Navigating the Google Ads Ban on Cannabis
Advertising in the cannabis industry can be tricky. Each state has its own rules and regulations that restrict how and where you advertise your cannabis business or products, and some platforms have banned cannabis advertising altogether.
Google Ads is one of the most popular marketing tools, but it’s banned in the cannabis industry. This poses significant challenges for cannabis businesses looking to leverage the reach and precision targeting that Google Ads offers. Luckily, there are plenty of great web-based marketing and advertising alternatives that can help your cannabis business attract customers.
In this article, we’ll be revealing the reasons behind the Google Ads ban and exploring alternative advertising strategies that your cannabis business can take advantage of.
What’s so Great About Google Ads?
Google is the most widely used search engine, bringing in 8.5 billion searches every day. Generally speaking, Google presents searchers with information or websites primarily through the use of algorithms, data, keywords, and user-specific information like location.
Google Ads is a product of Google, and it’s a very popular marketing tool most commonly used to promote businesses, products, and/or services. Google Ads works by displaying an advertisement based on a search phrase or keyword. Ads are typically presented at the top of the results page after a search is made, and they’re marked as a “Sponsored.”
Simply put, Google Ads is a platform that allows users to pay Google to present their website first when a searcher is looking up certain phrases or keywords. Using Google Ads is a great way to increase web traffic and brand visibility, but unfortunately, you can’t use it to advertise anything related to recreational or medical cannabis.
Why Google Ads Banned Cannabis Advertising
Since Cannabis is not federally legal, and individual views on cannabis vary, many digital advertising platforms like Google Ads have decided to ban both recreational and medical cannabis and dispensary advertising.
Cannabis is on Google’s list of ad policies in the “Dangerous products or services” section. This section of the policies aims to avoid potential legal complications and maintain a uniform standard across all regions where Google operates.
Google Ads CBD Policies
CBD businesses, brands, and products in California, Colorado, and Puerto Rico, are allowed to use Google Ads despite the ban on recreational and medical cannabis promotion.
This is specifically for the promotion of topical, hemp-derived CBD products containing 0.3% THC or less. These products could be creams, sprays, roll-ons, lotions, or anything else that fits into the CBD or hemp category.
If you want to advertise a CBD business, brand, or product, you will need to apply for a certification directly from Google.
Before you apply, be sure to review requirements and geographic limitations to ensure you qualify. You will also need to apply for certification with LegitScript before completing the CBD application form in the Google Ads Help Center.
Alternative Marketing Strategies for Cannabis
Even though many have claimed to find loopholes in the cannabis Google Ads policies that have allowed them to advertise cannabis in some capacity, it’s best to avoid doing these things. Violations can have consequences including a ban on your google account.
On the bright side, there are several effective ways for cannabis businesses to advertise and increase web-traffic without using Google Ads. Taking advantage of Search Engine Optimization (SEO) is the best way to increase your cannabis brand’s visibility.
SEO is used to increase your websites visibility and traffic on Google by using things such as keywords, and effective website optimization. Working with a professional marketing company is a great way to ensure your website is SEO friendly and consistently brings in more traffic.
Improving SEO for cannabis companies requires consistent posts of relevant content featuring cannabis keywords that your target audience is searching. You will need to make sure your website has plenty of strong backlinks, mobile optimization, and much more. You can learn more about SEO and cannabis marketing here!
Besides SEO, here are some other ways you can advertise your cannabis business, brands, and products.
1: Social Media Marketing
While many social media platforms have restrictions similar to Google Ads, there are still opportunities for organic growth. Platforms like Instagram, LinkedIn, and Twitter can be used to share marijuana ads, build a brand presence, engage with the community, and share educational content. You can learn more about cannabis social media marketing here!
2: Content Marketing
Creating valuable content, such as blog posts, videos, and infographics, can attract and educate potential customers. SEO content can improve your website’s visibility on search engines, driving organic traffic.Taking advantage of content marketing is a great way to improve your dispensary digital marketing and share marijuana ads.
3: Email Marketing
Building an email list and sending regular newsletters can keep your audience informed about new products, promotions, and industry news. This direct form of communication is highly effective for customer retention.
5. Local Advertising
Focus on local cannabis and dispensary advertising methods like participating in community events, sponsoring local initiatives, and leveraging local SEO to attract customers in your area.
6: Cannabis-Specific Platforms
Cannabis-Specific Platforms: Utilize advertising platforms and networks that cater specifically to the cannabis industry, such as Leafly, Weedmaps, and other cannabis-friendly digital spaces. Doing so will drastically improve your cannabis and/or dispensary digital marketing since the users of those digital spaces are already interacting with other cannabis businesses and brands.
7: Influencer Partnerships
Collaborating with influencers who align with your brand can help reach a broader audience. Influencers can provide authentic reviews and promote your products to their followers.
Staying Compliant
When advertising your cannabis business, it’s crucial to stay compliant with cannabis Google Ads and all local and state regulations. Ensure your marketing messages are truthful, do not make false claims, and avoid targeting minors. Regularly reviewing the cannabis and dispesnary advertising guidelines in your region will help avoid legal issues and maintain a positive reputation.
Cannabis Business & Brand Marketing with CannDelta
While the ban on Google Ads presents a significant hurdle for cannabis businesses, there are numerous alternative strategies that can effectively promote your brand and products. By leveraging social media, content marketing, email campaigns, influencer partnerships, local advertising, and cannabis-specific platforms, you can successfully navigate the advertising landscape and grow your business. Most cannabis businesses today work with a cannabis marketing agency like CannDelta to ensure their marketing is as impactful and lucrative as possible. For more information about compliant cannabis marketing, visit our Marketing Services page!
Frequently Asked Questions
Can I Run Cannabis Ads on Google?
You cannot use Google Ads to advertise a cannabis business or brand since it goes against Google Ad’s policies in the Dangerous products or services section. Even though some people have claimed to find ‘loopholes’ in Google’s policies, it’s best to avoid these, and use different advertising and marketing techniques.
How do I Run Google Ads for CBD?
You can use Google Ads for CBD products if you are advertising in California, Colorado, or Puerto Rico, but you have to apply. Be sure to review all of the requirements and geographic limitations to ensure you qualify before applying. Apply for certification with LegitScript before completing the CBD application form in the Google Ads Help Center.
How Can You Advertise a Cannabis Business Online?
You can advertise a cannabis business online in a number of ways. Some of the best and most compliant ways to advertise a cannabis business online involve increasing organic search results by utilizing SEO, social media, content creation, local advertising, and more. Typically, many paid advertising platforms such as Google Ads are restricted for cannabis advertising. Alternatively, you can work with an agency that specializes in SEO for cannabis companies, use cannabis keywords in your content, and be sure your website is fully optimized.
What are the Ways to Advertise Cannabis?
You can advertise cannabis in a number of ways. Here are some of the most popular marketing techniques:
- Social media marketing
- Email marketing
- Utilizing cannabis-specific platforms
- Content marketing
What are the Challenges of Advertising Cannabis Products on Google Ads?
Cannabis products cannot be advertised on Google Ads at all since doing so goes against Google’s policies. This means that anyone trying to advertise a cannabis business or product on Google will need to do so without the Google Ads platform. This can be done by using methods that gain organic search results, like improving SEO.