Some high-level strategies to run CBD-related paid ads that may help prevent your website and account from being blacklisted.

1. CBD Paid Media
High-level strategies for your business

2. The Rundown
1. Google ad strategy
1. Paid social ad strategy
1. Email marketing strategy
1. Recap
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3. Google Ad Strategy
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4. Google ads and unapproved CBD products
➢ Currently CBD is on
Google’s unapproved
pharmaceuticals and
supplements list in their
Advertising Policy
➢ Google removes most
CBD ads in less than two
weeks. They may also:
○ Flag your billing
information
○ Permanently
suspend your
account
○ Flag your domain to
prevent you from
advertising CBD with
a new account 4

5. So what can you do?
➢ To combat the stringent
advertising rules, and
protect your account and
website, focus on running
top-of-funnel advertising
➢ The goal is driving email
sign-ups, then sending
transactional email drip
campaigns to sell your
products
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6. Google ad Do’s and Don’ts
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● Use brand-centric messaging
● Use dedicated landing page with
different domain name as main
website (ex. Instapage)
● Drive traffic to gain email leads
● Mention of cannabinoid,
cannabidiol, CBD
● Mention of full spectrum or THC
● Ads promoting specific CBD
products
● Mention of medical claims (ex.
good for dry skin, headaches, etc)

7. Paid Social Ad Strategy
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8. Using paid social ads
➢ Create email-based
lookalike audience list of
your most engaged
customers
➢ Focus on lead generation
ads with educational
content about CBD
without mentioning by
name
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9. Using paid social ads (Con’t)
➢ Create landing pages with
educational content that
touches the topic, and
includes expandable
related product lists
below the fold
➢ Create a new funnel with
these captured emails, &
leverage transactional
drip sequences to
retarget visitors with
CBD-specific content
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PRO-TIP: While your LinkedIn ad can direct to pages that feature topical CBD and ingestible
hemp, your Facebook ad can only feature topical products

10. Target audiences in LinkedIn by groups and interests
➢ LinkedIn provides
audiences in the health
and wellness space who
may resonate with CBD
as a therapy for their
patients or as part of their
consultations
➢ Targeting these
audiences with long-form
editorial messaging can
create a network of
advocates
➢ You can also leverage
Lead Ads to compile an
email list you can market
to directly through drip
campaigns 10

11. Build Lookalike Audiences in LinkedIn
➢ Lookalike audiences are
identified using an
existing Matched
Audiences segment, such
as:
○ Website audiences
○ Video ad audiences
○ Lead-gen form
audiences
○ Company lists
○ Contact lists
○ Third-party data
audiences
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12. Email Marketing Strategy
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13. Use email marketing to nurture conversions
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Segment and generate personalized
email messaging to drive product
sales & re-engage inactive customers
Connect signup form to
email marketing webhook,
or upload emails to
marketing hub
Send personalized emails to
potential and current
customers and drive
product sales

14. Recap
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15. Google ads
Do
➢ Use brand-centric
messaging
➢ Use dedicated
landing page with
different domain
name as main
website (ex.
Instapage)
➢ Drive traffic to gain
email leads
Don’t
➢ Mention
cannabinoid,
cannabidiol, CBD
➢ Mention of full
spectrum or THC
➢ Ads promoting
specific CBD
products
➢ Mention of medical
claims (ex. good
for dry skin,
headaches, etc) 15

16. Paid social ads
➢ Create email-
based lookalike
audience list of
your most
engaged
customers
➢ Focus on lead
generation ads
with educational
content about CBD
without
mentioning by
name
➢ Create landing
pages with
educational
content
➢ Leverage these
captured emails
for transactional
drip sequences
16

17. Email marketing
➢ Segment and generate
personalized email
messaging to drive
product sales & re-engage
inactive customers
➢ Connect signup form to
email marketing
webhook, or upload
emails to marketing hub
➢ Send personalized emails
to potential and current
customers and drive
product sales
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18. Thanks!
ANY QUESTIONS?
You can find me at:
Email - rob@crunchylinks
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