Get More Facial Customers with Google Ads in Dubai
Salon facials in Dubai: which ones DHA ST-05 lets beauty therapists do, why acne claims are off limits, keywords, negatives and WhatsApp replies that book.
Bought a new facial device, or added a new skincare line? Customers will search "facial near me", "deep cleansing facial dubai" and "hydrafacial price dubai", and the most valuable of them are comparing salons with clinics. A salon can win many of those searches, because DHA's ST-05 Appendix 1 allows beauty therapists to do comedone extraction, superficial peels, HydraFacial and microdermabrasion. Microneedling, laser and IPL are not allowed in a salon. Build ad groups around the facials you are approved for, make negatives of the clinic-only ones, and never promise to treat acne or any skin disease: Dubai Municipality bars salons from that.
Last checked: 28 October 2026
| Salon (beauty therapist) | Clinic | |
|---|---|---|
| Blackhead and comedone extraction | ✓ Appendix 1, item 1 | ✓ Allowed |
| Superficial chemical peel | ✓ Item 3 | ✓ Allowed |
| HydraFacial and microdermabrasion | ✓ Items 13 and 24 | ✓ Allowed |
| Microneedling | ✗ Not in a salon | ✓ Allowed |
| Laser, IPL and deep peels | ✗ Not allowed | ✓ Doctor-led |
What customers in the UAE search for
- Facial type: "deep cleansing facial", "hydrating facial", "glow facial", "gold facial", "bridal facial". Each has its own ticket size.
- Device or brand: "hydrafacial dubai", "hydrafacial price dubai", "oxygen facial". Brand searches are high-intent, but only bid on a device you really own.
- Concern: "facial for acne", "facial for pigmentation", "facial for dull skin". Answer with what the facial does, not with a promise to treat a condition.
- Price, area and near me: "facial price dubai", "facial near me", "facial salon jlt".
- Not customers or not yours: "facial kit", "facial at home", "esthetician course", and clinic-only searches such as "microneedling", "laser facial" and "prp facial".
What your ads can and cannot say
- Offer only what ST-05 allows, with DHA approval. DHA's Standards for Non-Surgical Cosmetic Procedures let beauty therapists perform the Appendix 1 procedures ticked for them in a salon, without healthcare supervision, except laser and IPL hair removal and microneedling. Dubai Municipality's salon guideline (V5, March 2026) tells salons to obtain DHA approvals and permits for non-surgical cosmetic services.
- No treatment claims. The same guideline bars salons from giving medical advice or trying to treat skin diseases. "Clears acne" or "treats eczema" crosses that line. "Deep cleansing for congested skin" does not.
- Skin consultation first. Dubai Municipality's skin care form asks about allergies, skin conditions, current treatment and recent laser, tanning or peeling. Ask before every facial and keep the record.
- Brand names: a device maker can restrict its trademark in your ad text under Google's trademarks policy, and naming a device you do not use is misleading under its misrepresentation policy.
- Prices include VAT (Mondaq).
Campaign structure
- Ad groups by facial type, with a separate group for the device you own. Each goes to its own section of the menu.
- Concern searches with care: bid on "facial for dull skin" or "facial for congested skin", and send them to a page that says what the facial does. Refer medical concerns to a doctor.
- Series and memberships: facials repeat monthly, so a course or membership page turns one click into several visits.
- Remarketing: a salon facial is not one of Google's sensitive health categories, so reminders to customers who agreed to marketing are normally available. Keep the ad about your service, not the viewer's skin.
Landing page and WhatsApp follow-up
- A facial menu with what each facial includes, time, price including VAT and who it suits.
- Your therapists and their training, plus a line that medical skin concerns are referred to a doctor.
- Pre-facial questions on the booking form: allergies, skin conditions, current skincare medication, recent peel or laser.
Track bookings with conversion tracking and book the next facial before she leaves.
Scale your beauty salon with Google Ads
Access One is a Dubai healthcare Google Ads agency and a Google Partner, and we also run Google Ads for salons and beauty businesses. We know which facials belong in a salon and which belong in a clinic. Get a free Google Ads audit or talk to us. See beauty salon Google Ads, read how to get more salon clients in Dubai, or for clinics, how to get more dermatology patients.
Frequently asked questions
Can a beauty salon in Dubai offer HydraFacial?
DHA's ST-05 Appendix 1 ticks HydraFacial for beauty therapists, and ST-05 allows Appendix 1 procedures in a salon except laser, IPL and microneedling. The salon still needs the DHA approvals that Dubai Municipality points to.
Can a salon advertise an acne facial?
Not as a treatment. Dubai Municipality bars salons from giving medical advice or treating skin diseases. Advertise a deep cleansing facial with extraction and refer active acne to a doctor.
Can my salon offer microneedling facials?
No. ST-05 excludes microneedling from the procedures beauty therapists may perform in a salon. Add "microneedling" as a negative keyword.
Can I use the device brand name in my facial ads?
Yes if you own the genuine device, but the brand owner can restrict its trademark in ad text. Lead with the facial type and name the device on your page.
Sources
- DHA: Standards for Non-Surgical Cosmetic Procedures (ST-05, issue 2), Appendix 1
- Dubai Municipality: Technical Guidelines for Compliance of Salons, Barbershops and Beauty Centers (V5, 26 March 2026)
- Google Ads: Trademarks
- Google Ads: Misrepresentation
- Google Ads: Health in personalised advertising
- Mondaq: UAE VAT-inclusive displayed prices rule
Published 28 Oct 2026 · Access One
What changed for our clients
UAE clinics, hospitals and home healthcare brands that scaled with Google Ads.
Valiant ClinicPremium clinicNew patients tripled in one quarter.
Rebuilt the account around high-intent searches, each with its own landing page.
Liv HospitalHospitalEvery lead source became easy to measure.
Offline conversions sent back to Google Ads, so the team sees where each booked patient came from.
Justlife Home HealthcareHome healthcareBooked patients per dirham roughly doubled.
Spend moved to Search around urgent needs like post-surgery care and elderly falls.
Doctors For YouHome healthcareClosing rate from under 8% to the high teens.
WhatsApp conversion tracking, Search rebuilt around intent and a new qualifying script.
Clinica RamitaAesthetic clinic, JumeirahWe've seen a real difference, not just with the number of leads, but in the quality of patients coming in.
Infinity DentalDental & aesthetic clinicAfter the Google campaigns were reworked, the leads became much more serious and relevant.
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