Google's healthcare policies disapprove ads with unapproved health claims. Your bestseller gets disapproved because of ingredient benefit statements.
Example: 'Boosts immune system' claim triggers disapproval, product stuck for weeks
Bidding on symptom and condition keywords attracts researchers, not buyers. 'Best vitamins for energy' converts at 4x the rate of 'why am I tired.'
Example: Paying $1.80 CPC for 'vitamin D deficiency symptoms' with 0.4% conversion rate
Subscription offers 40% better LTV, but ads and landing pages don't emphasize subscription benefits. Customers buy once and never return.
Example: 90% of Google Ads customers buy one-time vs. 40% for email customers
Supplement buyers often want routines, not single products. Your ads promote individual SKUs while competitors win with 'complete wellness stack' positioning.
Example: Single product AOV $35 vs. stack AOV $89, but no stack-focused campaigns
Supplement buying requires high trust. Unknown brands with few reviews can't compete against established players, regardless of product quality.
Example: 2.1% conversion with 500+ reviews vs. 0.6% for same product with 23 reviews
With a single asset group, Google optimizes for aggregate ROAS by heavily favoring your top 5-10 products. The rest of your catalog gets almost no impressions. Worse, low-margin products drag down profitability while appearing successful in aggregate.
Fix: Segment products by performance tier: Winners (scale), Potentials (test), Underperformers (cut or fix). Create separate asset groups for each.
PMax claims credit for brand searches that would've cost $0.30 through a dedicated brand campaign. Without exclusions, you're paying 3-5x more for customers already looking for you.
Fix: Add brand exclusions to PMax and run a separate Brand Search campaign with exact match keywords.
Missing GTINs, generic titles, no custom labels, and missing sale prices hurt your Shopping ad performance. Health claims in titles/descriptions
Fix: Use compliant, ingredient-focused titles (not benefit claims)
Your 5x ROAS might look great until you realize 70% of sales are repeat customers who would've bought anyway. You're paying to acquire customers you already have.
Fix: Segment reporting by new vs returning customers. Set up customer match lists and analyze true CAC.
Not all campaign types work for supplements & vitamins stores. Here's what to skip:
Compliance risk and low conversion
Disapproval and account risk
Auto-generates risky ad copy
Follow these best practices to maximize your Supplements & Vitamins Google Ads performance:
Budget: 20-30% • Target ROAS: 6-10x
Budget: 35-45% • Target ROAS: 4-6x
Budget: 20-30% • Target ROAS: 3-5x
Budget: 10-15% • Target ROAS: 5-8x