Advertising a medical device on Google means working inside a policy framework that removes most of the targeting sophistication other sectors take for granted. Remarketing is restricted, health-based audience targeting is largely off the table, and creative is scrutinised.

Accept the constraint and change the lever

Because you cannot target the person, you have to target the moment. Search intent becomes the primary qualification mechanism: someone typing a specific symptom, condition or device name has told you what you are not allowed to infer from their profile.

That makes keyword architecture disproportionately important in medtech. Broad category terms attract researchers, clinicians, students and the merely curious. Specific, problem-led queries attract people considering a purchase.

Let the landing page qualify

Where targeting cannot filter, the page must. Clear statements of what the device does, who it is for, what evidence exists and what it costs will lose you clicks — which is the point. A lower click-through rate with a higher conversion rate is the correct trade in a regulated category.

Creative that survives review

Policy rejections usually stem from implied claims rather than explicit ones. Language suggesting treatment, cure or guaranteed outcome invites problems. Describing function factually, and letting published evidence carry the persuasion, is both safer and generally more credible to a clinically literate audience.

Measure to revenue, not enquiry

Medtech purchase cycles are long and often involve more than one decision-maker. Optimising to a form fill will reward the wrong traffic. Connecting the CRM so that qualified opportunities and closed revenue feed back into bidding is what separates accounts that scale from accounts that plateau.