Dermatology is one of the easiest specialties to over-promise in. Skin, hair and cosmetic treatments invite words like “glowing”, “permanent” and “guaranteed”, and those are exactly the words that cause ad disapprovals and, worse, complaints. This is how I think about Google Ads for a dermatology clinic in India, with the rules coming before the keywords.
Know which rules apply to you
Three layers matter. First, your professional rules: NMC’s advertising and conduct norms for registered medical practitioners, which have been tightened recently, so read the current text or ask your state medical council. Second, law: the Drugs and Magic Remedies (Objectionable Advertisements) Act, 1954 restricts claims about certain conditions and remedies, and the Consumer Protection Act deals with misleading advertisements. Third, platform policy: Google Ads has its own healthcare and medicines policy, and in most countries promotion of prescription drugs is not allowed. Check Google’s current policy page before you build a campaign. This is general information, not legal advice.
What to leave out of every ad and landing page
- Guarantees and certainty of results, including “permanent”, “100% safe” or “no side effects”.
- Superlatives such as “best”, “top” or “number one”.
- Patient testimonials and before-and-after photographs or claims.
- Prices or discounts that push people towards a procedure, especially cosmetic ones.
- Brand names of prescription medicines or injectables.
It is a short list, and it removes most of the risk. What remains is information: what you treat, where, and how to book a consultation.
Choose keywords by intent, not by volume
“Acne treatment near me” and “dermatologist in Salt Lake” show that someone is looking for a doctor. “Fairness injection” or a medicine’s brand name does not belong in your campaign. Build separate ad groups for conditions you treat (acne, eczema, hair fall, pigmentation) and for consultation searches. Add negative keywords for home remedies, DIY, jobs, courses and free treatment, otherwise you will pay for clicks from people who are not going to book.
Write ads that inform
A compliant headline might read “Skin Clinic Consultation in Kolkata” with a description such as “Consult a registered dermatologist. Evaluation and treatment advice depend on your condition. Call to book.” Notice what is missing: no claim, no promise, no comparison. The registered doctor’s name and qualification belong on the landing page, matching the registration records.
Build the landing page like a leaflet
The landing page should state who the doctor is, what the clinic treats, where it is, and how to book. Add a plain-language note that outcomes differ from person to person and that treatment is advised after examination. Keep one phone number on the page and in the ads. A short enquiry form should ask only for what you need, and it should say how you will use the information, because patient data carries privacy obligations.
Measure what matters
Track calls and booking requests, not just clicks. Review the search terms report weekly for the first month and add negatives as you find waste. Look at which hours produce calls your front desk can actually answer; an ad that rings at midnight to a closed clinic only costs money. Set a daily budget you are comfortable losing while you learn, and avoid raising it until you understand which queries produce consultations.
Review the account monthly for compliance
Once a month, read every live ad and landing page as a regulator would. If a claim crept in during an edit, remove it. Keep a dated record of what was approved and by whom. If Google disapproves an ad, read the stated reason and fix the cause rather than rewording around it.
Next step
If you would like help setting this up, see how we work with skin specialists on our digital marketing for dermatologists page. You can also book a Discovery Session or call 8100550550. CENITPRO has worked with 100+ healthcare brands since 2012, from Kolkata, and we always start with what is allowed.
