NDIS and aged care marketing
Ads for
care providers.
Google and Meta both treat disability and health as sensitive. Google doesn't allow remarketing, Customer Match or lookalikes for disability ads, even when aimed at carers, and Meta rejects ads that imply someone's disability or health. So care providers win on search keywords, location and clear wording, not audience lists. Separate client ads from job ads, and track enquiries without sending health details anywhere.
Written by Dan Picken, a marketer who checks the sources. Last checked 2 November 2026.Google's
sensitive categories.
Google's personalised advertising policy lists disabilities as a sensitive health category, even when content is aimed at the user's primary caretaker. For those ads you can't use Customer Match, your own data segments (remarketing), lookalike segments or audience expansion.
What you can still use: Google's predefined audiences like in-market and life events, location targeting, and search keywords, which match what someone is searching for rather than who they are.
What can
you target?
Pick the targeting you're planning, and see what the policies allow.
Targeting checker
What can
you target?
Tick what you're planning for ads about disability, aged care or health services. Based on Google's personalised advertising policy, checked 2 November 2026.
Verdict
-
On Facebook and Instagram, the bigger risk is wording: Meta rejects ads that imply the reader's disability or health. Use the claim checker on the hub page.
Meta's
wording rule.
Meta's ad standards say ads must not assert or imply personal attributes, including disability and physical or mental health. 'Are you living with a disability?' or 'Struggling with your condition?' get rejected.
Talk about the service instead: 'Support workers in Gosford who stay with you long term' or 'In-home support across the Central Coast'. It reads better anyway.
The same funding rules apply to social ads. The ACCC penalty over an Instagram ad saying 'If you have NDIS funding, it's covered' is a reminder that boosted posts are ads.
Search does
the heavy lifting.
People searching 'NDIS physio Wyong' or 'Support at Home providers Newcastle' already know what they want. Bid on service plus place, send each search to the page for that service, and show your area and capacity on the page.
Keep job searches out. 'Support worker jobs' and 'NDIS provider' share words, and without negative keywords a client campaign can spend on job seekers.
Tracking without
health data.
Track enquiries, calls and forms as conversions. To see which ones became clients, send them back to Google Ads with the click ID or hashed lead details rather than personal details where you can.
Keep condition, diagnosis and plan details out of page URLs, form names and anything a tracking tag can read. Google Analytics policies ban sending personal information, and health details are the last thing you want in an ad platform.
Job ads are
a separate campaign.
Many providers spend as much on finding workers as on finding clients. Run them separately: different budgets, different pages, different measures of success. The recruitment page covers that side.
What I see most often
What I'd check first
in a provider's ad account.
- 1
Remarketing lists on disability ads
Audience lists that the policy doesn't allow for this category.
- 2
Job seekers in client campaigns
Search terms full of 'jobs' and 'careers' with no negative keywords.
- 3
Health details in URLs
Thank-you pages or form fields with a condition or service in the address.
The honest bit. Ads won't fix a lack of capacity. If you can't take new clients for three months, spend on recruitment first.
Questions
people ask.
Can I use remarketing for NDIS ads?
Not for ads in Google's disability category. Google lists disability as sensitive even when ads target carers, which rules out remarketing, Customer Match and lookalikes.
Why did Meta reject my NDIS ad?
Often because the wording implies the reader has a disability or health condition. Meta's personal attributes policy bans that. Describe the service instead.
Can I target carers or families?
With Google's predefined audiences and location, yes. Google's policy still treats disability ads aimed at carers as sensitive, so your own audience lists are out.
How should NDIS providers measure ads?
By enquiries that become service agreements, not clicks. Offline conversion uploads let Google learn which searches bring clients.
Related
Keep
going.
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What happens next
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