How do I get more Botox and filler patients in the UAE?

Why injectables are harder to advertise than other treatments

• The word patients search is banned in ads. "Botox" is a prescription drug brand. Google's October 2025 restricted drug terms update allows promotional use only in the US, Canada and New Zealand. Everywhere else, including the UAE, it is not allowed in ads, keywords or landing pages.
• No remarketing. Google lists "injections" and cosmetic procedures as a sensitive health category under its personalised advertising policy. That rules out remarketing lists, Customer Match and lookalike segments for these ads.
• Two regulators read your ads. Google checks policy. In Dubai, the DHA checks claims, titles and photos. An ad Google approves can still break DHA rules.

Know who may inject before you advertise

The DHA Standards for Non-Surgical Cosmetic Services (2018) set the scope in Dubai:

• Consultant or specialist dermatologists and plastic surgeons can supervise these services without extra training.
• Other physicians, such as GPs, need procedure-specific training, at least 10 supervised hands-on cases and privileges from the facility.
• Registered nurses may inject only when prescribed by a DHA-licensed consultant dermatologist or plastic surgeon, following that doctor's written plan.
• Beauty salons cannot offer toxin or filler injections.

Your ads and pages must match this. If a nurse injects, do not imply a doctor does. Outside Dubai, check the scope rules with MOHAP or DOH Abu Dhabi.

The 8-step plan

1. Rename every treatment. Use "anti-wrinkle injections", "frown line treatment", "lip filler", "cheek filler", "jawline contouring", "skin boosters" and "non-surgical nose reshaping". Remove toxin brand names from headlines, descriptions, sitelinks, image text and keywords. Filler brands are trademarks, so leave them out of ad text too unless you are sure you may use them.
2. Clean your landing pages. Google's crawler reads the page. A "Botox price list" or a blog post naming the brand can get the ad disapproved. Build ad landing pages without brand names. Explain the product at the consultation. If ads are already rejected, see what to do when healthcare ads are disapproved.
3. Bid on what you are allowed to bid on, then read the search terms. Keywords like "anti wrinkle injections Dubai" and "lip filler Abu Dhabi" are fine. Broad match may still show your ads to people who typed a brand name. Check the search terms report weekly and add negatives for "course", "training", "jobs", "wholesale" and "buy". See negative keywords and match types.
4. Put the injector first. One profile per injector with the exact DHA-licensed title, years of experience and areas treated. The DHA rules out titles such as "Aesthetic Consultant", "Cosmetologist" and "Beauty Expert" (Gulf News, Sept 2026).
5. Show results the compliant way. Same person, same lens, no editing, written consent and a "results vary" note. Keep the gallery on your website, not in Google ads.
6. Use the right words. The DHA bans claims such as "the best", "100%", "immediate results" and "no side effects", and expects ads to mention risks (Khaleej Times, Sept 2026). Google's unreliable claims policy also catches "guaranteed" results.
7. Make booking fast. Most injectable leads arrive at night on mobile. Offer WhatsApp and call buttons, and reply within minutes. Set up WhatsApp lead tracking.
8. Rebook at the chair. Since you cannot remarket on Google, your own follow-up is the remarketing. Book the review and the next session before the patient leaves, and send a reminder from your clinic system.

What leads cost

There is no public UAE injectables benchmark. LocaliQ's 2026 benchmarks, mostly from US accounts, show beauty and personal care at an average $4.62 click and $39.25 (about AED 144) per lead. Treat this as a floor. Dubai aesthetic keywords are crowded and usually cost more. Judge campaigns on cost per booked first treatment and on revenue over 12 months, because a returning injectables patient is worth several first visits. Use what is a good cost per lead for a clinic to set your own target, and conversion tracking to measure it.

Ad approvals outside Dubai

For ads on UAE media and electronic platforms, MOHAP issues a health advertisement licence, applied for with UAE PASS, processed in 1 to 3 working days, with the licence number shown on the approved material. Abu Dhabi facilities follow DOH rules, listed on the DOH standards page. Confirm which approvals apply to your campaign before launch.

For Instagram and the wider clinic playbook, read how to market an aesthetic clinic in Dubai. Related: getting more dermatology patients and getting more laser hair removal clients.

Want this done for you?

Access One is the UAE's first Healthcare Google Partner and Dubai's #1 Google Ads agency for healthcare. We build injectables campaigns that pass Google's drug-term rules and DHA review, tracked to booked treatments. Get a free Google Ads audit.

Frequently asked questions

Can I use the word "Botox" in Google Ads in the UAE?

No. Google only allows promotional use of prescription drug terms in the US, Canada and New Zealand. Use "anti-wrinkle injections" in ads, keywords and landing pages.

Can I bid on the keyword "botox Dubai"?

No. The restriction covers keywords as well as ad text. Bid on allowed terms and check the search terms report to see which real searches trigger your ads.

Can I remarket to people who visited my filler page?

No. Google treats injections as a sensitive health category, so remarketing lists, Customer Match and lookalikes are not allowed for those ads. Use keywords and location instead.

Can a nurse do Botox in Dubai?

Only when a DHA-licensed consultant dermatologist or plastic surgeon prescribes it and the nurse is trained, has 10 supervised cases and follows the doctor's written plan.

Should I advertise prices for injectables?

A clear starting price filters out bargain hunters and builds trust. Keep drug brand names off the price page your ads link to.

Sources

• Google Ads: Restricted drug terms update (October 2025)
• Google Ads: Healthcare and medicines policy
• Google Ads: Personalised advertising, sensitive categories
• Google Ads: Unreliable claims policy
• DHA: Standards for Non-Surgical Cosmetic Services (2018)
• DHA: Standards for Medical Advertisement Content on Social Media
• MOHAP: Health advertisement licence
• DOH Abu Dhabi: Standards
• LocaliQ: Search advertising benchmarks 2026

Published 18 Oct 2026 · Access One