Use Health insurance ads to showcase your healthcare plans

Get details about Health insurance ads.
  • After February 1, 2023, you will no longer be able to create new or edit existing expanded text ads.
  • Existing expanded text ads will continue to serve, and you'll still be able to pause, enable, and remove your expanded text ads.
  • This change won't affect the Health insurance ads you previously created, because your expanded text ads are placeholders we use to dynamically generate your ads. Please create responsive search ads for Health insurance ads from now on.
  • For more information about this change, see About responsive search ads.

These ads are currently available globally in English. If you'd like to serve them in another language, don't worry—more languages are coming soon!

Showcase your healthcare plans on the Microsoft Search Network. We don’t crawl your website to generate content. Instead, Health insurance ads are dynamically generated based on the data you specify in your feed file, which contains your business data, such as coverage type, monthly premiums, and videos. The more details you provide in the feed file, the more information we’ll include in your ads.

The benefits of using Health insurance ads

  • Customized ads. Submit and schedule your feed, and based on the attributes you provide, we'll create relevant, personalized ads.
  • Improved return on ad spend. See more volume, increased click-through rates (CTR), and lower cost per click (CPC) rates.
  • Save time with automation. With no keywords required, the ads are created by feed files that use Microsoft AI automation and are fully equipped for bulk upload.

Get started


Health insurance ads are not available in audience campaigns or shopping campaigns.

To get started with Health insurance ads, you'll need to create a search campaign with a responsive search ad that functions as a placeholder. Then, you'll create a dynamic data feed file where you'll reference the campaign. We create your Health insurance ads by pulling information from your feed file to generate ad copy and we use the responsive search ad's settings for targeting and optimization.

Note: The campaign you create will always be a Health insurance ads campaign. You cannot use this campaign for any other purpose now or at a later time—it'll always be used as a Health insurance ads campaign.

  1. From the collapsible menu on the left, select All campaigns > Campaigns > Create.

    If you're using the new Microsoft Advertising navigation, from the navigation menu on the left, select Create.

  2. Choose Drive conversions or Generate leads as your campaign goal.
  3. Select Search as your campaign type.
  4. Select Search ads below Which ad type would you like to serve?
  5. Select Continue.
  6. Follow the steps provided by the campaign creation wizard. Learn more about the different steps of the search campaign creation wizard.
  7. In Campaign settings:
    1. Include "HealthInsuranceAds" in the Campaign name (for example, HealthInsuranceAds_Campaign1).
    2. Select the checkbox next to Disclaimer. Disclaimer in ads is required for Health insurance ads.

      Only Popup layout is available for Health insurance ads.

    3. Provide the Disclaimer name, Disclaimer title, Disclaimer information, Final URL, and, if applicable, Mobile URL. The more information you provide, the better we can improve your ad experience.
    4. Select Save & go to the next step.
  8. In Ad groups:
    1. Create at least one ad group. You can create multiple ad groups with different bids for future performance optimization.
    2. Create only one keyword for each ad group. You must choose an obscure placeholder keyword that a customer is unlikely to enter. We recommend using a combination of letters, numbers, and special characters to ensure obscurity.

      You must surround your keyword with brackets ([ ]) to indicate an exact match.

      Note: Avoid keywords such as “health insurance” to ensure the campaign only serves as Health insurance ads.

    3. Select Save & go to the next step.
  9. In Ads & ad extensions, below Standard ad groups, select Create ad.
    1. From the Ad type dropdown menu, select Responsive search ad.
    2. Enter the Final URL, which will feature as the Display URL in your Health insurance ads. You can leave out other details, since this ad will be dynamically populated by the attributes in your dynamic data feed file.
    3. Select Save to continue.

      Note: If you created more than one ad group, you'll need to create one responsive search ad for each. Do not create more than one responsive search ad for each ad group.

    4. Select Save & go to the next step.
  10. In Budget & bids, select Enhanced CPC from the Bid strategy dropdown menu.
  11. Select Save.

The disclaimer you create will always be present in your ad, but it may evolve based on more data you provide as Microsoft Advertising enhances this feature. See Disclaimer in ads for more information.

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