targeting to copy to bid terms.
  • Tips for Developing a Strategic, Compliant PPC Approach
    • Partner with experts, create compliant landing pages, include fact-supported copy and disclaimers, and smartly use features like geotargeting and negative keywords. Emphasize EEAT.
  • The Value of PPC in Regulated Industries
    • Despite the challenges, paid search can deliver for regulated businesses when paired with a well-structured strategy. A knowledgeable, tested partner can help you achieve big wins.

In regulated industries (healthcare, finance, legal services, tobacco, alcoholic beverages, and beauty come top of mind), establishing a successful paid search (PPC) strategy requires more than just keyword selection and smart bid management. 

Sectors that fall into the  “your money or your life” (YMYL) category are subject to stricter regulations on advertising – and on the SERP. So, when folks in regulated industries ponder how to divide and conquer their marketing strategy, they might debate how to split paid vs. organic search

Navigating the hoops and hurdles – plus the potential for penalties – might make some marketers think it’s not worth it to dabble in paid. That, of course, and the price. The cost per acquisition (CPA) is often higher, as are bids. That is if you don’t have a good strategy in place.

Companies must ensure that every aspect of their pay-per-click (PPC) campaigns (ad copy, landing pages, and even targeting strategies) complies with industry standards to avoid penalties or reputational damage.

Despite the extra grind required to craft a compliant and effective campaign, paid search can pay off for companies in regulated fields. If you’re ready to tap into your paid search potential, here’s our guide to effectively structuring a PPC strategy that aligns with compliance requirements while achieving optimal performance.

Understanding the Complexities of Paid Search in Regulated Industries

First, If you’re in a regulated industry, it’s in your best interest to work with a paid search partner who understands your industry’s regulatory hurdles and can create a PPC strategy that navigates these constraints – without sacrificing efficacy or blowing your advertising budget.

For those in regulated industries, compliance in PPC advertising goes beyond basic search marketing best practices; it’s about ensuring that every piece of content aligns with industry regulations and individual search engine policies. 

Are There Specific Advertising Laws for Regulated Industries? 

Yes: There are overarching governing laws (at the federal, state, and local levels) for advertising of all kinds. There are also specific regulations you must abide by depending on your industry. 

In healthcare, for example, strict rules govern how you can market treatments, medications, and other medical services to consumers. Similarly, governing bodies closely monitor campaigns run by financial services and legal sectors to protect consumers from misleading information and unsubstantiated claims. 

What Needs to Be Compliant? What Happens If You Break Compliance?

Your targeting, landing pages, key phrases, and ad copy must all be compliant. What happens if your search ads aren’t compliant? Non-compliance may result in ad disapprovals, account suspension, or — worse — legal ramifications for the advertiser.

What Laws Govern PPC? 

Before creating your paid campaign, be sure you understand the ​​Federal Trade Commission Act (FTC Act) regulations, the laws implemented by the Federal Communications Commission (FCC), the Food, Drug, and Cosmetic Act (FD&C Act), and Section 43(a) of the Lanham Trademark Act. 

It’s strongly encouraged you do your own reading and research your industry and offerings in depth. But here are some of the overarching takeaways:

Federal Trade Commission Act (FTC Act)

  • Requires that all advertising, including PPC ads, is truthful and not misleading.
  • Prohibits deceptive or unfair practices; claims in ads must be substantiated with evidence.
  • Ads cannot omit essential information that could mislead consumers.

Federal Communications Commission (FCC) Regulations

  • This applies particularly to telecommunications and broadcasting ads, ensuring they do not contain false or deceptive claims.
  • Ads must respect consumer privacy and adhere to restrictions on data usage for ad targeting.
  • Under the Telephone Consumer Protection Act (TCPA), restrictions apply to telemarketing and text message advertising, affecting retargeting and follow-up ads.

Food, Drug, and Cosmetic Act (FD&C Act) 

  • Ads for medical devices, prescription drugs, and other regulated health products must include accurate information and avoid unapproved health claims.
  • Requires the disclosure of any potential risks in healthcare-related PPC ads.
  • Enforces strict language guidelines, avoiding terms like “cure” or “safe” unless substantiated and approved by regulatory agencies.

Section 43(a) of the Lanham Trademark Act

  • Protects against false advertising that misrepresents the nature, characteristics, or quality of goods or services.
  • Ensures competitors cannot use misleading comparisons or statements that may harm another brand’s reputation.
  • Requires transparency in ad claims related to competitors to avoid trademark infringement and potential legal actions.

