The CBD industry has grown into a multi-billion-dollar business, yet marketing remains one of its biggest hurdles.
While many owners want to boost their CBD businesses through Google Ads, a lot of them find themselves isolated and searching for the answer to “Can you advertise CBD on Google Ads?”
The answer to this is both yes and no. Yes, because Google Ads CBD policy has loosened, and no, because it is nearly impossible to sweep through the present restrictions.
To succeed in this highly competitive and evolving marketplace, you need someone to help you navigate these challenges, and in this article, we’ll break down each step for you.
Google’s Current Position on CBD Advertising
Google classifies CBD under the “Unapproved Pharmaceuticals and Supplements” policy and bans the paid promotion.
For years, CBD brands have relied solely on organic search, content marketing, and cannabis-friendly platforms instead of Google’s PPC powerhouse.
However, after 2023, many restrictions have changed, notably with Google’s announcement of a pilot program that allows certain CBD products to be advertised. However, these ads were only allowed in California, Colorado, and Puerto Rico.
Google only allowed hemp-derived CBD products with 0.3% THC or less and FDA-approved topical pharmaceuticals to be advertised.
While these updates might sound insignificant, in 2023, they were a breath of fresh air after years of restrictions and a complete ban.
It represented a monumental step forward. For the first time, CBD brands could access Google Ads legally.
The Certification Process: LegitScript
To prevent mischief, Google partnered with LegitScript. It is a third-party certification company and is trusted by Visa, Facebook, and other healthcare platforms. Any advertiser planning to run CBD Google ads must first pass LegitScript’s review.
Certification involves proving that your products are:
- Hemp-derived with THC content below the federal threshold.
- Compliant with FDA, USDA, and state-level regulations.
- Accurately labeled and tested by third-party labs.
LegitScript reviews both your website and individual products. Fees can run into thousands of dollars annually, with costs ranging from $1,600 per year for websites to $1,000 per product, depending on your catalog size.
For startups, this is a major investment. But for established CBD brands, the ability to appear on Google search pages where customers are actively looking to buy CBD is often worth the price.
Challenges Beyond Certification
Even after the LegitScript approval, it’s not a straight road ahead to advertise CBD online. Google Ads policies strictly prohibit making health claims.
If your ad copy suggests that your CBD products treat anxiety, cure insomnia, relieve pain, give a jolt of energy, or help with any illness, your campaign will most likely get disapproved.
While this might feel limiting, it is still enough to get your brand the right attention and open many doors as compared to a complete ban.
Workarounds and Realities
Even with certification, posting ads is still a hurdle for advertisers. You can’t just write anything on your ad; you need to look out for rigid policies, banned keywords, and trigger visuals.
For that, you need a carefully crafted campaign that avoids disallowed terms, focuses on education, promotes the products as a lifestyle choice rather than a medicinal cure, uses hemp-related long-tail keywords, and uses Google Shopping ads, where products can occasionally appear in results.
However, this approach is risky. Ads may be approved one day and disapproved the next. Accounts can be suspended if Google determines you violated its policies.
At Taboo Digital Marketing, we always recommend working within compliance rather than gambling with loopholes. The cost of losing your ad account is far higher than the reward of a short-term campaign.
Alternative Strategies Beyond Google Ads
If you don’t want Google CBD advertising. Organic strategies are a great way to grow your business and boost visibility. Here are a few proven ways to grow your business organically.
- Search Engine Optimization (SEO)
- Content Marketing
- Email Marketing
- Cannabis-Specific Platforms
- Influencer Partnerships
At Taboo Digital Marketing, we’ve seen clients achieve massive ROI by combining organic SEO with creative outreach strategies while preparing for paid opportunities like Google Ads.
Why CBD Brands Still Need Google Ads
Well, Google is a key to reaching a massive audience, and Google Ads puts your product in front of your audience. This way, you don’t have to seek them or chase them; Google does that for you.
Also, Google Ads remains intent-driven, meaning your ads appear when someone is actively searching for it. Unlike social media, where people scroll for entertainment, search engines capture demand in real time.
Even though your campaign is limited to certain areas, running certified Google Ads will help you attract more users. It will also build authority, foster trust, and give you a competitive edge among other businesses.
Also, being an early adopter positions your brand as an authority if Google inevitably expands its CBD advertising program.
Building a Compliant CBD Ad Strategy
If you still want to use Google Ads for CBD, here’s how to set yourself up for success:
1. Apply for LegitScript certification and budget for both product and website approval.
2. Avoid health claims in your copy and on landing pages; focus on quality, sourcing, and transparency.
3. Optimize your website for compliance and SEO. Google reviews not just your ad copy but the entire landing page.
4. Target approved regions only and set up demographic filters to avoid violations.
5. Partner with an experienced CBD marketing agency that combines compliance expertise with creative campaign design.
At Taboo Digital Marketing, we’ve seen firsthand how persistence and creativity can get compliant CBD ads approved and performing. From tweaking copy to optimizing metadata, small adjustments make the difference between rejection and success.
Final Thoughts
CBD advertising on Google isn’t about shortcuts; it’s about strategy, patience, and compliance. You need to adhere to very strict policies because one misstep can cost you your Google business profile.
While most CBD brands won’t have unrestricted access to Google’s ad networks, this opportunity works for those willing to invest in compliance and smart strategy.
For those who are not willing to invest, they can focus on organic marketing, influencer collaborations, and cannabis-friendly platforms.
The smartest CBD brands are already taking action to establish their brand at the forefront of the CBD industry by leveraging every channel.
When you are trying to thrive in a highly competitive and sensitive industry, compliance, creativity, and consistency are mandatory.
To sum it up, running CBD ads on Google is less about loopholes and more about strategy. With Taboo Digital Marketing by your side, you get a team that understands the compliance hurdles, knows how to navigate them, and puts your brand in front of the audience it deserves.
