Cannabis & Google Ads
High With googleAds
Many cannabis store operators or cannabis marketers wonder if they can use Cannabis GoogleAds to promote their products. After all, Google is one of the most important digital advertising providers around and can deliver great results for your business – if you use the opportunities correctly. But unlike other industries, cannabis brands face major hurdles and limitations in their advertising efforts.
Below we take a closer look at what you should know about cannabis Google Ads, why the guidelines are so strict and why SEO is often the better alternative.
Are cannabis Google Ads allowed?
Short answer: No – or only to a very limited extent. Google Ads explicitly prohibits advertising for cannabis and similar products in its guidelines. Certain formulations and references to psychoactive substances are not permitted. However, cannabis ads can occasionally be found in the search results. So what’s the catch?
Why is advertising cannabis on Google Ads so difficult?
Google sets high standards when it comes to “dangerous products and services”. This includes all substances that can alter mental well-being or have an intoxicating effect. Consequently, the advertising of marijuana, hashish, flowers and other THC-containing products on Google is strictly prohibited.
Although CBD (cannabidiol) is legally available in many countries, the guidelines here are often not yet sufficiently clear or are interpreted very strictly. In case of doubt, Google tends to reject ads that are related to cannabis or CBD.
Landing page trick: Your own redirect URL
One possible, albeit risky, solution is to use an additional URL that is stored as a landing page in GoogleAds. At first glance, this page should not immediately reveal that cannabis products are being advertised. It can then be technically set up so that it redirects to the actual cannabis website after a few seconds (or via a button).
However, this trick involves considerable risks:
- Account closure: If Google determines that you have been misled, your entire Google Ads account may be blocked.
- Time-consuming testing: You have to constantly try out new keywords and landing pages without knowing for sure whether they will be successful in the long term.
- Poor quality rating & low conversion: As the landing page must not contain any conspicuous cannabis keywords, the ad quality usually suffers too. The Google algorithm hardly recognizes any matches between search terms and landing page text, which can lead to a poor quality score. In addition, there is no clear product reference on the preceding page, which may lead to very low conversion rates.
Example of a landing page
Here is a typical example of such a landing page:
The screenshot shows a landing page with a minimalist design. The text deliberately avoids “suspicious” terms such as “cannabis” or “CBD” so that Google crawlers have no reason to block the page. At the same time, a large background image with a clearly recognizable cannabis plant shows the human visitor that they are in the right place and arouses their interest in clicking through to the actual store.
The whole thing can be made even more effective by including an age query directly on this upstream page. This gives the landing page a real benefit and does not just serve as a “cover page”. However, it is important to configure the age query in such a way that the result is transferred to the actual store page and the user does not have to be asked for their age twice in succession.
Contact for SEA & SEO
Both SEO (Search Engine Optimization) and SEA (Search Engine Advertising) are dynamic areas in which algorithms, guidelines and best practices are constantly evolving. Ingo Lembke combines the necessary expertise and practical experience to successfully master these challenges – whether it’s organic ranking or paid advertising campaigns.
Contact
0157 37 58 57 35 // hi@420mkt.com
Alternatives to cannabis Google Ads: Why SEO makes more sense
Search engine optimization (SEO) is a sustainable and stable way to drive traffic to your website. Unlike ad restrictions, SEO has virtually no guidelines that would block cannabis content. Instead, it’s about providing high-quality content and technically optimizing your site to rank high in search results.
Advantages of SEO
1. long-term successes
As soon as your website is listed at the top of the organic search results, it will benefit from increasing traffic in the long term. Unlike short-term advertising campaigns via Google Ads, the flow of visitors remains stable for months or even years – provided you maintain your content and adapt it to current trends.
2. confidence building
Users often perceive websites that appear in the first positions in the search as particularly reputable and trustworthy. A good ranking also signals that your site is relevant in terms of content. This can be the decisive incentive for potential buyers to take a closer look at your products and offers.
3. independent of advertising guidelines
Google Ads and other ad networks have strict regulations, especially when it comes to marketing cannabis products. With a focused SEO strategy, you won’t be dependent on ads being approved and won’t have to worry about potential suspensions of your advertising account.
