Health & welfare benefits
Applications for health and welfare assistance programs are covered. We prepare certification and compliant pages.
If your business helps people access healthcare, health insurance, disability aid, unemployment support, food assistance or housing programs, you have likely discovered that your Google Ads keep getting disapproved. Google restricts advertising related to government health and welfare benefits, and without the right certification your campaigns simply won't run — no matter how legitimate your service is.
Under Google's Government Documents and Services (GODOS) policy, only certified governments and authorized providers may run ads that promote direct acquisition of restricted benefits and services. Categories like the Community Services Card in New Zealand or the Social Security Card in the United States fall squarely within this policy. Everyone else must apply for Google certification and complete Google's advertiser verification program before ads can be shown.
The upside is significant: once you are certified to advertise, you can reach the people who genuinely need your help through one of the world's largest advertising platforms. This page explains why the category is restricted, who needs GODOS certification, the steps involved, and how we help businesses navigate the process.
What’s restricted
- Healthcare, health insurance, disability aid
- Unemployment, food, housing assistance
Why Google restricts health & welfare benefits ads
Health and welfare benefits are a magnet for fraud and exploitation. Scammers frequently pose as official agencies to harvest personal data, charge fees for services that are actually free, or trick vulnerable people into paying for benefits they are entitled to at no cost. Because these programs touch some of the most sensitive areas of people's lives — medical care, disability support, food and housing — Google applies extra scrutiny to protect users.
To reduce this risk, Google automatically adds a "Not a government website" disclosure to Search ads in this category unless you are a certified government provider. The GODOS policy ensures that advertisers promoting healthcare access, health insurance enrollment, or welfare assistance are properly vetted, transparent about who they are, and clear that they are not the official government source.
Who needs GODOS certification
- Health insurance brokers and marketplaces that help people compare or enroll in coverage
- Companies assisting with disability aid, unemployment claims, or benefit applications
- Organizations helping people apply for food assistance, housing support, or subsidized services
- Third-party services related to documents like the Community Services Card (New Zealand) or Social Security Card (US)
- Nonprofits, advocacy groups, and consultancies that guide users toward government health or welfare programs
How to get certified: step by step
- 1
Confirm your category and eligibility
Determine whether your service falls under GODOS health and welfare benefits. Review exactly which documents or programs you promote — such as health insurance, disability aid, or benefit cards — so your application reflects your true business activity.
- 2
Prepare transparent landing pages
Ensure your website clearly states who you are, that you are not a government agency, what you charge (if anything), and how your service differs from official channels. Google reviewers examine this closely for this category.
- 3
Complete Google's advertiser verification
Submit the identity and business documentation required by Google's advertiser verification program. This confirms the legal entity behind the ads and is a prerequisite for running restricted benefit campaigns.
- 4
Apply for GODOS certification
Submit the certification application for the health and welfare benefits category, providing accurate details about the services you promote and the regions you target.
- 5
Align ad copy with policy
Adjust ad text and destinations so they don't imply government affiliation and comply with the "Not a government website" disclosure requirements applied to this category.
- 6
Monitor, respond, and maintain compliance
After approval, keep documentation current and address any warnings promptly. Google typically provides at least 7 days' notice before suspension, so responding quickly protects your account.
Common mistakes that get ads disapproved
- Using official-looking logos, colors, or wording that implies the advertiser is a government agency
- Failing to clearly disclose fees for services that users could obtain free from the government
- Landing pages that lack a clear statement identifying the business as a non-government provider
- Running ads before completing both GODOS certification and advertiser verification
- Making misleading claims about guaranteed benefit approval, faster processing, or exclusive access
- Ignoring policy warnings and losing the chance to fix issues within the notice period before suspension
How we help
We work with advertisers worldwide to prepare strong, accurate GODOS certification applications for the health and welfare benefits category. We review your website and ad assets against Google's requirements, help you add the transparency and disclosure elements reviewers look for, and guide you through the advertiser verification program step by step. Because this category is highly sensitive, we focus on eliminating the ambiguity that commonly triggers disapprovals — from unclear fee statements to language that could be read as government affiliation.
We are an independent consultancy and are not affiliated with Google, and we cannot guarantee approval — all decisions rest with Google. What we do provide is experienced, practical support so your application is complete, compliant, and clearly presented the first time. If warnings or issues arise later, we help you interpret them and respond within the notice period so your campaigns stay live.
Region-specific examples
Related services
Google Ads Policy Audit
A full review of your account, ads, and landing pages against the GODOS policy, with a prioritized fix list.
Ad Copy Compliance
We rewrite ad copy and extensions to meet policy requirements without losing performance.
Landing Page Optimization
Compliant, high-converting landing pages with the correct disclaimers and disclosures.
Google & Government Verification
Guidance through Google certification and the advertiser verification program, step by step.
Frequently asked questions
Why do my Google Ads for health insurance or benefits keep getting disapproved? +
Health and welfare benefits are restricted under Google's GODOS policy. Ads promoting healthcare access, health insurance enrollment, disability aid, or welfare assistance won't run until you complete Google's advertiser verification and obtain GODOS certification for the category.
Do I need certification if I only help people apply for benefits and don't issue them? +
Yes. Even if you are a third-party service rather than a government agency, promoting the acquisition of restricted benefits or documents — such as a Community Services Card or Social Security Card — falls under the policy and requires certification plus verification.
What is the "Not a government website" disclosure? +
Google automatically adds this disclosure to Search ads in restricted government categories unless the advertiser is a certified government provider. It tells users your business is not the official government source, which is essential for transparency in health and welfare advertising.
Can a private company or nonprofit get certified to advertise welfare services? +
Non-government advertisers generally cannot promote direct acquisition of restricted benefits the way certified governments can, but many can still qualify to advertise related services by completing advertiser verification and GODOS certification, provided their pages are transparent and compliant.
How long does the certification process take? +
Timelines vary depending on Google's review queues and how complete your application and website are. Submitting accurate documentation, transparent landing pages, and compliant ad copy from the start helps avoid delays and repeated resubmissions.
Can you guarantee my ads will be approved? +
No. We are an independent consultancy and are not affiliated with Google, so all certification and approval decisions rest solely with Google. We maximize your chances by ensuring your application and assets fully meet policy requirements before you submit.