ABA Google Ads is a regulated subset of behavioral health PPC. Google restricts certain healthcare ad copy, requires LegitScript or equivalent certification for some service types, and applies elevated quality scoring that rewards landing-page transparency about services and pricing.
The most efficient ABA Google Ads accounts segment campaigns by service modality (in-home vs. center-based vs. school-based), bid aggressively on branded and competitor terms, and pipe intake-form quality data back into the platform to optimize for cost-per-enrolled-client rather than cost-per-lead.