4. branding
High-quality content on cannabis topics not only strengthens your ranking, but also your reputation in the industry. Regular specialist articles and useful guides will position you as an expert in your niche market. This will help you build a long-term brand that is valued by customers and partners alike.
Advantages and disadvantages of SEO and SEA
However, if you want to know how SEO compares to Google Ads (SEA) in the cannabis industry, it’s worth taking a look at their respective strengths and weaknesses. In the following table, you will find a comparison of the advantages and disadvantages of SEO and SEA – specifically tailored to the particular challenges of the cannabis market.
| Criterion | SEO | Google Ads |
|---|
| Costs | Advantages: Cost-effective in the long term, as no additional click costs are incurred after successful placement. Sustainable investment in your website. Disadvantages: Initial investment (e.g. for SEO audit, content creation) can be high. Success often only becomes apparent after a few months. | Advantages: Fast results if ads are approved. Precise budget control and predictable costs. Disadvantages: High click costs (CPC), especially for competitive keywords. Often no approval and therefore no benefit possible for cannabis topics. |
| Range | Advantages: Organic visibility in search results is often stable and grows over time. Ranking can lead to high trust, as users often trust organic results more. Disadvantages: Patience required until high positions are achieved. Continuous maintenance (e.g. content updates) required. | Advantages: Potentially large reach in a short time. Ideal for time-limited promotions (e.g. sales campaigns), if permitted. Disadvantages: Restrictions and bans on cannabis products, often no placement possible. Budget losses quickly if not optimized. |
| Risks | Advantages: No direct dependence on advertising guidelines of individual platforms (e.g. Google Ads). No account suspensions due to “unwanted” content. Disadvantages: Algorithm updates can change or even worsen rankings. Competition can quickly catch up with good SEO. | Advantages: If permitted, rapid scaling possible. Disadvantages: High probability that ads for cannabis will be rejected (guidelines). If rules are violated, the ads account is blocked (risk for brand and future campaigns). |
| Expenditure | Advantages: A well-established SEO structure delivers long-term results. Less effort over time if regular maintenance is carried out. Disadvantages: Initially high effort for keyword and competitor analysis, technical setup and content creation. | Advantages: If ads are approved, you can go live immediately after a short set-up phase. Disadvantages: Regular optimization (campaign structure, bids, ads) is necessary. Many test phases are often necessary to reduce conversion costs. |
| Sustainability | Advantages: Long-term traffic foundation that remains stable with good rankings. Trust through high rankings in the SERPs. | Disadvantages: As soon as the budget for ads stops, the traffic usually stops as well. No sustainable development of an “organic” presence. |
First steps towards more digital visibility
With strategic search engine optimization, you can achieve high visibility in organic search results in the long term – without the risk of rejected or blocked advertising campaigns. Below we present our most important tips on how you can successfully draw attention to your brand and your offers even without cannabis Google Ads.
SEO audit
Start with a thorough inventory: an SEO audit shows you where your website stands and where there is potential for optimization. In addition to technical factors such as loading time and URL structure, the content level should also be checked. This includes, for example, the quality of your texts, user-friendliness and internal linking. Based on the results, you can make targeted improvements and eliminate weak points.
Keyword competition analysis
Find out which search terms your target group uses to search for your products or services and how competitive these keywords already are. In a keyword competition analysis, you examine which search terms offer realistic chances of achieving a good ranking – especially in the cannabis environment, where many keywords could be severely restricted or viewed critically. A smart strategy is to not only focus on generic words such as “cannabis” or “CBD”, but also on long-tail keywords that are more specific and reflect a clearer user interest.
Understanding search intent
An effective SEO strategy always takes the user’s search intention into account. Think about what questions your potential customers have before they buy a cannabis product or want to find out more about it. Depending on the search intention – whether informative (knowledge search), navigational (targeted search for a brand or website), commercial (pre-purchase research) or transactional (the direct desire to buy) – you can create tailored content. This ensures that your website not only ranks for relevant keywords, but also really meets the needs of your visitors.
