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A practical guide to paid ads for dermatologists, skin cancer clinics and medical skin clinics in the UK, Australia and the USA: which platforms fit, which rules apply, and a simple 90-day plan.
By Ammar. .
The short version
People search for a skin doctor when something worries them, such as a changing mole, a rash that will not clear or acne that is hurting their confidence. They want a qualified clinician, a clear price and a short wait. Ads earn trust by being calm, honest and exact about qualifications.
What patients often search for
Show exactly who treats patients and what they are qualified to do. Titles such as dermatologist are protected in some countries.
Do not promise to find or rule out skin cancer. Explain what a skin check can and cannot do.
Do not write ads that guess a person has a skin condition. Meta does not allow this.
Run an ad group for each need, such as skin checks, acne, eczema, psoriasis, rosacea and hair loss.
The patient journey
Every step is a chance to earn trust or lose it. This is the path I plan around.
Skin care led by qualified experts.
Clear fees. Quick replies. Private and secure.
Book a skin checkNext appointments
Mon 9:00Tue 11:30Thu 2:00Illustration only. Not a real client page.
Blueprint
Start small, get the basics right, then grow. The order matters.
Choose the conditions and services you want to be known for, such as skin cancer checks, acne, eczema or psoriasis. Decide which are seen in person and which can be handled online.
Confirm registration, titles and insurance for each place you treat patients. Check which titles you may use in advertising and which treatments are prescription-only.
Use Google Ads for specific services and suburbs. Add Meta Ads written around services, never around a person’s skin condition. Short TikTok videos can educate. Non-surgical cosmetic ads on Snapchat must target 18+.
Write ads that describe your service, check titles and claims, and send people to landing pages with clinician qualifications, fees, wait times and a short guide to your first visit.
Track bookings by campaign, and keep health details and skin photos out of ad tools. Reminders should not reveal health details.
Email recall reminders to patients who need regular skin checks, update referring GPs, and review the ad results each month.
Three markets
The patient journey looks similar everywhere. The rules, funding and search habits do not.
NHS dermatology waits can be long, so some people look for private skin clinics. Others use private medical insurance, which often needs a GP referral.
Clinics giving medical care in England may need CQC registration, so check first. Ads must be honest and backed by evidence (CAP Code). Prescription-only medicines cannot be advertised to the public, and the ASA has ruled against screening ads that implied a test could show whether someone has a disease. Health information is special category data under UK GDPR.
Google Ads in plain language, careful wording about checks and results, and a clear NHS, private and insurance pathway on the landing page.
Skin cancer is common in Australia, so many people search for a skin check at a skin cancer clinic or GP. A GP referral is usually needed for a Medicare rebate on a specialist dermatologist visit, so GPs are an important audience.
Only practitioners with specialist registration can use specialist titles such as dermatologist, and words like “specialist” or “specialises in” can also imply specialist registration. A GP can describe a focus of practice if the wording is accurate and does not imply specialist registration. Misusing a protected or specialist title is an offence under the National Law. Testimonials cannot be used in advertising, including on your own website and social pages. The TGA bans advertising prescription-only medicines to the public.
Accurate titles and wording, such as “GP working primarily in skin cancer checks” if that is true, ads for GP referrers, and no testimonials.
Patients search by condition, location and insurance. Teledermatology is common for acne, rashes and follow-up visits.
HIPAA applies to patient data, including skin photos. State medical boards set the rules for who may treat patients and for telehealth across state lines. Meta does not allow ads that imply you know a person’s health condition, such as “Is your eczema getting worse?”, and Google limits personalised ads about health conditions. Review every pixel and tag before you use it.
Ads written around services instead of conditions, insurance and in-network wording, and state licence checks for telehealth.
General information, not legal advice. Rules change, and these points were checked on 23 October 2026. Always confirm with your regulator, professional body or lawyer before you advertise.
How I help
One specialist to plan the ads, run them and report on them, so you can focus on patients.
Work I have done
Open invitation
I am building real case studies for this industry and I do not invent results. If you run a dermatology or skin clinic, we can agree a clear plan and honest reporting. With your permission, we can later write up what worked and share it here.
First 90 days
This is a plan, not a promise. Timing depends on approvals, content and your team, and I never guarantee results.
Questions
Yes, with care. Describe the service honestly, such as what a check involves and who does it. Do not promise to find or rule out cancer. The UK ASA has ruled against screening ads that implied a test could show whether someone has a disease.
In Australia, only practitioners with specialist registration may use specialist titles, and words like “specialist” or “specialises in” can imply specialist registration. A GP can describe their focus if the wording is accurate and does not imply specialist registration. In other countries, check your regulator’s rules on titles.
It depends on your country. In Australia, AHPRA rules do not allow testimonials about clinical care in advertising, including on your own website. In the UK and USA, photos and stories must be genuine, not misleading and used with the patient’s consent. I check the rules for your country before anything goes live.
Google Ads usually comes first, because people search for a skin check or a clinic. Meta Ads can add reach if they describe your service and do not guess at a person’s skin condition. Short TikTok videos can educate. Snapchat requires non-surgical cosmetic ads to target 18+.
Sources and notes
These links were checked on 23 October 2026. Some points, such as referral routes and funding, come from general knowledge of how each system works, so confirm them with the official body.
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