Do Advertising Platforms Have Their Own Regulations?

Yes! In addition to requiring you to adhere to advertising laws, platforms will have content restrictions and requirements. That means you’ve got to comply with both your advertising platform’s restrictions and the laws. 

Advertising platforms set their own rules for an added layer of protection. What’ll work on Google’s ad platform might not work on Bing. You’ll need to know your niche’s regulatory standards and the standards for each platform where you want to advertise. 

Tips for Developing a Compliant Paid Search Strategy

Yes: If you’re advertising in a regulated industry, there’s much to consider. But it’s far from impossible! You can stay compliant, create compelling content, implement effective strategies, and spend wisely. Dig into the basics.

1. Know the Rules and Regulations for Your Industry

Every regulated industry has unique advertising guidelines set by watchdogs, government agencies, and search engines. Familiarize yourself with these regulations as they apply to your specific field. 

For example, healthcare paid search campaigns often require disclaimers, cannot include certain terms, and may limit targeting. For instance, Google’s healthcare and medicines advertising policy mandates that advertisers verify their eligibility for health-related ads and restricts specific claims in ad copy. 

2. Emphasize Accuracy and Trustworthiness (E-E-A-T)

E-E-A-T, which stands for Experience, Expertise, Authoritativeness, and Trustworthiness, is a framework Google uses to assess the quality of content on a web page – and matters in both organic and paid search. 

Driving E-E-A-T is an SEO-content best practice no matter your industry (and it’s GPO’s bread and butter). However, for regulated industries, your overall campaign credibility is paramount. Focus on enhancing E-E-A-T In both your paid campaigns and your organic presence.

Here’s how: 

  • Use fact-based language that avoids hyperbole.
  • Ensure that medical, financial, or legal claims are backed by credible sources.
  • Link to complaint content that demonstrates your expertise. Depending on your industry, this content may need to be narrowly focused landing pages. 

Need help building E-E-A-T? GPO’s Local Pages can be an excellent resource! Our Local Pages provide relevant, information-rich, and location-specific information that enhances your authority in targeted areas. 

3. Develop Custom Landing Pages for Regulatory Compliance

In regulated sectors, every click from an ad needs to go to a compliant landing page. Linking to tangentially related pages from your main WWW likely won’t cut it. Make sure your landing pages are crafted to meet industry standards and are tailored to provide clear, truthful information.

For instance, healthcare paid search campaigns should direct users to pages that adhere to medical advertising standards, avoiding unverified health claims. Ensure these pages feature easy-to-find disclaimers and accurate information about the products or services offered, which not only aligns with regulatory requirements but also builds trust with consumers. 

4. Craft Cautious Yet Compelling Ad Copy

One of the biggest challenges in regulated PPC advertising is creating compelling ad copy that still meets compliance standards. Keep language clear and avoid claims that might be viewed as exaggerated or unsubstantiated. 

Ads in healthcare paid search campaigns, for example, should avoid phrases like “cure” or “guaranteed results” unless approved. Instead, focus on promoting the unique aspects of your service, like specialized care or industry credentials, and maintain a tone that prioritizes consumer trust and transparency.

Avoid using definitive language, too. Instead, soften your language with “can, might, may,” etc. 

Let’s create a hypothetical medical treatment for migraine headaches. We’ll call it “Migristat.” 

Here’s a poor copy example:

“Have a migraine? You need Migristat. Migristat will make your headaches go away. It’s the best, safest migraine solution on the market. You’ll feel better fast and won’t experience any symptoms.” 

Here’s the guidance missing in the above:

  • Speak objectively. 
  • Cite and lead with reputable studies and statistics. Break out your clinical trial stats! 
  • Soften language.
  • Add mandated disclaimers.


Maybe, instead, we’d write:

“Fast migraine relief is possible with Migristat. Migristat is designed to help manage chronic headache symptoms. In a recent clinical trial, 82% of users reported a noticeable improvement in symptom relief within 30 minutes of use. Studies have shown it to be a safe option for many people seeking support for migraine discomfort. Ask your healthcare provider to see if Migristat is right for you.”

If we had numbers to back up these claims — and if Migristat were real — this would be an example of compliant ad copy. Don’t forget the disclaimers, though! And, when in doubt, run it through legal.