Content Marketing
Content marketing plays a crucial role in gaining visibility in the cannabis industry without having to rely on Google Ads. Create informative, comprehensive content that offers your users added value. This can be blog posts, guides, product presentations, FAQs or even videos and infographics. Pay attention to a clear structure, appealing design and reliable sources. If your content is perceived as helpful and competent, this not only boosts your SEO performance, but also your brand image.
Technical optimization
Regardless of the quality of the content, the technical performance of your website is crucial for search engine rankings. Ensure short loading times by compressing image files, using efficient caching and avoiding superfluous scripts. Make sure that your website works perfectly on mobile devices and is user-friendly, as more and more users are surfing via smartphone or tablet. A well thought-out page architecture and comprehensible URL structure make navigation easier for both users and search engines.
Local SEO
Especially if you run a stationary cannabis business or are focused on a specific location, you should not underestimate local SEO. Register with Google My Business, maintain your company data and collect as many positive reviews as possible. In addition, local keywords (“cannabis store in [city]”) or the integration of a map on your website can improve your ranking in local searches. This way, customers from your region will become aware of you without you having to place paid ads.
Receive up to €17,500 from the state now!
If you need support with the implementation of your Zile, we can help you and get our work funded. Our DAO is an authorized consultant and can apply for additional funding from the current funding programs, such as BAFA and go-digital. In addition, we can provide access to regional fundings.
So we can boost the budget and add further marketing solutions to the service package virtually free of charge.
Frequently asked questions about Cannabsi and GoogleAds
1. am I allowed to advertise cannabis products online at all?
The legal situation varies from country to country. In many regions, advertising for psychoactive cannabis products (THC-containing) is severely restricted or even illegal. Different rules often apply to CBD products, although these are not clearly defined everywhere. Be sure to check the local laws and guidelines.
2. why are Google Ads for cannabis restricted?
Google classifies cannabis products, especially those containing THC, as “dangerous products”. The company wants to avoid allowing advertising for substances that have an intoxicating effect or are considered potentially illegal. Google is therefore cracking down when it comes to cannabis-related ads.
3. can I still place cannabis Google Ads with creative keywords?
You could try to focus on related or slightly modified keywords. However, it’s a fine line: as soon as the algorithms or a manual checker recognizes the cannabis reference, the ad will probably be rejected. The lengthy tests and the risk of losing the account make this approach very risky.
4. is the “redirect URL trick” legal and is it worth the risk?
In a way, you are bypassing the Google check. However, such methods violate the guidelines. If Google recognizes this, your account can be blocked. Everyone has to decide for themselves whether the risk is worth it. In practice, SEO strategies are much safer and more sustainable.
5 What role does content marketing play for cannabis offers?
Content marketing is all the more important precisely because paid ads are difficult. High-quality articles, guides and blog posts ensure a better Google ranking, more visitors to your site and strengthen your perception as a reputable provider.
6 How quickly can I see success through SEO?
SEO is a long-term process. The first improvements can be seen after just a few weeks, but it often takes several months to achieve a stable ranking. In return, you have a sustainable foundation for organic traffic and don’t have to constantly pay for ads – or worry about them being approved.
7. what if I still want to start Google Ads for cannabis?
If you absolutely want to try it, you should familiarize yourself with Google’s guidelines beforehand and use a separate account to protect your main account. Be aware that your account can be suspended at any time. Legal advice may be useful to check regional requirements.
8 How do I find a reputable agency to support me?
Look for references and experience in the cannabis or CBD industry. An agency that is familiar with the specifics of the market can suggest better strategies, be it in the area of SEO or ad management. Reputable providers always openly point out risks and do not promise miracles.
Current SEO topics
Conclusion: SEO before Google Ads
Although the idea of using Google Ads to quickly advertise cannabis products is tempting, Google’s guidelines are extremely strict. The small detour via an external landing page that redirects can work, but it is risky. In the long term, a solid SEO strategy brings more stability and cost efficiency.
Our tip: continuously expand your web presence, offer high-quality cannabis-related content and optimize your website for search engines. In this way, you will sustainably increase traffic and sales – without any permanent risks to your Google Ads account.
If you need support, please get in touch with us! We can help you develop a customized SEO strategy and position your cannabis store in the best possible way.