PMax products limited for "Personalized advertising: health"?
Google treats health as a sensitive category for personalized ads, so health related products can still serve but not through Customer Match, your data segments, audience expansion or lookalikes. In Performance Max, look for anything that feeds your own customer lists, including the new customer acquisition goal, because those lists are the audiences the policy rules out.
What the policy says
Google's personalized advertising policy treats health as a sensitive interest category, so health promotions cannot use every audience. Google's examples of health content include treatments for chronic conditions like diabetes or arthritis, counseling for depression, anxiety or addiction, medical devices like CPAP machines, and treatments for pregnancy and infertility.
The product itself can still be advertised. What changes is how Google may pick the people who see it.
Which audiences are out
| Not supported for health promotions | Still supported |
|---|---|
| Customer Match | Predefined Google audiences |
| Your data segments | In-market and affinity |
| Advertiser-curated audiences | Demographics and life events |
| Audience expansion | Location targeting |
| Lookalike segments | Custom segments |
Where PMax may still use your lists
In a thread on r/googleads this week an advertiser saw established PMax products fall from hundreds of Shopping impressions a day to almost zero from September 26, with the asset group marked Eligible (limited). They had no audience signals in the asset group, but the new customer acquisition goal used their customer lists at account level.
Check every place a customer list enters the campaign:
- Audience signals in each asset group.
- The customer acquisition goal and the lists it uses to tell new from existing customers.
- Shared audience lists at account level.
Then compare impressions and conversions before and after the day the flag appeared, so you know which change brought them back.
Measure before and after
Ads MCP connects your AI assistant to your Google Ads account in read only mode. did_it_work compares spend, conversions and cost per conversion in the days before and after a date you choose, for example the day the policy flag showed up or the day you removed a customer list.
Ads MCP is a read-only Google Ads connector for ChatGPT, Claude and other AI assistants. It finds the searches that spend without converting and hands you a file to import. Free: 50 tool calls a month.
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