5. Utilize Geographic Targeting to Enhance Relevance and Compliance

Many regulated industries have location-specific advertising restrictions, especially in sectors like healthcare or legal services. Use geographic targeting to limit where your ads appear and ensure they’re seen only in compliant regions. 

This approach not only helps with compliance but also increases relevance to local searchers. Local Pages that emphasize your presence in specific regions can further support this strategy, improving relevance while reinforcing authority within a defined area.

6. Choose Compliant Bid Terms 

Selecting the right bid terms in regulated industries requires balancing relevance and compliance. Focus on descriptive, non-promissory terms that accurately reflect your product or service without guaranteeing outcomes. 

Use educational phrases, approved brand terms, and negative keywords to filter out non-compliant searches. This strategy keeps your campaign effective while safeguarding against regulatory issues. We’ll break this down a bit more below.

Keyphrase Selection for Regulated Industries: Finding the Right Bid Terms

Not sure how to choose your keyphrases? In addition to looking for basics (like a ratio of high volume and lower cost-per-click), here are a few pointers to keep in mind as you research and select: 

Focus on High-Intent, Non-Promissory Terms

To avoid non-compliant language, focus on high-intent keyphrases that describe products or services without implying guaranteed outcomes. For instance, if we were crafting a paid search campaign for “Migristat,” we’d bid on terms like “migraine treatment options” or “headache relief medication” rather than phrases that imply certain results, such as “cure migraines instantly.”

Prioritize Descriptive and Educational Keywords

Terms that emphasize education and symptom management are generally safer in regulated fields. These words, while related, aren’t necessarily going to be “commercial” terms directly related to your offerings. The whole approach is to show up for the questions that folks ask in relation to your product or service, and not just keyphrases that are the “bullseye” – your brand, product, or service itself. In the GPO world, we often refer to this as “topic adjacency.” 

A smart use of topic adjacency in regulated industries would be to use keywords that reflect a commitment to informing consumers rather than selling a guaranteed solution. This can include phrases like “financial planning guide,” “understanding credit scores,” or “how to manage migraines,” which are informative without making specific promises.

Incorporate Brand and Compliance-Approved Terms

In industries where terminology is strictly regulated, such as pharmaceuticals, it’s wise to leverage brand terms and keywords that align with compliance-approved language.

Bid on branded terms if your product has an established reputation, and use keyword variations approved by your industry’s regulatory body, whether that’s the FDA, FCC, or another authority. For example, “FDA-approved migraine treatment” is preferable to “best migraine medication.”

Balance Broad and Specific Terms for Better Targeting, Then Create Landing Pages

In regulated industries, bid terms should balance specificity and reach to avoid capturing audiences outside your intended demographic. This is a three-for: you can save advertising dollars, ensure compliance, and capture your intended market. 

For example, broad terms, like “legal advice,” may draw unrelated searches, while more specific terms, like “estate planning attorney,” can help focus ad spend on relevant, qualified users. (Plus, it’s easier to create a landing page for “estate planning” than encompassing the entire legal world.) 

Additionally, pairing keyphrases with geographic modifiers (e.g., “licensed financial advisor in New York”) helps refine audience targeting and supports compliance with local regulations.

Use Negative Keywords to Avoid Non-Compliant Searches

Negative keywords are a must for filtering out queries that could lead to non-compliance or irrelevant clicks. In our Migirstat healthcare example, terms like “guaranteed relief” or “miracle cure” may trigger non-compliant results. Setting those terms as negative keywords and electing to use “exact match” only can help keep your campaign within regulatory guidelines. This approach reduces wasted ad spend and keeps your campaign focused on compliant, high-quality leads.

Comply and Convert With GPO: Your Partner in Paid- and Organic Search 

Navigating the intricacies of paid search in a regulated industry can be overwhelming. It takes a lot of learning on the front end, managing multiple individual campaigns, careful wording, smart bid strategies, and continued maintenance to drive a great campaign. But, your efforts can yield great returns and results.

With GPO’s experience, businesses can achieve compliant, effective PPC campaigns and boost EEAT with our organic strategies. Our expertise in healthcare, financial services, legal, and other regulated fields ensures that every aspect of your campaigns and digital properties adheres to industry standards, helping to prevent potential issues before they arise.Ready to create a compliant, effective paid search strategy? Reach out to GPO for expert guidance in PPC management for regulated industries. Our team is here to help you meet industry standards, drive results, and connect with consumers responsibly.

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